Changing negative brand perception online
The other day I blogged about Spoke.com, a company that even they admit has received its share of negative attention on the web.
Which brings up the question... How does a company go about changing perceptions and protecting its brand?
Though companies like Dell and Facebook have done a reasonably good job of turning things around (and I think you'd agree they had quite a number of rotten eggs thrown at them by consumers), many companies have yet to find the secret sauce.
As you know, an entire industry has grown up to manage this problem. Companies like Andiamo Systems and Umbria make their living by monitoring, reporting and, in the case of Reputation Defender, promising to protect your good name on the Internet.
I of how to fix a broken rep at LinkedIn and, in a few days once sufficient responses have come in, I will report excerpts.
I'd like to pose the same question to you and solicit your response here: "How do you go about changing negative perceptions about your brand and protecting your reputation?"
You're not just responding to me either. I'm sure the folks at Spoke.com would like to know the answer. In fact, once I feel I have a sufficient amount of information compiled, organized and digested, I'm going to suggest a course of action.
PS: Here are some good resources I came across when doing some research in preparation for this post:
- Protect Your Reputation - Whitepaper from SEMPO and Elixer Systems (PDF download)
- Safeguard Your Brand Reputation Online - Article at Inc.com
- Online Reputation Management Beginner's Guide - Andy Beal
For any company that needs to figure online reputation management out, these are good places to start.
Tough question, but I think that it might vary depending the situation. I think first of all don't get emotional about it. Research the accusations, consider the source, gather your facts and fess up to it if you did in fact screw up. You are always going to have ulcers that will continue to bleed...address their problems and continue to provide excellent customer service. You might have to kick it up a notch... I think most consumers will come back if they know you are sincere about it. On the other hand, if you are being slandered...lawyer up and crush the culprit.
Posted by: Bob Carney | December 14, 2007 at 02:12 PM
Basic Risk Management, Containment, and Business Ethics, my friend.
The most important thing is to monitor - know what is going on and what is being said. Determine whether the negativity is credible, and how much momentum it is gaining - and how fast.
If the hubbub and/or source is credible, is there an immediate danger - to your consumer, your company, your product?
Publicly accept accountability for the issue's resolution - from the top down. Your message to the public needs to be that the highest level of management is aware of the issue and "working on it."
Put a face to issue - a spokesman who will see it through with the public. Someone who is "in the loop" and communicating regularly - the issues, their source, and the remediation being taken.
Provide a method of direct access for the consumer and pundit to get accurate, up-to-date information -- and to report additional issues and/or concerns.
Once the crisis subsides, keep your finger on the pulse.
Respond accordingly, immediately, and publicly. As Bob advises, don't get emotional - how you react is the tell.
Silence may be golden, but in the information age, it's the death knoll.
Posted by: Lisa | December 17, 2007 at 12:34 PM