Does your brand own it’s online identity?
June 7, 2009 1 Comment
We have so many mediums of communication in our society. Some are regulated, others are not. The internet is a public entity where anyone can put what they please. Do you know where your brand stands with it’s online identity? According to Weber Shandwick’s 2009 Risky Business Reputations Online report,”
- 7 out of 10 executives fear their corporate reputations as risk online grows
- 66% of global executives are either unaware or don’t want to admit their employees are badmouthing their companies online.
- 34% of executives worldwide knew of employees who posted something negative online despite the ongoing prevalance of damaging digital chatter.
- 98% of executives “use” the internet to evaluate company reputation, but less than 6 in 10 find it “useful” for evaluating business
What happens when customers complain or damage your brand online depends on how it is managed and whether or not there is a plan in place. Special thanks to Christopher Lower, Owner and Director of Media And Communications for Sterling Cross who came up with the following ABC’s of online brand reputation management.
- No reputation is bulletproof
- Recovery is continuous with no shortcuts
- Reputation recovery doesn’t have an end date
- Each crisis and recovery have their own rythm
- Second chances are rarely a form of luck
- Don’t leave reputation up to a roll of the dice
According to KRC research regarding the recovery process of reputation management:
- 91% of global executives believe their brand can recover
- On average, recovery takes 3-5 years
- Only 48% of companies are prepared for reputation damage
It boils down to three basics
- Have a process in place to manage online presence that includes working with reputation monitoring services
- Monitor internet chatter about your brand using tools like Google Alerts, consumer insights, Twitter, Technorati, Ezinger, etc
- Respond in a constructive, personal and timely manner. Have a crisis communications plan in advance