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When Andy Warhol said, “In the future, everyone will be world-famous for 15 minutes.” he probably wasn’t talking about the way in which everyone, since the advent of search engines, has become a public figure to varying degrees. Much like the experience of pre-search engine public figures in traditional media, fame on Google can have its ups and downs too. The problem now is that, while everyone still has their shot at fame, there is now a risk of public infamy as well.
One of the biggest changes brought forth by the internet is the leveling of the field between major media outlets and individuals on the web. With the internet empowering anyone with a computer and an internet connection to publish online, the sources for content on the web are now virtually limitless.
The practice of reputation management is often seen as a necessary reaction to negative information posted on the web. While reacting to negative posts by putting reputation management strategies to work is an absolute necessity, businesses can put themselves in a much stronger position by using proactive reputation management practices.
Complaints are a fact of life for any business. The cold fact is that while the experience you provide or how your product performs may satisfy 99 people out of 100, there is still that one person out of a hundred that will express negative sentiments and pose the potential of becoming a reputation management problem.
Proactive Reputation Management Tips Featured
Proactive reputation management can take a little time but when it comes down to protecting one of your most valuable assets, it’s time well spent. Here are a couple easy tips to help protect against negative content while boosting the rankings of your website’s pages.
When people read about online reputation attacks the general assumption is that these attacks come with agendas of laying targeted businesses to ruin. While there are situations where this might be true, these types of attacks are both relatively rare and beyond the scope of the vast majority of people on the web.
In fact, a far more common danger to an online business’ reputation comes in the form of complaints from consumers who are airing their views more to inform their circle of friends and/or influence rather than to lay waste to a business or brand.
These types of complaints are usually very honest in nature and can often come in the form of constructive criticism. Still, many businesses stumble when it comes to the presence of less than glowing reviews. These stumbles generally come in three forms:
1) Ignoring the complaint – Hoping that a negative post will go away on its own is a great way to convey that your business isn’t listening to its customers, doesn’t care, or both.
2) Taking a condescending attitude toward or attacking the person posting the complaint – This is another sure way to look like you’re out of touch while potentially angering far more people than just the one making the complaint.
3) Leaving the door open for complaints to be ranked highly on the search engine results pages – A high ranking complaint about your products/services/brand can get almost as many views as your website’s pages if it ranks high enough – big problem.
These problems can be avoided or minimized first by engaging positively with people who have made a complaint. Letting them know you hear them and appreciate their input will go a long way toward a constructive resolution. Secondly, generating your own content that ranks highly can keep negative content from being seen. Here, a little proactive reputation management can also go a long way toward enforcing a positive perception about your company.
To Build, Engage, or Bury? Featured
There is a good chance that, at some point, reputation management for your company will become a necessity. The following are a few of the aspects to consider and implement.
Establishing Credibility With Media Featured
When it comes to media relations or public relations, most business executives want to be on the cover of the New York Times. However, as many politicians and CEOs will attest to, being on the cover of a newspaper or magazine may be as negative as it can be positive. Building a relationship with the media is important, both for the major stories that can possibly happen and the minor everyday stories that happen on a regular basis. While the media can be tricky, and even on attack mode lately, like all industries they operate on trust and relationships and establishing credibility with them is an important task. Establishing credibility can have a profound impact upon the success of any political campaign, press initiative or marketing campaign.
How to Change Opinion Featured
Managing your reputation involves using tools and language to improve and/or control how the public views you, your company and those who work for your company.
It’s almost impossible to win with shameless link baiting, especially when it relates to a tragedy but that didn’t stop The Huffington Post’s blogger Tricia Fox from trying it anyway. On the day following the death of Amy Winehouse the posted her first blog titled “Amy Winehouse’s Untimely Death Is a Wake up Call for Small Business Owners” and a reputation management crisis was born.
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