How to Improve Your Brand’s Online Reputation

It’s been a rough week for some world famous brands and their online reputations. After firing a server for posting a rude guest’s check online, Applebees made matters worse by arguing with customers on social media platforms, at 3 AM no less. They also censored and deleted unfavorable comments off their Facebook.

JC Penney’s also took a beating this week by deleting its entire Facebook page with almost 3 million likes. Years of work ruined by a click of the mouse and poor online strategy. The negative comments far outweigh the positive on JC Penney’s Facebook, with not a peep from the brand itself.

Applebees and JC Penney’s have essentially committed brand suicide, and it all happened in the blink of an eye. Thankfully brand marketers can learn from these mistakes and make sure it doesn’t happen to them. Here’s five helpful ways to improve your brand’s online reputation.

Track Everything Being Said Online

Always have someone monitoring social network sites for both positive and negative comments. Reward positive comments with a ReTweet or a “Thank you”. Customers took the time out of their day to commend you on a job well done; the least you can do is thank them for it.

Negative comments must be attended to immediately. A small rant can turn into a raging firestorm overnight. Make sure these disgruntled customers are happy, or at the very least, let them know you hear what they are saying. JC Penney’s didn’t talk back to their base and refused to acknowledge them, which made matters worse and customers angrier.

It’s easy to keep track of the conversation taking place online about your brand. Trackur is a great tool to monitor your online reputation and measure your social media trends. HootSuite is also helpful as you can view all your social networks in one place.

Fix The Damage

Negative comments will happen; it’s how you deal with these that will define your brand. Never lose your temper or provoke the angry customer. Understand the problem, and work quickly to solve it. Thank them for reaching out to you, and begin the process of reconciliation.

If the negativity is on a high-ranking website, work with the author to see if they will publish your side of the story. If that fails, there’s sites like Reputation Defender who will help you get that negative image to the second or third page of Google for less visibility.

Get Active in Your Online Community

Find relevant blogs and forums to comment on and interact with potential and current customers. Reach out and try to solve problems with your expertise. If you excel at web hosting, spend some time on Web Hosting Talk, not to peddle your services, but to try and help out where you can.

Improve Your Customer Service

Don’t cut costs or corners when it comes to customer service. This is your direct line to what your base really thinks and needs from your company. Value each and every customer as if they are the most influential taste maker who’s ever existed. Your customers are not numbers, rather partners who mutually benefit from each other’s interaction.

Be Human

Be relatable. Connect with your customers on a personal, humanistic level. Ask them how their day is going. Don’t constantly push your brand’s agenda. Your brand is not a robot. Your customers are interested in the people behind the brand.

Reputation is gained over time. Track the conversation and be consistent with your brand’s voice. Respond to your customers, get active in your community, and most importantly, be personal and lend your humanity to everyone you interact with.

How else can a brand expand on their online identity? Share your thoughts in the comments and as always follow Surpass on Twitter and Facebook for news, contests, and other fun stuff.

Jared S is Surpass’ Technology Writer. Add him on Instagram and Twitter.