Create an Impeccable Internet Reputation
Use your actions — not a reputation manager
On the Internet a single voice can carry as much weight as the largest companies.
That voice has created a fear factor in companies and organizations, which has spawned the growth of “reputation managers.” These managers came into vogue with the widespread use of computers. They can track an entity’s actions and other entities’ opinionsabout those actions, analyze the statisticsand then work to cleanse negative hits by adding positive comments about an entity to the Internet.
This virtual reputation management is not only manipulative but it can cost thousands of dollars per month.
If PR professionals are to encourage people to trust companies online, you must trust that the Internet community will be, on the whole, fair, as well, says Henry Lieberman, the principal research scientist at the MIT Media Lab.
In his blog for PRSA.org, he cites that reputation management can easily backfire and gives this example: “The Financial Times reported a case of 50 employees of one of Britain’s leading PR firms making Wikipedia edits under faked identities to boost the reputation of one of their clients. I wonder what that did to the reputation of the PR firm. Representatives from PRSA inform me that it is against its Code of Ethics to omit disclosing a relationship to a client. I’m glad to hear it. Incidents such as these undermine trust in Wikipedia and other Internet communities and thus make it harder for reputable companies.”
Fortunately, consumers are becoming savvy enough to ignore the random Internet crazy who insults a business. For example, if you’re a company reviewed online by consumers, remember that one bad apple won’t ruin your whole delicious pie. If you have enough positive feedback from others, consumers probably will understand the random complaint is either bogus or a symptom of one bad experience in a myriad of positive ones.
If those negative comments crop up occasionally, then treat them as an opportunity to show best customer service practices and responsiveness by addressing the problem head-on when possible. Lieberman suggests that the person closest to the situation respond. For example, a complaint about a hotel’s reservation desk should be answered by one of its clerks and not the president and DEFINITELY not the PR professional.
Also, if necessary, tell your side of the story. Consumers understand you also have that right. When doing so, though, make sure to treat the commenter with respect, even if they are not respectful.
Sometimes you can even learn from the complaints if they are valid and continue. Lieberman cites the chorus of voices reacting to Bank of America’s recent planned debit card charges, saying that the particular charge itself wasn’t that onerous; they deserved their reputation for gouging, and that was just the last straw.
Reputation management may grant you a squeaky clean virtual presence, but it’s misleading. Instead of striving for no nicks and scrapes on the Web, strive for an honest portrayal of your entity. That way, customers and you aren’t fooled into thinking you’re something you’re not.
Your biggest asset is not a high-priced management company. It’s you…an organization dedicated to delivering unique products and wonderful customer service with all ethics intact.