Reputation Management - How to Avoid a Train Wreck!
Image source: allenrobert / Pixabay

Reputation Management - How to Avoid a Train Wreck!

The fact that your personal and business reputation is never completely uncontrollable is the same reason that your brand and reputation is trustworthy and valuable.

A 2018 study by Ipsos MORI of travel agencies and key trends found that 97% believed a positive imprint online was of utmost importance to the success of their business.

On a business trip last year, I couldn't find a rental car from the big three. One company of which I had never heard had several choices of vehicle on their website. Rather than ask myself why that was the case and doing a little research, I booked a sporty model and over the next few hours had a nagging fear that I had made a mistake.

After finally my Google search too late, I found the answer. Online reviews about bad customer service and a booking system that didn't update inventory told me I had to cancel. Digging deeper I found they sometimes didn't even show up to their office. The kicker was, on their website they said they had an airport location. The on-site location, however, turned out to be 30 miles from the local airport. You'd need a rental car or taxi just to get to the rental company!

In a Forbes article (July 2018), Ryan Erskine writes, “Businesses risk losing 22 percent of business when potential customers find one negative article on the first page of their search results. Three negative articles can cause that number to jump to 59.2 percent.”

The term "traditional branding" is easily substituted for reputation management. In both tasks a business needs to build the reputation or brand, and maintain it, else risk devoting time to recovering constantly from bad press or bad reviews.

I was speaking to the manager of a well established restaurant chain a couple of years ago about the reviews his business was getting. As a regular at his restaurant I saw everything the reviewers had mentioned, including food complaints, long waits on certain days and servers with attitude.

He didn't believe me. He said there were no calls to him and certainly no complaints on their website. I showed him Yelp and he was aghast. He had no idea!

At a different restaurant, Cactus Club, I was impressed by management's social media awareness. On a casual Friday after ordering wine for my wife and me, I commented on Instagram and Twitter how the price had jumped 30% overnight.

When the bill came it was at the old price. The waitress said since I was a regular she would charge me the old price for my next two visits. Seriously? Someone had to have been monitoring social media in the back room to see what I had said online. I immediately gave the server a bigger tip and made mention of the Cactus Club's great service.

It's like the old marketing adage, “A customer tells one person if they get good service, and they tell ten people if they get bad.”

As a business owner you need to:

  • - encourage customer feedback and closely monitor it
  • - respond immediately to bad reviews (but see my thoughts on trolls below) and find a solution that the customer thinks is fair
  • - regularly search on Google for references to your name as well keywords for your business.
  • - Regularly do a search on your high profile employees. It will hurt your reputation if you are aligned with an employee caught in an unguarded moment making racist or derogatory remarks. (I'll assume that you've already done a detailed pre-hire search to ensure the candidate had no pattern of bad behavior.)
  • - Take the Internet seriously. Your customers do. You may think the internet is a tool you can do without but most people spend a lot of time on it so it has become their avenue for news, entertainment, encyclopedia and shopping network – be on top of it.

Managing your reputation is not rocket science but there some things you must avoid:

  • - Don't pay someone to write a review of you or your business. You'll end up needing someone like me to fix it.
  • - Don't engage with internet trolls, those anonymous people who try to find something about you to hate and goad you into engaging with them. It's like picking a fight. Unfortunately, your response to a troll will be seen by an unknown number of customers or potential customers.
  • - Don't use fake accounts to troll others or to improve your social media. Senator Romney as Pierre Delecto on Twitter raised a few eyebrows.
  • - Don't lie about your product or service. Your reviewers will give you a beating! Be transparent and focus on your unique selling proposition.
  • - Please don't ignore your customer complaints. With smartphones, anyone can be an instant reviewer, and even the person with just a few followers can wreak havoc on your business.

What can be done if there is just too much bad press about your company? There are many in the news who hire PR companies or companies like mine to fight or tame the narrative. If the source of bad press can't be expunged, there are ways you can have it done professionally. 


There are ways to suppress negative content, videos or blogs. Special software can de-index negative links and permanent cleaning of any Google search is possible.

How do you fix a soiled reputation? Controlling the narrative on the Internet by controlling the keywords not only reduces the negatives but can create a vibrant clean reputation.

Just imagine if you are involved in a joint venture that 'goes south.' It will be difficult to get investors for any of your future projects after that JV fails especially if it was a big flop and there were any less than puritan actions on the part of senior executives.

Obviously, the correct way to deal with your company's reputation management is to run it squeaky clean from the beginning, deal with issues quickly and always be on the alert for potential problems. You can create positive narratives that will conflict with the negatives.

Who says Google has a memory like an elephant?

P.S. The irony is that my identity was stolen today on Twitter. An astute follower informed me that someone setup an identical account in content with one letter different in the name. Twitter is investigating. 


Gary Bizzo is CEO of Syphon Nanotech Inc., Bizzo Management Group Inc., and Bizzo Integrated Marketing Corp. in Vancouver. London-based Richtopia placed Bizzo on the Top 100 Global Influencers in the World for 2018. He is an Adjunct Professor of Integrated Marketing & Communications as well as Consumer Behavior at the New York Institute of Technology, MBA School of Management (Vancouver Campus). Gary can be reached at [email protected]

_____

Equities Contributor: Gary Bizzo

Source: Equities News

Kenneth "Duncan" Seward

SEO Writer at SEOwriter.ca

4 年

The old story of you disappoint one customer, and they will tell 10 others, is well worn - and accurate. My great grandfather used to sell fish to support the farm. If his goods and charm were not up to scratch, his customers, good Scottish women with flinty hearts and tongues sharpen on a welt stone every morning, would hop onto the party line, and my grandfather's side hustle would be in trouble. We have it easier now. Social media allows us to reach out and inform. If we need to pivot, we can run a poll that will tell us the likely result. If we need to raise prices, we can let our core customers know. Social media savvy is a necessary skill today, on par with cash flow and operations management. It is more than fluff and selfies. The real-time data that can be gleaned from a well-run social media plan is invaluable.

回复
MICHAEL TUDORIE

Real Estate Advisor | RE/MAX Select Reality Vancouver, BC Canada

4 年

I remember a statistic from my hospitality days that for every bad experience a guest would tell 18 friends and 8 ppl if a good experience. Always strive to be on the right side of the review, see my Google review.

要查看或添加评论,请登录

Gary Bizzo - 畢格雷, APEC CBC的更多文章

  • The Side Hustle

    The Side Hustle

    A Side Hustle is so much more relevant and important since Covid hit us. I'd never heard of the term Side Hustle until…

    2 条评论
  • Huawei CFO Meng Trial Nears End

    Huawei CFO Meng Trial Nears End

    When does a court trial look more like a kangaroo court? When does the court take orders from the government and when…

    1 条评论
  • Free Huawei CFO Meng

    Free Huawei CFO Meng

    In 2019, Canada became a willing participant in both an escalating trade war and an international incident. Canadian…

    3 条评论
  • A Pawn in the Sino-US Trade War

    A Pawn in the Sino-US Trade War

    In North America, we have witnessed, in the last few years, corporations denying the President of the United States the…

  • One World Lithium Redux

    One World Lithium Redux

    Mining resource companies are run by men with nerves of steel. They sell the dream of finding gold or other precious…

  • Equity Crowdfunding for Startups

    Equity Crowdfunding for Startups

    Originally published by Gary Bizzo on Equities, Wednesday, 09 September 2020 02:58 (EST) It's tough to raise money from…

  • Kidpreneurs are Just 1 Encouragement Away from Changing the World

    Kidpreneurs are Just 1 Encouragement Away from Changing the World

    Originally Published by Gary Bizzo on Equities.com August 31, 2020 I took a government-sponsored course on how to be an…

  • We Will All Be Victims of the 2020 Tech War

    We Will All Be Victims of the 2020 Tech War

    This article is not a political swipe or advocating for one country over another. It’s simply some observations from a…

    1 条评论
  • A Crisis of Trust — Debunking Myths and Fallacies Surrounding 5G and AI

    A Crisis of Trust — Debunking Myths and Fallacies Surrounding 5G and AI

    5G (the fifth-generation cellular technology) and Artificial Intelligence (AI) have been two of the most disruptive…

  • How To Use Green Bonds for Major Financing

    How To Use Green Bonds for Major Financing

    I met some interesting people a couple of months ago. They told me about bonds and how bonds could finance my green…

社区洞察

其他会员也浏览了