Managing your company’s reputation starts with this — and missing it will destroy you

Photo by Tian Bai on Unsplash

There was a time when companies had a near-complete hold on their own brand. If customers were unhappy with a product or service, there’s a good chance you’d never even know it.

Thanks to the Internet, that time is gone.

Social media and review aggregator sites have transferred the power of reputation influence to consumers. Companies are increasingly aware of this new paradigm, but many still lack a proactive reputation management strategy. Regardless of the industry a business is in or what size it is, every single one needs a strong brand with a well-managed reputation to succeed in the digital age. And that’s never more true than in the context of negative public commentary.

Dealing with negative online feedback

Bad-mouthing of your business can come from anywhere — from customers whom you’ve truly disappointed, to those you thought were satisfied but changed their minds later. More often than you might think, it can even come from people who’ve never engaged with your product at all.

Regardless of the circumstances (and whether or not you think it works for other companies) turning it into a battle of wits is not — repeat, not — a good initial tactic. That’s advice easier given than taken, because when people drag your brand’s name through the mud, it can be hard not to lose your temper — especially when it’s undeserved.

Instead, take a deep breath and do the following:

1. Acknowledge the complaint on whatever channel necessary (social media, email, and third-party sites)
2. Let the person know that you understand the complaint or reason for their feedback
3. Keep them updated on your effort to fix whatever it is they’re concerned about
4. Suggest a direct, private line of communication if you feel it’s necessary

Handling fallout

How do you solve a problem? Obviously that depends on the problem, but the first step is always the same: know what you’re dealing with. If you don’t understand the reasoning behind a customer’s negative feedback, you don’t stand a very good chance of improving your brand’s standing with them.

Of course, an ounce of prevention is worth a pound of cure, and that’s why you need to proactively monitor online spaces for negative attention. Some businesses make the mistake of thinking “reputation management” is something you need after your brand has been nailed by negative feedback … but that’s a losing approach.

Oftentimes, failing to engage with feedback right away means missing that opportunity forever. This is relevant for positive feedback, too. If someone says something good about your brand, it’s a great chance to connect with them and solidify that business-to-consumer rapport for the long run.

Reputation management and brand preservation require a lot more than just handling negative comments on the Internet — but if a company can’t handle that, it doesn’t bode well for their ability to rise to more pressing challenges. On the other hand, all the good public relations in the world won’t cover your losses if you ignore negative online commentary.