Social Media Optimization – The Tedious Part

Social media tools for socialites that is becoming increasingly popular is the internet. Reasons could be many, but main one is the content generated by the users which is directly from the public. Social networking sites and very popular with the users, and plenty of them can be found online. They are free to use and are advanced in technology. The concept of social media optimization utilizes such forms of media for increasing your website popularity and value. As a form of online marketing strategy, it is also a part of functions carried out by the search engine optimizers. In social media optimization whet website pictures itself as an expert, not as a business. Optimization of your content by keyword is crucial here. Make sure you update your content on regular basis. Do not forget to use apt keywords and phrases, but stay within limits and do not over stuff your content. When starting SMO, you should submit your main site to as many social networking sites as possible. Social Media Optimization requires lots of effort and hard work, similar to Search Engine Optimization. One will not be able to craft web space and presence without being patient and hard working. It is the unlimited web presence offered to the website optimizers, that is the main advantage of social networking sites. To increase business popularity, Social Media optimizers can use its name and reputation. Some use a fictional name for this purpose, which is also OK. We can therefore craft a profile of our virtual and non-existing person, but it should be avoided if possible. No matter what name you use, it is crucial that your profile shows strong background and experience in the required field of business. The most common cause of the marketing tools and techniques failure is inadequate exposure to the business that is being promoted which later leads to brand anonymity. It is very important these days that marketing is done in proper and continuous manner. Promoting is very difficult with a new business, but if you do it in a planned manner you can have really good results. Online business, in order to be successful, needs you to put a lot of work and effort. Many optimizers have agreed that social media optimization is a good option for effective website optimization.

Social Media Optimization also involves a clear strategy of the specific tool adoption. Sometimes, the selection of tools are very important more than the Social Media approach. The selections of tools directs us towards a clear goal of reaching our target audience and this has to be planned to what is the overall reach one is looking at. In some cases this is tedious in nature ensuring every tool is connected to each other to ensure a seamless content distribution. But there are some tools such as Friendfeed, Facebook, Tubemogul which helps content dissemination easier.

There has been a significant evolution with the current tools which have come up with more integration options. Thus, hoping to similar evolutions in future which will make things more organized and smoother for any Social Media Programs

Building our Basics

This has been a part of me, from a long time.

suddenly,  I  have  started following its concepts more seriously. One of my friend asked me, why i have been inclined to this concept again, when it is considered as outdated. Well.. i don’t think so.. In fact,  SEO has emerged again with the new digital media strategies. We see tagging, we see content here and there,, all that is meant to get visible on search engines. Yes, we no more have to rely on On page optimization factors, as the user interfaces of all social platforms offer these provisions. The only thing we need to look for is the Off page optimization such as where all our blogs, websites are referred in the form of referral links. We should also seriously look at directory submissions, Link Building strategies, Article directory submissions, Search Engine submissions, Ezine directories.. and many more..

Though it  is  a very tedious procedure, Yet it is very very effective. Thanks to the Blended search visibility.

Suddenly I have started concentrating on these areas, as i realized, this is where the roots are. Now I have started realizing the demand of developing a completely optimized websites. I am sure more and more companies will start concentrating on their websites, because even if you build a digital program, one  needs to drive them to the website, and if the site is not up to the mark, then it will a big turn off to the users. Don’t you think it makes sense……

Lets get back to the square one…and build our basics…..first.. That is what it matters now…

Actually it is the same old wine packed in a new bottle. So my dear SEO professionals,,, start getting back to Basics…

Proprietary Presence Vs Social Presence

Recently, I did a close comparison between proprietary tools  and Social Tools available. Now this might sound little confusing. Let me clear this fact. Proprietary tools means having your own site and having your own social features available on your site such as Hindustan Lever having Blogging, Video sharing and community features on their site. In this way they think they can grab the same amount of users to their website, just like all other popular tools available such as Facebook, Orkut, You tube, WordPress, Blogger etc.  The logic behind this is great, but it does not work at all. Many clients featuring all these possibilities on their site anticipate tremendous traffic to their site. But this is not the fact at all. It never works like that.   The clear difference is Proprietor y presence does not have the general identity which other social tools have. Its like knowing a company’s website and knowing yahoo.com. Yahoo is considered to be a landmark, anything published on it has a global reach. So the presence can be considered as a landmark. It also depends what kind of approach Yahoo had towards users and what they offered. Most of the people are glued to this presence.

Recently, I had a chat with one of my client who thinks that they had provided all necessary social platforms on their site and does not feel the need of using other popular social media presence to add more traffic to their site.  Well I don’t see any clear reason to why one should not use other Social Media platforms. In fact, my recommendation would be not spending any money building Social features on an individual company site and use other popular social platforms to drive the traffic to the site. Users want to meet up at a common place. There are 1000’s of places where people discuss and meet online. Yes.. But a website is compulsory….. there cannot be any replacement to it.

A simple example :

Knowing a destination like Gateway of India and knowing an address of a Corporate office, are two different things.  Even if a corporate office has everything as Gateway of India has, people will still go for Gateway of India, because everybody knows about it from ages. It is a Landmark !

Similarly, it is just not advisable to maintain proprietary tools and expect tons of traffic to their site. One must have a clear and a strong presence on general online presence, because they are already established and people have accepted it, because the motive behind is to just connect people and not promote an individual business. Whereas, a proprietary online presence is focused to only promote and talk about specific business. Though a proprietary presence may have tons of traffic, but there is no credibility of the traffic. Most of the traffic is driven through Google Ads, Search Engine techniques and it is been rated on the statistics. Nowadays, statistics is not just everything. One cannot decide the credibility of the information through number of page visits. What about credibility of information, how can statistics define a particular visitor of the site is willing to know about a company’s business or their communications. But all this is possible at the available Social Tools. They are designed and developed only to know about this particular intention of a user.

Online statistics can been a good beginning to rate a website ROI, but in the long run, it fades out and the traffic depends on the quality of information and not just quantity of information

One more example:

A contestant dancing in his room and a contestant dancing on a stage has a clear and logical answer to the above disucssion. No one would go to his room and watch him, until he or she comes on a global platform.

Perception Communications | Social Media Marketing

This is the logic one should use while handling any Social Media activities for any brands. Basically, there are no set of rules, in how to go about it. It all depends on how one perceives and how one reacts to it. Yes, there are some etiquette which one should follow, such as no one can pitch anybody to write about a brand or any other identity. Everywhere one needs to build relationships, remember in one of my old posts i have mentioned that we deal with real people and real people can never be approached abruptly. Rather, one needs to develop customer relationship with them and then try communicating about their wants, in this case they know you well at least.

Why I term Social Media Marketing as individual perception communications because there are no set of rules about how to approach or how to communicate, it all depends on one’s perception analysis, how the opposite person reacts to it. It all matters what kind of wavelength is been shared amongst them.

For eg:

I have been regularly posting and participating in one’s conversations. Sometimes my thoughts and thinking matches to what other person has to to write about. But the same way, others might react to it in a different way. If you are able to connect, then you become an important and sensible identity to the other person. But this all comes through practice and depends on how devoted you are in Social Media. And also depends on how active you are.

I have come across many people in India, where they have failed connecting people and failed in their digital programs, but they never think what mistakes they would have made during the program, rather they would think that it did not work out, but it also depends on how much exposure one has it towards this new media and he or she delivers it to the end users. In this world, nothing can fail just like that.  sometimes I am very optimistic, but that’s the fact. We can easily estimate things which would have gone wrong in any failed activity.

For eg: again……

Today if we fail in any exam, so it does not mean that the questions were not appropriate or that examination is not meant for you…   Just because you did not perform, you made mistakes, you failed. But you do realize your mistakes and then perform again… I think the answer is very simple…..now..

I had come across many people who used Social Media programs just for few months, and see no result in it. But its all about how much you are involved in it and how long you have been into it. Ultimately its all about interacting with people and you cant make them feel as “once in Blue moon effect”. Social Media is a very tricky subject and should be dealt very carefully, after all, its about dealing with people’s emotions. So one needs to be careful about it. How you do it,  is up to you.. No one can teach you how to speak to a girl, No one can teach how to love your girl friend. It is a natural play and should be dealt in a natural way. You can still follow your own norms and policies, but that’s you and we will be dealing with people like you, who has their own set of understanding, own set of taking things the way they want and at their own convenience.

I also see this problem with most of the web companies who fail to understand this logic and totally rely on keywords & key phrases    or they totally rely on Search Engine Optimization techniques, which plays a part of the role but not the entire role.

We are far ahead than Google..

Did we ever realize that we are far far,  far superior than Google.  I realized this, in one of our discussions with my friends & colleagues.  As usual, we were discussing about a brand and how can we leverage multiple platforms in promotion.  Let me start with Google and  its search logic. Whenever we key in any query in the search bar. It gives you many specific results and it also gives you related results. If you click these related results, we can see more related results on it, and this route map continues.

I found this logic very much similar to our brain and the way we think. I also realized that this is the exact logic we should use it for any brand when it comes in implementing any digital program for them as the platforms are endless. So far, i have observed many people fail to think this way when it comes in implementing online marketing tactics, related to social media and the new evolved online technologies.

Ideas on Social media and other digital marketing tactics are endless.  It depends on how far you can connect each idea and come out with a new sub-idea. But, it also depends how far you can implement those ideas. Lot of people call it as Brain mapping. But, yes it is actually brain mapping, which helps you to realize the endless ideas and implementations towards any Digital Marketing Program. A simple illustration is been illustrated on this perception, the image actually depicts a process on a patient, but the logic remains same to our context.

I think nowadays, I am breathing  Search Engine Marketing & Social Media Marketing, as it is connecting me or rather i am getting connected at every step and every moment of my life.  As i was mentioning about a discussion with my colleagues on a brand, we went on connecting every parameter of the brand and further went on connecting platforms to be used to promote the desired brand.

Initially when it came to me, of course, i had lot of things in my mind, but further i went on realizing many more connecting ideas to it, which very much worked as Brain Mapping. Many people say that it might be a brain storming process, but most of the brain storming session involve only debates and arguments.  Good, I attended one of the Brain Mapping workshops in the past. But frankly I literally got bored of it and even thought why would i think that way. But yes now it gave me a great platform to think that way. Thanks to that Brain mapping workshop which I attended.  Google exactly follows this logic. I think the owner of the Google was a Brain Mapping Guru sounds funny right! No not at all. This is a very important aspect to any successful foundation, technology and identity.

Did any one realize how brain mapping works, its exactly resembles our popular concepts of Social Networks and the great influential marketing. Where each of your thought is influenced by another thought. I have even added a picture so that it can be related easily.

Every thought is connected to another. Similarly there is no reason why the logic behind Social Media is not exactly like a thought of a  human.

Network, Network Network – is the only way of Marketing your Product

I sometimes do realize that we are seeing something we have already seen before, but at that time we never liked it as we always felt that it was not made for us.  I am talking about Simple Network marketing. I still remember when my friends use to call me for some interesting seminars and that use to turn out to be Amway or Quantum. I always use to runaway from these schemes of Network marketing such you become a member and then you bring 10 friends in the circle and it goes on like that. Of course,  it was one of the first concepts of Network Marketing.

We are still in the similar circle. We see so many Social Networking Sites evolving day by day getting more and more flexibility and user convenient features to add more value for interactions and conversations.

I have a very bad habit of relating every knowledge related thing to real life examples. I think that’s the way i perceive and understand it best.  As a Digital Marketing Professional i think its very important that one should always start relate these technical platforms with real life examples, because that’s how they are evolved.  All the technologies what we see in our day to day life are evolved from a human’s perspective. We want it to work that way to help in our daily needs.

Everything we see now is all evolved from our thoughts. J Just like Shivsena Shakha (Shivsena branches) having their individual networks across the state, to spread the message easily. Sorry, for Shivsena, as it is one always on our Mumbaikars mind. Just like a company having their chain of Distributors, Retailers and stockists. They do help selling the product at their individual networks.

Similarly every single human will have his own network, like me having my friends and my friends having their own friends and the chain goes on. Such a long influential network.  We have never thought like this before.

All that matters is every individual in the web network. Thanks for all these Networking Platforms which helps an individual to raise his voice, opinion across the web and also out of the web. Many times I end up debating with my friends, clients and my colleagues. We always update new figures of users who are active online. Every year we keep updating it. But we are just not talking about people who are online.

For Eg:

Say out of 100 people only 35 people are online, but one forgets that these 35 people who get influenced on web influence other remaining 75 people who are not present online, so one cannot say that Digital Marketing or online network marketing cannot drive the marketing campaigning completely. Though it might not affect the rest 75 completely but it surely affects at least 40 people out of 75.

Well its difficult sometimes to trace the people outside the internet world to find out the effect of  our marketing campaign but its so simple to understand and there is a clear logic to it.

Its just a paperless platform we are using nothing else.

Awareness Drives Sales

Recently I had to speak to one client regarding a digital promotion of a book.
As usual, I was pitching will all kinds of explanations, how digital can help you… what kind of tool we will be using to build awareness across the digital space. After all these conversations, the client says “I want 2 lac copies of my book to be sold” Give me an assurity that you can sell 2 lac copies of my book through digital Communications.

I was pretty much surprised with this reaction from the client.

I even took it positively and asked the client that when he is planning to launch the book, “he said – well roughly in 15 days”. I smiled and I said that Digital Communications needs at least 1 month to do the foundation work. In such as short period there is an expectation of selling 2 lac copies. Well I guess nobody knows about this book and about the Author. So It is going be little difficult but we will surely take it as a challenge. But the client kept on insisting about the sale of 2 lac copies. Now this was one of my conversations with one of my clients, which did not turn out to be my client, as he wants to sell only 2 lac copies of the book and make money out of it.

There is a clear and simple logic towards any marketing activity,

“Awareness Drives Sales” – Every marketer knows that without awareness there cannot be any sale towards any product or any service. Similarly in digital Communications nothing can be sold or nothing be absorbed without giving proper information about it. Consumers who are connected to you online are very curious to know each and everything you communicate, and perceive it accordingly. This is the most difficult phase for any marketer at the same time yet challenging, because consumers will have different thoughts and different approach to anything they absorb, naturally comments, reviews & questions will be asked by them and sometimes it is difficult to answer by any marketer, in such a case one needs to be connected with them from the beginning so that one knows about them and how they interact and what is their thought process accordingly they questions, comments can be answered and justified.

Every single step should be planned so that we don’t miss out any kind of communication with the consumer. Similar to any traditional marketing activity a proper profiling, proper communication needs to be established between the seller and consumer. This is only possible if there is any home work done at the sellers end. One should understand that though the digital communications helps any one to reach their consumers directly, but a consumer would not interact with you directly on what you want to offer. In order to achieve that, one needs to be present in all possible ways and build an awareness program initially. Let people know “who you are”, “What is your passion”, “what is your background”, “what is your objective in reaching the consumers directly”. Let people in the web space know about your thoughts about what you feel and about what you think towards your profession, product, service etc. This way initially you will be known to people and then that identity will help you to interact with your consumers. If one tries to offer a product, service etc directly, then there will be no difference between a seller who sells their products without building relationships with the consumers. In this case he will be able to sell his products only once to the consumers… And this would be a bad business practice.

Lot of people doesn’t think about how awareness can drive sales to their company or product. If one observes carefully, only awareness drives sales and nothing else. In short, no sensible marketer will assure a fixed number of sales to any product. But the awareness program needs to be built strategically so that on every step we communicate right kind of information about a product. and also can maintain a record of what is been communicated, so that in later stages we can even review what is been communicated to avoid misunderstandings. In digital Communications, none can sell or talk about their service, product directly until a strong relationship is been established.

And that’s the beauty of Digital Communications. Infact using Digital Communications means connecting your consumers directly without any mediators between. So that gives the answer to all queries in Digital Marketing

The Real-Time News

In earlier days the delivery of information to the people was centralized. Where the PR and advertising professionals use to absorb all the important information and deliver it through their defined channel. The PR professionals and advertising professionals were in great demand and were considered to be the most important factor to any success of the business. The companies use to communicate all necessary information to the PR companies and the PR professionals would work towards getting a positively published articles in the renowned publications. After a consistent follow-up with the media and other related people of media such as journalists, editors, senior editors etc the relevant news use to appear after many weeks and months in the publications. But the instant news is instant news. If it appears after many weeks and months later then there would have been many developments in the news itself. But there was no other choice than following this way. This was a clear method of PR driven news. But the delivery of information has never been effective than reaching its consumers directly.

But now, ever since web has opened its arms towards multiple platforms in delivering information, the updates of information to the people has been decentralized. Web has enabled people to look for their own information in their own way and convenience. Hence WEB is becoming an important aspect in delivering information in real time to the consumers directly rather than taking rounds of Journalist’s offices and then the publishers. Sensible marketing and PR professionals should not wait for their old ways of delivering their client’s important and relevant news to the world. The space in the News publications and TV News slots are getting smaller day by day, hence getting difficult to publish client’s relevant news on time. But the clients are still fine, only because they get featured on prime publications and Prime News channels. But things are changing drastically. One should know that WEB allows anyone to publish news at real time.

Now some people who are new to technology and WEB marketing may have problems in understanding what is Real time News or Real time information. The Real time information is something I publish or I post on my website and it reflects immediately to the world. Let us take a clear and simple example. We watch cricket and when we don’t have access to Radio and TV we rely on websites like Rediff.com, because I regularly use Rediff for the cricket updates. You get ball to ball updates. How? Because somebody or technology at the other end is publishing updates regularly. Imagine 20,000 and more people accessing the same page and getting updates ball to ball. Don’t you think this technology is best than any other. Just imagine spending so much of time behind handful of journalists and waiting so many days for coverage to appear in the News publications, Trade Magazines etc. Do you think that in this cyber world its worth waiting to distribute valuable news to the consumers. Certainly not! I have seen many people at superior positions still access their day to day mails. That’s it!

I don’t say that we should not depend on News Publications and Electronic media. But why can’t we use an alternative medium also when it is available at convenience. It just needs a little more focus by marketing professionals and decision makers of the organizations. OH let me come back to the Real time News. Let’s take a real example of a Blog, a social Networking tool. What does it do they all distribute information in real time. The moment you update your personal info and click on publish button. Here we go. The whole new world is seeing what you have published. If your profile or any other information is interesting, you are surely going to get responses on it immediately.

For Example:

I access my Facebook account. I don’t do much on it. But I just update my status message regularly. The last message I updated was “Educating Indian Market on Digital PR” That’s it. Few unknown people whom I don’t know and they are not even my friends at all or not even added in my friends list started chasing me trying to contact me & asking, what kind of profession I am into and what kind of service do I offer. I think this is the best example of Online and Real time news. You have technology readily available to disburse information within seconds. It’s just we have to decide that when do we start doing it?

I am not trying to provoke anybody nor trying to brain wash. But I am giving a clear picture and insights of what WEB can do for us. The best way one could ask us is “what can we do for you”. Now it can be asked this way “what web can do for us”

In my next post i would introduce the new & most powerful Journalists of WEB who actually multiplies the disbursement of information in the world of WEB

Digital Marketing – You can’t afford to ignore

This is the only thought I always carry whenever I meet a new client for pitch presentations on Digital Marketing. I always choose to meet the actual decision makers because they are the one who needs to understand how digital marketing can help enhance their brand loyalty and values.  Because Digtial  Marketing needs complete transparency in the information or deals provided to them. Hence the actual decision makers has to be present while understanding how digital Media works and reacts. Even though many times I end up meeting other part of the organizations. I don’t blame them, because everyone who is in charge of marketing always follows the proven methods of marketing. But there has to be a clear thought process and one needs to have enough exposure towards all kinds of marketing.

All the smart marketing professionals do understand the importance of digital Marketing and its reach. One thing everyone should be open is for new ideas and news mediums to explore, which drives marketing communications for their respective companies.

I have met many clients in India where they are not even open for discussions on Digital Marketing, because they are scared of being written wrongly. I agree, since web is a open platform and anybody can write anything about anyone. But what have we done to overcome it? If something is written against you or any wrong information is published.

Let me give an example:

In the traditional media there is a control on what’s written on a brand, service or a personality. Despite of all these things there have been so many articles which are been wrongly published or wrongly quoted. Brands do take care of it through their PR agencies… right…, but what is the use of taking care after the first damage is done. If something wrong has to happen or if somebody wants to write wrongly about anything, they would still write. Same is on WEB. Lot of clients say that we don’t want to carry out any marketing programs online, as sometimes it back fires them. But how? I don’t see a reason to it on why one should not use web as a medium to communicate their marketing or awareness initiatives. Why does one think like that? In fact there is a great influence on the brands through web. It may be a Babycare product or it might be techno gadget. Everybody relies on web for detailed information right from the cost to reviews. And it really matters to ones buying decision.

Let me come back to the topic where we were discussing about how one can write negatively about a brand, service or a personality – on the web. For any product & service, there is criticism & applauds. It all depends on how one carries it forward. If there is criticism, one has to come forward & give enough justification and show transparency towards their practices. I am sure it will not take much of time to convert criticism into applauds. But one needs to be proactive to go ahead and work accordingly towards it. After all why do we have programs such as online monitoring, Online Reputation Management etc, presence in Social Media. All these programs do help an organization or a brand to actually overcome all these hurdles. Well Digital Marketing follows a different set of rules on marketing & PR. One needs to really think out of their old ways of marketing and handling customers. I even mentioned in one of my articles that it is no more a sellers market, hence it’s a buyers market. And buyers do expect direct information, direct reach and transparency in ones communication.

Many marketing professionals do ignore this medium, but what are we doing about those suspicious comments made on the brands in the digital medium. If we don’t bother about it, it might bother us in future. In every marketing practice there is something called anticipation which leads the future of any organization.

To share with:

I had come across a brand called Nestle. Surprising there are so many social Groups on “Boycott Nestle”. Which has more 3,000 users each in the group? I am sure Nestle is not doing anything to manage their online presence. With the extension of Internet Bandwidth and more Internet service providers in the market. Very soon we will find every single person in this country having a Personal computer and an internet connection. I am sure Brands, service industries etc will have a tough time to convince users. So, its time that we build our presence and be ready for all kinds of possible hurdles. Lot of marketing professionals do think of competition, but how many competitive promotions are really genuine enough to be worth called as competitive. People do have enough spending affordability. The only thing they look for is genuine deals. Even if it little out of their budgets but they do see how loyal the marketer are. As that affects their relationship with the marketers in the long run. I hate to see Teaser marketing promotions which follow “Conditions Apply”. In the current scenario this is the most attractive marketing practice but yet it is proven to be very wrong marketing practice. Lot of marketing professional might not agree. But where is the trust in the brand, which every organization looks for. Are we are not targeting long term relationships with our customers? Are we going to sell only one product to the customer in all our future marketing practices? Certainly not…

All I have to say about Digital Marketing is an organization needs to be very transparent when you are directly reaching your consumers and hence rather face them than avoiding them. Because they are ones who can bring success to any business in the world. And digital marketing multiplies your business to X10 times to any other main stream media activities. But they are equally important at times.

Build & Manage Online Reputation

I have come across many people perceiving Online Reputation Management (ORM) as a program to only avoid Negative articles. I don’t blame anybody for this, because the concept of Online Reputation Management started with managing negative articles appearing in the search engines. Though it has been an important program to handle negatively published articles online. This post is not just to educate anybody on what is ORM. But this article will help in looking at broadly.

Let me share my experience with a similar case:

The other day my boss just asked me to do some online analysis to find out whether any negative articles are been published on one of our client’s name. I went through the Search engines, Blog directories, Social Communities to figure out if there is anything negative written or negatively portrayed. Surprisingly I did not find anything on these platforms.

I took almost 2 days to do a complete analysis on a particular brand. Well, let me share.. I had been to many Blog directories Indian & International as the possibilities of something written on a brand, service or an individual is more. So I took this route first. But I could not find anything. I had submitted the report to my boss and he got back to me in a day and the first thing he asked me was “hey there is nothing negative about this client what are we doing then for them. Is this some kind of joke” believe me he literally used these words. I took exactly 5 seconds to collate everything and asked him to give me a second to speak up. So he said yes….. The first thing I told him was that Online Reputation Management is not a program to be carried only when there is a problem. But this a program to be carried out even if there is no problem and nothing negatively published. Every one must have heard this saying “Prevention is better than cure” Same way managing a brand reputation or building a brand reputation is equally important as handling negative published articles. Listening to this my boss just tried smiling on it and gave a satisfied nod. Then he said “OH I never thought of this”.

There have been many circumstances when I come across people who stick to the written concepts or published articles online, books etc or influenced. But if one thinks this way… They may start feeling… “Why Not”

Why do we wait till the damage is done to a brand, why can’t we develop such measures before we anticipate of going something wrong. The search engine really supports well in these matters. If we are building a reputation or managing a reputation for any brand, Service, Product or an individual, we regularly post clear and transparent articles, profiles, and all insights of it. We do it regularly,  so that this process always keeps our real reputation up in the search engines, similarly keeping a track of it would also help us monitoring and also avoid unnecessary interference created by negative or falsely written information. Thus we succeed in avoiding a black mark on the respective brand, products, services etc.