We live in an age where we “post first and ask questions later.” The speed of this social discourse combined with the strength of these messages can mean disaster for some businesses. A single negative review can cripple a local business. For brands of any size it is necessary to become a vigilant watchdog about what’s being written or said about your company or product online. When negative reviews do appear either on a public forum or on a social media platform, brand managers must take that sour lemon and turn it into even sweeter lemonade. Brand managers must learn to turn negative reviews into a strategic play that garners more support from existing brand advocates while simultaneously addressing the negative review.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at various tips and advice on how to respond to a negative online review. We also look at the reputational issues that come as a result of negative review and discover that some companies are succumbing to paid positive online reviews to bolster their reputation.

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Social media plays a crucial role in the relationships created between brand and customer. Like any relationship there are ups and downs. Unfortunately for brands when the “downs” happen, it is usually in the form of biting customer reviews or criticism. Social customer service was developed for brands and customers to connect on a number of issues related to products, inquiries, leading trends, or even just for customers to express gratitude over a satisfying experience. Brands are being recognized for successful engagements with customers and more so their ability to increase brand awareness through brand advocates. The overarching message to brands is that social customer service is here and it’s time to get on board and start listening to online conversations to get a better pulse on what your customers truly value in their brand experience.

In this week’s PRSA “Friday Five” post — an analysis of the week’s biggest public relations and business news and commentary — we look at how brands are integrating social customer service in their everyday social business practices. We will also look at how some brands are inadequately prepared to take on the responsibility. In our discussion we will discover engagement factors that come from social customer service and offer helpful tips on how brands can better meet their customers’ needs online.

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In lieu of the Social Media Week frenzy, it seems only appropriate to focus on social networks making the headlines, as well as the increasing pressure being put on companies to improve their social media engagement strategies in an attempt to create deeper engagement and attract more loyal customers.

PRSA’s “Friday Five” post — an analysis of the week’s biggest PR and business news and commentary — looks at the customer as the driving force behind growing social networks and the rise of mobile technology. In many cases, customer engagement, reaction and interest in a brand can be very telling of whether or not that brand will thrive. This week, we explore the growing need for brands to improve the customer experience as a way to build and fortify their consumer/member relationships. We also look at opportunities that some newer social networks, such as Google+ and Pinterest, offer to bridge the business to consumer gap.

Why User Experience Is Critical to Customer Relationships  (Fast Company)

Fast Company expert blogger, Brian Solis, discusses the importance of user experience (UX) when designing any new media strategy. This is part one of a limited series on the need for brands to employ UX in new media strategies to improve customer experiences and engagement. These days brand must consider more than just positioning themselves on the right channel to reach customer audiences and create richer relationships through engagement. Solis argues that brands competing for loyal customer attention must integrate UX into their new media strategy, with an end in mind where the means to that end is efficient and optimized for each channel.

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