The Small Business’ Guide to Online Reputation Management

By contrast, when Taylor Swift very publicly announced she’d boycott the newly launched Apple Music for not paying artists while offering customers a three-month free trial, Apple apologised. Not only that, but they immediately put their money where their mouth is.

Taylor Swift and Apple quickly made up. And Taylor Swift subsequently starred in an Apple commercial.

Take ownership of the problem

When Samsung had their Note 7 debacle, they hired 700 researchers and engineers[45] to test 200,000 phones and over 30,000 batteries in every extreme condition possible. They then released a detailed report[46] to the public outlining what went wrong.

Of course, not every crisis will warrant such an in-depth response. But the message is clear: If you want to convince your customers you’ve changed, you need to take meaningful action to make amends.

Final thoughts

A good reputation has always played an important part in businesses’ success. But in the digital age, it has acquired even more significance.

As United Airlines’s debacle shows, a simple Twitter hashtag can now have very real consequences in the real world. But, if you don’t consistently work at improving your online reputation, you’re missing out on the best opportunity you have to grow your brand, and get in front of more people—ultimately landing happier, loyal customers.

No matter whether you’re covering negative brand mentions or simply wishing to have a squeaky clean reputation, these tips are bound to help.

References

  1. ^ banned (www.bbc.co.uk)
  2. ^ 79% of British consumers (yougov.co.uk)
  3. ^ 70% market share (business.mapsofindia.com)
  4. ^ 20% or more (money.cnn.com)
  5. ^ worms in their Dairy Milk bars (timesofindia.indiatimes.com)
  6. ^ surviving the Boston Marathon (time.com)
  7. ^ Reputation managemen (www.prfire.com)
  8. ^ Online reputation management (www.prfire.com)
  9. ^ went viral (www.businessinsider.com)
  10. ^ $1 billion in value (www.independent.co.uk)
  11. ^ 69% of unemployed job seekers (pdfserver.amlaw.com)
  12. ^ BrightLocal (www.brightlocal.com)
  13. ^ Harvard Business School (www.hbs.edu)
  14. ^ Ignyte (www.igniyte.co.uk)
  15. ^ Reputation X (www.reputationx.com)
  16. ^ GoUp (www.goup.co.uk)
  17. ^ Reputation Defender (uk.reputationdefender.com)
  18. ^ upwards of £1,500 a month (www.igniyte.co.uk)
  19. ^ black hat tactics (www.reputationmanagement.com)
  20. ^ astroturfing (www.theguardian.com)
  21. ^ more harm than good in the long run (blog.reevoo.com)
  22. ^ The Brand Grader (onlinereputation.io)
  23. ^ Search Engine Watch (searchenginewatch.com)
  24. ^ Yoast SEO (wordpress.org)
  25. ^ SEO (www.prfire.com)
  26. ^ 64% of consumers (www.edelman.com)
  27. ^ Guest posting (www.prfire.com)
  28. ^ much wider audience (moz.com)
  29. ^ Moz’s Link Explorer (moz.com)
  30. ^ Monitor Backlinks (monitorbacklinks.com)
  31. ^ Ahrefs (ahrefs.com)
  32. ^ 100% of journalists (www.10yetis.co.uk)
  33. ^ effective press release (www.procopywriters.co.uk)
  34. ^ PR Fire’s (www.prfire.com)
  35. ^ £55 per press release (www.pressport.com)
  36. ^ Buzzfeed’s John Perlman (www.forbes.com)
  37. ^ half of the world’s population (www.dreamgrow.com)
  38. ^ brand signals (backlinko.com)
  39. ^ 90 times a week (smallbusiness.yahoo.com)
  40. ^ one in five people (www.altitude.com)
  41. ^ Hootsuite (hootsuite.com)
  42. ^ MentionMapp (mentionmapp.com)
  43. ^ 50% of customers (www.altitude.com)
  44. ^ widely criticised (gizmodo.com)
  45. ^ hired 700 researchers and engineers (www.businessinsider.com)
  46. ^ detailed report (www.forbes.com)
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