The number of people who feel bad reviews have the power to make or break their business has risen from 17% (2014) to 21%. * However, most are struggling to find the right solution. Along with the benefits it provides, the internet also has a dark side. Today, it has become a cesspool of hatred where users openly abuse individuals or companies without any hint of shame or guilt. This culture of trolling has tarnished the brand image of several companies. It is time organizations anticipate such situations and design strategies to combat the menace.
The internet is full of people and communities who are dissatisfied with a particular service/ product and want to share their opinions and express their views. Unlike these angry users, who share their negative, but sincerely held beliefs, trolls may not believe a word of what they write. They choose words that have the highest likelihood of upsetting and offending, and use them as a powerful weapon to gain attention. These messages—personal attacks and trivial jokes—often distract and take focus away from relevant issues. In a scenario where brands are in the limelight for being trolled on social media, it is important that your brand is aware of such dangers and knows how to keep them at bay. Brands such as Amazon, Flipkart, Uber, and Ola have stirred up a massive storm by trolling each other too.
Celebrity trolling has also recently gained a lot of attention. We often see popular personalities such as Donald Trump, Anushka Sharma, Shilpa Shetty, and Alia Bhatt among others being trolled. Online trolling has become a matter of concern because of the long-term embarrassment it causes.
Ultimately, the more attention trolls give your brand on social media, the harder it may be to get rid of them. While this is a problem in itself, it may also influence how others feel about your brand. Trolls usually have a high opinion level, driving a fair share of followers to engage with them. This could also influence your potential customers in a negative manner. In such a scenario, blocking a particular account or ignoring a comment is probably not the best decision. No matter what the nature of comment is, you have to hold your ground.
Diese Geschichte stammt aus der January/February 2017-Ausgabe von The Smart Manager.
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Diese Geschichte stammt aus der January/February 2017-Ausgabe von The Smart Manager.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
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Building A Quality Culture
A strong company culture defined by its values, beliefs, and behaviors, has a profound impact on its products and services. More so in today’s VUCA world, where to stay relevant and maintain a competitive edge, it is critical for organizations to build a culture that focuses on quality. Suresh Lulla, author of Quality Fables, elucidates through significant examples how creating a culture of quality is imperative to driving success and productivity.
Customers For Life
The history of General Motors in India can be traced back to the 1920s, when it became the first automotive company to set up an assembly plant in the country. The relationship since then has not been as fruitful as GM would have hoped. GM’s flagship brand, Chevrolet, was introduced in India to build upon the success of the popular Opel marque. However, success has been fleeting at best—an issue that GM India is determined to rectify. It aims to do so by adopting a two-pronged approach: using customer feedback to influence product development, and delivering a superior sales-to-service experience.
The Digital Shift
… technology will radically disrupt HR in the near future. Indeed, it is already changing the way HR works and the role it plays and opening the door to a new type of “digital HR” function.1 The rise of digital and social media is changing the dynamics of HR and creating new ways of hiring, engaging, and retaining employees.
The Story Of Telling
“The best brands are built on great stories,”* this remark by Ian Rowden best captures the strategy of diligent brand building. Much more than attractive logos or the products themselves, what builds a brand is how successfully a story is woven around it. Brand marketers have to be good storytellers indeed.
Complexity Is Simpler Than You Think
Kay Kendall and Glenn Bodinson, authors of Leading the Malcolm Baldrige Way, shatter myths about excellence models such as Baldrige and EFQM.
Proponents of Isolation Never Become Victors
Multilateralism in the political and economic space has always led to frameworks that favor the mighty. WTO was no exception. With agriculture kept out of its purview, it could never become a truly fair and free trading system. China was the only large emerging economy that exploited relative openness in low-cost manufactured goods to take full advantage of the system. Other emerging economies could at best garner minor gains.
A History Lesson (From Year One) for Trump and the Brexit Crowd: Isolationism Has Never Worked!
Professor Stephane Garelli on growing isolationism.
A Win-Win Game
Business is not a sport where some stakeholder has to lose or fare badly for others to do well. Building an atmosphere of trust and transparency between all stakeholders will help companies retain them even during adverse times.
A Sustainable Model
With a total market value of $4.3 trillion and an employment base of at least 1.3 million direct employees and millions of others indirectly employed, platforms have become an important economic force.*Companies today are constantly looking for ways to build platforms—Infosys Ltd announced its plans of monetizing its platforms to make them a $2 billion business by March 2021. But are all platform businesses successful?
Custom Made
…three in four consumers said they receive too many emails from brands, and one-fifth said they could not handle the current volume…69 per cent have ‘unfollowed’ brands on social media, closed their accounts or cancelled subscriptions.*In these times, when the market is flooded with products and services, the most efficent way to engage customers is to offer them customized content. To achieve this, brands need to focus on observing the nuances of individual preferences.
