Most companies in today’s marketplace realize the importance of online reputation management. However, they may not be aware of all the issues that affect their reputation. A recent article in Adweek by James Jomer, talks about four issues that can really knock your company’s reputation down. One of the first issues is: You are being too sales oriented. You are pushing for the sale, rather than focusing on the benefit your product or service can provide to the customer.
It is recommended that you show this benefit by focusing on your followers. Let them share their content on your pages. It shows that you care about others. People will reciprocate by promoting your brand as well. You establish a relationship with followers rather than just sell things.
Another damaging issue discussed was that of ignoring user complaints. If someone purchased your product, but was not happy with what they received, it is a good idea to rectify the situation quickly. If avoid responding and think it will not matter, you are wrong. An unhappy customer, will let others know about their dissatisfaction and it can ruin your reputation quickly. Unhappy customers vent on the Internet.
A third issue and one that many people ignore, is not managing your brands mention in other areas of the Internet. Brands are talked about in places that may not be found by analytical tools. Your brand may be talked about on a forum, in personal emails and other areas not picked up by the tools. This is when manually monitoring your brand mentions can be much more helpful than using tools. Your customers may be complaining in areas you are not alerted to. This can damage your reputation without you even knowing about it.
The fourth thing mentioned in the article is about taking too long to respond to messages. That could be just a simple question about your product or service, before the person in makes a purchase. Delayed responses will make them think that you will not respond when they do purchase something. They will likely buy from the person who answers their questions quickly and accurately.
This just goes to show, that online reputation management has become a major factor in the success of any business. Even a brick and mortar business. People look for information online before they even go to a store to make a purchase. Managing your reputation on social media is critical even if you sell face to face.