Handling negativity on Social Media

Ricardo De Melo Matos

Making sure you have a positive online reputation is more than essential since every business is susceptible to a negative experience on social media. Once you have an online presence, it is very hard to avoid negative reviews and comments, and social media management when undertaken can play a huge role in dealing with this situation. What can start as a small issue can easily become a bigger problem if not properly addressed so it’s fundamentally important to have a strategy in place to protect your online reputation.

When facing negativity on social media, it’s important to face the issue empathetically and not react as if it’s a personal attack. To hear what the customer has to say is paramount when negative feedback is received. Try to put yourself in their position and respond sympathetically by quickly apologizing for not meeting their expectations. The best response is to offer a solution that focuses on correcting the failure while promising a better future experience. Following up with the customer after your apology and reinforcing your dedication to their satisfaction is often the best path to resolution.

When you own a business and put your heart and soul into it, it might be difficult for you to cope with negativity. But, you must deal with it strategically. Don’t ignore negative comments, try to reply politely and quickly. While it’s almost impossible to avoid negativity on social media, it is possible to minimize its impact on your online reputation.

Need help with you online reputation?

Digital Marketing and customer loyalty

Ricardo De Melo MatosScreen Shot 2016-08-31 at 2.11.35 PM

We currently live in an era where there’s no denying the influence of new technologies and digital media on people’s lives. Directly or indirectly, these technologies are active in our daily lives in many ways. Whether it’s the act of making a simple purchase at the supermarket, withdrawing money at a bank, or even paying bills online; digital media has changed the way we relate to the world, and consumer behavior has kept pace and accompanied this change.

In the above scenarios, sales and marketing techniques have had to adapt to keep pace with these new market requirements. Early on, the main way to advertise a brand or product was through traditional mass media such as radio, magazines and newspapers and later through television. Today we have a new player in the way to effective communicate a sales and marketing message; digital advertising, which effectively promotes a particular product or brand through the internet.

Today the Internet provides many approach channels to reach customers and promote your specific brand. An effective plan or road map is an essential tool, whether you’re a small business or a multinational company. A web channel can be used for different marketing objectives, and still be an intuitive extension of your organization.

It is important to remember that for content marketing strategic function efficiently, it needs to be developed with specific strategies and be quite objective.

People are looking for quality content on the internet. They seek relevant information that they bring real solutions to their needs or disabilities, and that is when your company must present the ideal content for this new e- Consumers model . Then , see how content marketing can retain customers . the customer must have the confidence to make the purchase and content marketing and can be decisive for the customer’s attitude.

While there are many ways to effective use this new medium to advertise and promote your product, service or brand identity, there are only a small number of core techniques that when best utilized are extremely effective at not only attracting visitors to your website, but in converting and keeping them as customers and clients.

Social Networks – These help to disseminate your company’s information, produce relevant content and identify and target paying customers, all while digitally humanizing your brand.

Blogs – These relevant and unique publications are the best way to attract new visitors to your page, while keeping visitors already committed to your product or service. They are an effective tool in generating engagement with users, and work best when they allows readers to ask questions, receive answers, make suggestions and even criticize a company’s performance.

Search Engine Optimization – Compelling SEO results happen when the proper keywords that represent your brand well, or those aligned in synergy with your market or portfolio of services/products is chosen. Search engines generate flow to your page and you need to appear prominently in these searches to be successful. These searches can be further optimized by creating website content and links around phrases that your potential customers and clients are looking for.

Landing Pages – Good landing pages where the visitor ends up after clicking on a particular search result is an extremely positive and important sales/conversion tool. This page needs to be built strategically, so that your website can achieve good business results and/or mine for positive sales lead generation.

Email Marketing – This tool provides your brand with the best opportunity to deliver information directly to a targeted audience. The reading efficiency is very large and the cost is low, and its possible to customize campaigns for each type of customer.

Google Adwords and Facebook ADS – These allow you to create ads on equal footing  with the larger more established  “giants” of the web while simultaneously targeting your ads to a qualified specific audience. While the internet enables a campaign to be available at all times, it also allows for an ad to be suspended or altered in real time. The cost to develop or change an online advertising piece remains low, and cost effective especially when compared to other mediums of advertising.

Interactivity: Digital media is unmatched when it comes to interactivity. No other media can provide an ambient relationship as appropriate between brands and people.

When these tools are used properly and effectively, you can easily increase your digital marketing presence, increase your potential customer reach, while ensuring customer retention.

Tips for trolls: How social media can win an election

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The fate of our nation hangs in the balance — or, to put it another way, the 2016 presidential election is in full swing.

The armies of good and evil have arrayed themselves against each other, and the fate of our nation hangs in the balance — or, to put it another way, the 2016 presidential election is in full swing. And you may not realize it, but the war will be won or lost based on how people like you use social media.

With that in mind, here are some tips for using the internet to sway the election for the side of righteousness. As a bonus, you may be able to stop the decline of Western civilization at the same time.

No. 1: Use all caps when you comment

You don’t want your ideas to tiptoe around in timid lowercase letters. That’s fine for unconfident people, but you hold your beliefs passionately. DO NOT HIDE THEM BEHIND WIMPY LOWERCASE.

No. 2: Use profanity whenever possible

People aren’t going to be persuaded by cold logic. You have to appeal to their emotions. And there’s no better way to tap into those emotions than by swearing at them. Studies have shown that using vulgar language when you argue is just as persuasive as using all caps. Remember: This is a battle for hearts and minds.

No 3: Attack your opponent’s character

If you don’t have time for complex arguments, a good shortcut is to simply call people names. This lets everyone know that they are not trustworthy without wasting crucial time.

Incredibly, you can learn everything you need to know about someone by reading just one social media post. This qualifies you to judge their motives, intellect, and upbringing. If they don’t measure up to your standards, tear them to shreds. They deserve it, and you’ll be the clear winner of the argument.

As an added bonus, many people have found that they can bolster their sense of worth by belittling others.

No. 4: Tone is crucial

People often underestimate tone. It can’t do everything, but it’s an important weapon in your arsenal. The ideal tone to adopt is one of disdain.

Disdain has many advantages. It shows that you know you are right, and it also makes sure people are aware that you are intelligent and sophisticated. At the same time, it helps everyone see clearly that your opponent is dumb, and therefore likely wrong, because dumb people are wrong a LOT.

No. 5: Don’t lose the war over truth

Do not let anyone get away with portraying the world in a way you know is wrong. This is extremely important. You may be done with social media for the day, ready to go relax with your family, but when you see a comment you disagree with, duty calls. You must weigh in immediately or — and this is the terrifying part — the truth itself may change. You can’t afford that risk.

No 6: Repetition, repetition, repetition

So you’ve written 20 political posts on Facebook today and none of your friends or family have changed their minds yet. It doesn’t take a genius to figure out what you should learn from this: You must write more posts. Use several different social media accounts, and for good measure share the posts of people who agree with you (just make sure to add “This is so true” so people know what you think).

No. 7: There’s never a bad time to insert race

You might be hesitant to make strident comments on race issues if you were talking to someone face to face, but with the wonders of social media, you can throw out your messages from the safety of your home without having to look anyone in the eye, so it’s fine in any context.

No. 8: Never give up

If Marines can go through boot camp and the horrors of war to help save their country, you should be able to handle the brutal landscape of social media.

Good luck, soldier. We’re counting on you.

 Credit: Delmarv Now

Andrew Sharp is a producer at The Daily Times and delmarvanow.com. Email him at asharp@dmg.gannett.com. On Twitter @buckeye_201 and on Facebook @andrewsharp201


Make Your Email Marketing a Summer Success Read

E-mail Marketing

Business to Comunity 

Here’s a phenomenon you may have noticed: During the grueling hot months of summer, you’re much more likely to get out-of-office auto-responders from the people you try to reach by e-mail. It’s not that everyone’s avoiding you. It’s just that everyone’s on vacation—or so it seems, sometimes. Certainly, the summer season is touch-and-go when it comes to emails, which may tempt you to pack in your email marketing campaign for the summer, perhaps revisiting the ol’ email list when September rolls around.

That’s not an illegitimate temptation, nor is it necessarily a wrong one: Certainly, there is an argument to be made for scaling back on your marketing emails during the summer months, if not disbanding them completely.

No matter how many marketing emails you send over the next couple of months, though—just one or a baker’s dozen—we encourage you to implement some simple tweaks to your strategy, which can make those emails much more enticing to your recipients—and thus, likely to get opened and acted upon.

Get Your Marketing Emails Ready for Summer

Keep those subject lines succinct. A lot of your readers may be getting those emails while they’re waiting in line for movie tickets, a plane ride, or a trip down a roller coaster. They don’t have time for epic-length headings. Shoot for subject lines between 30 and 50 characters—never any more.

Cozy up to emojis! Summer time is fun time, right? There’s no better season to adorn your subject lines and your email messages with a few tasteful smiley faces or other festive icons. Don’t go overboard, and don’t sacrifice actual words for emojis, but do feel free to use them as they fit.

Resist the temptation toward click bait. Drop two swimsuit sizes in a week’s time may seem like a tempting promise, and if your product can actually deliver it, then good for you! Don’t fall into the trap of making cheap promises that you know you can’t keep, though, nor of writing subject headings that aren’t actually relevant to your content. You may get click-throughs, but you’ll also get a lot of annoyed customers.

Don’t let your emails fall into the junk pile. Nobody has a lot of time to sort through their junk folder, so avoid letting your emails end up there. Cut down on spam triggers.

The Importance of Digital Marketing

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Business Zone


There’s no denying it, the world is rapidly shifting from analogue to digital. People are consuming more and more digital content on a daily basis – on mobile phones, laptops, desktop computers at work, and more – and companies that have not yet recognised this in their marketing strategies need to adapt fast.

Why is digital marketing so important? Because it is not only a rapidly growing force in the current marketing playing field, it is set to be the future of marketing, and it seems likely that digital media will soon replace more traditional forms altogether.

While older generations will no doubt lament the demise of paper-based newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a God-given right are already embracing the brave new world of digital consumption.

The facts are that digital methods of communication and marketing are faster, more versatile, practical and streamlined, so it is perhaps unsurprising that once the technology became available we began quickly moving into the digital age. The good news is that digital offers just as much potential to marketers as it does to consumers.

Before we look at the benefits of digital marketing, let’s take a quick snapshot of some of the key forms of it at present:

  • Websites and SEO content
  • Blogs
  • Internet banner ads
  • Online video content
  • Pay-per-click (PPC) advertising
  • Email marketing
  • Social media marketing (Facebook, Twitter, LinkedIn, etc.)
  • Mobile marketing (SMS, MMS, etc.)

This is far from an exhaustive list, and new forms of digital marketing, such as augmented reality, are arriving all the time.

First of all, digital marketing is infinitely more affordable than traditional offline marketing methods. An email or social media campaign, for example, can transmit a marketing message to consumers for the merest fraction of the cost of a TV ad or print campaign, and potentially reach a wider audience.

But one of the main benefits of conducting your marketing digitally is the ease with which results can be tracked and monitored. Rather than conducting expensive customer research, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the next one.

Perhaps the strongest case for incorporating a digital element into your marketing is that digital media forms are quickly overtaking traditional forms of information consumption. According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that’s over 40 million individuals.

The bottom line is, the digital age is here, and those businesses that fail to adapt to the new marketing climate are at great risk of going extinct sooner rather than later.

Content as a strategy

Ricardo De Melo Matos – Journalist, Founder & CEO of About Marketing
content is king seo web optimization

Social media has brought to the world a new dynamic. Communication was once seen as being only one way: the company talked and people just listened.

Now with the advent of digital media, individuals are free to speak their minds, give opinions and interact in a way that better serves your organization. The strategic means of digital marketing are plentiful, and it seems that new communication paths open every day.

 Today the Internet provides many approach channels to reach customers and promote your specific brand. An effective plan or road map is an essential tool, whether you’re a small business or a multinational company. A web channel can be used for different marketing objectives, and still be an intuitive extension of your organization.

To win in this virtual world, and find your company featured on the web, you need to be aware of search mechanisms , many of which are increasingly sophisticated and dynamic. Often updated and relevant content is the best way to provide innovative and quality information. The great Steve Jobs once said that “CONTENT would be the most valued element on the Internet,” and he was completely right.

It’s not just having a website on the internet, which when displayed, can be triggered to generate new business, it’s more about producing interesting content in order to reach and engage your audience. SEO (Search Engine Optimization) or (optimization of search engines) is your best ally in finding your way through this virtual world. SEO’s main objective is to highlight a website, and all but guarantee it appears first among search results (like on Google).

Utilizing a SEO strategy allows your site to be a source of relevant content on a particular subject, so in a search, your site becomes identified as expressive, showing up in better positions than on other sites on the same subject, which have yet to implement any optimization.

Lastly, a search result well positioned in an organic search provides qualified traffic at no cost to the company , as opposed to sponsored links (where you pay to appear on the top or side of the results). Ultimately, even if your company chooses sponsored links, the bottom line is it’s important to employ solid SEO techniques to ensure better results.

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Facilities With Public Relations

Catriona Pollard Director of Australian Public Relations  and social media agency, CP Communications



If you’re in the aged care industry, you’ll know that when it comes to the well-being of a loved one, people need to first develop trust in the standard of care an aged care facility has to offer. The building of trust and reputation is where Public Relations is vital.

PR is all about building the positive perception of a company and communicating what it has to offer. An aged care facility should adopt a Business Communication Strategy that is based on building reputation and showing what separates the company from its competitors.

Here are some PR tactics that aged care facilities can use to build their profile and communicate the benefits of their care:

Find the story                                                                                                                                          It’s worth taking some time to think about what your company and its brand stands for. Every business has a story to tell, and it’s just a matter of finding and telling it to the target audience. One way to do this is to uncover the ‘one thing’ about the care you offer that isn’t offered by your competitors.

Aged care is all about a company being entrusted with the care of people who cannot necessarily care for themselves, so creating faith in the brand is vital. By telling authentic stories about the way your company cares for its residents, trust can be built with your audiences.

Share expertise through blogging                                                                                          Blogging is a great way to communicate the company message, engage the target audience and share expertise. You can blog about what the facility is doing, share inspirational stories of those in care, and also discuss upcoming events.

By showcasing the day-to-day care, the reputation of the company will be boosted in the community, while also authentically displaying moments that make your readers feel closer to the company. Also, by giving expert advice and expertise in managing people who need aged care, the company will start to be seen as an industry leader.

Reach out to the media                                                                                                                    Appoint a company spokesperson who can speak to the media on the company’s behalf. Journalists will be more likely to write a story about the company if they have someone to interview and quote. The primary spokesperson needs to be someone senior in your organisation, like a CEO or general manager. However, at other times you might want to have a spokesperson to talk about certain areas of expertise, like a doctor talking about health care for seniors.

Don’t be afraid to call or email journalists, and pitch them newsworthy angles they may be interested in. Holding events can be a great way to attract media attention and can be where you introduce your spokesperson to journalists. To make a great media opportunity, consider having some of your residents speak at the event about the quality of care they receive.

Public Relations is important for building the reputation of an aged care facility. To build trust and credibility for your company, use a Business Communication strategy that tells a personal story. Every organization has a story to tell, you just have to find what it is and share it with the right audience.

6 reasons to boost SEO & content investments with influencer marketing

Search Engine Land

Learn how using influencers can improve your discoverability and get your content in front of the right audience.


Practically every digital marketing budget in 2016 includes line items for both SEO and content marketing. If you want to add rocket fuel to any campaign’s overall impact, the inclusion of influencer marketing is a must. The right influencers will enhance brand discoverability and audience development, boosting reach, results and ROI. Here are six reasons to extend your existing SEO and content campaigns with influencers.

1. You are already invested

Whether your main campaign focus is organic search, paid search or both, content marketing is at the core. In fact, once a content strategy is set and you are ready to attract targeted eyeballs to your web presence to build awareness, the tactics of SEO, PPC, native ads, email and so on are simply techniques you are investing in to develop your audience. Adding influencer marketing is an effective way to extend the reach of an existing content campaign, as well as tapping into new audience sources, through people (influencers) who have access to your target market.

In a recent survey conducted by gShift, digital marketers were asked, “Is influencer marketing part of your digital marketing mix today?” Of the 250 respondents, 40 percent (100) indicated they do include influencer marketing, while 60 percent (150) indicated they do not yet leverage influencers. Given that influencer marketing has proven to be among the most cost-effective online customer acquisition methods, outperforming both organic and paid search (Tomoson 2015), it makes sense to explore it as a tactic and include influencers in an existing content campaign you are already invested in.

Is influencer marketing part of your digital marketing mix today

2. Influencers hold the keys to your audience

As marketers and digital marketers, one of our main objectives is to attract our target market to our web presence through content, which helps them make a decision to buy from our brand. Easy. Intercepting our target audience with our content is the not-so-easy part, and we’re always seeking new and clever ways to get in front of our audience.

Most likely, every single prospect and customer, otherwise known as your total addressable market, has a social media account — Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram and so on. Further, they are likely “following” someone — an influencer.

Influencers hold the keys to your audience.

Using software, marketers can find groups of people (audience) matching their target market. For example, women between the ages of 30 and 45 in the Midwest; men over 35 years old in North America who love fishing; or corporate executives of B2B companies. Influencers, people with followers whose interests match those addressed by the brand, can then be identified for the digital marketer to reach out to.

Since influencers hold the keys, you have to earn their trust in order to access their followers. Brands should build strong relationships with properly identified influencers. Just as there are no quick wins with SEO, effective influencer marketing takes time. Once a brand has built a long-term relationship with an individual who shares a target audience, that person can either be engaged to participate in an existing digital marketing campaign or a unique one. And there is a paid, owned and earned model for engaging with influencers. Regardless of how you interact with your influencers, always ensure that you are able to measure their activity through to engagement with your website, and ultimately, to sales.

3. Content distribution

Content distribution in any digital campaign is paramount to its success. Investing in content marketing, then not focusing enough effort and time into getting your content “out there” is like fishing for tuna in a backyard pond when you live next to the ocean.

Thoughtful distribution and amplification — in all channels (e.g., social, email, paid search, SEO) is key. Influencer marketing is an important aspect to content distribution. Think of it this way: Every single person in every social channel is a potential point of distribution for your brand’s content. A rule of thumb is to invest a minimum of 25 percent of your budget and resources into distribution. See the  Hierarchy of Web Presence Optimization.


In gShift’s survey, 250 digital marketers were asked, “How much of your digital marketing budget do you invest into content distribution?” Seventeen percent indicated they spend $0 on distributing content. For example, if they write a blog, they only post it to their website. Nineteen percent invest about 25 percent of their budget and resources, while just over half (54 percent) invest only 10 percent of their budget. Content distribution is one of the most significant missed opportunities in the execution of a digital marketing campaign.

how much of your digital budget do you invest into content distribution

Adding influencer marketing to the digital marketing mix will naturally increase these numbers and will further broaden your audience.

4. Word of mouth is powerful & trusted

Influencer marketing can be thought of as an extension of word-of-mouth (WOM) marketing. As digital marketers, we all understand the power of WOM. Nielson’s 2015 Global Trust in Advertising Report states the most credible advertising comes straight from the people we know and trust. Eight in 10 global respondents say they completely or somewhat trust the recommendations of friends and family, but this trust isn’t confined only to those in our inner circle. Two-thirds say they trust other consumers’ opinions as well.

Influencer marketing enables us to tap into the concept of WOM at a digital level, and why wouldn’t we? According to McKinsey, WOM is the primary factor influencing between 20 percent and 50 percent of all purchasing decisions. This makes adding influencer marketing to an existing digital marketing campaign a no-brainer.

5. Your long-tail SEO keywords will reveal long-tail influencers

Influencer marketing is not just about using celebrities to promote your brand. Rather it is more about finding long-tail influencers through great data sources.

Think about the long-tail SEO keywords you’ve proven generate search results, traffic and conversions. Apply the same logic and those same keywords to an influencer database. You want to find the influencers who are diligently and frequently talking about “red high-heel shoes with buckles” rather than just “red shoes” and whose audience is intently listening to influencers and the specific long-tail phrases they are using. Influencer marketing is built for addressing niches.

Just like other digital marketing decisions we make, great data is at the core of influencer marketing.

And don’t forget to measure and collect data on the impact each influencer is having on your brand’s web presence and engagement with your content. This can be accomplished through influencer analytics.

6. Your competitors are doing it

You had better believe it! If you’re still not convinced influencer marketing should be part of your digital marketing mix, here’s a simple, compelling reason to start: Your competition is already doing it. And if by chance they are not, then why not get a head start and begin “out-influencer marketing” them!

Great influencer marketing data will provide insights into competitive influencer activity.