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Online Reputation Management Tools for your Small Business

  

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Online Reputation Management is the new hot item on every business’ to-do list. Companies are facing threats from all angles and the most deadly seem to be coming directly from disgruntled customers tweeting and facebooking their thoughts away (RIM’s recent nightmare is a perfect example).

Implementing a reputation management plan (even on later stages) has been known for saving more than one CEO’s neck. As an example, Airbnb had a crash course on crisis management and by admitting mistakes and implementing immediate changes, the company seems to have overcome their darkest hour.  While big companies are catching up on the importance of a reputation management plan, small companies are still lagging behind. While this is new territory for small businesses, they are slowly but steady starting to understand how important it is to have a presence online.

Recently, Mashable posted an article titled “4 Ways to Protect the Reputation of Your Small Business Online” on the American Express OPEN Forum, specifically connecting Reputation Management with small businesses. They mention 4 steps every small business owner should follow when protecting their online reputation. Here’s our take on those 4 steps:

1. Research & Planning: as with any other decision you take, you should do some research and planning. Correlate your social media initiatives with your current goals and objectives. Identify your customer base and how are they communicating online. Who will be in charge of the initiatives and how often will goals be reviewed.
2. Monitoring & Listening: we hold this step very dearly to our hearts – both BrandProtect.com and Internet911.com offer extensive social media monitoring options and we are always preaching about the importance of tracking your social media exposure and mentions. Monitoring the Internet does not only work for negative commentary – as a small business you may not have that many – but it can help you by identifying opportunities to communicate with customers and learn about their needs and likes.
3. Join in the conversation: After you’ve done your research and you’re paying close attention to your customer’s internet habits, it is time for you to join in the conversation. As Mashable mentions, it is vital that you are as honest as possible. Always disclose your affiliation with your company to avoid misleading.
4. When Conversation Turns Negative: Here’s where many inexperienced small businesses fail because of not having a reputation management plan in place. When facing a direct attack, many companies will immediately put their shields up and enter defense mode. This is not necessarily a good thing as there is nothing wrong with admitting mistakes and acknowledging issues online – in fact – these last two things are expected by most consumers.

By responding to online criticism, companies have the invaluable opportunity of turning critics into believers.  Reading about a disgruntled customer that got his/her problem solved by the company is the best review your business can have – strive to achieve that.

Are you a small business owner? How are you implementing a reputation management plan? Let us know in the comment box below.