Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Have You Seen Your Online Reputation?


Published on

Copy link to learn more: - The digital revolution has made it increasingly difficult for a brand to maintain control of its online reputation. From talk on social media to articles on other websites and mentions via search engines, it seems like everyone has an opinion about brands and an abundance of online channels to share these views.

While positive posts can have a great effect on brand image and sales, negative talk can cause serious harm that could damage a brand for the long-term. This is why it’s essential for a brand to constantly monitor its Internet image and do everything possible to ensure a strong online reputation, from keeping customers happy to continually engaging with the social media community and constantly updating content.

MDG Advertising has developed a fact-packed infographic that offers advice for building a better online reputation. It features specifics on the state of online reputation management (ORM), along with both savvy and sorry ways that brands have handled their digital reputations. It also offers tactics and tips for getting started and managing mistakes. After all, how a company manages an online slip-up can make a world of difference in how the online world sees and speaks about the brand.

The infographic illustrates the need for ongoing online reputation management, revealing that 92% of consumers trust brand recommendations from friends and family, while 70% value online opinions from other consumers. It shows that more than half of consumers on social media have used a social channel for brand research, including 70% who like to hear about a customer’s experience with the brand, and around 50% who either compliment or criticize the brand to the social media world. It also discloses that more than half of brands feel unprepared or unsure of whether they could handle an online image crisis.

MDG’s infographic cites examples of how brands have handled online reputation crises both perfectly well and painfully wrong. It cites negative cases by American Airlines and Progressive Insurance, along with lessons for both dodging and dealing with such situations. It also includes positive examples by Target and KitchenAid, whose savvy actions serve as models of reputation management.

It offers smart strategies to help brands create good online reputations, as well as ways to cope if things go bad. To build a company’s good name, it suggests focusing on establishing the brand’s voice before its products, along with striving to develop brand advocates, paying attention to every online user, constantly monitoring online mentions, and practicing smart SEO.

Build a better online reputation for your brand. Contact MDG Advertising today at 561-338-7797 or visit

Published in: Business
  • Be the first to comment

Have You Seen Your Online Reputation?

  1. 1. SOURCES: TNSGLOBAL.COM, EMARKETER.COM, SATMETRIX.COM,HUFFINGTONPOST.COM, WPR.ORG, CNN.COM, MARKETWATCH.COM,BUSINESSINSIDER.COM, PCWORLD.COM, BUSINESS2COMMUNNITY.COMWhat’s said about your company and how your brand is perceived across social media, external websites, and searchresults can have tremendous impact on your business and your bottom line. A strong online reputation requires happycustomers, honesty, engaging content, and proactive work on your end. Here, we take a look at online reputationmanagement (ORM), showing which companies are doing it well, what happens when it isn’t done right, and how togain control of your company’s online reputation.ARE YOU READY?THE GOOD, THE BAD, & THE UGLYAMERICANAIRLINESTo existing and potential consumers or partners, your online reputation matters.Things said about your brand are important to your audience. Every month, consumers using social media:Still, less than half of all corporate-communication professionals feel ready to take on bad brand buzz if a crisis arises.When it comes to maintaining or defending an online reputation, there’s a wrong way and a right way.REPUTATION MANAGEMENT LESSON:Develop a formal communications plan to deal with crises and train staff to implement it.Ensure consistent communication across all channels.REPUTATION MANAGEMENT LESSON:Monitoring tools can be used to help, but never replace human interaction and judgment.HOW TOof clicked searchresults are organic, not paid.Hear other consumers’ experiencesLearn more about brands’ products and/or servicesCompliment brandsExpress concerns or complaints about brands70%65%53%50%TRY THIS!THE DON’TSTHE DOSTARGET Target has earned a reputation forbeing fun, helpful, and engagingwith its customers.Their Facebook and Twitter campaignsshow that online interaction goes beyondsharing coupons.The “Give With Target” Facebookcampaign allowed users to vote forschools to receive gift cards.PROGRESSIVEINSURANCETHE PROBLEM:When a woman’s familysought policy collectionafter her death in a caraccident, ProgressiveInsurance took thewrong approach.KITCHENAIDThe Problem: KitchenAid tweeted “Obamas gmaeven knew it was going 2 b bad! ‘She died 3 daysb4 he became president’. #nbcpolitics" during a2012 presidential debate.Reputation Management: KitchenAid deleted the tweet almostimmediately and tweeted an apology. KitchenAid’s marketinghead tweeted several personal apologies and suggested themedia DM her through Twitter for follow-up.+ ffacebook reputation managementSocial media isabout your brand’svoice first and yourproducts second.Proactively build apositive onlinereputation withhappy customers.Foster brandadvocates andpositive onlinereviews andmentions.Your reputationacross socialmedia will affectsearch results.Every online userhas power, sodon’t be quick toignore anyone.GoogleGoogleGoogleGoogle#yourvoiceAND BE SURE TO:DESIGNATE an individualor team for onlinereputation management.Continuously MONITORmentions of yourbrand online.IMPLEMENT and LEVERAGEproper SEO practices.Always ENGAGEwith your audience.REPUTATION ESTABLISHMENTCRISIS MANAGEMENTTo build a good online reputation, remember:It’s easy for a mistake or misunderstanding to become a disaster.Status Photo Place Events Video Product Polls1To head off a crisis as it starts, your company should:Utilize tools to monitor for negative social media mentions.Implement a practiced social media crisis-response plan.Try to resolve the situation before it develops into a crisis.Evaluate the situation and communicate appropriately.If the crisis escalates:Respond quickly and decisively.Take responsibility for thesituation.Be honest and transparent.Correct misinformation.THE PROBLEM:From celebritycomplaints on socialmedia to a viral videoof a ranting flightattendant, AmericanAirlines built anegative reputation.IN 2013, American Airlinessuffered a nationwide flightgrounding.AA’s failure to communicatea consistent messagecreated a crisis.AA’s social media updatesreached passengers beforegate agents.This caused more frustration,increasing online customercomplaints.When the family attemptedto collect, Progressive sidedwith accused killer.The woman’s outragedbrother’s blog post blastingProgressive went viral.Progressive used automatedsympathy tweets, meeting“contractual obligations.”Within days, thousandsclaimed to drop or never dobusiness with Progressive.ALL PLANESGROUNDED!#ourbadUPDATE:THIS IS ATRAGICCASE...THIS IS ATRAGICCASE...Both of them are making strong points while avoiding some ofthe questions. #debateObamas gma even knew it was going 2 b bad! ‘She died3 days b4 he became president’. #nbcpoliticsKitchenAid @KitchenAidUSAIf these two had a show, it would make either the best or worstsitcom ever, right? #debateobservationsLane Knoxville @laneisagent“...I take full responsibilityfor my team...”Remedy the situation creatively.REPUTATION MANAGEMENT TODAY REQUIRES TAKING CONTROL OF YOUROWN BRAND MESSAGE ONLINE BEFORE SOMEONE ELSE DOES.Don’t over-inform.Begin a plan to rebuild thereputation.94%That’s how much your online reputation matters.of U.S. adults have searched someonebefore doing business with them.discovered things online that changedtheir minds about doing business42%Of those, 45%40% feel prepared 29% feel neither preparednor unprepared30% feel unpreparedof consumers trustopinions posted onlineby other consumers.of consumers trust brandrecommendations fromfriends and family.*Percentages do not add up to 100% due to rounding.BUILD AN ONLINE COMMUNITY AROUND YOUR BRAND,AND ALWAYS BE PREPARED FOR ANY SITUATION70%92%HAVE YOU SEEN YOURONLINE REPUTATION?