How to Manage Your Online Reputation
If you don't have room in your budget for professional reputation management--or if you've decided that the service doesn't justify the price--you can take on tracking and managing your online reputation by yourself.
Step 1: Track Your Online Presence
- Perform a search for your company name in a general search engine, such as Google or Bing. Be sure to search not only for your company's name, but also for related keywords, possible misspellings, and phrases (utilizing quotation marks). Note any negative reviews and where your company's Website appears in relation to them (higher or lower). Cross-check your search on other search engines. For tips on effective ways to perform more-detailed searches, see "28 Time-Saving Tricks for Google, Facebook, and More."
- Run site-specific searches on relevant Websites, including social media Websites such as Facebook and Twitter, review Websites like Yelp and Kudzu, and consumer advocacy sites such as GetSatisfaction and Ripoff Reports. To perform a site-specific search of reviews of cupcake makers on Yelp, for example, type the following into Google: cupcake site:yelp.com
- Search for individuals if you want to track the information available about you or your colleagues on people search engines such as Spokeo. Though most of these sites simply grab information that's publicly available from other sources, you can try contacting them directly to request that they not present all the data to the public.
- Sign up for alerts from search engines. Google Alerts allows you to track search terms by type. The service will send any new mentions of your search term to your inbox daily, weekly, or in real time.
- Consider using BrandsEye or a similar service. This is one part of the process where paying for a service can definitely be useful. BrandsEye, which costs about $100 per month, not only tracks your online presence, but analyzes it, too. BrandsEye weighs each mention of your company as coming from an important or unimportant source and gauges how much effect each mention has on your overall reputation (similar to the way the Google search algorithm supposedly works).
Step 2: Address the Issues
- Read the reviews, both negative and positive. People usually spend more time reviewing services they feel strongly about, whether that feeling is love or hate. You can thus use negative online reviews constructively, especially if reviewers bring up legitimate complaints.
- Contact Websites if you encounter any false or unnecessarily vindictive reviews, and request that they be removed.
- Respond to customer complaints by apologizing and offering your side of the story. Then if someone later sees the negative comment about your company, they'll also see that you're committed to fixing and fostering good relationships with your customers. No matter how tempting it is, never trade insults with the customer--it's harder for potential customers to identify with you than with a fellow consumer.
Step 3: Connect and Create Content
- Connect with your customers via social networking Websites. It's not enough to have a Facebook page or a Twitter account that you post dry, business-related updates to--you have to engage your customers and help them get to know you, your business, and your brand. Content should be interesting--now is not the time to pitch your business or products--and try to encourage feedback from your followers.
- Create original content for the search engines, to displace any negative content that is currently popping up. This may take the form of anything from blog posts to informative articles to contests.
- Never "astroturf" by posting fake reviews, no matter how Web-savvy you are. If you're found out, you'll lose the respect of your customers, and you could also face legal trouble.
Online reputation management might seem like a full-time job, but that's not necessarily the case. If you take the steps to gauge the general tone of your brand's online presence and discover that you're doing a pretty good job, retaining a professional reputation defense company to obliterate one or two bad reviews makes little sense.
If, on the other hand, your brand has a less-than-stellar reputation on the Internet, be aware that there is no one-step route to a rehabilitated rep; slow and steady relationship building is the most effective way to gain the reputation you desire. In most instances, a small business's marketing teams should be able to handle online reputation management, since much of the task involves basic social networking and Website upkeep, along with reaching out to the clientele.
Unfortunately, bad things have a way of snowballing--or "going viral"--on the Internet, so it's possible that a bad hit to your reputation can become a big deal if you handle it poorly or fail to handle it at all. In these situations, having someone--whether it be a professional company or a full-time staff member--dedicated to protecting your reputation can be very helpful. If your online reputation is getting too hot to handle, for whatever reason, bringing in professional help should remove some of the stress. But no matter how professional a company or individual dedicated to online reputation management may be, ultimately they can't do anything that you couldn't do yourself with enough time and persistence.