ZAMASIZWE CRISIS CENTRE: Online Reputation Management (ORM) Strategy

 

ZAMASIZWE CRISIS CENTRE: Online Reputation Management (ORM) Strategy

 

1. Set Clear Reputation Goals

  • Objective: Build a positive and trusted online presence aligned with the organisation’s values: Passion, Integrity, Compassion and Excellence.
  • Goals: Increase online visibility, community engagement, donor trust, and positive brand sentiment.

2. Establish and Maintain Official Online Platforms

  • Website: Create or update an official website with information about the vision, mission, programmes, impact stories, donation options, and contact information.
  • Social Media: Maintain active profiles on platforms like Facebook, Instagram, and Twitter to share programme updates, community stories, and engage with followers.

3. Content Creation and Management

  • Share regular, positive content that reflects the organisation’s work (e.g., photos of soup kitchens, testimonies, educational events, cultural programmes).
  • Use video and visual storytelling to showcase impact, especially around children’s programmes, GBV support, and food distributions.

4. Monitor Online Presence and Feedback

  • Respond promptly and politely to online queries, feedback, or complaints on Zamasizwe Crisis Centre social media platforms.
  • Monitor comments and reviews to identify public sentiment and address misinformation or negative posts with transparency.

5. Engage and Collaborate with Stakeholders Online

  • Acknowledge donors and partners publicly to show appreciation and build trust.
  • Partner with local community leaders who support similar

6. Crisis Communication Plan

  • Prepare pre-approved response templates for sensitive issues (e.g., negative press, complaints, or emergencies).
  • Designate a trained spokesperson to handle all official online communications during a crisis.
  • Be honest, empathetic, and proactive in clarifying any misinformation.

7. Showcase Transparency and Accountability

  • Publish impact reports or updates about how donations are used.
  • Share success stories, achievements, and challenges honestly to build credibility.

8. Encourage and Manage Reviews and Testimonials

  • Ask beneficiaries, partners, and donors to leave positive reviews on Google and Facebook.
  • Share testimonials and appreciation messages on the organisation’s platforms with permission.

9. Train Staff and Volunteers

  • Train all online-facing team members on digital etiquette, brand tone, and how to respond to negative comments or inquiries.

10. Measure and Adjust

  • Review analytics (likes, shares, engagement rates, website traffic) monthly.
  • Use feedback and data to improve strategy and grow the organisation’s positive digital footprint.

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