Online reputation is the sum of what people think, say, and feel about your brand on the internet. It can affect your sales, customer loyalty, and credibility. But what if someone tries to damage your online reputation with negative reviews, false claims, or malicious attacks? How can you protect your brand from being ruined by online reputation attacks?
The first step is to assess the situation and understand the source, motive, and impact of the online reputation attack. Is it coming from a disgruntled customer, a competitor, a troll, or a hacker? What are they saying and where are they saying it? How much influence and reach do they have? How is your target audience reacting to the attack? How is it affecting your brand’s visibility, sentiment, and trustworthiness? By answering these questions, you can determine the severity of the attack and the best course of action.
Research, research, research and a simple hands on approach. We are a very small agency. Most of our exclusive clients come by recommendations and not via online reviews. Nevertheless we got a one star review by someone no one had ever worked with or was connected to us in any ways. We researched the person and connected the dots to a call center agent, that we declined the week before for a survey. So we did what seems to be an unusual way in an online world. We found the guy and called him up and asked him to remove the review since it doesn't have anything to do with our work. And he did it being quite surprised that we found and approached him. This only works in a small business environment. Direct and simple.
First step-sift the trolling for the real issue at hand. Did the brand make an error or was it a slip from somewhere? Once that is put together clearly, inform management so they are not caught unaware. Also, track media outlets to check if anyone has picked it up. Keep few media responses in place. Work on a clear, factual social media response to the matter on hand-ensure that its very concise, easy to understand, additionally, depending on the severity of the matter, take a judgement call if one needs to issue a public statement to clarify the brand's stance. Also, if actions are undertaken, ensure that its conveyed on the platform to keep the flow of information and serve as the single source of all information.
Have a process in place to begin with. This should including daily monitoring for brand/individual name mentions; having a tight circle to manage decision-making and content review; and designate an individual to send all responses. Once an attack occurs, determine if it warrants a response or is more of a non impactful issue. If the former, respond quickly and be assertive. Leave no room for gray areas, and control the narrative. Most brands can survive one or two days of negative attacks/publicity. You want to avoid the ongoing issues that hurt your digital and overall brand reputation, and cost you customers/clients.
In my experience, safeguarding your brand's online reputation is crucial. Utilize monitoring tools to track brand mentions and promptly address negativity across platforms. Respond swiftly to negative comments, emphasizing dedication to issue resolution and customer satisfaction. Prioritize transparent communication, fostering trust through authenticity about challenges and improvements. Build a strong online presence with optimized profiles, dominating search results. Implement SEO strategies, manage online reviews professionally, and educate employees on maintaining a positive online image. Ensure consistent efforts in monitoring, responding, and delivering quality for long-term brand protection.
Para se proteger, seja ativo nas redes sociais e outros canais, responda rapidamente às críticas, crie relacionamentos fortes com os clientes, divulgue conteúdo positivo sobre a sua marca, tenha políticas claras de gest?o de crises e altere regularmente seus planos conforme necessário.
The second step is to respond quickly and professionally to the online reputation attack. Ignoring or deleting the negative comments can make you look guilty or indifferent. Instead, you should acknowledge the issue, apologize if necessary, and offer a solution or a clarification. You should also use a polite and respectful tone, avoid getting defensive or emotional, and provide factual and credible evidence to counter the false claims. By responding quickly and professionally, you can show your audience that you care about their feedback and that you are committed to resolving the problem.
Tell it all and tell it fast. This is not the time to be clever or indirect. Use simple, direct and easy to understand language. Leverage media and social media to get the statement out. The sooner you can move out of the initial crisis phase the better. The most successful way to do that is to own it versus trying to delay, deflect or deny.
Deleting or ignoring negative feedback online is no way to go. Understand the situation at hand by assessing your own position and how you should react. You should be accountable if there is a reason to be but it is usually best to not respond with countless paragraphs. Address what needs to be addressed and move on in a respectful manner. Your statement should be clear and avoid unnecessary technical language - keep it simple.
Time is the essence. If you know that the attack has some basis, acknowledge the fact and tell that you are addressing the issue to rectify it. Avoid double talk. On the other hand if the attack is baseless just underline how valuable your product or services are by giving factual examples. At this point avoid attacking your attacker which detracts attention from your product or services and downgrades your reputation.
Listen before responding. Respond after reflecting on your values. Be transparent and accountable. Don’t deflect, avoid, defend or deny as those are unproductive behavioral responses. In short, be authentic and act responsibly.
Have a clear set of guidelines available publicly, and linked to from all two way digital engagement channels, which sets out your expectations for those contributing to digital spaces which you own. This should cover spamming, abusive language, interaction with other members of the community. This makes dealing with incidents a matter of following existing policy and attributing any action to the tactics employed by the 'attacker' rather than trying to hide/censor tricky content that the individual has raised.
The third step is to monitor and manage your online reputation on an ongoing basis. You should use tools and platforms that allow you to track and analyze your online mentions, reviews, ratings, and feedback across different channels. You should also set up alerts and notifications that inform you of any new or potential threats to your online reputation. By monitoring and managing your online reputation, you can identify and address any issues before they escalate and damage your brand.
Award-Winning Global Technology Exec | CMO | Ex Microsoft | Founder | Speaker | Mentor
"Reputation is built in drops, but lost in buckets." "An ounce of prevention is worth a pound of cure." These are just two of the proverbs about how it is easier to stop something happening in the first place than to repair the damage after it has happened. This is 1,000% true as it relates to your reputation. Heed these words.
Monitor and manage your online reputation: Continuously monitor and manage your online reputation using tools that track mentions, reviews, ratings, and feedback across various channels. Utilize platforms that provide insights into your brand's online presence. Set up alerts for timely notifications about potential threats. Proactive monitoring allows you to address issues before they escalate, safeguarding your brand from potential damage.
Use social media monitoring tools to keep an eye on the conversation surrounding your brand. Understanding the sentiment and reach of the negative press will help you tailor your response effectively.
Draw up an efficient and effective monitoring system for your business, especially, your online business. Design and strategise an online approach to your business.
Monitoring the professional online network every day is needed. If we do so We will be able to keep up to date our reputation by answering correctly to comments from clients, partners or competence.
The fourth step is to build and promote your positive online reputation by creating and sharing valuable and engaging content that showcases your brand’s strengths, values, and achievements. You should also encourage and reward your satisfied customers, employees, and partners to leave positive reviews, testimonials, and referrals for your brand. You should also leverage your social media, website, blog, and email to communicate and interact with your audience and build trust and loyalty. By building and promoting your positive online reputation, you can enhance your brand’s image, reputation, and authority.
Combat misinformation with evidence that refutes it - this is when you double down on your content strategy that supports your brand values and messaging. Keep the high ground and keep positive.
If you have a loyal customer base or community, consider engaging them to help counteract the negative narrative. However, this should be done delicately to avoid escalating the situation.
Keep your clients and partners in check with effective feedback from your clients and partners to remain focused on your business and set up rewards and incentives to boost your sales online.
El mejor vendedor que puedes tener es un cliente satisfecho. El boca a boca, hoy en día con tantas estafas on line, es la mejor herramienta que puedes tener para generar confianza. Muestra tu producto.
Tres maneras de conservar una gran reputación en línea es: 1.- Los valores deben ser congruente con los contextos de las publicaciones. 2.- Quien responde en redes sociales o medios digitales, debe tener estipulado por la empresa un tono que identifique el value de la marca. 3.- Es importante potenciar la interacción a través de los medios digitales, por es es preciso tener a alguien enfocado 100% en temas redacción para contenido.
The fifth step is to seek professional help if needed from a PR agency that specializes in online reputation management. A PR agency can help you devise and execute a strategic and effective plan to protect, restore, and improve your online reputation. A PR agency can also help you handle complex and sensitive situations that require expert guidance and intervention. By seeking professional help if needed, you can benefit from the experience, skills, and resources of a PR agency that can help you overcome the online reputation attack.
No one knows it all. I'm 15 years into my career and learn something new every day. I learn from situations. I learn from my mentors and leaders. I learn from those just entering the field. I learn from my peers. And I learn, most often, from my mistakes. But when you're in a crisis, you don't have the luxury of learning, least of all from mistakes. So, it's important to know when to call in the professionals. This does NOT make you appear weak to your organization's leadership. All good leaders will know when it is time to bring in experts who specialize in a particular area. Communications and PR are no different. Leverage your brand knowledge with their collective expertise to bring you to a more desired outcome. Plus, you'll learn!
A PR agency brings a wealth of experience and resources to the table, crafting and executing plans that not only protect but can also rehabilitate and enhance your brand's digital presence. Especially in complex and sensitive situations, where every move is scrutinized, the guidance of seasoned experts can be the difference between escalating a crisis and navigating through it successfully. Leveraging professional help means tapping into specialized skills in crisis communication, digital strategy, and content management—tools essential for overcoming challenges to your online reputation.
Efectivamente muchas veces no puede descartar se la posibilidad de considerar y buscar ayuda en profesionales y especialistas en la temática que defiendan, colaboren y ense?en como evitar un ataque injusto y/o injustificado. Generalmente más que un ataque podría tratarse de un aspecto que requiera una aclaración o explicación.
Design and reach out to other professionals to help you achieve your business objectives and goals. This will be a long term strategy for the future. Develop an effective strategy for the development of your business.
Esto es un tema un poco más complejo. Para peque?as empresas o emprendimientos, el hecho de tener que buscar una empresa de relaciones públicas implica costes, que no todos pueden asumir. Hay que evaluar que tan afectada está tu reputación y cual es el impacto real sobre las ventas para ver si puedes sopesar el contratar una agencia de relaciones publicas.
The sixth step is to learn and improve from the experience and use it as an opportunity to grow and enhance your brand. You should evaluate the results and outcomes of your actions and identify the strengths and weaknesses of your online reputation management strategy. You should also solicit and analyze the feedback and suggestions from your audience and stakeholders and implement the necessary changes and improvements. By learning and improving from the experience, you can prevent or minimize the chances of future online reputation attacks and strengthen your brand’s online reputation.
A brand is only as strong as its repute. An encounter that shakes the validity of a brand is worth assessing and embracing feedback from it. - Accept circumstance, and re-orient the brand for a regain - Rebuild from feedback - Rework your online reputation management tact, fortifying areas of weakness, and strengthening strengths
Aprender de la experiencia debe de ser un proceso contínuo, no solo en cuanto a nuestra presencia en las redes sino en todo lo que hacemos
Evalúa los resultados de este proceso de contención de crisis y observa por donde se puede dirigir la estrategia de mejora e innovación. La solución se genera de la sinergia entre los equipos de distintos departamentos, sobre todo cuando la crisis afecta directamente a la reputación de la marca de forma global.
The first, and foremost, consideration to give, is honesty. Be truthful. In today's ever connected world, it only takes 1 find, to make everything seem like a lie from the beginning. Be honest, use easy to understand language and if there is something you do not know, either own up to that, or find the answer. Brand equals trust. Trust equals honesty, integrity and commitment.
An attack against a brand is not a big deal if your organization has a good brand management strategy. It is one risk, whose impact can be either negligible or severe based on how you handle it. Have an agile and proactive management modality.
There might be numerous ways. You may tackle the topic that put your brand in danger in the first place and be as honest as possible - mostly honesty is appreciated by masses.
Take the High Road. Avoid getting into public arguments. Stay professional and focused on solutions. Sometimes, offering to take the discussion offline to a more private channel (like email or direct message) can be more productive.
N?o concordo com o termo “a reputa??o da sua marca está sob ataque”, a reputa??o é construída ao longo do tempo, está relacionada a confiabilidade e integridade. Ela pode sim ser manchada com um deslise da empresa, mas nesse caso o termo mais correto é: “imagem”. Somente após o ocorrido, avalia-se se houve impacto negativo na reputa??o.