The Internet is the most effective tool for attracting customers and promoting products and services on the market. But just as effectively, it can spoil the business reputation of any company, literally without leaving a stone unturned. Surprisingly, many Russian businessmen do not seriously manage reputation management on the Internet, underestimating the degree of influence of modern word of mouth on minds. But in vain: according to the results of studies conducted by foreign marketers, 80% of respondents regularly read reviews about companies and products before making a decision. And more than 70% of respondents said that positive and negative reviews of customers, employees and consumers influence their own choices. Russian studies confirm these statistics. At the same time, youth, that is, the most solvent and active part of the population, trusts reviews on the Web much more than representatives of the older generation.
Do you need to worry about your company's online reputation? Yes, if its success and profitability are important to you. To let things go by themselves means risking business. Investments in advertising and brand “promotion” will never pay off if everyone on the forums and websites with reviews says that they are “lazy” - people always trust much more sincere and lively customer reviews and employees' opinions than advertising, which a priori cannot be objective. "Not laziness" is usually to those who have a negative impression. What to write about when everything is fine? Well, an offended employee or a dissatisfied customer will not spare the time to go to the site and write a review. Fortunately, on the Internet today there are enough sites with reviews, both reliable and not very: users trust one, others do not. One of the most respected Russian sites enjoying a good reputation among users is . At the same time, you have to create a good reputation for years, and the negative spreads like a forest fire: in a moment - and everything flared up. To effectively counteract black PR on the Web, use the advice of professionals.
Monitor the situation regularly
Be sure to keep track of negative references to your company. It can be both impulsive and random negative reviews, as well as intentional point negative or a targeted “black” PR company. If you have a marketing staffer, entrust this task to him. You can use the usual search engines to search for reviews and references, but professional services that conduct in-depth monitoring are much more effective.
Quickly respond to any feedback addressed to you.
In many ways, the company's reputation depends on how communication with customers is built. People love to receive answers to their feedback and questions. Moreover, the answer should be timely - hardly anyone will like it if the company responds in a few months or years. It is necessary to react to negative reviews as soon as possible in order to avoid an avalanche of negativity. If a bad review was deservedly received, consider how you can resolve the issue so that the client is satisfied. Do not try to hide or deny the problem - this can cause more damage to the company than a true recognition and a sincere desire to rectify the situation. If we are talking about libel and a deliberate attempt to damage reputation, contact the owner of the site - the resources are also interested in ensuring that reviews of companies are objective and reliable.
Beware of retaliatory negativity
I want to react to the accusations against me, especially the unjust ones, with causticity. This is precisely what the adversary seeks: to unbalance you and provoke an aggressive, irritated response. In any case, your answers should be neutral and reasoned - if the accusations are false, this will put your opponent in an unfavorable light, and the company will add “advantages”. If a negative feedback is received deservedly, the client will appreciate the fact that they listen to his opinion. When the issue is resolved, ask him to write a review about the company again, but already positive.
Protect Your Reputation
This can be done by working with the target audience, timely responding to comments on the network, removing false negative reviews and disseminating positive information. Post your desired content on authoritative resources. Does the company trade? One of the most popular sites that is trusted by Runet users - . Refrain from excessive praise in your address - such reviews do not inspire confidence in the reader. Modern users are not stupid at all and are not inclined to blindly trust what is written on the Internet. That is why all positive feedback must be real - ask loyal customers to write a few kind words to you.
Contact a specialist
If we are talking about a full-fledged “black” PR company, contact the SERM agency, which is professionally engaged in neutralizing custom-made negative. The agency will conduct in-depth monitoring of the information space, will contact the hosting companies in order to remove paid materials, will deal with the disclosure of false posts and the crowding out of negative information.