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Why Reputation Management is Gaining Traction

Posted by on 13th Oct 2013 | 6 comments

When reputation management (RM) became the latest trend for online companies looking to manage their brand, people who looked into what it’s about and what it can do wondered why it hadn’t risen to prominence before. Of course industries like travel and hospitality had to keep tabs on what was being said and written about their products and services to stay on the cutting edge for some time before the explosion Web Host by Infocux Technologiesof RM, but now there’s a cross section of industries looking to capitalize.

The question is why now? The answer, depending on who you talk to, is in social media. These days the power of making a comment on goods or services lies in the hands of anyone with a smartphone and the various social media sites make it almost too easy to criticize or even be vindictive. A recent survey points to the fact that 22% of people that have had a negative experience will comment about it online while only 9% will do the same with a positive event.

Direct Impact

It all comes down to the fact that negative reviews have a direct impact on sales. Sure companies need to learn from their mistakes and can use Tweets and other social media commentary to improve, but clients with an axe to grind and some seo knowledge can hurt a business unnecessarily. Businesses that find themselves in this position need to pick the social media sites they want to target and launch campaigns to counter the negative impacts caused by vindictive posts.

Keywords are important here as well. If the person looking to harm your firm has done enough research to have found your highly targeted list of keywords, you have two different options.

  • Spread out on social media by focusing on the same keywords and positive reviews in the hope of drowning out the other influence or,
  • Start another campaign with a new set of keywords that have better value.

You’ll need to be open minded here and be able to differentiate any constructive criticism from a vengeful tactic. Remember, while you generally won’t be able to reason with a person who is only out to ruin your firm, legitimate complaints should be responded to and the lessons learned incorporated into your business model.

 

Generally RM isn’t something that can be done on a part time basis. You’ll need someone dedicated in your company to handle the job, or have it outsourced to have the job monitored properly so you can ride out any negative waves that are hurting your business.

 


6 comments - Leave a reply
  • Posted by Ryan B on 13th Oct 2013

    Hi Rob,

    Key difference between negative feedback and a vengeful tactic. We know angry folks or competitors who are happy to troll review boards, social sites, etc. The key is seeing a review for what it is; feedback. If you can improve, improve on it.

    Apologize for any inconvenience. Work to make it right. Then move on. Some people will offer different feedback no matter what we do. Be at peace with that and always try to do you best.

    Thanks for sharing.
    Ryan B recently posted..1 Mistake Broke People Make (and You Might too So Pay Attention)My Profile

    • Posted by Kelly Smith on 14th Oct 2013

      I have a customer who lost half of their business from a negative yelp review, according to her. She is a veterinarian and while watching someone’s dog over the weekend, it died. Although they met and hugged each other and cried with each other, the customer went home and made all kinds of crazy claims about the veterinarian. Most people would’ve probably seen through that but the problem was the veterinarian replied to it and claimed that the person wasn’t telling the truth. That caused quite an explosion! The person then wrote another 5 paragraph long scorching review of the business and now the veterinarian can’t get rid of it. So far 22 people have found it “useful” and who knows how much other business it has cost her.

      It is actually very important that when people make comments about reviews that they receive that they keep emotion out of it and take the high road.
      Kelly Smith recently posted..Why Your Reputation is Profoundly ImportantMy Profile

  • Posted by Vukasin on 14th Oct 2013

    Agreed completely. Very nice post!
    Vukasin recently posted..Sensational changes I made on my blog in last 15 daysMy Profile

  • Posted by Denis D. on 14th Oct 2013

    RM online is one of the most difficult things to do. I at one point did RM online for personal reasons by using a company called reputation.com (not trying to promote them, just a mention) and although they charged an arm and a leg for their services, they really did a great job and helped me remove some personal info from some negative sites. Doing all the work by yourself will not only take a lot of time, it can also cost you way more money in the process and there is no guarantee that you will succeed.
    Denis D. recently posted..How to Create Business Plans That WorkMy Profile

  • Posted by Jr R Nahan on 14th Oct 2013

    So true! Every person or business must realize how important online reputation is. A lot of thanks for sharing with us this great post.
    Jr R Nahan recently posted..Photoshop Masterclass – Photoshop Tools and LessonsMy Profile

  • Posted by Joe Hart on 19th Oct 2013

    Most businesses understand the value of a positive comment online.One good review can get lots of customers searching for you.The same goes for a negative comment.That’s the reason why most companies are spending a fortune on Reputation management.
    Joe Hart recently posted..Denture RepairMy Profile