Online Reputation Management - What happens when things go wrong?

It happens - a lot more than you might realise. I have worked with dozens of individuals and brands who have got themselves in a jam, and suddenly, everyone is talking about it.

With Social Media, it can literally take minutes for something to be seen by millions, so you must always take care with what you post. A post in anger or jest can quickly be taken out of context and end up all over Facebook, Instagram, X, Telegram, TikTok... The list goes on.

Here are 7 Do's & Don'ts to help you manage your online reputation.

1) Never panic and make knee-jerk decisions

If something has happened, take stock and never go with your gut feel straight away. You might want to hit back or be tempted to lie in the heat of the moment - this can lead to even more issues. If you work for a large company, there might be a crisis management plan, so take it to your manager, team leader, or CEO and see what should be done.

2) Do Take time to understand what has happened

Yes, it can be scary when your reputation or brand is on the line, but understanding what has led to this can also help you manage it. Try backtracking through the timeline to see where issues arose and make notes as you go. You will want to refer back to these later.

This step is nothing more than information gathering. You should not be engaging in any chat at this point.

3) Is the issue a fake review in Google or another platform?

Most platforms try to manage fake reviews as it is easy to mess with businesses this way. They might ask for information from you and the person who posted the review. If they cannot substantiate their claim, there is a good chance it will just get removed.

Negative reviews can have a significant and far-reaching impact. They affect immediate sales and customer perception and can also have long-term consequences for a business's or individual's success and opportunities, so make sure you do act on them.

4) Take conversations to private chat as soon as possible

By taking issues away from the public eye as soon as possible, you are removing the ability for lots of other individuals to have a say and get involved in an all-out conversation war. I have seen these hit thousands of comments because the initial conversation was kept online, and the business owner decided to try and justify what happened.

Remember, something has happened that someone isn't happy with. Own the issue and work with the agrieved individual(s) to get this put right.

5) Do own the issues at hand and offer reassurances

You would be surprised how often issues can be corrected with a little understanding and empathy. Remember, this is unlikely to be personal, so take the time to listen and ensure that the grievance will be handled and you will get back to them with feedback.

Resolutions aren't always what the aggrieved party wants, but by taking the time to listen and explain, you can help de-escalate any potentially volatile scenarios. Remember, the issue must be owned by you - it is unlikely to go away.

6) Never ignore anything negative. This shows a lack of empathy

Turning your back on an issue is the worst thing you can do. If someone has a grievance, they want to be heard - they want someone to acknowledge their problem.

If you make a habit of ignoring issues, you will get a name for doing this - and that isn't a good thing. It can prevent sales in the future and you can rest assured that you will get less personal recommendations. A little empathy can go a long way, even if a resolution isn't met.

7) Never be rude and hit back - this can really escalate things

Even if you don't agree with what someone is saying, never make it personal. You can disagree with something but keep it professional. Name-calling, threats and dismissive responses will almost ensure that others see your responses.

It is always better to take a step back, keep calm and, as point 1 above says, "Never panic and make knee-jerk decisions".

Finally...

If you think you need some help, please reach out for an informal chat.