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How to Unite Your Brand Through Social Relationship Management

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How to Unite Your Brand Through Social Relationship Management

Eric Cook by Eric Cook

Chief Digital Strategist

Contact author Full biography

Full biography

Eric considers himself a “recovering banker” of 15 years, who for the past eleven years has focused his efforts as a digital strategist, helping his clients (mostly community banks) better understand and leverage the power of the Internet as a strategic business tool. An award-winning web designer with WSI, the world’s largest digital agency network, Eric is a two-time contributing author to the best-selling book Digital Minds – 12 Things Every Business Needs to Know About Digital Marketing. Consistently rated in the top five digital marketing books on Amazon, the book is in its second edition and available in three languages.

A sought-after, nationally-recognized speaker in the financial services industry, Eric is a member of the National Speakers Association and loves sharing his knowledge to help educate and inspire others. He is the co-creator of a weekly webinar show called Free Webinar Wednesdays, founder of the Banker Education Series webinar series, and serves as a faculty member at several banking schools around the country where he teaches bankers about digital strategy, online marketing and social media. He is a WSI Certified LinkedIn Professional and holds undergraduate degrees in business administration and psychology. While working full-time as a community banker, Eric earned his MBA and completed the three-year Graduate School of Banking program in Madison, WI in 2003.

Professionally, Eric helps his clients in all areas of digital marketing, which includes mobile-responsive web development, search engine marketing and optimization, social media strategies, e-mail communication, and “big-picture” digital strategic planning. He’s the co-founder of DigitalRCP.com, a service created to help businesses understand their risk when it comes to operating in today’s digital world. When he’s not helping his clients succeed online, he can typically be found on one of his many bicycles training for his next mountain bike/triathlon race or spending time with his wife and two (very spoiled) golden retrievers.

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Summary:

We live in a world that moves in mysterious ways. 25 years ago, the only path to a purchase was through a salesperson, and the best way to complain about an unsatisfactory product or service was an angry letter. A letter, as in one of those things you put in an envelope and physically send to an address (yes, people still do that).

We live in a world that moves in mysterious ways. 25 years ago, the only path to a purchase was through a salesperson, and the best way to complain about an unsatisfactory product or service was an angry letter. A letter, as in one of those things you put in an envelope and physically send to an address (yes, people still do that).

Today, most people make purchases without talking to the brand they’re buying from (and if they do talk to somebody, it’s near the end of the process and on their terms). When we want to complain about a product or service we’re unhappy with, we take to social media and make our gripes public, so other consumers can make note of our negative experiences.

The simple fact is consumers hold more power over buyers than ever before. In addition to the big social media channels, other outlets like Yelp and TripAdvisor enable consumers to review restaurants, hotels and destinations. And make no mistake, these reviews matter. If there are too many bad reviews that cite similar problems at a given establishment, people will start to avoid it. Sometimes, if a company is quick to respond and make genuine offer to fix the situation, they can turn a negative into a positive. 

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