Turn a Weakness / Opportunity into an Opportunity / Strength
No press is bad press and that has never been truer than on the web. Building a brand is incredibly tough. You have competitors who might have a larger marketing budget or have been doing what you do for longer, and perhaps you have such a small team that you really just don’t have the time or resources to promote the brand. Sometimes when you do a SWOT (Strength, Weakness, Opportunity, and Threat) analysis, you put down a weakness as low brand exposure. You may even try to forecast this as an opportunity if you just wait it out. Why wait when you can start using your audience that is already talking about you to turn your own public PR into an Opportunity / Strength?
Search Your Name
Have ever wondered what people think of your company? Just search your name in your favorite search engine and find out!
Let’s try this out. I searched the name Wakefly and the very first article was a great article that talks about Wakefly!
- They mention our name (maybe we can even get a link back to our own site)
- We can Tweet out this article with a link back to their Twitter to let them know we sent our own audience to their account!
- This is a well established article.
- The article is pro Wakefly!
Let’s do a few more searches – same rules apply.
So that is a good start, but we can do better than that can’t we?
Staying up to date is impossible. Google actually has a function that will email you if your brand name (or any name really) is mentioned. Google will send an email to you so you know exactly who is talking about you and you can do the same steps above.
Let’s see some other ways we can find out who is talking about us.
This is a program that most of us on the SEM team already use, that I just started, and I love it! HootSuite allows you to see the real conversations that people are talking about on any keyword you want. For this example, I put in the name Wakefly to see what the audience is talking about.
Again, the same rules apply. What’s great about HootSuite is that you can directly connect it to any social media platform. For this example I just wanted to use Twitter.
What Wakefly can do!
- Re-tweet our audience’s message. This is a great way to add a personal touch with your audience as the web can seem like a very impersonal place.
- Reply. This is huge. Again, no PR is bad PR but what is bad PR then? Well the answer is an opportunity!
Here is an example of a company that practices this. I recently started to use a video service called Wistia and tweeted it out. This sort of customer service will make me into a paying customer! Not just because I love their service (which I do), but how they actually watched my stupid video even though I was doing that as a test and they commented about it. That shows that they care which makes me care now more!
Bad PR can kill a business. However, I have never looked at it like that. Instead, think of it like this – take a weakness and turn it into an opportunity and craft that into a strength!
How does this work?
Example: An unhappy customer complains via Twitter about a late delivery for a product that you sell. This customer is furious and creating a really negative image of your company. Perhaps that person has friends who were thinking about using your service. I think you know who wins.
Solution: Don’t ignore! Instead, seize this amazing weakness and turn it into an opportunity and learn from it! Read and understand the reason why this person is upset. This is a great way to tackle the problem and perhaps fix it so it won’t happen in the future. Reach out directly to this person and make them feel important! That is a common issue that unhappy customers complain about. Customers feel that their issue is not big enough for a company to care about. Change that!
- Offer full money back since the order did not come in on time and the customer is able to keep the order
- Offer to give the customer a discount on future products
- Offer them to give you direct advice as to what to change
So what does awesome customer feedback look like?
Here are some examples of our clients taking advantage of PR
These two clients spend the time answering all types of bad responses on their social media and work incredibly hard to learn from their community. The outcome? A community that loves them and let’s them know!