Maintaining a solid business reputation online

In today’s digital world, there’s no denying that a businesses’ online presence is as important as its physical one. Given the speed and reach of global communications thanks to social media outlets and the blogger community, reputation management has taken on a whole new significance. If an issue is left unchecked or neglected online, it can cause immeasurable damage to a brand.

Of course, your online reputation should mirror your company’s core values and business plan, and if these are centred on exceptional pre- and post-sale support, then managing your online reputation will be easier. Companies that want to tighten their grip on their online reputation can benefit from following the points below.    

Be in charge of the conversations taking place online about your business.

By tracking and monitoring what’s being said about you or your industry online, you will keep on top of any issues that have the potential to flare up, whether it’s a genuine complaint, a smear campaign bubbling away or even a misunderstanding. With that said though, think before you act; just because social media is fast, doesn’t mean that you shouldn’t think carefully about the implications of your online response. If anything, a poorly considered or rushed reply might only serve to further fan existing flames. 

Respond with an authentic voice; using the language, tone and style used by your brand or business.

This gives authority to your replies. In the case of a problematic product, or a breakdown in service, keep your customers informed with regular updates at consistent times for as long as the issue exists. Sometimes, there will be no update over the previous one, but it’s important to inform customers of this, too. This reflects that you recognise customers have been put out or inconvenienced and it shows that you are taking the matter seriously rather than trying to brush it off. Make sure that all relevant support details are shared and easily accessible.

Never rise to the bait.

Unfortunately, rude or offensive comments are part and parcel of the online world and it is easy to feel they are a personal attack and respond to them as such. Instead, divorce yourself from the situation, ignore the rudeness, and keep working to resolve the complaint or issue the customer had using your brand’s established tone of voice.

Remember, if this conversation is taking place on a public forum, your comments are visible to all, just as the complaining customer’s are. It is best for your brand’s reputation that you are seen to be measured and pragmatic rather than aggressive or hostile when dealing with a complaint, because it shows your desire to resolve the issue professionally and courteously.

Turn negatives into positives

Finally, bear in mind that unhappy customers made happy again are usually excellent references, acting as proof points that you do fix things. While we all accept things go wrong, it’s the problem resolution response and attitude that can make or break a brand’s reputation, and that is just as true online as it is offline.