These days customers are smarter than ever.
While companies used to be able to control their reputation using advertising, they are now finding that word-of-mouth marketing is on the rise thanks to online tools like local review sites and social media.
Online reputation management is a process that ever company should be taking part in, as a company with a poor reputation will lose existing customers and find it hard to attract new ones.
One of the most effective ways of managing a company's online reputation is through the use of social media.
This article will take a look at the most used forms of social media and explain how they can help any company to improve its reputation.
Facebook Facebook is a useful tool for companies because it allows the company to connect with its most loyal customers, who choose to like their page.
Companies can use their Facebook page to communicate specials and sales, post pictures or videos of new products, and even to share information about how the company helps out in the community.
Yet companies should check their page regularly.
If a potential customer asks a question on the company's page and does not receive a quick response, studies have shown that they will lose interest in dealing with that company.
Additionally, former customers (and even a firm's competitors) can use a company's page to post complaints or information that damages the organization's brand.
A company must continually monitor its profile to make sure that its reputation does not take a hit.
Since many companies lack the time, resources, or familiarity with social media to monitor their profile, they often outsource this task to an online reputation management firm.
Twitter Twitter is another effective tool that allows companies to control the discussion as it pertains to them.
When a company makes a new post, or tweet, their followers will see it instantaneously, just like if the company released a press release.
One downside to that instantaneousness is that if a company makes a tweet that it regrets, such as one that followers find offensive or one that inaccurately describes a product or its price, the damage is already done.
At that point, the only option is damage control, and that will usually not be enough to keep an organization's reputation intact.
For this reason, many companies prefer not to risk making a reputation-damaging mistake and will instead outsource Twitter management to an online reputation management company.
These are just the two most popular social media websites that companies use to engage with their customers.
A firm might also connect with professionals (such as members of its supply chain or contractors they frequently hire) on LinkedIn, or create boards to display their products on Pinterest.
There are many more social media options available for companies in specific industries.
However, a poorly managed social media account will do a firm more harm than good, just as undesirable content that spreads on social media sites will damage the organization's reputation.
To keep from ruining its reputation on social media sites, a company should hire an online reputation management firm.