Social media is an innovative technology that has given people the freedom to say whatever they want, and while it can be great for a business’s reputation when positive word of mouth comes in, it can also be harmful if the reviews are negative.
Chris Campbell, chief tracking officer of Review Trackers, notes online reputation management is critical to modern business success because today’s consumers make purchase decisions based on information generated by fellow consumers. This includes online customer reviews, ratings, blogs, tweets, other social media posts, and search engine results, all of which can significantly shape your small business’s reputation.
“No longer do consumers rely exclusively on direct advertising and marketing messages, or on personal recommendations made by family and friends; they are more active than ever in searching for and reading the opinions posted online by those who have engaged or transacted with the business in question,” he says. “In fact, according to a recent study, 88 percent of Internet users now read online reviews in order to determine whether a local business is good or not.”
Online reputation takes time to build, but it is one of the most effective strategies for business owners to consistently demonstrate their high levels of product and service quality.
No one is immune from negative reviews and low ratings, but a major part of every business’ online reputation involves management’s ability to solve customers’ problems, respond to their needs, and deliver positive experiences that are worth raving about.
The problem is that people are often more prone to vent their anger than speak positively about a business, and once a negative post is out in social media cyberspace, it most likely can’t be erased.
“To prevent the negative impact of bad reviews and low ratings, your business must actively listen to, manage, and respond to what customers are saying online,” Campbell says. “By doing so, you not only demonstrate to potential and existing customers that your business values feedback; you also create opportunities to change the conversation, if the review is negative, as well as highlight your best selling points, if the review is positive.”
Rodger Roeser, founder and president of The Eisen Agency, says defining your brand online helps to communicate your company’s purpose.
“An online presence allows the public to see your company beyond the services and impeccable skills,” he says. “Are you passionate about your work? Do you really care about your clients and helping them succeed? By posting informative business to consumer articles, participating in online panels, or posting testimonials online, you can set yourself apart from similar companies.”
Campbell says it’s important for business owners to claim their business on all relevant online review sites, social networks, and local business listings and directories. This means ensuring that your business information and local data (business name, category, company description, address, phone number, website URL, contact information, menu of products and services, etc.) in all these places is accurate and up-to-date.
“Regularly publishing company news, product and service updates, well-crafted review responses, quality blog posts, happy employee stories, customer testimonials, and photos and videos can give your reputation a big boost,” he says.
small business, technology, innovation