How social media has forever changed brand management

A real-time, immediate gratification culture means staying on top of conversations on multiple platforms, all the while striking just the right tone. Oh, and there’s SEO to consider, too.

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When it comes to online brand management, most businesses are already familiar with the more common techniques such as using SEO to gain top search engine positions or content and keyword control. However, many are failing to recognize the importance of social media and customer reviews sites for online brand management.

According to the 2010 Pew Internet & American Life study, a staggering 78 percent of U.S. Internet users have researched a company or product before making a purchase. These customers are not only going to the prospective business’ site, but are searching neutral sites for reviews like,, or mainstream social media like Facebook or Twitter.

In order to protect your brand over the long term, you need to construct a brand management plan in addition to plotting appropriate SEO work. Brand managers should prepare to monitor the following two areas on a regular basis:

Company reviews

Company reviews are just as beneficial to companies as they are to consumers. While customers benefit from finding which products and services will most adequately suit their needs, a business is able to obtain free word-of-mouth marketing. On the downside, discussion boards and forums can also become a breeding ground for negative comments.

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