An online reputation is a representation of a brand or business. People and businesses can monitor their online presence and use online reputation management services to combat negative content. These services will remove negative content and fortify a brand’s reputation with positive content. The process of reputation management is not a one-time activity, but should be continuous and measured to achieve desired results.
According to Edelman’s Trust Barometer Special Report, 81% of consumers use trust to make purchasing decisions, and three quarters of consumers will not purchase a product unless they feel trusted. A strong online reputation management strategy can help build consumer trust and create positive brand perception. The best way to achieve this is to use a variety of channels and maintain consistency across them.
Reputation Management Services respond to any negative reviews as quickly as possible. A quick response to a negative review can help build trust and prevent clients from switching brands. In addition, businesses should hire professional staff. Applicants will often reject job offers from businesses with poor reputations. Recruiting qualified candidates who have a history of providing quality customer service can help prevent this problem.
One company that had bad reputation management failed to respond to an environmental crisis. When a passenger shared video of a security officer dragging out a passenger, it quickly went viral. This created outrage, and the CEO of the airline was very distant, blaming the victim. The situation was embarrassing, and the company responded the next day on Facebook.