5 Things To Get Your Reputation Management Started
There is nothing worse than seeing a string of negative reviews about your business online by disappointed customers. Furthermore reviews on websites like Glassdoor.com can reduce you potential employee pool which will impact your business in a competitive market. As the marketing role continues to change and evolve we now need to look at our company's online reputation. Think of this role as ‘digital disasters fixer-uppers’ with a side of social media expertise (better watch out Chip and Jo Jo).
Consumer feedback gives businesses the opportunity to create and develop new products and/or change business operations for the better. However the challenge we are facing is how to best handle the negative or misinformation about our business. The five tips below focus on what you can do to build and handle your company’s online reputation.
1. Your Company Needs To Support This Initiative
Before you start, all business units within your company need to support this initiative. I have found it beneficial to form relationships with at least one person in each department so when a situation arises you have someone to reach out to and to talk to when a consumer has a concern about something relating to that business unit. It will also be important to place this position in the appropriate department for your business. Some businesses place reputation management in Marketing and others in Guest Services. I believe it is best in marketing so the role can understand what marketing initiatives have been prepared and what content is being created, this makes for a more seamless integration.
2. Know What Is Going On With Your Brand
There are many brand monitoring tools in this space. Sprout Social is one of my favorites! Sprout Social can help you holistically manage your brand and keep on top of your reputation. A free tool you can set up, in conjunction with reputation management software, is Google Alerts. This allows you to see what others are posting about you. Once you know what is being said about you, you can move forward.
3. Keep Your Social Channels And Your Site Up-To-Date
Stay relevant! This not only allows you to stay higher in search results but increases your SEO. Content Creation is of the utmost importance to ensure the freshest and most relevant material is being pulled and that consumers are not seeing older pieces and making their purchasing decisions on those pieces.
For a Content Marketing strategies, visit my blog post called, ‘6 Steps to Starting a Content Marketing Plan’
4. Admit Mistakes And Commit To Fixing Them
Look at every negative comment or complaint as an opportunity to improve. When a consumer comments, gather the information before you start responding. It is human nature to give second chances and consumers want to give you another chance, but a chance is only given when you can redeem yourself and understand your consumer’s point of view. If you are in the wrong be honest, apologize, and describe the steps you’re taking to fix the situation. Staying humble has never gone out of style.
5. Keep Building Relationships With Your Audience
Online reputation management is about having consumers believe what you say about you and what others day about you. It is about adding value to their lives. Create a brand and create content that people love, it is these people who will weather the storms with you. You will be surprised at how you can better manage your reputation when others feel connected to you and feel the need to defend you.
Stay tuned for more in-depth posts about reputation management and content marketing. I am only just scratching the surface here.