Positive, Negative, or Non-Existent…
Your Online Reputation Matters!
1) DO YOU HAVE A REPUTATION?
If you aren’t showing up, it’s like you don’t exist.
Traditionally, you should assume that people online won’t go past the first couple of pages of search results, and now we are hearing that unless someone is highly engaged, they aren’t likely to go past the first 3-5 results.
With this in mind, where do you stand? Do you find results about your company with simple searches like your name, company, brand, products, and industry + area.
If not, think of your online reputation as Non-Existent. It’s time to start building one!
2) DO YOU OWN YOUR LISTINGS?
If you don’t control your brand online, someone else will.
Another issue with search results. Going back to the last topic, if you did the simple searches and results about you appear, but you don’t have control of the pages that show up, this is another issue. If you don’t claim ownership of listings from sites like Google Places and Yelp, then other people can update your information as they please. Not only will you be able to ensure more accuracy about your company by owning your listings, you will also be able to gain insights into how people find your online listings and be more aware of reviews people write about you.
This also applies to social media sites. Claim your name on Facebook, Linkedin, Twitter, etc. Someone else could have already or may soon take the name you would want to use and it can cause discrepancies in your branding strategies. In a worst case scenario, someone who is upset with you could register your name or be squatting on your name hoping to make you buy it from them.
Each of the sites mentioned above, and many others that may be appropriate places to list your business have guides on how to take control of your listings or profiles. Use their Help or FAQ sections.
If you don’t offer a positive opportunity for people to communicate with you, they can become discouraged and try to interact through less desirable channels.
3) DO YOU RESPOND TO ONLINE FEEDBACK?
People expect accessibility online.
Now, assuming that you have taken control of your online presence, how do you manage it?
Positive Feedback:
Do you have positive reviews out there? Note the good things people are saying about you and keep them in mind as important aspects of your efforts moving forward. If people’s reviews say they appreciate your cheerful customer service, then taking on a snobby demeanor in your ads or other copywriting could estrange some of your most loyal customers.
Negative Feedback:
Are there negative reviews out there?
Own up to the reviews: If someone has a valid complaint, or if a group has similar or “me too!” complaints, do what you can to address the issue and make things right. People want to know that you care about their perception of you and that you take their concerns to heart.
Inaccurate reviews? Did someone say something like- you rescinded on an offer or your service didn’t work as promised, but the issue they are calling out doesn’t match your promotions or service descriptions? Politely let them know the facts. Perhaps they are mistaking you for someone else or didn’t review the terms of your service thoroughly.
Hateful but empty: Is someone saying something mean or angry with no real substance? If there is no real issue to address either let it go, or in the case of places like your Facebook wall, delete it. If you plan to do this, you should have a terms of use tab on your page outlining types of content that are not allowed, such as profane or hateful comments. Never delete a comment about a real issue! This will feel like you just hung up on a customer who called you with a concern. We’re sure you can imagine the negative word of mouth that follows this sort of action.
4) DO YOU HAVE A STRATEGY?
Be cognizant of the impact of anything you post online. Keep your marketing goals in mind and never say anything that conflicts with your brand image. This means you must do things like: avoid petty reactions to others, fact check your information, and include end dates on promotions that you don’t want to offer FOREVER. Mistakes in these areas can cost you dearly.
5) ARE YOU BEING DILIGENT?
It’s not enough to set things up, you need to monitor them. Make a routine effort to check on your listings, engage through social media, and read your reviews. There are tools to help with this: Google Alerts, Yahoo Alerts, Facebook Alerts and Insights, etc.
ADDITIONAL RESOURCES:
Want to read more on this topic? Here are some articles:
http://mashable.com/2011/10/15/protect-small-business-reputation-online/
http://outspokenmedia.com/guides/orm-guide/
http://www.visibilitymagazine.com/location3-media/tarla-cummings/online-reputation-management#
http://www.anvilmediainc.com/search-engine-marketing-resources/search-engine-marketing-articles/online-reputation-management-article
