Managing yourreputation incyberspaceBy Nancy R. Cudis
Realities You cannot control what people are saying about you or your business. But you can influence. You have 100 percent control of the online story you create.
Realities Negative reviews can be a nightmare if they appear prominently in search results. Fortunately, referrals from happy clients are traditionally the best source of new business — and online forums are powerful word-of-mouth.
Scenarios Customer Jeff Jarvis of BuzzMachine vs. Dell (2005) Musician Dave Caroll vs. United Airlines (2009) Philippines officials Photoshop themselves into typhoon cleanup photo (2011)
How do you manage yourreputation when everybody is a critic?
The Basics Do a vanity search of your business name and see what comes up. And try other related keywords. Study online platforms that will work for the company. But make it quick. Know who the influencers are and where they are. Make ambassadors out of them for your brand.
The Basics Start with a professional website. Own your name on the social media. Respond to comments. Do not argue with the customer. Direct misinformed to your content. Remain diverse and don’t get stale. Engage in online communities. Promote.
What if a crisis happens? Dont pretend a crisis isnt happening. Admit your mistake and speak directly to your customers about how you will go back and fix things. Develop and democratize communication channels. Establish a crisis communication response team. Have a plan.