Online Reputation Management: Proactive Vs. Reactive

Online reputation management can make or break your company's image. There are now 2.4 billion internet users across the globe, and that number is rising. Facebook CEO Mark Zuckerberg further accentuated the move toward whole global internet usage by announcing the establishment of internet.org - a consortium with handset makers, browser companies and network infrastructure manufactures that will allow Facebook to connect the world via the internet, despite economic hurdles.

 Zuckerburg cites internet connectivity as a "basic human right," and says that the next century will bring about a shift from an industrial, resource-driven economy to a knowledge-driven economy. Even with the current numbers, the internet stands as a driving force within our U.S. economy. Those connected to the internet are actively seeking out information regarding the companies and brands they support. This legion of purchasers are more informed and aware that their buying decisions can make a difference, therefore establishing relationships and paying close attention to online reputation can be the key component to being profitable.

 What is Online Reputation Management? Put simply, online reputation management studies your company's reputation and branding online, using that information to create proactive engagements and quickly handle any bad press or reviews. The internet gives everyone the power to publish, so it is easier than ever for a disgruntled consumer or former employee to voice their opinions of your products or services. In the past, word-of-mouth could hurt a bit, but the viral nature of the internet has made word-of-mouth reviews a powerful weapon - and the way that your company responds can actually create the largest impact. Good online reputation management is an ongoing process backed by the best in customer service. Superb products and great customer service are the best defense against bad reviews and negative postings. When it comes to this area of reputation management, little has changed. When those who know your brand and believe strongly in your products and ideals are able to back you up, it is easy to dispel rumors and keep negative reviews from spreading. 

Reputation management was originally a public relations function aimed at combating negative press articles or television exposes. One of the largest, and most studied, cases is the ABC News PrimeTime Live expose involving Food Lion stores. Back in 1992, long before the mainstream availability of the internet, ABC sent undercover cameras into a Food Lion store to broadcast gross mishandlings of food. The show was extremely powerful - during the week of the broadcast, Food Lion shares fell by $1.3 billion and profit losses nixed Food Lion's expansion plans and led to the closing of 88 stores nationwide. Again, this was before the internet age and social media. Can you imagine how much more devastating the story would be today?