Protecting Your Digital Reputation

Written by Ryan Sherwin, Boca Raton Chamber of Commerce

As most people would agree, having a good reputation is crucial, especially in business. It could take years, along with some sweat and tears to earn people’s trust. So why would you not protect it?

Your digital reputation is based off what people say about you online. While you cannot control what people may say about you, it is essential that you use the same vigor that you use to protect business from thieves and scammers to protect your business’s online reputation.

Here are a few tools to keep digital presence protected:

Word of Web can be even more powerful than word of mouth. What is Word of Web? It is platforms like Yelp, Google Reviews and Trip Advisor that give consumers a tool to research a company or product. A 2020 study by Trustpilot noted that nine out of ten consumers read reviews before making a purchase. Encouraging customers to leave a review has become a crucial part of any business. After a sale, make sure you are following up with your costumers to foster a review. Some companies even offer rewards, such as a certain percentage off of their next purchase to urge reviews. It is essential to search your business and monitor the reviews weekly. As reviews are posted, respond to each one and encourage them to visit your business again.

As you read the reviews, keep in mind you cannot make everyone happy and therefore may get a bad review. Two of the worst things you can do if you get a bad review is to get angry and reply harshly fueling an online argument. The other is simply ignoring it. An online argument does nothing but worsen the situation for you. Most consumers expect to see at least one non-favorable review. Go through the review with an open mind and if the review is valid, take measure to address the issue so other customers do not have the same experience. Then take the time to respond appropriately, assuring them that you have taken measures to rectify the problem and encourage them to give you another review. People like to know and see that you took the time to address their concerns. If you feel it is not valid, thank them for their feedback and defer them to contact you offline to discuss further. Remember that there are two sides to every story and sometimes an open conversation could remedy the situation. This may even result in the reviewer going back to recant the negative review. Don't ever ignore a negative review. In this case, silence is not golden. This could come across as if you do not care, or have no interest in addressing feedback and concerns.

Many organizations think a lot about their customers experience, but they may overlook their own employees experiences as well. Numerous current and former employees will leave reviews and feedback on a company. A good work experience or review can go a long way. Someone reading a positive review from a current or former employee can create a sense of trust that could make you stand out and persuade them to use your product or service. The other side is when employees post negative reviews, just as a positive review could influence a potential customer a negative review may encourage them to use another company even if your product or service is superior.

In the end, managing your online reputation means that you are actively influencing the impression that your business leaves on customers. It is a continuous process, but one that is crucial for any business.

If you embrace it and utilize the resources available, it can be an indispensable tool to the success of your business.

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