Staff Writer: Carolyn Johnson
As any search engine optimisation company knows, global brands can sometimes be their own worst enemy. This occurs especially when errors in marketing occur, such as mistranslations and slip-ups. Such mistakes, however, can be costly not only to the reputation of the brand, but once the word gets out on social media platforms, it can also destroy quality SEO building and ranking. No matter how quickly the global brand responds to the error or apologizes, the fallout can occur in a matter of hours, if not minutes. In this instance, a search engine optimisation company needs to get into damage control mode and fix up the fallout.
First thing’s first, you’ll need to assess what needs fixing. Because social media and SEO exist in the same worlds, social media will easily affect SEO and vice versa, so the changes to your rankings will be quick. You’ll need to adjust your end-game and learn how to track what social media sites are saying about your brand and how to clear the flames when and where they start. Also, you’ll need to start rebuilding content with positive stories to stave off the negative remarks.
Social media is a complex creature on the Internet, so it’s difficult to track. Localization habits of certain social media outlets will add yet another layer to the noise. If the damage to your reputation is global, you may need to track and categorize search engine by country.
Next, once you’ve figured out your tracking categories, you’ll have to figure out exactly what to track for. You’ll have to track the English terms related to your brand, as well as perhaps foreign language terms with the same meaning. Such terms to watch out for can regard brand slogans and names, campaigns, industry slang and terminology, and competitors to your brand.
Knowing who to track will also be helpful in redeveloping your SEO. There are essentially two types of people to track on the Internet, entitled “external influencers” and “internal influencers.” External influencers are bloggers, Twitter users, and local people writing about local matters. Internal influencers are brand industry folks: anyone from potential hires all the way up to CEO and business investors. Search and determine people to track on a per country basis.
Determine who, among your list of people to track, will be your brand’s advocates. Influential advocates on social media sites can spin positive content about your brand. Potential advocates are especially common within the internal influencers’ category, and yet they are often left ignored as potential resources for positive content by the company. There are several tools you can use to determine which advocates will help you out the most.
Once you realize which areas need your brand’s attention the most, it’s time to address the problem head on. First, have the brand be up-front and apologize for the mistake. Provide basic facts about the situation in order to hush your critics. Develop new and interesting content for your customer base.
In managing the damage done by global branding, the best rule to live by is to react and work quickly; leaving the damage undone for a long period of time can bury your brand and lead even your loyal customers to the competition.