Article

Between the Lines

Garner Media Exposure that Money Can’t Buy

Spencer Sutherland

May 6, 2013

 “Understanding the platforms is important because it’s the access point into your audience,” Wolfenbarger explains. “And platforms need to match the audience.”

Defending Your Brand

The internet—especially social media—never sleeps. And because the conversations about your brand or reviews of your products may not always be positive, “you can lose control of your online brand very quickly,” Wright says.

Wright recommends taking a proactive online approach with content that accurately describes your products and reinforces brand messaging. This may include responding to negative Facebook posts or online reviews, or even encouraging satisfied customers to leave positive reviews on sites like Amazon, Citysearch or Google Places.

 “That’s a full-time job,” he says. “The sheer mass of information that needs to be distributed should be managed by a professional—someone who understands your message and is able to converse with your customer and provide them with the information that they’re looking for.”

This one-on-one digital interaction opens up doors for the type of customer service—and, in turn, consumer advocacy—that traditional advertising could never provide.

 “On the internet, the sky is the limit,” Wright says. “Being able to interact and engage in conversation with your clients is instrumental to the future success of any organization.” 

 

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