Ironically, a halo can be a good or bad thing. When it comes to your company’s image, how your brand, company and products influence one another is considered the “halo effect.” Conversations about your company are often started by your customers. What that customer thinks of your company will be passed along to his friends and family, who in turn will continue to spread the information. This creates a “halo”. Whether your “halo” is positive or negative will depend on that customer’s perception of your company.
So, how can you keep your image positive through the spread of information and opinions? A recent article by Sam Ford in The Public Relations Strategist, suggests that circulating your messages and building on positive aspects of your company can lead to a desirable reputation.
Ford points out that companies often tell employees what they can’t do on social media, and he suggests that companies instead take a different approach and tell employees what they can say on social media. Think about encouraging employees to talk about their work life on social media. By getting employees to share what new and interesting things they are doing at work, their friends and family will see your company in a positive light and become more interested in it. However, Ford warns companies to keep in mind that not all employees will necessarily be advocates or have your company’s image as their number one priority when posting online.
Many factors go into building your company’s positive image. Making content easy to share and spreadable will entice your audience to talk about or repost your content. Thanks to Facebook and Twitter, it is now extremely simple to share content, whether it’s through the share button on Facebook or sending out a retweet. Our fast-paced society is looking for valuable content that is easy to share, especially if they find it interesting.
When you are thinking about how to leverage social media conversations, think about how to get the conversation started. mRELEVANCE suggests that you start with the people who know you best and build from there. Here are out four levels of engagement:
– Employees: Get your internal team on board. Consider launching a contest or featuring content about your team.
– Influencers: Reach out to vendors, partners, trades and others who have a natural relationship with your company.
– Existing Customers: Who better to embrace and share your messages than your existing raving fans?
– Potential Customers: Once you have your employees, influencers and existing customers talking about you, future customers are easier to attract.
Sharing content contributes to your company’s positive reputation. Not everyone is thrilled to promote a company. However, if your content is fun, has value and is shareable, then people will promote you without necessarily thinking they are promoting you. If you are curious about your company’s “halo effect” or think your company needs reputation management services, contact us today!