How to Deal With Online Reputation Issues (Part 2)

For part 1 of this series, click here.

Now that people almost always search online to find reviews about companies and brands before making a purchase, online reputation is something to guard closely. Below are some more options for companies facing controversies or criticism online, to maintain the brand strength, and therefore keep the customers coming.

Respond promptly. Some comments on social media may really be politely-worded constructive criticisms from supporters who were disappointed by the company’s product or service just this one time. Comments like this should evoke an immediate response that thanks the customer for providing feedback, and promising swift action. Responding promptly is important because the company takes ownership of the conversation, making sure that it goes only in the preferred direction (read: puts the company in a positive light). Investigation should be conducted to verify the complaint, and thereafter, the resolution should be posted for all to see. The response could be an apology or a defense: but the key is to reassure the complaining customer and the prospective customers that action is being taken for the incident not to happen again.

Respond indirectly. Sometimes a comment can be too damaging to ignore, and yet damaging to address directly as well. For example, if the criticism also involves a competitor brand, a direct response may also inadvertently provide the competing brand the exposure. An indirect response can be the “cool” option: the company puts itself above the fray, and does not provide more traction to the harsh criticism. For example, a criticism about the quality of the company’s product can be addressed with a post about an award, or acclaim that the same product received. It will show the skeptics and critics that perhaps, the issue is just a matter of opinion, not fact.

Complain to the authorities. If the criticism or negative content is damaging, malicious, and/or based on something fabricated, reporting to the authorities can be an option. Blocking and reporting are examples of complaining (since the page “authorities” get notified), but these are just preliminary steps. If the source is a journalist, or a reviewer in his industry, the aggrieved company can report the incident to the person’s employer, emphasizing concerns regarding ethics and professionalism.

Just a rule of thumb for all of these steps in online reputation management: where the customer posted the criticism, the response should be on that medium as well. An exception would be if the controversy unnaturally arose on the asset of another party which may not be inclined to host the conversation on their space. In such cases, the response should note that interested parties should go to the specific other venue to follow the discussion.

How to Deal With Online Reputation Issues

These days, a single 50-character badly-worded tweet, or a 10-second Vine taken out of context can make or break a brand. With the rise of social media that has brought company-customer and customer-customer interaction to whole new levels, skills in managing the company’s online reputation becomes handy.

The question is, what exactly does one do when something unfortunate like this happens? And how does a PR-savvy company deal with controversies that happen in this age? Here are the basic options that should be deliberated on thoroughly, on a case-to-case basis.

Ignore. Say, a customer says something bad about a brand, on his Twitter. It could be an uninformed rant, or something with basis, such as an unpleasant experience in the company’s establishment. If it’s the former, and if the person in question does not exactly have a following, then ignoring may be the best option. It does not put more undeserved attention to his post, and the company will not be engaged in a conversation that they do not want to be in. If it is the latter, choosing to ignore can still be an option, if the rant uses foul language, or if the person simply seeks to draw attention more than obtaining “justice.”

Delete. If the venue of the post is the company’s account, say, their Facebook page, or their blog, then there is the added option to delete user comments that are baseless and/or nastily worded. The key to this is regular and comprehensive monitoring of the company’s social media assets, exactly to nip these kinds of conversations in the bud. This way, less people will be able to see such negative posts. On Facebook, another option is to just hide them, so that the original poster will mistakenly believe that their comment is still visible. For very special cases, in which the user does not even appear to be a real person with a proper profile but just trolling around, blocking from social media accounts helps keep the company’s online reputation spotlessly clean.

Delayed response. Yes, this is an option. Sometimes, a topic can be so controversial that releasing a knee-jerk reaction can just be disastrous. Or, the company can just sound very defensive and so offended, which may dignify a comment that should not be. Delaying the response, until the “smoke has cleared” so to speak, can be a great option if the company is sure that it is on the right, and that the course of things will vindicate their organization.

Logo Designs - An Important Key to Business Success

Logo Designs - How Important Are They?

A single logo design may be the path to success or failure. Think of an expertly designed business logo as the key that unlocks the door to business success. Logo designs implant an unforgettable business image and make public presentations of the business name a link to goods and services offered. A business without a logo is a commercial orphan wandering aimlessly in a sea of competition for potential customers.

The "Voice" of Logo Design

Though logos are a business recognition tool, they have a voice that reaches out to target markets, increases interest in goods and services and announces basic business operatives and intent. Logo designers create design renderings that speak loudly and expediently of the kind of business a specific logo represents. Artistic creativity, skill and experience is required of logo designers to create a logo that's a unique representation of the business. Logo designers have extensive talent for embedding a message into a logo. Businesses need to send a message that makes an appeal. Logo designs with a voice attract interest online and off and advance business goals and initiatives.

What Message Should Logo Designs Send to Potential Customers?

Logo designers use a range of tools to create logo designs that align perfectly with goods and services offered. They empower color, dimension, size and content for optimum range of visibility. A logo design is used for business literature and advertising, as well as for public presentations. The design should capture and hold attention immediately to be a formidable competitor in target markets. It's the business logo that also reveals rank among competitors. The message of a logo design should welcome potential customers. It should also encourage customer pursuit of more information about business offerings.

Choose A Business Logo

A major consideration for new businesses is how to choose a logo design that will be applicable far into the future. A business name attached to a logo is a permanent statement of business intent. Since business logos are a major consideration, it's necessary to invest in a competent, creative logo design expert to develop the most unique design. Logo designers can also give an older logo design a fresh, new appeal. Logo designers are an important asset to businesses who wish to maintain a positive public identity. With a just few basic suggestions from business owners, design results are truly amazing.

Get Noticed with Corporate Branding

A company is only as good as the services it provides. Yes, it is important to continuously better your services. But, what good is excellent service when you don’t have any clients that avail of it? Your company needs to be known in the industry for your company to have a decent rank in the industry. By this, you are going to need a proper corporate branding strategy. The brand that your company goes by defines your entire company. It’s the same brand that the general public, including your target audience, will come to know about your service. And when it comes to your clients’ needs, you want your brand to be the first thing that comes into mind.

In creating a brand for your company, it needs to be direct and to the point. People these days aren’t so keen at lingering at something just to see if it can solve their problems and attend to their needs. Your brand needs to be to the point when it says that you’re the company to choose. Recognition is what your brand needs to attain but also, it needs to be unique and it needs to stand out. Your company’s brand needs to eliminate all thoughts of your competitors and your company alone remains.

Clients need to be ensures of high quality services and that they are getting their money’s worth. A way to give them the reassurance they want is by the brand that you create. The brand you make for your company carries your reputation and if your brand is something that sports credibility and trustworthiness, clients will put their money on your company. When you have established credibility with your brand, your corporate branding campaigns will provide loyalty from your clients. Your brand allows you the standard of excellence and consistency in the industry. This is something you need to live up to for your company to get anywhere.

Your brand also gives off a sense of motivation towards your customers. Your services have been sealed with your brand of excellence and so they need not look for another company. The brand that you have established also becomes the flag by which your members work under. They work for the common goal of living up to the name of the brand you have created. Your company’s brand is important outside of the corporation and inside the team as well.