Whether you are an aspiring entrepreneur or one that has been around the block a time or two, do you truly know how you and your business are perceived on the Internet? If the answer is no, you have some work to do.
As more and more consumers turn to the Internet to browse and shop for products and services, it only makes sense that they are coming across information about companies they may potentially do business with. Should that information be less than stellar, it can leave an entrepreneur in bad shape as far as gaining more business.
One or Two Negative Comments Go a Long Way
In today’s Internet age that millions and millions of consumers and business owners deal in on a daily basis, it just takes one or two comments from an online poster to start a wave of backlash against a business. From the upset customer, competitor across town, to the employee not happy with their role at the company, the Internet can prove a fertile ground for entrepreneurial problems, especially with a company’s brand.
So, how do you correctly deal with getting your online reputation back in order, allowing your business to once again be of great appeal to potential customers?
Among the things to keep in mind:
* You have much to say about how you are perceived online – While just about anyone can say something negative about your company online, you control more than you think. Have you been regularly posting positive things to say about your company online? Do you promote your business in a positive way via press releases, guest blog posts and customer testimonials? Are you actively engaged in social media, wherein you can point out the good things about your business on a regular basis? These are all things that the entrepreneur can and should control.
* Courts are not often on your side – Let’s say a customer takes to the Internet to say disparaging things about your company. Is your first intuition to turn around and sue them? You should note that the individual is going to win nine out of 10 times. As more and more entrepreneurs have found out in recent years, it is hard to sue for libel, especially if what is being said about your business turns out to be factual. For instance, a disgruntled customer takes to your Facebook fan page to complain about your company’s customer service and really unloads on you and your business. Given that 10 different customers could have 10 different opinions of your company’s customer service, who says the disgruntled one is wrong? You take it as an attack on your brand and business, threatening to sue. The first thing a lawyer or judge tells you is this little thing called freedom of speech, leaving you with little maneuverability to work with;
* Review your online reputation regularly – Lastly, while you have plenty on your plate to keep your running daily as an entrepreneur, it behooves you to check in on your reputation regularly. A simple Google search of your business name will assist you in seeing how your company is perceived online. Monitor your brand, online listings, comments and more. You can also put in place Google Alerts, reminding you to monitor your company’s reputation. It is also a good idea to have a dedicated social media policy in place for all your employees (yourself included) to follow. By doing so, you lessen the chances of an employee saying the wrong thing to a customer on a forum or Facebook or Twitter exchange. Finally, think before you and/or your team respond to negative online comments. They say any publicity is good publicity, but do you really want to open up a can of worms with individuals who don’t view your company as positively as you do?
With all there is to lose in not properly handling your online reputation, are you willing to chance all you have worked for?
About the Author
Dave Thomas has more than 20 years’ experience as a writer, covering news, sports marketing, SEO, press releases, social media and more.