Mele’s Musings

Dissed Online? How to Fix Your Brand’s Rep

Is it better to respond or to stay quiet when consumers start saying bad things about your online?  That all depends on what you are willing to do about it!

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picture: brandautopsy.com

Article excerpt:  Today’s consumers don’t hesitate to post their comments, good and bad, on the Internet. Here are some tips for damage control . Web sites where individuals trade kudos—and groans—about their consumer experiences are becoming increasingly popular. Some savvy shoppers wouldn’t think of making a purchase without first checking in at Yelp or Epinions. In this empowered consumer climate, it is more important than ever that entrepreneurs build and maintain an excellent reputation. The rub, of course, is today’s companies have less control than ever over their branding.  If one angry customer or disgruntled employee unleashes virulent, anonymous criticism about your company online—no matter how unjustified—it can be nearly impossible to erase, says Chris Rosica, president and chief executive officer of Rosica Strategic Public Relations in Paramus, N.J. “The Internet is like the wild Wild West and its contributors, some with questionable motives, can post what they want about a company, product, or service, allowing damaging postings to live on in search engines for long periods of time,” Rosica says.  Employ a two-pronged approach to managing your company’s reputation (BusinessWeek.com, 4/30/08). First, implement a program to deal with customer complaints and change your products and services based on customer feedback. Next, launch a strong offense by making sure your company has more positive messages on the Internet than negative ones.
the rest: businessweek.com

Musing:  There is no question that brands need to pay close attention to their reputations, and the online space is a great place to gauge what people are saying and thinking about your brand.  However, there are arguments to be made on both sides about what a brand should do if it runs into negative comments.  At the end of the day, the issue seems to be not if you should respond, but how you should respond.  Are you willing to fix what is bugging customers – to change a product or service – or do you just want to defend yourself?  I really like what the article says – if you are consistently getting low ratings or complaints, there is a reason.  The companies that will come out on top in situations like this are the ones who are willing to proactively and humbly address consumer needs.  Otherwise, you might as well stay quiet.