By Arun Sudhaman
LONDON: L’Oreal UK has stepped up efforts to manage its online reputation, calling in an agency to handle a new group-wide social media brief.
The beauty giant has appointed Mymarketmonitor.com after working with the monitoring agency on several projects over recent years. The contract starts with the rollout of a digital platform that will enable L’Oreal UK to better track conversations about the company and its brands across social media.
Mymarketmonitor.com CEO Mike Ramseyer told the Holmes Report that the new programme would cover the full range of topics that affect L’Oreal’s online reputation, including brands, endorsers and issues such as animal testing and relevant EU directives.
“The first task for them is listening,” said Ramseyer. “Just getting a handle on what is said by whom and what they need to do about it.”
L’Oreal UK luxury products communications director Emma Dawson said that “listening and engaging with our audience is crucial and we have embraced the opportunity digital media gives us to communicate with our customers.”
Ramseyer also added that L’Oreal would seek to “engage and influence in an open, honest, transparent and friendly way.”