Whilst the internet has brought about many great things for businesses and been integral in the launch of many companies, it has also made it a lot harder for businesses to manage their reputations. Here Pan Atlantic addresses how businesses can keep a closer eye on their online reputation.
There is no doubt that the internet has created many opportunities for businesses over the years. Thanks to social media it is now easier than ever for businesses to stay in touch with their consumer base, as well as reach out to potential leads all over the globe. The internet has also opened up new avenues to those new to business and entrepreneurship, offering ground-breaking new methods for raising capital such as crowdfunding, and providing a hassle free way of sourcing specialist knowledge and connecting with mentors and advisors.
However, whilst these benefits have obviously changed the future of business for the better, Pan Atlantic believe the internet has a darker side which could, if not properly understood stop a business in its tracks. Today internet users are far more active than 10 years ago and far more willing to share information with the wider world. This means that everything a business says or does, whether it be good or bad has the potential to end up on the internet. The situation isn’t helped by the fact that, according to research by ZenDesk 95% of customers will share bad experiences with others online, whilst only 87% will purposely share a positive brand experience. With a large percentage of customers turning to the internet to research a company before interacting with them, a poor online reputation can seriously stunt a business’ growth and development.
So what can businesses do to rise above the negatives and build a better online reputation? Pan Atlantic have outlined the importance of monitoring online reputation and offered their insights into how a business can start to shape better online reputation.
The first step to effective internet reputation management is for business professionals to carefully monitor all mentions of their business. This isn’t limited to just social media mentions, keeping track of search engine results for key terms like the business’ name and address. Also contrary to popular believe not everyone uses google, so it’s vital to monitor all search engines as each one will throw up different results.
Dealing With Negatives
No business can completely rule out the occasional negative online, however how they deal with these negatives will dictate how their brand is perceived in the future. Responding to the feedback in a calm and helpful way will show the author that the business isn’t shying away from their responsibilities and is willing to resolve any issue, which sends out a positive message and may even convince the author to remove the negative content.
Building a Good Reputation
Once a business has actively monitored their reputation and responded appropriately to existing negatives they can begin to build a more positive presence online. By assessing the data gathered during monitoring, they will be able to identify areas which need work, and push greater content through their highest ranking platforms. This content should reflect the need of the audience, so monitoring which content is getting the most hits and likes is vital in maintaining brand engagement and customer satisfaction.
New York direct marketing firm Pan Atlantic do not want to deter new businesses from building an online presence and still believe the benefits of the internet for business still far outweigh the cons. However the firm hope that the above information will ready new businesses for all eventualities and support them in building and maintaining a positive reputation online.