It’s seems there is always people using a brand’s likeness for their benefit whether it be copying their logo or making a knockoff of one of their products. When companies find out they usually sue to get their product back in their control. In each case, the company can be viewed as greedy and seeking more wealth but it’s rare when a company can turn the situation in their favor.
Jack Daniels, the whiskey manufacturer, recently found itself in a case of copyright infringement over a book cover. Instead of going after monetary gains they wrote a cease and desist letter to the author even offering to pay for the cover changes. The course of action they chose suddenly turned the whole situation into their favor and garnered publicity for both parties. Jack Daniels got attention to their brand and the author to his book. This is an example where a company can turn a situation to favor them and avoid negative buzz.
Turning bad situations into good publicity should be a high task for companies. Jack Daniels was lucky and able to develop a plan that turned the case into good publicity. But if something negative is brought to the company’s attention too late it could be a lost cause and take lots of monetary funds to fix the situation. Social media monitoring is something that companies need to have as part of their budget and tasks. Anyone can post anything at any time about your company and can cause lots of damage if caught too late. People can read a negative review and cease to buy things from you or a copyright infringement could be happening unbeknownst to you. With social media monitoring you can be alert and know what goes on online regarding your company.
There are SMM tools available to assist in monitoring your brand online. Programs like Alerti can tell you everything you’d want to know about your brand’s presence online. It’s easy to find out where and when your company is being talked about and give you sentimental analysis. Graphs and reports usually are provided by these tools, which can make it easier to read data. Social media monitoring should be something every company invests in. It can assist in turning a growing negative problem into a positive one and avoiding any large problems. You can get to know your audience better as well so you can keep your presence in a good light and keep consumers loyal to the brand.
In this week’s episode of “The Future of Engagement” Murray Newlands talks about the Jack Daniels’ case and ways to turn publicity in your favor.
- Develop a plan to turn negative publicity and comments into positive ones that can make the company come off unscathed.
- Social media monitoring use can assist in keeping track of your brand online.
- An SMM tool can do the monitoring for you and provide you the results in easy to read formats.Click on the free white paper here to get some information on social media monitoring.