When we talk about the reputation of an online business , at the end of the day we are talking about the same lifelong reputation, which physical businesses have also garnered, for better or worse, and continue to do so. However, the differences when it comes to making a living through the Internet are evident and obvious, even more so at this point that most people already know how this little world works.
In any case, what we are all clear about is that the reputation of a company is essential for its proper functioning and even for its existence.
That is why I have been thinking about writing this article for a long time, where I am going to talk to you in detail about this phenomenon, explaining the differences between physical businesses and those that work online, pointing out the importance of social networks in the matter and giving you some keys to improve.
In addition, I have compiled a series of examples and real cases that could serve as a mirror in which to look at yourself or the opposite, everything will depend on the tactics you choose to conquer the public.
And that is your ultimate goal, that your target has a pristine image of your company and is proud to be your client. How do we do it?
Let’s not wait any longer, time is of the essence and that on the Internet is as important as reputation!
The importance of reputation in an online business
I told you that the reputation of an online business is still what has always existed for physical companies, but this similarity only appears if we look at the meaning of the word. When it comes to talking about its operation, its impact or its causes and consequences, both on a positive and negative level, the differences are abysmal.
And the news flies on the Internet . Everything runs like wildfire and in a matter of minutes the future of any company can change: today you are here and tomorrow there, at the speed of light. Much of the blame for this type of process, if not all, lies on social networks. The reason is that from experience, if managed well, they can be a perfect weapon to improve the reputation of a business.
In any case, if you have an online business or have considered starting one, believe me: the reputation you gain on the Internet will be essential for its success.
Today, both followers and so-called “haters” can unleash real pitched battles defending or attacking virtually any person or any business; And this is where the game of reputation comes in, which in the end, except for masterful plays – and very dirty ones, it must be said – by the competition, generally depends on oneself and how one acts.
The role of social networks in the reputation of your business
Although most of the reputation of an online business derives from its attitudes, its ways of functioning or specific actions at specific times – which sometimes have more results than the work of years -, social networks are the loudspeaker that gives rise to the image that the public has of your company. And it is evident that they are a speaker with many decibels, so many that sometimes it is impossible to control them.
In addition to being a speaker for business and its respective target, they are also, in themselves, a perfect weapon to generate or modify the image of any company . But be careful, sometimes it is also a double-edged sword where you can prepare a magnificent blow and end up screwing up, or on the contrary: « screw up » and come out completely unscathed from the mess in question, leaving your reputation far above expectations. which was before the problem.
The crux of the matter is a balanced management of your accounts on the networks, an optimal relationship with users and a constant resolution of any issue that may arise in the day-to-day life of community managers . However, before going further with some examples, I give you some more keys to maintaining a top reputation on the Internet.
Keys to improve the online reputation of your business
The keys that you have to take into account when improving the online reputation of your business can help you in its beginnings, in the management of any crisis – perhaps the most common, and if well managed it can be a boost in your favor; )- or in a necessary escalation for any company. Be that as it may, I am sure that many of these suggestions, if not all, will be useful to you in the day-to-day life of your online business.
#Know the status of your reputation at all times
So that your reputation is always shining, you should monitor it almost constantly. Search for the name of your company on Google and on the networks privately – to prevent cookies from directing you at will – and find out what is happening on the internet when you type the name of your brand or business, it may help you! bring some surprises!
What remains after this? Whether the results you obtain are positive or not, continuing to work on your reputation – or start doing so NOW – will be essential for the future of your company. How do we do it?
#Become an expert in your subject
Users need information and, now more than ever with the competition in all sectors, you better give it to them. It won’t be complicated, a little effort will be enough: no one knows your product better than you – or at least that’s how it should be – and you only have to offer honest and clear information about it.
A blog to talk at length and highlight the virtues of your brand , and your social media accounts will be enough to give air to the reputation of your business and position it on the Internet like a charm.
#Show closeness to your clients
Talk to the client face to face, with closeness and familiarity. Keep in mind that many of your followers will be true fans of your product, and what you need is to take care of them and get many others to join the cause. And that is not something that can be achieved through technicalities or a cold relationship.
Make everyone understand you and be interested in following you.
#Be decisive
You will see it in several of the examples that I propose at the end of the post, any company worth its salt should have a crisis office dedicated exclusively to the powder kegs that may appear on social networks.
Since this would be too expensive, it is best to be prepared to act when necessary. I have already told you, at any moment a storm can be unleashed against your business, either due to a mistake on your part – it is the most common -, due to a misinterpretation or due to a crossing of planets.
The fact is that it can happen, and sometimes it can even help you take advantage of the situation and improve your reputation with a coup d’état . It has been said to use your imagination.
#Get your brand talked about
Generating conversations around your brand is something positive in all aspects, but make sure they are positive interactions. This way, you will achieve that more people identify with your brand, that new users will know it and approach it, and that the image and reputation of your business will skyrocket.
Create fun Hashtags, contests, and even stories, but make it all about your brand and let the community do the rest!
#Use Storytelling
And speaking of stories… have you ever tried the famous Storytelling ?
Making up stories doesn’t have to be bad, on the contrary, you just have to know how to do it. First of all, if you realize, lifelong marketing has been dedicated to that, to creating stories around a product or brand that amaze the target. Now the public has become more demanding and you are going to have to work hard, but by appealing to emotions or laughter, you are guaranteed half a point.
Try it and tell me ;).
#You can take advantage of the fame of others in RRSS
Do not hesitate to jump on the bandwagon when a conversation works on social networks, do it with an eye so as not to look bad, of course, but take advantage of the occasion as if it were your last.
Don’t forget that these platforms are designed for interaction, so it is not a bad thing for you to interact with other users talking about the trendy topic, whatever it may be, as long as you do it in the appropriate way.
This will give you visibility and make your reputation among users continue to rise .
#Segment your audience
To keep your image in perfect condition, it is inevitable that you know how to address your followers, and this is something that is not always easy, to the extent that your audience is very broad and may also be very varied.
Now, this is something to keep in mind when issuing each and every message you want to offer as a business or as a brand: you cannot address your entire audience in the same tone. Segment and you will succeed .
#Be transparent and consistent
If there is something that wins over users, it is transparency and sincerity, regardless of the situation. By this I don’t mean that you get into trouble by expressing opinions that no one has asked of you; I mean rather that you be sincere about the issues that concern your business, or rather, that you be sincere about your appearances on social networks. Especially when you make a mistake, since resolving it transparently can give you many points.
On the other hand, being consistent in all your messages and respecting the values that you intend to convey as a company will also be something that will benefit you in the eyes of your followers. Conclusion? Do the math to see what cloud your reputation is already in.
#Take care of your image
Along with everything we are saying, it is essential that you show your audience a well-kept image . Monitor any aspect that has to do with it and make it look perfect in their eyes and, of course, make sure it is also consistent with what you want to convey as a company.
#Don’t neglect social actions
The last of the keys that I give you has to do with the attitudes and actions that are made known on the networks or in the media about your business – or that you yourself make known. I have already told you about the importance of emotions for the public, and the social contributions that your business can make to the world will always be welcome.
It is not about carrying out great works – which are not superfluous either – but rather about generating stories and news about your company – in this case real – that bring a smile or a tear to the reader. Show yourself empathetic and human from your business .
Real cases of improving the reputation of a business
And to finish this post, I bring you the icing on the cake: 5 real cases that have favored the increase in the reputation of the leading businesses , and that also capture many of the keys that I have been giving you until now. Below is the demonstration that all this works.
Lego and its humanity shouted to the four winds
When a 7-year-old boy sent an email to Lego explaining his story, some visionary saw a wonderful opportunity to multiply the brand’s online reputation .
The story wrote itself and they knew how to take advantage of it. As simple and as emotional as the loss of a doll whose purchase had cost a 7-year-old child all his Christmas savings. His father warned him not to take him out of the house, but the boy ignored him and fate ended up agreeing with his father. Finally our little protagonist decided, with the help of his father, to write an email to Lego.
What did the toy brand do?
He read the email carefully and bothered to respond to the boy, telling him that in the future he should pay more attention to his father; In exchange, they would give him a new doll like the one he lost, and some extras that he didn’t have, because « a child who spends all of his savings on this doll must be a true fan. »
Good job, guys, now we just have to let everyone know about our action so that everyone loves us. And rightly so, everything is said.
Donettes: action, reaction
The case of Donettes is very different from the previous one, since it was preceded by a real blunder in which, of course, the sensitivity of society was also evident.
Panrico decided to launch a campaign with a series of slogans meaning that their product was so wonderful that it should not be shared: very well thought out, since humor is another great weapon in marketing. What was the problem? That with one of the phrases they skated: “Order, to the subway,” read their packages.
And of course, the truth is that it is not a pleasant topic and the brand showed very little empathy with the disadvantaged when using it.
A user showed it on Twitter and the storm broke out, which you can see on Twitter by clicking here . But a quick response from Donettes apologizing and immediately removing the product from the market put out the fire. An attitude that ultimately turned out to be positive, since even the user who spread the unfortunate slogan congratulated the brand.
Domino’s and its perfect amendment
Domino’s has had several stories of this type, but it is a big brand and it is inevitable that some of its workers screw up. The problem is that on many of these occasions the “shit” ends up appearing on the networks and reaches everyone.
This is what happened when a customer ordered a pizza and it arrived at his house completely stuck to the cardboard due to excess cheese: photography, the networks and going viral.
Luckily, Domino’s used transparency and repentance and did it wonderfully: they showed the image without hiding to use it as an example of what cannot be done in their company, they apologized to the customer and also did it in style: The cook with the battered pizza had to go to the customer’s house in person and give him two new, perfectly cooked pizzas for free and a $500 coupon to spend at Domino’s.
Of course all this was recorded on video, uploaded to the networks… and went viral.
Boeing: their apologies came flying
This story is as brief as it is inspiring when it comes to online reputation. The aeronautical company received a letter from a boy crazy about airplanes in which he attached a drawing of a new airplane design. His response was totally inappropriate, ignoring that the sender of the letter was a child and responding to it without any sensitivity.
The next?
The boy’s father published it on his blog and unleashed the anger of thousands of followers.
The apology from the company’s communications director on the father’s own blog, a witty and sincere phrase like “We are experts in airplanes, but newbies in social networks. We are learning how to do it”, and the gift of a tour of its facilities for the child, served to fix the mess. And to raise a reputation that was sinking .
Ritz Carlton, a wonderful story
At Ritz Carlton, one of the most important and famous hotel chains in the world, they did not need to screw up to give a boost to their reputation , which is already quite high.
The story could be similar to the first: the tragedy of a child came to the company that could not have been imagined. In this case, the protagonist forgot a stuffed giraffe in one of his hotels; Ever since he returned from vacation with his parents, he had not stopped lamenting the loss of his toy to the point that his father, in desperation, made up a story: Joshie, that was the name of the giraffe, needed to rest and had decided to stay for a few days. more vacation at the hotel.
Even so, the father also called the hotel to see if they had seen her and took the opportunity to tell them the story he had made up for his son.
What did you do? Return the stuffed animal and that’s it? And waste a magnificent opportunity to improve your online reputation?
No. Some of their workers took the time to take photos of the stuffed animal throughout the hotel, in various positions and environments, as if it were just another human, and then returned it to its owner. But not before publishing the story on the networks and touching half the world. Hoot.
I hope that these real cases have served you to illustrate what I was telling you and to give you ideas, but above all, I hope that the keys that I have given you will be great for you in your new mission : improving the reputation of your online business.