Just How Prepared Are You For An Online Reputation Crisis?

2018/03/28 05:05

Are you prepared for an online reputation crisis

Why it’s important for your business to closely monitor your online reputation and what to do when disaster strikes.

Before the dawn of the internet, managing your brand’s reputation was a whole lot easier but today, one bad review or customer complaint can spread like wildfire, leaving future and even existing customers, with a bad taste in their mouths.

90% of consumers read online reviews before visiting a business and a study by Moz shows that online reviews impact around 67.7% of purchasing decisions.

Online reputation management is crucial in today’s digital landscape and is certainly something that every business should be spending regular time on in order to prevent future mishaps that directly affect your turnover.

Brands such as Subway and Volkswagen have all experienced major brand reputation disasters in recent years. No business is immune to the effects of a bad review or customer complaint, which is why brands should make online reputation management a core part of their marketing efforts and strategies.

Online reputation recovery tactics

If your brand has recently been thrown into the midst of an online reputation crisis, you’re probably wondering what you can do to save your business’s image.

To begin with, you’ll first need to put out any existing fires before you can do any further damage control. It’s incredibly important to address any bad comments and reviews as soon as possible. Not only do you need to try and salvage your relationship with the unhappy customer but you need to show other online users that you’re engaged and willing to correct any mistakes that may have occurred. Never delete any bad reviews or feedback, it will only make things worse, and always keep things professional and conversational, no matter how much you may want to retaliate.

Once you’ve addressed any immediate issues, there are a few additional tactics that you can implement in order to further salvage your brand’s reputation and maintain a good image on an ongoing basis.

  • Engage on social media regularly. When your brand appears in Google’s search results, there’s a good chance that your social media accounts will be listed too. By being active on social media on a regular basis, you can make sure that your brand creates a great first impression by posting fresh content, engaging with users and promoting any awards or good news around your brand. This way, when new users do visit your social media profiles, they will be met with a positive first image.
  • Set realistic expectations. If you don’t have the manpower to monitor all of your online platforms throughout the day, it may be a good idea to let customers know how soon you’ll be able to get back to them so that they don’t feel as if they aren’t being heard. Add some text to your website or social media platforms that let customers know you will respond to them in 24 or 48 hours.
  • Promote positivity. Take the time to gather any positive customer feedback so that you can proudly display it on your website for all to see. It’s also a great idea to encourage reviews on platforms such as Facebook to make an even stronger impression online. You may even find that customers who were once unhappy are more than willing to leave a positive review if they feel their grievance was dealt with in a satisfactory manner, so don’t be afraid to ask.
  • Personalise your responses. Customers always respond more favourably to personalised feedback so take the time to formulate unique responses, answers and feedback for all online users. Addressing them by name is a simple way to instantly personalise any conversation online, just be sure to make it sound natural and genuine.
  • Have the right team and tools in place. There are ways to make online reputation management a lot easier and it starts with having the right team and tools in place. If possible, hire someone who can monitor your online profiles and platforms on a daily basis. There are also a number of great reputation management tools that can be used to make this process even easier for your marketing team. If you would prefer not to hire a new employee, there is also the option of outsourcing your reputation management to a third-party or agency who specialises in ORM.

Dealing with a online reputation crisis

Online reputation management tools

If you would like to make it easier to manage your brand’s reputation online, there are countless tools available that will help you do just that. Here are just a few for you to consider:


Price: Free

Talkwalker analyses your brand’s performance across social, blogs and online news. The tool offers an unlimited number of searches and will look for brand mentions across 180 countries.

Go Fish Digital

Price: Free

Use the Go Fish Digital complaint search tool to perform a Google search on over 40 complaint websites.


Price: On Request

ReviewTrackers offers 3 different plans that you can use to monitor and respond to reviews as well as generate new reviews.


Price: From $29 p/m

Mention is a real-time media monitoring tool that gives you live updates on your brand across the web and social media.


Price: Free Trial. Price on Request

This review management and monitoring platform is ideal for businesses that are operating across multiple locations.

Google Alerts

Price: Free

This free tool from Google lets you setup custom alerts when new content is found online that matches the keywords you want to track.

Managing your brand’s reputation doesn’t have to cost a fortune or take up hours of your day. The key to successfully managing your brand’s image is to have a solid plan in place should you need to handle a situation that could damage your online reputation. Of course, prevention is better than cure, which is why it’s best to make online reputation management a priority right from the start.

How will you be monitoring your brand’s online reputation in 2018?