7 Ways to Manage Your Business's Online Reputation

The internet has certainly changed the way you market your business. Many consumers are spending a great deal of their time online researching, communicating, and simply passing the time. This has opened up a wide array of digital channels for companies to place ads, interact with their prospective customers, and receive feedback.

Of course, all of those channels can (and often do) influence your business’s online reputation. There are also some facets of your online reputation that you cannot control. Review sites are a good example of this. Customers essentially have free reign to say whatever they want (within reason) about your business, and you may be none the wiser.

A negative review or an inappropriate interaction on social media can damage your online reputation, and fixing a bad reputation can take a lot of time and effort. That’s why it’s important to be proactive with your online reputation management rather than reactive to stay ahead of any potential missteps or crises. So, how do you do that?

How to Protect Your Online Reputation

1. Don’t Think You’re Immune Just Because You’ve Stayed Off the Internet

Small businesses often take a minimalist approach to digital marketing. They might have a website, one or two infrequently used social media profiles, and nothing else. The logic here is that having a deliberately small web presence can shield you from negativity and give you an online reputation that remains relatively neutral.

Unfortunately, we know that review sites and social media can be chock-full of negative opinions about your business. We also know that the thoughts of a few unhappy customers can take on outsized importance on relevant Google searches. Studies have shown that less than 10% of individuals never bother to go beyond the first page of Google search results.

So, while it’s likely that your website (if you have one) will appear on the first page, it’s also possible that bad reviews, complaints on social media, or other negative content will show up there as well. That’s a recipe for a lot of lost business.

You will also want to monitor your online presence on a regular basis, especially websites such as Wikipedia where anyone is allowed to edit information about you and your business.

2. Ask for Reviews (and Respond to All of Them)

Review sites are huge. Even platforms like Google and Facebook have reviews built in. Part of the reason why the Yelps of the world have flourished is that the vast majority of consumers trust them. So, you obviously want to actively court the opinions of happy and returning customers.

If you have a verified Google, Facebook, or Yelp account, you can respond to comments made by customers. But, you don’t want to come across as reactive or defensive. If you only respond to the negative reviews, you might sound exactly like that, which can put some people off. Thus, it’s probably better to respond to every review, even if it’s a simple “thank you.” Overall, try to be cordial and professional, offer to fix issues, and never get into an argument.

3. Update, Monitor, and Engage on Social Media

Social media profiles that are barren or provide little information are likely going to prompt consumers to look elsewhere. Social media provides you with a platform to produce creative and engaging content that makes people want to interact with your brand.

It also allows your business to communicate directly with current and prospective customers, which can pay dividends. If you help resolve an issue on social media, then 45% of customers on average will post about that interaction on their own profiles. This free advertising is nice, but 89% of messages to businesses will simply be ignored. So, it’s best to stay on top of your social media profiles and respond to complaints or questions in a conciliatory and helpful tone.

4. If You Offer to Fix Problems, Actually Follow Through

You can promise a lot of things on social media or review sites, but if you don’t actually follow through, then you may end up losing that customer for good. If possible, refunds are obviously the best way to ameliorate a bad situation. You can also offer discounts on the customer’s next visit or a free product for their trouble.

Likewise, if you say you’re going to discuss an issue with your staff, actually discuss that issue. A customer might not know that you’re doing this, but the next time they patronize your business, they should not run into the same issue that made them upset the first time.

5. Keep Your Social Media Accounts Secure

We’ve probably all seen an example of an employee accidentally making a personal post on the company’s social media account. If the personal post in question is inappropriate, it can damage the company’s reputation. Whoever is in charge of the company’s social media accounts must exercise caution and keep their personal accounts separate from their work ones. Even liking a potentially untoward post while on the company account can prove costly.

6. Maintain a Steady Stream of Good News

A lot of good news about your business can drown out any negative reviews or social media complaints. When people search for your business on Google, you want them to see only the positive. An easy way to do this is by starting and frequently updating a company blog. Even a blog that discusses industry trends or provides helpful information to customers can keep the negativity at bay. Other ways to cultivate positive news include:

• Contributing guest posts or commentary on other industry-relevant blogs
• Inviting the press to cover your work with a charity or the community at large
• Sending out press releases with updates on products or other company happenings
• Sharing all of the above content on your social media profiles

7. Collaborate with Trusted Online Partners

In this day and age, it has become somewhat of a norm for businesses to partner with influencers. They can expose your product and brand to a broader audience in a way that traditional advertisements can’t. Studies have also shown that millennials trust user-generated content 50% more than conventional marketing tactics.

That being said, you should properly vet any influencer you want to work with. Some are just scam artists looking to make a quick buck, while others may have done or said some things in the past that you don’t want your company associated with. Even if you just want to share a post by a non-influencer that mentions your company, make sure to give their profiles a once over before clicking “Share.”

Be Proactive About Your Online Reputation

When it comes down to it, your online reputation can make or break your business. Taking a proactive approach toward maintaining a high-quality reputation is the best way to attract new customers and avoid the pitfalls of negative opinions.

FAQs on Protecting Your Online Reputation