It is easier than ever for customers to share information, make recommendations, and air complaints about products or services they’ve purchased online. Unfortunately, the news isn’t always positive. Businesses must take special care to stay on top of the information circulating about their corporate reputation online and available to present and future clients.
Consumer review websites such as epinions.com are an increasingly popular place for consumers to turn for advice and information before buying. While these sites are simple enough to monitor, reviews and complaints are also popping up on blogs, as comments to news articles, and elsewhere across the web. The following strategies are must-haves in the battle to preserve and protect a company’s online reputation, even with a limited budget.
Subscribe to News Feeds for Notifications on Corporate Reputation
A subscription to both Google News and Google Alert services delivers notifications to ecommerce business owners each time one of their keywords appears in the news. To make the most of this service, choose to receive alerts based on targeted keywords such as business name and tagline. Also, list the industry as a whole, as well as the names of top competitors. This is the crucial first step in learning what was said, who said it, and whether the overall opinion of an ecommerce business is changing over time.
Protect Online Reputation by Monitoring Blogs, Listings, and Social Media
You should monitor what’s being posted about your business by doing a quick Google search using your company’s name to check if negative content and bad reviews have been published. Y0u should also check listings for negative client reviews so you can address them immediately.
Social media online reputation management is also important because negative things being posted about your company, products, services, and employees have the immense potential to hurt your brand. To make things easier for you, you can link your social media pages to online reputation management monitoring tools so you can immediately engage with your customers, upset or not.
Pump Out Positive Content to Protect Corporate Reputation
Produce positive online references daily or weekly in the form of articles submitted to popular article banks, interviews, blog posts, or videos. Counteract negative content identified using one of the methods described above by posting a positive message in a blog, news release, or even a Twitter update. Resolve the problem issue in the eyes of a potential customer by making the negative issue seem like an odd occurrence amidst so many positive ones.
For example, a disgruntled customer posts a complaint about an ecommerce business’s customer service department on an industry-related blog. The company receives an instant alert and crafts several blog posts of their own, echoing recent customer testimonials and noting improvements in customer satisfaction over the last quarter. Consumers searching for information about the e-commerce business note much more positive than negative content in the results.
Consistency and Timeliness Key to Online Reputation Management
Consistently push positive company information and respond to or address negative reviews or feedback as soon as possible. Online reputation management is one of the pillars of success in e-commerce business; it can be inexpensive to maintain a great reputation, while a negative one is very costly, indeed.