A good reputation is crucial for the success of any business — be it small or large. The competition is fierce, and the products or services are often interchangeable. In order to convince, professional corporate reputation management is needed, and in today’s digital era, more so your online presence needs to be polished and carefully maintained.
What makes for good online reputation management?
A good reputation is the basis for any successful business activity. After all, it creates trust, and thus a certain amount of security and predictability in the globally networked, unmanageable world of consumption. Thus, a good reputation ensures influence and acceptance of the company or management with the most important target groups such as customers, business partners, the media, the public, but also internally with employees and managers.
A strong reputation pays off especially in difficult, conflict-laden corporate situations, e.g. in crises and change processes. It is precisely then that someone who enjoys a good reputation is better able to make his or her messages heard, convince people, overcome fears and resolve conflicts.
Here are five basic principles that must be taken into consideration when building and strengthening your own reputation on the Internet:
1. Honesty and authenticity
Communicate honestly and authentically. Share the values and principles of your company and show what it stands for. Especially in the online area visual means — pictures, videos etc. — are suitable to place central statements.
2. Openness and transparency
Online media enable direct and fast interaction with the target groups. Criticism can also be expressed. Here it is crucial to react correctly. Show openness and be transparent. That way you gain credibility and can perhaps even use the criticism to your advantage.
You should never underestimate your conversation partners, especially online. Communicate at eye level and show appreciation. This increases your acceptance, which has a positive effect on your online reputation.
Share content that is relevant and up-to-date. This is the only way to arouse the interest of your target groups. In addition, you profit from the fact that you can be found better via search engines.
Stay active. A continuous commitment pays off, especially with social media. By taking a long-term approach, you can build loyalty and trust.
Due to the fast pace of life and strong interactivity on the Internet, your reputation can quickly be strengthened but also weakened. If a company is in crisis, a quick response is required, especially on the Internet. The principles of crisis communication are the same: it is important to communicate openly, transparently and authentically.
One last tip at the end — always be alert. Only those who know what, where and when was published can react correctly. With targeted monitoring, you won’t miss a thing.