The new communication channels are part of the habits and trends of consumers, and it is through these media, such as social networks, where companies have tools that allow them to improve their relationships with users. In this way, it is easier to modify the public’s perception of brands through more direct and personal links, as well as permanent communication.
For all these reasons, social networks are today one of the most advantageous resources for companies, but in many cases it is a double-edged sword, since they can become a threat to the reputation of the brand, since it is a medium with a great capacity for viralization and where there is less control of information.
The importance of reputation on the Internet
Reputation is a factor that has become very important in recent years at a business level, so much so that today there is talk of the ‘reputation economy’, since currently 80% of the value of a company lies precisely in intangible resources.
The importance of reputation management by brands can be seen in the following data: for 85% of Spanish Internet users, online opinions influence their purchasing decisions, for 71% what influences them most are recommendations from people who already have the product or service, and 75% of Internet users make a purchasing decision based on the content they find online.
Therefore, it is essential that companies and brands control the opinion that online users have about them and correctly manage their online reputation.
The role of our social networks in the face of a reputation crisis
However, despite the danger of social networks in this sense, they also constitute a valuable tool that the company can use to its advantage to scan the environment, to improve communication with its audiences and to respond to an online reputation crisis. In this way, the company would not only have the opportunity to defend itself, but also to enhance and strengthen its brand image. Furthermore, corporate reputation strategies favor the existence of a more favorable predisposition towards product recommendations and towards brands in general, which is of great help in the event of possible crises, since there would be greater credibility and influence of the brand.
How to manage an online communication crisis
Focusing on online reputation crisis management, there are a series of key lines of action to avoid or mitigate the damage that these may cause to our brand. Correct online crisis management strategic planning must contain the following aspects:
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Prevention is the best defense: monitoring and alert configuration tools are essential to detect the problem
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Have a work team: establish both those responsible for each area and the contact channels
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Design the protocol for action in the event of a negative comment and have a document of good practices: each step must be properly planned and controlled
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Locate the cause of the problem and provide a response as immediately as possible
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Act as the main issuer of information: enable specific channels to offer information, as well as designate various spokespersons and specialists in each area that allow communication and interaction fluid
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Take responsibility and be transparent
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Analyze and evaluate the crisis, its damage and the actions taken, in order to improve and redesign the strategy for future reputation problems
The benefits of having a good online reputation
As we have already seen, knowing and controlling what Internet users think about our brand is a key pillar in corporate strategies. But there are many other benefits that correctly managing the online reputation of our brand can bring us:
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More satisfied customers
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Better positioning
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Improved communication with users, listening to their opinions and thus reducing online complaints
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Brand expansion and consolidation
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Increased company transparency
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Control of negative publicity
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