“Character is like a tree and reputation like its shadow.

The shadow is what we think of it; the tree is the real thing.”

-Abraham Lincoln

Reputation management is nothing new in the business world. The control and influence a company commands over their online…


presence is something that cannot be overlooked. Talking about a business or product online, consumers spread reviews and recommendations faster than ever. Before purchasing a product, eight out of ten people will do their research. Surprisingly, 79% of all consumers take an online review as seriously as a personal recommendation or referral. It is easy to see how Social Media and reviews affect how the population responds negatively or positively to a business. Although the task may seem daunting, a business need not worry about dealing with the maintenance of many different profiles. There are tools to help. Streamlining is key. With a great online presence, however, one must always be prepared for the worst. In the event that a crisis should occur, a business’s reputation is at stake and immediate response is required. In the words of Richard Branson, “Your brand name is only as good as your reputation.”

How Social Media Works with Business Reputation Management

When thinking about reputation management, handling negative reviews and improving search engine results may come to mind. Although these are very real and relevant components of business reputation, the sphere of social media has pushed it in a whole different direction. In fact, Social Media actually helps SEO results, so the sooner it’s utilized the better. Whether they’re local or national brands, people talk about companies. While it’s important to know what people are saying about a business, it’s not enough. Companies need to be engaged on the deepest level showing customers that they’re listening and they care. Buyers and businesses have been brought closer than ever. Conversations that happen on Facebook, Twitter, Instagram and countless other networks are real and give each company new way to reach and serve their customers. Response on these platforms, whether it’s addressing a problem or just replying to a positive tweet, should be fast. Fans should not be ignored because consumers trust reviews as much as they trust a recommendation from a friend. Even bad reviews can have a positive impact on a brand as long as they’re handled with care. Brand loyalty and customer trust can be built with positive reputation management on social networks.

Tools You Can Use

Combing the Internet, management tools make harnessing the conversations about companies much easier and streamlined. The goal with reputation management is to not just keep up with what’s being said, but to control it and leverage it. Many free tools are available. Undoubtedly, the most basic management platform for the job is Google Alerts. Simply enter the business name and Google will then search social media platforms, blogs and even the news, sending alerts to the email provided whenever there is an occasion. Hootsuite is another great asset. Along with keeping social media profiles in one place, the basic version is free. This platform is simple, and engaging with fans is not only possible but very easy to do. If a little time and effort is put in to listening to customers, the benefits will be great.

Responding in a Crisis

As mentioned earlier, businesses should plan for a reputation crisis, because, sooner or later, one will arise. The severity of the blunder really directs how a company should respond, but action should always be fast. Recently, Truckers Against Trafficking, a nonprofit organization that educates and equips the trucking industry to combat domestic sex trafficking, shut down their Facebook page after it was hacked. Their response was quick and the problem was solved. After making their platform available to fans again, a well thought out response, including their mission and a “Thank You” picture was posted. That post alone was shared fifty-two times and received countless positive feedback.

 

On a less serious note, not all reputation crises are negative. Looking back, people may remember the #ChevyGuy incident that took place in October 2014 when Rikk Wilde, GM’s Chevy representative in Kansas City, was given the job of presenting and awarding the World Series MVP a 2015 Chevy Colorado on live television.