Social media marketing in Singapore has proven to be very effective in helping local and foreign companies in the country get more customers. According to recent statistics, Singapore had 4.2 million active social network users and this number is expected to increase to 4.7 million by 2023.
As a digital marketer in Singapore, you need to come up with robust social media marketing strategies to help your brand generate more leads. Reputation is one of the primary factors that clients consider before deciding to do business with a particular company.
Apart from using social media marketing in Singapore to generate leads, you can use the same channels for reputation management. One of the most inspiring and wise quotes by Benjamin Franklin states that “It takes many good deeds to build a good reputation and only one bad deed to lose it all.” The reputation is one of the highlights of your brands. It gives your business an upper hand in the market.
Thanks to the many social media platforms that have gained traction in Singapore, clients are able to communicate easily with customer care personnel. They expect instantaneous interactions from the brands they decide to do business with always. It goes without saying that failing to respond to clients’ queries on platforms such as Facebook will affect the brand’s growth and reputation.
Social media in Singapore is not just a viable reputation management tool but also a necessary one in any business. A good example of a company that suffered for failing to utilise social media platforms to manage its reputation in the time of a disaster is Intercontinental Terminals Company (ITC) based in Houston. Eight chemical tanks that contained harmful components to the environment and human beings caught fire and for three days, smoke covered the entire Houston city.
ITC held regular press conferences and press releases to update the community about what they were doing to address the issue. However, they ignored social media and this led to massive negative publicity. The community who took to Twitter and Facebook to ask questions thought the company was ignoring them and this fuelled the negative publicity.
ITC is not the only company that has suffered the same predicament. 58% of CEOs in Singapore and abroad are of the idea that online reputation management should be addressed but only a fraction (15%) use social media to manage their respective brand’s reputation.
Here are wise nuggets on how to use social media marketing in Singapore for reputation management.
Respond to Negative Reviews
One of the mistakes that businesses make is reacting to negative reviews posted on social media platforms in Singapore instead of responding to them in a professional and cordial manner. No matter how great your product or service is, you will come across clients who will not be contended.
This is one of the natural moving parts of any business. If left unattended, the negative sentiments can compromise your credibility in the market and potentially lower your chances of getting new leads through your Singapore social media marketing strategies.
- 60% of clients confess that negative reviews discourage them from doing business with some brands
- 85% of clients trust online reviews and consider them as personal recommendations
- In Singapore Google search results, online customer reviews have a 7% impact on website rankings
The most successful businesses in Singapore consider negative reviews as new business opportunities, not hindrances. This is based on the fact that 30% of consumers believe that the way a brand responds to negative reviews is a strong signal that can be used to gauge the credibility of a local business.
So, how should you respond to negative reviews in Singapore?
- Think deeply before responding: Take some time to think about the negative review and your response before posting. This does not mean that you should take the whole day, but enough time to understand the main issue and come up with an ideal solution to it. The goal is to respond wisely to all negative reviews.
- Be Authentic: Singapore online customers are savvy, and can easily tell if your response is genuine. Most businesses have a canned response to issues that arise frequently. Respond to clients’ concerns and make them feel that you genuinely care about their feelings and initial expectations when they purchased your product or sort for your service.
- Move the Conversation Offline: The first thing that you need to note is that a client who left negative feedback is either downright upset or unhappy with your business. Do not make the mistake of discussing the nitty-gritty details with everyone. Otherwise, the case will be brown out of proportion.
For example, if you decide to offer a special coupon or discount to the disgruntled customer, other clients who come across the post will be tempted to post a similar review to get a discount also.
- Negative Ignore Negative Reviews: The worst thing you can do in social media marketing in Singapore is ignoring a negative review posted by a genuine customer. As mentioned earlier, a negative review is actually an unexploited business opportunity. Ignoring it will show other customers that you do not really care about their sentiments.
Dealing with Trolls
If your Singapore business has been active on social media for a while, you have probably come across a troll. There are trolls who just want to make fun of your brand and there are those who will do anything possible to wreak havoc and ruin your reputation in the name of having fun online.
Sometimes, it can be difficult to tell the difference between a genuine customer who is upset about the product or service and a troll. Here are some common traits that trolls use to get attention on social media platforms in Singapore.
- Use of strong language such as “WORST”, “HATE”, “NEVER”
- Name-calling and personal attacks
- Poor grammar such as capitalising all letters and excessive punctuation
Here are some of the facts on how to deal with a troll.
- Be Cordial and Polite: Trolls are only interested in one thing – starting an argument and ruining your reputation. Reacting to their comments will just fuel the conversation and help them achieve the goal. Try as much as possible to remain cordial and polite as you converse with them. Being cool, calm, and collected will turn them off.
- Include Facts in your Responses: In most cases, trolls have no legitimate experience with your product, service, or brand. They are simply stating things to change the mindset of existing and potential customers. Dissolve their sentiments by including facts in your responses. Prove them wrong to give the same audience to believe you.
- Desist from being pulled into an argument: If you notice, the troll is trying to introduce personal attacks, re-coil, and desist from being pulled into an argument. Strive to nullify their sentiments with facts.
- Do not Delete Comments: You might be tempted to delete their harsh comments. Resist that urge, as deleting will show the troll that you are upset and actually concerned about their posts. This will actually re-energise and motivate him or her to keep going.
- Know When to Stop: If you reach a point where you feel the conversation is not going to solve a thing, END IT. Just make sure that you exit on a high note as the rest of the community is following the conversation to see how you will resolve the situation. Politely excuse yourself.
Nobody is perfect – mistakes occur when you least expect them to no matter how much time you prepped for the event. One of the mistakes that most people make is posting inaccurate messages on social media. Truth be told, it is embarrassing but that is not the end of the world.
What should you do after realizing you posted an inaccurate message on your social media pages?
- Admit the Mistake: Yes, it is not easy to admit you made a mistake especially on a social media platform that has millions of Singaporeans. Build trust, show the community that you are also human, and can mistake by admitting it. Then, come up with a plan to make it right.
- Desist from Deleting the Original Message: Even if you realized the mistake a few minutes after posting on Twitter, Instagram, Facebook, or any other platform, there is a high likelihood that people have already seen it especially those who actively follow your page. Deleting it will disorient your audience and trigger them to question why you deleted it. Let it stay on the page, otherwise, you will give clients a reason to distrust you.
- Provide the Correct Information in a New Post: Provide accurate information in a new post. Grasp their attention with a captivating heading with words such as “NEW INFORMATION” or “UPDATE. There is no shortage of words that you can use to ensure that the new post spurs engagement with the audience and nullifies the previous erroneous one.
Doing social media marketing in Singapore will not only help your business generates more leads but also revitalize your customer relationships. Use the above strategies to manage your reputation in Singapore. Get in touch with us for professional digital marketing in Singapore which includes social media marketing and reputation management.