We’ve all been told that your reputation is the most important thing you have. But for a company, what about their online reputation? It can certainly have a huge impact on how publics perceive an organization, and can often impact that company’s bottom line depending on the industry.
But with good PR, managing an online reputation helps ease the impact of negative online publicity. Thanks to this article from PR News Online, “How to Wrangle Your Reputation Online,” we can gather a few important tips on how to handle this.
Let’s discuss their three main points.
1) Checking the brand online daily. In order to effectively manage an online reputation, the organization has to be completely tuned in to what people are saying, who’s saying it and why. A once a month glance at the Twitter feed won’t cut it. Tools like site rankings and SEO tactics can help keep the organization’s website at the top of the list for users online, ensuring that more of the information publics are receiving about the organization is coming straight from the horse’s mouth and less from secondary sites. It’s also a good idea to see what is coming up when users search the company or related specifics via search engine. It’s good know what information they’re getting and how easily they’re getting it. Even monitoring more general keywords related to the company or its industry can be helpful.
2) Manage customer reviews. It’s important to take note of what people are saying in customer reviews. Especially the negative ones, but rather than ignore them, the best tactic is to respond, and do so quickly. A lot can be said for a company that actually works with complainants instead of shutting them out. Also, use of SEO techniques can ensure that the positive reviews and comments rank higher than the negatives. That way, people searching for the organization don’t get negativity as their first impression.
Last but not least…
3) Maintain social media sites. This is absolutely vital to managing an organization’s online reputation! Any company that has a Twitter, Facebook, etc. but doesn’t use it, or doesn’t use it enough, gives the impression that they know they need to connect with publics online, but they just don’t care enough to put the time necessary into it. The last a good PR person wants to do is make their publics feel like they don’t actually care. Good social media activity includes daily posts, as well as responses to posts made by publics. This not only gives publics an opportunity to communicate with you, but it also shows others that you’re willing and eager to communication with them.