In today’s digital age, where online presence is crucial for business success, building and effectively managing your brand across various platforms is more important than ever. According to a study conducted by InMoment, up to 94% of customers are influenced by negative reviews or social media comments, leading them to avoid a company. However, the impact of negative reviews has evolved with the rise of AI technology.
In the past, negative reviews only affected the person who stumbled upon them. However, with the advancement of AI and generative language models like OpenAI’s ChatGPT and Google’s Gemini, all content on the web is now fair game to be used as training material for AI responses. These language models rely on high-quality training material to generate accurate answers. As a result, they are not limited to one platform but instead utilize content from various channels such as blog posts, YouTube descriptions, or even employee reviews on Glassdoor.
This shift in user behavior has made it impossible for brands to focus solely on one platform and disregard the rest. AI does not pick a single channel; therefore, brands need to adapt their strategies to reach their audience across multiple platforms. However, managing marketing efforts across all platforms simultaneously may seem overwhelming. The key is to prioritize and focus on the platforms that matter most to your target audience.
To determine which platforms to focus on, in-depth audience-platform research is necessary. Simply defining your target audience’s persona is not enough; you need to cross-reference their platforms of choice. This research will provide critical information about how your audience describes themselves, where they spend their time online, and what type of content they consume on those platforms.
Based on this research, you can adopt a three-tier approach to leverage the most important platforms. Tier 1 includes the top five platforms where your audience is most active. By actively engaging and creating specific content for these platforms, you position yourself as a thought leader in your industry. Tier 2 platforms should not be ignored, as they contribute to showcasing your brand’s relevance and popularity. Lastly, Tier 3 consists of related websites or authority sites where collaborating and contributing can benefit your brand’s entity.
Efficient management of multiple platforms is essential to ensure a consistent brand presence. Assigning different platforms to team members, dedicating specific time slots for each platform, setting up alerts, and developing standard operating procedures are effective strategies for managing multiple platforms effectively.
Providing context-rich online reputation across all platforms is crucial. The more context you provide on important platforms, the more likely you are to engage with actual clients and increase the likelihood of AI platforms picking up on your contributions for training purposes.
In conclusion, building and managing your brand across various platforms is essential in today’s digital landscape. By understanding your audience, prioritizing the most important platforms, and efficiently managing your presence, you can establish a strong brand identity and engage with potential customers effectively. Embracing the power of AI and leveraging its capabilities can further enhance your brand’s reputation and reach.
