MDG Advertising has developed a fact-packed infographic that offers advice for building a better online reputation. It features specifics on the state of online reputation management (ORM), along with both savvy and sorry ways that brands have handled their digital reputations. It also offers tactics and tips for getting started and managing mistakes. After all, how a company manages an online slip-up can make a world of difference in how the online world sees and speaks about the brand.
The infographic illustrates the need for ongoing online reputation management, revealing that 92% of consumers trust brand recommendations from friends and family, while 70% value online opinions from other consumers. It shows that more than half of consumers on social media have used a social channel for brand research, including 70% who like to hear about a customer's experience with the brand, and around 50% who either compliment or criticize the brand to the social media world. It also discloses that more than half of brands feel unprepared or unsure of whether they could handle an online image crisis.
MDG's infographic cites examples of how brands have handled online reputation crises both perfectly well and painfully wrong. It cites negative cases by American Airlines and Progressive Insurance, along with lessons for both dodging and dealing with such situations. It also includes positive examples by Target and KitchenAid, whose savvy actions serve as models of reputation management.
It offers smart strategies to help brands create good online reputations, as well as ways to cope if things go bad. To build a company's good name, it suggests focusing on establishing the brand's voice before its products, along with striving to develop brand advocates, paying attention to every online user, constantly monitoring online mentions, and practicing smart SEO. If crisis management is needed, it advises identifying negative remarks on all social media channels, executing a pre-determined crisis response plan, and trying to solve the problem before it turns into a full-blown crisis. It also offers words of wisdom for worst-case scenarios, such as responding immediately and decisively, being open and honest, admitting and correcting mistakes, devising creative solutions, and establishing a plan for rebuilding the brand's image. These are all important lessons for brands to learn since mistakes are easy to make and much harder to correct.
Overall, the infographic provides a clear guide for cultivating, maintaining, and reclaiming a brand's online reputation. Remember, an online crisis can happen to any brand at any time, so brands had better be prepared to handle the worst in the best way possible.Infographic by MDG Advertising