Social Media: Protecting Your Online Reputation

As a franchise public relations firm, we know how vital it is for ourselves, and our clients, to protect their online reputation at all times.  Public relations is largely about creating and protecting a brand image and reputation for your company.  In a world where we rely on the Internet and social media, how does a company protect their online reputation?  As a franchise public relations firm, this is something we take into account daily.  When it comes to reputation management and crisis control, we advise all of our clients to always be on protection mode in the form of the following tips:

1- Search Engine Optimization:  We've talked about search engine optimization (SEO) before and we're going to talk about it again.  SEO is the process of boosting a website's visibility to search engines for ranking capabilities.  Perhaps you are a franchise consultant located in Chicago hoping to rank for the keyword phrase, "Chicago franchise consultant," then you must pump up the use of that phrase on your website and other external sites (i.e.: social media, optimized press releases, blog) to show that your website is associated with that phrase.  This is a great way to help build the image for your brand that you wish to build.  This is essentially like telling search engine's what they should think about your company and your company's website.  With SEO, you are telling the search engine what your company is all about.  Use it to your advantage to pump up a positive brand image from your company.

2- Diversify your presence online: Make it your goal to rank for as many Google top 10 search results for your keywords as you can.  This will help show that your company is the "authority" on your subject.  There's no better way to boost your reputation then to flex your muscles a bit and show what you know.  If there are negative comments floating around out on the Internet about your company, your rankings will help keep those negative comments at bay.  This one really makes for a win win.

3- Get proactive:  No matter how great your company truly is, it is inevitable that you will one day encounter a negative review or commentary directed at your company.  It is all about how you handle it that matters.  If you find bad comments directed at your company floating around out on the Internet, get proactive.  When it happens, contact the blogger, reviewer, customer, or other person responsible for the comment.  Put on your customer service hat and see what you can do to change their opinion.  You'd be surprised.  Sometimes a small gesture will do the trick.

4- Burying what is bad: Bad things are going to happen.  They don't call it "crisis management" for nothing!  While bad things happen, do whatever you can to mask the bad with the good.  Think about it this way: The more good things you put out into the world, the more good things you get back.  For every bad thing you see about your company, counter it with something good.  Build up a positive force field around your company, so that if bad things do happen, the good will overpower or bury it.

5- Offline reputation:  In the process of protecting your online reputation, don't forget to protect your offline reputation too! Equally as important as your online reputation is your offline reputation.  Your offline reputation (face-to-face interactions, offline interactions with customers, etc.) all affects your online reputation.  Treat customers well and encourage those that are happy with your company, products, or services to leave reviews on review sites (i.e. Yelp, Yellowpages, Angie's List, etc.).  Keep your focus on your image and reputation offline and your online reputation should be a positive one.

Comments or questions regarding protecting your online reputation?  Feel free to leave us a comment or contact us.