Online Reputation Management. Is there any other kind of reputation management anymore?
The days of your brand’s reputation making the rounds via word of mouth – true word of mouth, as in one-on-one live human conversations – are over. Many brands are nostalgic for the days when unhappy customers did not have an open channel to millions of other consumers at their fingertips.
But don’t be disheartened when someone does ding you on Twitter or other places online. Even the hottest brands have detractors. The ubiquitous nature of Social Media means that if no one is complaining about your products or services, then no one is using your products or services.
The good news is – for now – that you will improve your online reputation among potential customers by just showing up. Perhaps consumers are so used to brands ignoring negative comments that the simple acknowledgement of a problem seems heroic.
Showing up also means more than just monitoring and reporting on what’s being said. Lurking in the background and reporting on what consumers are saying won’t help your reputation; engaging in the online conversation will.
Don’t ignore anything. Acknowledge every complaint, question, or remark on social channels. Your legal department will disagree. But remember, this isn’t just about the one complaining customer. It’s about the thousands or millions of consumers who see your response (or lack of) in feeds or search results. Many of them will base their opinion of your brand and future buying decisions on your response.