Growing popularity of social media entails fundamental changes in both they business environment and organisational communication. Now, as conversations are situated in a new environment with free flow of unfiltered information, threats for corporate reputation evolve into a new degree of severity. In addition customer empowerment is integrated in the new context of social media, enhancing the importance for organisations to restructuring existing crisis communication strategies and adapting to the online social world.
The anything-goes nature of the Web means that even the most honest and reputable of companies can have their online image sullied at any moment. Online attacks can come from consumers, from rival companies or from disgruntled employees; they need not be based in fact, and the consequences can prove dreadful. In fact, given how many consumers use the Internet to base their purchasing decisions, the consequences of a bad online reputation can all but sink a small business!
Your online prospects are googling for their desired products or services, reading reviews, checking complaints and other forum discussions, and the posts on Facebook and Twitter and a host of other websites. This enables them in knowing other people’s experiences, and coming up to a rational decision. It is thus clear that others’ advice, perspective, experiences and the word-of-the-mouth publicity plays a significant role in your prospect’s buying decision. Your customers and prospects require your to be transparent and open to criticism and feedback.
According to a study from the London School of Economics, a 2% decrease in the negative word of mouth increases sales growth by 1%
Managing online brand reputation in not optional but mandatory for all types of businesses, large or small, and requires perfect strategies and techniques, which combine monitoring and responding appropriately to make sure your reputation that can be easily affected by negative comments by online users.
Online Reputation Threats Brands Face:
- Negative Media Coverage = Ruined public image
Any type of publicity is good for the brand is a myth. Bad/negative media coverage can lead to a trust deficit in no time.
- Negative Visual Content — Pictures talk
Negative, shocking or abusive photos & videos leave greater impact than words can. Biggest blunders of this sort usually happen when the personal and professional lives are mingled with each other. Treat them separately.
- Fake Accounts Created By Hackers — Most Malicious
Save your brand from fake online account and intruders who hack website/profiles and then start posting nonsense. Help users differentiate between you and fake profiles in the name of your brand. Keep a similar presence of your brand across all social networks.
- Rival Attacks By Competitors — Keep an eagle eye to combat
Corporate espionage, false accusations by competitors, fake stories planted by haters, perception battles — all these are part and parcel of being a brand but if you don’t control the after effects in time, they can lead to reputation hurt. So, monitor your presence constantly and make sure your target users remain unaffected of these attacks.
- Newsjacking — Don’t invest in a flop show
Using breaking news to boost your reputation or trying to generate fake media coverage can backfire. Newsjacking can uproot trust of target audience, and can project you as unreliable brand.
- Hate Pages And Websites — Ignoring is death for a brand
Commonly, the haters post provoking updates & comments on forums and social networks, which creates a void for potential customer base and damages the online reputation of a business. This can turn out to be more defaming, abusive and vulgar with threaded comments that follow.
- Online Rumors — Nip in the bud
People start believing what they see repetitively and take every rumor with a pinch of salt. Keep a close watch on negative information circulated about your business on web. Put a full stop to them before they are taken seriously.
- Review Websites — Customers’ feedback easily get viral
One-star increase in online rating leads to a 5-10% increase in revenue for businesses while negative content can kill the revenue and goodwill. Do reputation building to save your business from bad reviews.
- Negative SEO — Penultimate form of reputation disaster
Black hat techniques are used for negative marketing of the competitor. Negative SEO is highly difficult to come into notice and can prove terribly risky for brand image.
You cannot ignore the chatter going on related to you or your brand. Dealing with negative online content is the topmost business concern for 90% of the businesses.
- Incorporate a well laid ORM strategy.
- Gain trust of your consumers.
- Strengthen relationship with end user.
Our team can help you:
- Become Respected
- Become Transparent
- Monitor What people are saying about you
- Respond quickly and politely
- Address criticism
- Understand detractors
- Attack illegitimate attackers
‘Stay prepared’ is the only way to deal with online reputation attacks. Contact us to know more.