Online Reputation Management
Understanding Online Reputation Management
Online Reputation Management has been receiving a lot of attention lately. Many people are calling it the new digital extortion. I’ll explain.
As the internet continues to grow, so will the number of people who post negative reviews about your business. I’ve been researching Online Reputation Management for the last few months. So, I thought I would outline some key factors to help you get an idea of what to expect if your business gets attacked by bad reviews.
How it Works
Websites like Ripoff Report typically rank extremely well in the search engines. These complaint sites are in place to specifically expose companies or individuals who mistreat their customers or who are simply unethical in the way they do business. The content that is posted on these review sites is by their members. All of their content is protected by the Communications Decency Act established in 1996.
Social Media Feuds
Let’s not forget about social networks. Social networks can have upwards of thousands of active people who are more than willing to listen to your story and most likely comment on it. As this is a powerful avenue, the real question is, do you really want to roll the dice in a social media war?
Don’t Ignore the Problem
In some cases, it may be in your best interest to ignore an irate customer. However, when it comes to your Online Reputation, it’s typically best to be proactive. The more time you spend managing reviews, posts, or comments about your business, the more likely you are to blanket your negative image from the public eye. If you are successful at convincing angry customers to delete negative reviews, otherwise, this can be a long and drawn-out process.
Don’t Threaten or Argue
If your goal is to clean up your bad reputation, anger will not help. Never threaten or argue with an angry customer. This will only force them to post more ugly reviews. Arguing with your customers is never a good look for your business. Nobody wants to do business with an angry person. Even if you are correct, it is to your benefit to use reverse psychology and accept the criticism and admit you may have made an error. Turn things around, ask the customer how you can make them happy. This will cause your readers to take a step back, making you look like the good guy.
Don’t Write Fake Reviews
SEO companies are trying to cash in on ORM by spamming positive reviews that are fake. Many review sites strongly discourage business owners and SEO companies from writing fake reviews. This is morally and ethically wrong, not to mention some of your readers/customers will see through it. This kind of practice often backfires, even if you are an expert at writing compelling stories. Review sites have protocols and algorithms designed to sniff out fakes, just like Google.
Don’t Bribe Customers
Offering small incentives to your customers to get them to write reviews may seem like a harmless way to fix the problem. Avoid any kind of tactic that involves bribing customers, friends, or family to help you generate positive reviews, posts, or comments. Some may even take offense and could post negative reviews in retaliation when you least expect it, especially now that they know how valuable it is to you.
Don’t Ask for 5 Stars
I don’t know anyone who enjoys feeling manipulated or pressured. Asking customers to review your business because you value their genuine feedback is one thing. Asking your customers to leave a 5-star review is not a good idea. Be careful what you ask for and how you ask for it. It may end up backfiring on you.
Customers Who Will Not Budge
If you are unable to reason with the disgruntled customer, be prepared to cover up those complaints yourself by writing positive reviews. The last thing you could try is contacting an SEO company and asking them if there is anything they can do. Some SEO companies have relationships with complaint sites and are able to work out a deal that you would not be able to.
Legal Action
Legal action against companies like Ripoff Report and many others is complex. They are protected by two federal laws, the Communications Decency Act (CDA) and the Digital Millennium Copyright Act (DMCA). American Internet Service Providers and these types of review sites currently have a Teflon coating to protect them. Responsible companies who meet the provisions of these two laws can repel lawsuits based upon claims of copyright infringement, defamation, or related claims. For that reason, lawyers won’t touch it, nor will any lawyer take the job on contingency unless they know it has potential to compensate them for their time.
Consumer Complaint Resources
- Ripoff Report: Ripoff Report has the world’s largest consumer complaint database. Ripoff Report enables the consumer to be armed with the opinions and comments of fellow consumers. This website will help you exercise your first amendment right to freedom of speech. By using their forum, you will have an opportunity to speak out against businesses, governments, and individuals that have treated you unfairly. Once a report is posted, millions of consumers worldwide will have access to your information.
- Complaints Board: The most trusted and popular consumer complaints website. Similar to Ripoff Report.
- Federal Communications Commission: The Federal Communications Commission regulates interstate and international communications by radio, television, wire, satellite, and cable in all 50 states. It was established by the Communications Act in 1934 and operates as an independent U.S. government agency overseen by Congress.
- USA.gov: USA.gov’s objective is to provide a free service for global communities to easily find U.S. government information that has been posted on the Internet. They offer a powerful search engine and web-accessible government information and services to help you find what you need.
- Consumer Affairs: ConsumerAffairs is a consumer news and advocacy organization founded in 1998 by James R. Hood, a veteran Washington, D.C. journalist and public affairs executive. Their website includes consumer news, recall information, and tens of thousands of pages of consumer reviews.
- PeopleClaim: PeopleClaim.com is a user-supported online dispute resolution system. It’s designed to settle most common disputes quickly and efficiently, without mediation, arbitration, or litigation. We provide a secure, confidential negotiation channel where both sides can review facts, communicate with each other, propose terms, make counteroffers, and reach resolution. Both parties control their side of the process and avoid the uncertain outcome and costs of legal action.
Updates in 2024
AI and Online Reputation Management
In 2024, artificial intelligence (AI) plays a significant role in Online Reputation Management. AI tools can now analyze vast amounts of data, monitor brand mentions in real-time, and predict potential reputation crises before they escalate. For instance, advanced sentiment analysis tools can gauge the tone of online reviews and social media posts, allowing businesses to respond swiftly and appropriately.
Social Media Platforms’ New Policies
Social media platforms like Facebook, Twitter, and Instagram have implemented stricter policies regarding online harassment and fake reviews. These platforms now have more robust reporting systems and algorithms to detect and remove harmful content more efficiently. However, businesses still need to actively monitor their social media presence to ensure they address issues promptly.
The Rise of Video Reviews
With the increasing popularity of platforms like TikTok and YouTube, video reviews have become more influential than ever. Consumers trust video content more than text reviews, making it essential for businesses to manage their video reputation. Encouraging satisfied customers to post positive video reviews and addressing negative ones transparently can significantly impact a company’s online reputation.
Blockchain Technology in ORM
Blockchain technology is emerging as a tool for verifying the authenticity of online reviews. Platforms leveraging blockchain can provide transparent and immutable records of customer feedback, making it difficult for fake reviews to proliferate. This technology ensures that only genuine reviews impact a business’s online reputation, fostering greater trust among consumers.
Proactive Reputation Management Strategies
In 2024, businesses are adopting more proactive reputation management strategies. This includes creating high-quality content that highlights positive aspects of their brand, engaging with customers on social media, and providing exceptional customer service to prevent negative reviews. Additionally, businesses are investing in training programs for employees to handle customer complaints effectively, reducing the likelihood of negative online feedback.
Legal Considerations
While legal action remains complex, there have been some legislative changes aimed at protecting businesses from defamatory online content. New regulations require complaint sites to verify the authenticity of reviews before publishing them, offering some recourse for businesses facing false allegations. However, these laws vary by region, and businesses should consult legal experts to navigate the evolving landscape.
The Future of Online Reputation Management
As technology continues to evolve, the field of Online Reputation Management will likely see further advancements. Businesses must stay informed about these changes and adapt their strategies accordingly. By leveraging AI, blockchain, and proactive measures, companies can better protect and enhance their online reputation, ensuring long-term success in the digital age.
Conclusion
Angry customers will post negative reviews and lengthy complaints. Websites like Ripoff Report and Complaints Board welcome it. There’s not much that can be done to stop them once it’s in their head. The best thing to do is reach out to the customer. Apologize and ask them politely to remove it. If no luck, reach out to the site the complaint was posted on. Tell them your story, ask them about policy and what you need to do. This rarely works because without bad reviews these companies would not exist. If that doesn’t work, hire an SEO company to blanket the complaints with positive ones.