Adapting to the Challenges of Online Reputation Management – Crisis Communication in the Digital Era
By Danish Malik
In today’s fast-moving digital world, having a positive and strong online reputation is crucial for businesses looking for success. The information on the internet spreads fast, so brands must safeguard their image and actively control their online presence. Research reveals that 95% of customers read online reviews before choosing a product, emphasizing the need for thorough online reputation management (ORM). Brands must stay vigilant, monitoring what customers say about them online. About 49% of consumers trust online reviews as much as personal recommendations. A business’s star rating is a key factor in determining consumer purchases. However, a negative online reputation leads to lower sales and higher customer loss for a brand. Businesses may struggle to attract new customers and miss opportunities. JP Morgan, Burger King, and American Airlines are examples of negative online impacts.
When it comes to managing online reputation, social media has two sides. On one side, it offers a platform for people and businesses to showcase knowledge, engage with audiences, and build a reputation. On the flip side, it amplifies audiences and spreads unpleasant information, customer complaints and bad reviews. A single viral post or negative comment can swiftly damage someone’s reputation. With social media’s pervasive reach connecting people through online sharing, businesses must tactfully navigate this digital landscape to create an online image that mirrors their values and connects with their intended audience.
Social Media Helps Brands Rebuild Consumer’s Trust
Now- a- days, social media information spreads rapidly, highlighting the need for cautious content sharing among its 4.76 billion users. Businesses must master crisis communication on these platforms, promptly and transparently addressing issues to control narratives and rebuild trust. Learning from successful instances, companies can operate crises efficiently, safeguarding their digital reputation. Given the ubiquitous nature of social media interactions, maintaining a strong online image becomes essential, underscoring the significance of social media reputation management in the modern business sphere.
One remarkable example of effective crisis management using social media is the case of airline companies. During flight disruptions, cancellations, and customer grievances, airlines such as KLM and Southwest Airlines have demonstrated remarkable crisis communication efficacy by promptly addressing customer concerns across social media platforms. Their commitment to transparent, empathetic responses has mitigated tensions and demonstrated their unwavering dedication to customer satisfaction.
Similarly, food and beverage industry giants Chipotle and Starbucks have experienced and handled several crises on social media effectively. These companies have employed social media platforms efficiently to offer timely updates, resolve customer apprehensions, and take accountability for service lapses. These enterprises successfully reconstruct trust and credibility with their customer base by showcasing transparency, empathy, and receptivity to feedback. Effectively executed crisis communication strategies are crucial in curbing the proliferation of misinformation, steering the narrative, and reassuring stakeholders.
Social Media Influencers Uplift Brands Online Reputation
The emergence of social media has spurred the growth of influencer marketing. Brands can collaborate with industry influencers to amplify their reach and engage a broader audience. Partnering with respected influencers not only boosts credibility but also uplifts the brand’s online reputation. They are pivotal in expanding brand reach, cultivating trust, and nurturing favorable associations. Building powerful relationships with influencers can give enduring advantages to a brand’s reputation management efforts. It is requisite to select influencers who resonate with brand values and share a sincere connection with the target audience.
Furthermore, influencers offer a human touch. Instead of dealing with a support desk, consumers can ask influencers questions directly, fostering engagement. This is particularly helpful for reputation management. While brand content can appear static, influencer content sparks comments and discussions. Even when steering discussions, the benefits are manifold: people feel acknowledged, connect better with the brand, and gain attention from more users, thus enhancing online reputation.
Conclusion
In the realm of digital marketing, safeguarding and controlling a brand’s online reputation is essential for achieving success. Recognizing the importance of ORM, conducting thorough brand audits, shaping a positive brand story, deploying impactful SEO tactics, actively managing social media, fostering customer reviews, preparing for crises, monitoring online references, cultivating influencer relationships, addressing reputation issues, and enlisting expert help when required can all contribute to preserving brand’s credibility and excelling in the digital landscape. A strong online reputation is a priceless resource that sets the brand apart, draws in customers, and fuels sustainable growth.
(The author is Danish Malik, Co-founder & CEO, Boomlet Group, and the views expressed in this article are his own)
