One obstacle many companies encounter is maintaining a great online reputation. Whether earned or unfair, opinions of businesses can end up creating problems during lead nurturing efforts and make a relationship that seems to be going well turn south very quickly. Consequently, an important part of online marketing should be to manage these characterizations and place an organization in a better light.
Consequently, social media is an extremely important tool for making this possible. Even business-to-business research is conducted using sites such as Facebook and Twitter, so it’s a good idea to make sure they’re actively creating a persona or reputation for any company. For example, the Call Center Satisfaction Index, a tool of research analyst the CFI Group, concluded social media is actually the single best tool for blunting a company’s poor reputation and establishing the organization as a reliable business partner.
Make sure not to neglect social media, even if it’s actively being used as part of a social search or content marketing campaign. Many company leaders and purchasing agents are using these outlets (including LinkedIn and occasionally Google+) to find out more about companies they may partner with. With an actively engaged client base and plenty of information available on a business’ profile, the poor reputation a company may possess will be quite a bit less important.