Next to doing the right thing, the most important thing is to let people know you are doing the right thing.
– John D. Rockefeller Sr
Businesses both large and small have been using brand management for decades. But many of these businesses fail to put into place an online reputation management process. The reason they fail to do this may come down to myths and mis-information – below are some examples of the most common myths:
- Online Reputation Management Is Expensive – many reputation management businesses lead you to believe online reputation management is technically difficult, cryptic and secretive. In reality, what is required is a concerted effort by your business to actively monitor what is being said and published about your business. You need to create a buzz and much of what needs to be done is about time rather than money. Create a blog, create a forum to solicit feedback about your company and use Google News or Technorati to track what is appearing online about your business.
- Online Reputation Management Is For Businesses With Stuff To Hide – This is simply not true. With the popularity of blogging, social media, and 24/7 news, online reputation management protects you from much of the negative publicity, but more importantly, it promotes positive publicity. People Google news, people Google product releases and people Google before they buy stuff.Basically, if you are a great business with a solid reputation, you should be doing everything in your power to promote it.
- Online Reputation Management Is Only For Online Companies – This may have been the truth once upon a time but in these modern times you are crazy if you do not have an online presence.
- Is Online Reputation Management Ethical – The simple answer is “YES” Online reputation is ethical, but it can be abused. Business Week has identified online reputation management as an emerging industry and debates about whether or not it is ethical has raged all over the internet. As with many emerging industries there are teething problems and those that take advantage. Some examples of unethical reputation management techniques are:
- Spamming social media profiles
- Creating fake product reviews on forums
- Bombarding bloggers with e-mails about your “great” product
Don’t let mis-information stop your business from establishing and looking after your online reputation.