Public relations and reputation management tend to evoke the image of companies struggling to react in a crisis. But the truth is, properly managing your public image and reputation as an entrepreneur is an effort that should start long before problems arise. In fact, proper reputation management is something that should be proactively developed as it can yield many positive benefits to a company besides simply helping with damage control.
Taking Your Reputation Online
Once upon a time, the reputation of an average business and its owner depended on a pleasant smile, a firm handshake, and a good customer experience in a brick-and-mortar store. In the modern day, though, this is less likely to be the case.
While physical locations still exist for many companies and the experiences they provide are still important, one of the most crucial ways for modern entrepreneurs to protect the reputation of both their brand and themselves is to cultivate a positive, impactful online presence.
It doesn’t matter if you’re operating a restaurant in the heart of a city center or selling socks on your website; you need to make sure that your online reputation is sterling. With that said, here are several different ways for entrepreneurs to address their online standing and make sure that their influence remains untarnished.
Be Consistent in Your Message
No matter where or when you are in history, human nature is the same. People want to see things like consistency and dependability when they interact with a business leader. They want to know what to expect.
That’s why it’s critical that you project a consistent image of your own thoughts, messages, and values, as well as your company’s goals. If an entrepreneur and their company send inconsistent messages, it can undermine any trust that they may have built with the public. This doesn’t just apply to external communications, either. Even internal communications and interdepartmental strategies and efforts should point towards common, understood goals in order to avoid communicating mixed and confusing information.
Be a Value Leader
Successful businesses typically have a serious commitment to a set of clearly defined best practices and a code of ethics. Proper best practices and business ethics are imbued into the very fabric of a company. Everything from mission statements to employee training, leadership memos, and public communications should practice integrity, demonstrate trust, and exude honor.
If your business is properly established as a value leader, it shouldn’t be something that is only publicly seen through thinly veiled PR announcements and initiatives. It should ooze out of every bit of marketing and every interaction with the public.
Be a Networking Force
Cultivating a good image through consistent networking is another excellent way to increase your entrepreneurial clout. The positive recognition that comes from rubbing elbows with your industry peers can build your reputation all on its own. It’s also something that benefits more than just business professionals these days.
It doesn’t matter if you’re a freelancer, a medical professional, or anyone in between, everyone can benefit from a properly managed social media image. Taking the time to fully fill out profiles on popular professional social sites like LinkedIn and Glass Door is a critical first step. From there, you can engage with the thought leaders and peers in your own and other related fields of business in order to continue to build and manage your online reputation.
Perfect That Online Presence
Of course, social media networking is just a piece of the online puzzle. It’s also important to make sure that you have a smooth, user-centric design for your company’s website and any customer-facing software. Remember, your site is your online hub — the place where all of the “spokes” of your marketing and reputation efforts will point to. Make sure that it’s a place that reinforces your message, allows your customers to easily contact and interact with your brand, and generally keeps their experiences positive.
Practice Active Listening
The concept of active listening is just as crucial online as it is in person. If you want to establish credibility and trust with consumers and clients online, you need to make sure that they feel valued and heard.
This can be done by quickly and politely responding to all of the reviews in places like your My Google Business listing. If your business has a presence on Facebook, Twitter, or other social media sites, make sure to utilize those as virtual customer service centers as well. Respond and interact with customers. Make sure to show that you genuinely care about their needs and concerns.
Always Watch and Be Ready to Grow
Finally, it can be helpful to set up tools to watch for online activity that may relate to yourself or your brand. Things like Google Alerts, Addictomatic, and Keotag can help you stay up to date on your online presence, receive notifications when you or your brand are mentioned, and allow you to quickly address any feedback or responses.
Tools aside, it’s critical to also keep an open mind when it comes to fostering and managing your reputation online over the long haul. The rules and fads of the internet change on a regular basis. Therefore it can be extremely beneficial to stay abreast of the best ways to monitor your online presence. This enables you to make sure that the reputation of both you and your company remain as intact, valued, and authoritative as possible.