Ignoring negative comments on social media can cost companies a fortune as customers turn away. Now, many are paying big bucks to social media specialists to build and protect their online reputation.
A company in Addison has become the voice for others around the world, including the group that promotes the city of Dallas.
Splash Media closely monitors conversations on Facebook, Twitter and Instagram, engaging with fans and followers of multiple brands.
"We have multi, multi-billion dollar brands that are entrusting us, staff members, to be their voice online, to interact in real time," said Splash Media CEO John Dankovchik.
One client, the Dallas Convention and Visitors Bureau, has the big task of promoting Dallas as a travel destination.
"We know that living in Dallas is great," said Noelle Leveaux, with the Dallas Convention and Visitors Bureau. "We have a lot of great things to offer, from sports, to arts, to great culinary experiences."
"But we have to let everyone else know that," she added.
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When it launched the "Big Things Happen Here" campaign, the Dallas Convention and Visitors Bureau fully embraced social media as part of it.
"People are going to talk about their experiences that they have in Dallas, whether they be locals or they be travelers. But how we respond to that, and how quickly we respond and the way that we respond is extremely important," Leveaux said.
That's where Splash Media comes in – with analytics and workers to respond quickly.
"It'll give you an age breakdown, it'll show you where they're coming from, what languages they're speaking," said senior marketing director Sheridan Davis.
Bone Daddy's House of Smoke uses the Splash Media to help keep people coming back for the restaurants' Texas barbecue.
"So right now I have someone who is not in Texas anymore and he's kind of just reminiscing on his Bone Daddy days," said social media coordinator Adriana Rodriguez. "He said, 'My God, I miss you guys, and then he tagged us, so I'm just gonna let him know that we're here waiting when he's ready for us."
What doesn't wait is a response to negative comments about any client.
"It takes a lifetime to build a reputation and a moment to lose it," Dankovchik said.
Building and preserving a company's online reputation is a critical part of the job.
"Man, when it's bad, when they have a customer service issue or any type of issue, they want a response in 20 or 30 minutes. So it's critical that you do that immediately," Dankovchik said.
"We'll go in there and analyze, 'Hey, let us know what happened, we'd love to investigate the matter and see how we can win you back,'" Rodriguez added.
For the convention and visitors bureau, less than flattering comments are a chance to put the best light on Dallas online.
"You can't really control your reputation online, but you can manage it," Leveaux said. "We know that some people are going to go on social and talk about the experience they have that are not positive, but that's when we have an opportunity to change that opinion."
Splash Media charges from several thousand dollars to more than $100,000 a month to manage social media accounts.
