Online Reputation Management: Dos and Don'ts

When you launch your business, you expose yourself to positive and negative publicity that may arise from happy customers and dissatisfied ones. It's an inherent part of being in business.

No matter your industry, such occurrences are universal. Ideally, you're striving to meet customer expectations and deliver on your promises. However, in an unforeseen negative comment, blog post, or online complaint, knowing the appropriate steps to address the situation is crucial. We will cover these and more in today's top online reputation management dos and don'ts list.

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Do's

Have a Strategy in Place

Develop a comprehensive strategy to address negative online reports or complaints. If you observe a couple of unfavorable mentions dominating the first page of search results, it's imperative to devise a plan to push them down as far as possible.

One practical approach is to craft and distribute press releases and distribute them through reliable PR networks.

Additionally, consider regularly blogging and publishing about your products or services, highlighting positive aspects such as favorable statistics or testimonials. Actively engage in forums relevant to your niche, contributing valuable and pertinent information to enhance your online presence.

Claim and Verify Company Profiles

Establish a comprehensive company profile for review platforms. Initiate your online presence across diverse review sites like Yelp, Google Business, and Facebook. Confirm ownership of your profile to prevent any potential impostors from duplicating it.

Enhance your business profile by incorporating high-resolution images, detailed company descriptions, accurate contact information, engaging videos, and a link to your website. This effort optimizes your online presence and reinforces a clear sense of ownership.

Set up a dedicated email address linked to your review sites to ensure you receive alerts promptly. Regularly monitor this inbox to address any negative reviews swiftly and efficiently, preventing them from gaining undue attention.

Always be Professional

Maintain a professional tone in your responses, irrespective of the nature of the comments—whether positive or negative. Avoid using generic, canned responses approved by legal departments, as savvy followers can quickly detect these. Instead, approach each response case-by-case, offering honest, thoughtful, and empathetic feedback. This approach reinforces your business's commitment to delivering excellent service and demonstrates a personalized engagement with your audience.

Maximize the Potential of Social Channels and Online Engagement

Utilize social networking platforms to expand and strengthen your network. Platforms like X (formerly Twitter), Facebook, LinkedIn, Instagram, and TikTok offer extensive user bases. Generating positive buzz about your business on these platforms can significantly impact your online reputation. Encourage discussions and referrals by providing valuable information tailored to your target audience.

Address Customer Dissatisfaction

Prioritize addressing the concerns of dissatisfied customers. While it may be challenging, especially if comments are made anonymously, try to identify the individuals and resolve their issues. Publicly reaching out and attempting to resolve the matter demonstrates your commitment to customer satisfaction and persistence in addressing concerns.

Sign Up for Certifications for Your Business

Consider obtaining certifications for your business through reputable agencies such as the Better Business Bureau (BBB). This can enhance your credibility in the eyes of potential customers, contributing positively to your overall reputation.

Ask Customers for Feedback and Reviews

Motivate your sales and marketing teams to actively seek online reviews from satisfied clients. Following their product purchase, contact them with links to your Yelp or Google profiles and kindly request their feedback.

Enhance the experience by offering a gift card or entry into a raffle for an exciting prize in exchange for their participation. If they've had a positive experience, they are likely to be willing to share their feedback.

Approach this strategy individually rather than employing a mass email approach to all customers simultaneously. Simultaneous reviews can raise suspicions among customers, diminishing the authenticity of your profile. Aim for a more organic and genuine representation of customer feedback by soliciting reviews on a case-by-case basis.

Don’ts

Retaliate as a Knee-Jerk Response to Negative Comments

Maintain composure in the face of adversity. While it's easier said than done, the last thing you want is to lose your temper and retaliate. Retaliatory actions often exacerbate the situation, causing more harm than good. Instead, approach the issue with a level head.

Fixate on Negativity

Avoid immediately fixating on the negative information you've come across. It's crucial to have a well-thought-out plan or strategy. Devoting all your time, resources, and energy solely to rectifying your online reputation might divert attention from other essential aspects of your business, potentially leading to further challenges.

Receiving a negative review shouldn't trigger panic or stress. Instead, view it as an opportunity to engage with dissatisfied customers and understand how you can enhance their experience. Alternatively, you might be able to demonstrate that the review lacks merit. Surprisingly, even erroneous negative reviews can contribute to your credibility. An exclusively flawless review profile may raise suspicions among customers, giving the impression of insincerity. If all that's visible are glowing 5-star reviews, potential customers may question the authenticity of your business.

Consider bad reviews as sources of candid, honest feedback that can help refine your products or services. It's essential to consistently monitor your comments section and respond proactively to as many negative reviews as possible. By doing so, you address customer concerns and demonstrate a commitment to being transparent and wanting to improve your business operations.

Directly Admit Wrongdoing in Public or within Online Platforms

Refrain from admitting fault publicly. Acknowledging wrongdoing won't necessarily remove complaints from search results, blogs, or forums. Moreover, it can create additional trust issues with existing and potential customers. Focus on addressing the concerns constructively rather than publicly conceding fault.

Focus on Negativity as a Sign of Business Failure

Resist viewing the first instance of negative publicity as a reflection of your business's overall success. Individuals who feel wronged are more inclined to share negative information about your company, but keeping perspective is essential. For every dissatisfied customer, you likely have numerous happy and content ones. There’s no scenario where you can please everyone, so a negative experience posted online can’t possibly define the entirety of your business.