7 Ways to Protect Your Company’s Reputation Online

A good brand name and reputation are among a company’s most valuable assets. Building these up takes time, and there are few shortcuts. But in the age of the internet,  a single negative review or misjudged tweet can undo much of this hard work.
More and more customers are searching online for recommendations, whether they’re looking for a car, a camera, or a Chinese restaurant.  Smartphone users are reading  reviews while out and about, and comparing products in shops.

It’s not surprising analysts from Weber Shandwick described it as a “nowhere-to-hide world” in their report In Reputation We Trust. It’s never been easier for unhappy customers to let off steam on blogs or Facebook sites. The European budget airline Ryanair recently came under fire when a woman blogged about its steep charges after she forgot to print out boarding cards. Around 350,000 people “liked” her Facebook complaint, and she attracted national media attention.
And many of the world’s best-known names have ended up with egg on their faces through seemingly innocuous social media posts. Volkswagen found its light-hearted message about new year’s resolutions invited hundreds of vitriolic responses from environmental campaigners. Ragu angered many dad bloggers by tweets suggesting they had poor cooking skills.

For smaller companies, one of the biggest challenges is finding the time to monitor online mentions of their company and manage social media. With endless blogs, message boards and review sites, this can seem an almost impossible task. But the good news is there are a number of ways to make it easier. Here are a few top tips to ensure you make the right impression – online or offline.

Track your company name and keywords
There are a number of useful tools to find out who’s saying what about your company. A simple way to start is a Google alert for your brand name(s) and main keywords. You can choose the frequency of the alerts, and even have Google track them across multiple languages. Other helpful tools include www.boardreader.com, www.omgili.com and www.technorati.com which can track mentions across blogs and message boards.

Be active on social media
More brands are realising the value of a social media presence – whether they’re a multinational corporation or a local food truck. But one main reason for failure is not treating it as a two-way conversation. A recent study by Maritz Research and evolve24 found that more than two-thirds of customers who contacted companies via Twitter failed to get a reply.  It’s best to regard social media as a chance for discussion, and aim to engage followers, rather than simply talk at them.

Be accessible
Make sure your contact details are easily available on your website. The Maritz Research study found customers were more likely to complain via social media if they’d failed to get a direct response from the company. Whether it’s an email address, phone number or online form, most users simply want to be able to communicate with another human being.

Be responsive!
Sometimes, despite your hard work, unhappy customers will post negative feedback. Responding to customers will show people that you care, and want to make an effort to set things right.  A quick reply also removes the temptation for customers to vent their feelings on a personal blog.

Don’t ignore criticism
Chapstick made a big mistake when its Facebook advert inadvertently offended some customers. Instead of responding, the company simply deleted the negative responses, upsetting people further. It eventually posted an apology to customers.

Watch your language!
Starbucks recently managed to upset customers in Argentina through a poorly–judged Spanish tweet. The company meant to apologize to customers for running out of (imported) branded cups, and using plain ones instead. But the tweet implied that the locally-made cups were poorer quality! With only 140 characters you can’t afford to get a word wrong. If in doubt, it’s best to check with native speakers or employ local social media managers.

Ask for feedback  
With more people relying on online reviews, it’s a good idea to proactively encourage them.  Word-of-mouth is one of the best forms of advertising.  Ask your customers to provide feedback for your own site or others. You could even offer rewards, such as a discount of their next purchase.

It can sometimes seem an uphill struggle to build – and monitor – your online reputation. But as social media and review sites become more important, there’s no doubt it’s worth putting in the effort – and making sure the buzz about your business is for the right reasons.