Photo by Brian Solis
Small and large companies have been using brand management for decades. Yet, these same companies are failing to implement an online reputation management process. Often, these companies use myths to rationalize their inaction – here are the most common:
Myth 1: “Online Reputation Management Is Expensive”
Most reputation management firms want you to believe online reputation management is cryptic and secretive in order to charge astronomical consulting fees. In reality, it requires a concerted effort by your company to actively monitor and create buzz – both of which can be done on a low budget. For example:
- Creating a blog to foster a dialogue about your company is free
- Creating a forum to solicit feedback about your company is free
- Using Google News or Technorati to track your brand is free
Myth 2: “Online Reputation Management Is For Companies With Something To Hide”
This could not be any further from the truth. With the advent of blogging, social media, and 24/7 news, online reputation management protects you from negative publicity, but more importantly, it promotes positive publicity. For example:
- When news breaks (good or bad), people Google it.
- When a new product is released (good or bad), people Google it.
- Before a purchase is made, people Google it.
Basically, if you are a great company with a stellar reputation, you should be doing everything in your power to promote it. As John D. Rockefeller Sr. once said,
Next to doing the right thing, the most important thing is to let people know you are doing the right thing.
Personally, I never buy a book or a product without first perusing several online reviews and in almost every case, I usually stop at the first few search results. If they’re negative, I move on, but if they’re positive, I am usually pulling out my credit card shortly thereafter.
In short, many people use the internet before making product and service purchases. You should be doing everything in your power to promote your positive news.
Myth 3: “Online Reputation Management Is Only For Online Companies”
As ridiculous as this sounds, I have come across several mid-sized companies that believe online reputation management is pointless since they do not deal with clients or customers online.
With websites like Yelp.com (a citizen review website), Ripoffreport.com, and Youtube.com, a rumor or a lie could tarnish the best companies.
Myth 4: “Online Reputation Management Is Unethical”
Now that Business Week has ordained online reputation management as an emerging industry, debates about whether or not it is ethical have been spawning all over the internet.
The short answer is: yes, it is ethical, but it can be abused.
Here are some examples of unethical reputation management techniques:
- Spamming social media profiles
- Creating fake product reviews on forums
- Bombarding bloggers with e-mails about your “great” product
Here are some examples of ethical reputation management techniques:
- Start a dialogue about your product on forums and blogs
- Address consumer’s concerns through blogging
- Try to release an official rebuttal to a consumer’s criticism
The Bottom Line
Why would your company chance losing valuable reputation and sales when the alternative is effective and inexpensive? It wouldn’t and Prevential.com will be here to help on a daily basis with informative articles and the latest reputation management news.
{ 1 trackback }