The management of online reputation today is a must for any person or brand that has a presence on the Internet, since it has become an ally of the consumer, who in recent years has been interested in seeking more information on products and services who are interested, before arriving at the store; Even in medical consultations, the patient looks for information about his disorder or illness, the medicines that prescribe him and the doctor they consulted.
According to studies conducted by experts in digital marketing, nine out of ten buyers know what they will buy before they arrive at the store and eight out of ten research online before buying, either in an online store or in a store physical. These consumers not only know the approximate price they will pay, the promotions they will find or the experience they will experience: they can also read the opinions and comments of previous visitors, and take them into account to decide, since a store, restaurant, consult or mark with negative opinions, lose the credibility of the consumer.
According to the same research, 75% of consumers believe that searching the Internet helps their purchases are informed, intelligent and accurate.
Faced with these changes in buyers, most businesses have sought to have an online presence , through different channels through which they seek to inform, present products, sell online, position their brand, win the preference of their customers or make themselves known. ; whether they sell or not through the web and only be products or services that are acquired in physical establishments (restaurants, beauty salons, etc.), having a presence on the web is essential for companies, as it is the best means of diffusion.
Who requires the management of their reputation?
• Companies in the area of beverages, food and entertainment, such as restaurants, bars, coffee shops, salons or event gardens, etc.
• Public figures such as musicians, artists, politicians, public servants, etc.
• Companies dedicated to professional services such as law firms, accounting firms, clinics, hospitals, etc.
• Brands, large or small, franchises, commercial chains.
• Nonprofit organizations.
Basically any business, brand or public character requires reputation management; US investor Warren Buffet said it took him 20 years to build his reputation, but it only takes five minutes to ruin it. Since we at BrightPast can provide the best possible quality of services, keep the establishment clean, have a nice and friendly image before the media, but one small mistake to generate a crisis and, it is precisely in these moments in which the values of the company, brand or public figure and the intelligence of its marketing services and online reputation are defined.
A crisis should never be taken lightly, because if not handled properly, the reputation can be severely damaged; These crises may come from dissatisfied customers who received inadequate treatment or an unsatisfactory product, but also from phenomena beyond the scope and control of the company as when natural phenomena occur. Even the crisis can be propitiated by trolls or bots, who are responsible for publishing provocative messages, negative, irrelevant and insulting, many of them false or with a minimum component of truth, but exacerbating it, with all the intention of leaving in bad to the person, company or service.
It is recommended that companies, within their marketing plan, have contingency plans to act in times of crisis, including sensitive or conflictive issues and a guide to proceed in these situations. Many times these comments come through social networks, previously the brands simply erased or blocked the user so he could not comment, but with the rise of social media and changes in Google and Facebook – which focus on satisfaction of the user-, comments and reviews have gained even more power.
Within the marketing team, it is very important to have professionals in Public Relations, or PR for its acronym in English, because more complex actions are required to solve crises and have an optimal management of reputation. Among the most important actions are:
Monitor the brand and act fast
There are still companies that have an online presence with web pages or social networks and that never update them, enter very little to them and do not provide customer service through these means. For this reason, they may not realize that there are crises, such as complaints, negative comments, spam brands, negative mentions, among other cases.
It is recommended to establish communication with the client or unsatisfied user, without falling into provocations or insults; the main point is to resolve the discontent with empathy, to clarify the misunderstandings and to reiterate the commitment and responsibility of the brand with the client.
- Seeking to repair the damage if it really occurred
Many companies seek to repair the damage to their customers by offering discounts, free products, complimentary beverages or simply by responding to the customer’s demands, for example, to the change of defective products, to the call of attention to a collaborator who behaved inadequately with the client or a simple apology.
- Maintain the quality of customer service
The best strategy to manage the reputation of a brand is to provide quality services to our customers, positive experiences, a friendly service, punctual deliveries and other situations focused on customer service. When we create a positive image, inside and outside the web, our clients look for the social networks of the business, the public character or the establishment, they take pictures in the place, they mention us or they label in their publications, they even defend us when they give crisis situations or bad comments, which is very helpful for our image and reputation.
These are the most recommended actions for reputation management from the management of BrightPast.