The internet is fast becoming a worldwide soapbox on which people can say exactly what they think about whatever they want. Never before have people been able to speak their minds so freely, knowing that their sentiments (positive and negative) will be communicated to countless others.
This poses certain challenges to all organisations whose reputation is important to their business. How do you monitor what’s being said about you or your company on the web? How do you respond? What do you do when things that are blatantly untrue are put forward as fact in a public forum?
Flow Communications is helping Table Mountain Aerial Cableway Company answer these questions, providing them with an online reputation management service. We monitor social networking, travel review and news sites on a day-to-day basis, scanning individual websites and subscribing to RSS feeds and Google News alerts that pick up any mention of the Table Mountain Cableway or Table Mountain on the internet.
We’re able to tell what people really think about the spot as a tourist destination, what their experiences were like and if they are aware of any current specials, events or news. We can also spot potential trends or problems as they develop. Most importantly, we’re able to respond personally to comments, queries and feedback on behalf of the company – often building one-on-one relationships with visitors.
One of the most interesting times in which to do this type of reputation management has, without a doubt, been during the FIFA World Cup™ period. The unseasonal influx of tourists to Cape Town for the tournament has seen a spike in the number of mentions of the mountain and cable cars in foreign languages. Other events like Archbishop Emeritus Desmond Tutu’s call for people to vote for Table Mountain as one of the world’s New7Wonders of Nature, and the launch of Table Mountain Cableway’s winter family special, have also featured prominently on the web.
Whether it’s a compliment about the fantastic views from the cable car, a query about the availability of halal food at the Table Mountain Café or a complaint about long ticketing queues, Flow Communications ensures that visitor feedback is managed quickly and professionally.