Strategies for Building and Protecting Brand Image (BINUS University)

SESSION 10 Strategies for Building and Protecting Brand Image SUBJECT MATTER EXPERT Digital Corporate and Communication  LEARNING OUTCOME LO1: (C1) Knowledge: identify different social media tools for corporate communication purposes. LO2: (...

SESSION 10 Strategies for Building and Protecting Brand Image SUBJECT MATTER EXPERT Digital Corporate and Communication  LEARNING OUTCOME LO1: (C1) Knowledge: identify different social media tools for corporate communication purposes. LO2: (C2) Comprehension: explain the use of digital media for corporate communication purposes. LO3: (C3) Application: design and implement appropriate social media planning for different corporate communication programs. UNDERSTANDING REPUTATION MANAGEMENT Definition: Reputation management involves monitoring and influencing the perception of a brand or organization by the public and stakeholders. Importance in the Digital Era: Instant Feedback: Social media allows for immediate public feedback, making reputation management more dynamic. Wider Reach: Positive or negative news can spread quickly online, affecting brand perception on a global scale.  KEY ELEMENTS OF DIGITAL REPUTATION MANAGEMENT Monitoring: You can use tools like Brand24 to track what is being said about your brand online. Engagement: Actively engage with your audience, responding to both positive and negative feedback to show that you value their input. https://images.app.goo.gl/LonKGzjdwo3UMoet8 Content Creation: Create content that reinforces your brand’s values and showcases positive aspects of your business.  THE ROLE OF SOCIAL MEDIA IN CRISIS COMMUNICATION Real-Time Communication Social media enables organizations to communicate quickly and directly with their audience during a crisis. Transparancy Being transparent and honest on social media can help manage public perception during a crisis. Community Building A strong social media presence before a crisis helps build a loyal community that can support the brand during tough times. STEPS IN CRISIS COMMUNICATION CRAFTING CRISIS COMMUNICATION CONTENT FOR SOCIAL MEDIA Key Elements: Clarity: Be clear and concise in your messaging to avoid confusion. Empathy: Show empathy and understanding of the concerns of your audience. Consistency: Ensure that all communications across different platforms are consistent in message and tone.  CHALLENGES IN DIGITAL REPUTATION MANAGEMENT AND CRISIS COMMUNICATION Speed of Information Spread: The rapid spread of information online can amplify crises and make management more challenging. Misinformation: Addressing and correcting misinformation quickly is crucial to maintaining control over the narrative. Maintaining Trust: Ensuring that communication is consistent and  SOCIAL MEDIA ENGAGEMENT STRATEGY: KEY COMPONENTS Audience engagement refers to how brands interact with and build relationships with their audience on social media platforms. Target Audience Content Quality Consistency Interactivity Understanding Create content that adds Maintain a regular Encourage likes, shares, Know who you’re value, entertains, posting schedule to keep comments, and speaking to and tailor educates, or inspires your audience engaged. conversations to boost your content accordingly. your audience. engagement.  MAINTAINING BRAND IMAGE THROUGH ENGAGEMENT User-Generated Responding to Storytelling Content (UGC) Feedback Use authentic Encourage Engage with both stories to customers to positive and connect with the share content negative audience related to your feedback to show emotionally. brand, enhancing responsiveness credibility. and care.  BEST PRACTICES FOR SOCIAL MEDIA ENGAGEMENT Humanize Your Brand Use a conversational tone and respond to comments to build relationships. Utilize User-Generated Content (UGC) Encourage your audience to create content around your brand. Leverage Hashtags Use relevant and trending hashtags to increase visibility. Run Contests and Giveaways Drive engagement through fun, interactive campaigns.  ENGAGEMENT METRICS AND TOOLS Engagement Rate Measures interactions such as likes, comments, shares, and clicks relative to followers. Reach and Impressions Tracks the number of people who see your content and how many times it appears on their feeds. Sentiment Analysis Analyzes the tone of user-generated  ASSIGNMENT 1. In this session, you have to determine the social media engagement with the audience strategy throught social media. 2. Submit it to PR Lab Assistant at Session 10  REFERENCES Keith A. Quesenberry (2019). Social Media Strategy. New York: Rowman & Littlefield. ISBN: 9781538138175.