Warren Buffet once said, 'It takes
20 years to build a reputation and five minutes to ruin it.' In the high-speed
information age of the Internet, we might amend that to say it takes five seconds
to ruin it, or nanoseconds if we're talking about viral content.
Surprisingly, most companies'
reputations aren't ruined by angry customers or cunning competitors. You're
much more likely to make a gaffe yourself that costs you in terms of customer
trust. Here are the most damaging online reputation killers to be avoided at
all costs.
1. Social
Media Under the Influence
Perhaps the worst mistakes are made
when you decide to get on Facebook or Twitter after having a few too many
drinks. Companies have to be careful about what they say in posts and tweets.
Even if you're slightly tipsy, the filter that keeps you appropriate may fall
by the wayside. There's nothing more embarrassing than waking up and
discovering what you posted the night before.
2. Badmouthing
a Client
Never badmouth a client or customer
online. The whole point of your online presence is to attract clients and
customers. When you say something nasty or inappropriate about one, this sends
the message to prospects that you don't respect them. Even if your product is
popular and valuable, you'll drive them away.
Actually, it's never a good idea to
trash anyone online. This goes for colleagues, competitors, or any other people
that annoy you. This rule even applies if a person has said something about you
that you don’t like.
You should be building a reputation
for being a friendly person that anyone can feel comfortable sharing
information with.
3. Flat-out
Lying
The urge to lie or bend the truth
online is always there. It's easier to lie through a computer screen than in
person. In fact, you may be stretching the truth without realizing it. But the
best thing you can do for your reputation is to be honest and transparent. You
should always assume that a lie will be discovered and you’ll be exposed to the
inevitable damage to your reputation.
4. Embarrassing
Photos and Videos
One embarrassing photo or video can
completely ruin your online reputation. Think of all the celebrities that have
suffered this fate. Be careful about what you're doing whenever cameras are
present. You want your viral video to be one about how cool your products are,
not how drunk you were at a party last weekend.
5. Ignoring
Customer Complaints
Always respond to customers quickly
and attentively. When a customer complains about your company, other potential
customers are listening. If you're AWOL, they'll be wondering what's up.
Instead of disappearing, engage the customer in conversation. You can turn the
complaint into a customer service opportunity by showing that you care.
6. Getting
Defensive
Again, if there's a complaint or
someone says something nasty about you, don't get defensive. This looks bad,
even if you're in the right and the other person is a complete jerk. When
you're defensive, it shows that the person got under your skin and that there
might be some truth to the attack. It also shows a lack of confidence on your
part. Always handle complaints in a friendly, professional manner.
7. The
Invisible Man/Woman
To build a good reputation online,
you need to be consistent. Don't disappear for days or weeks on end. Make it
part of your regular routine to be present and interact with your audience
online.
8. Online
Reputation on Autopilot
Actively monitor your reputation consistently
and frequently. Don't only get concerned with it when there's a problem. Set up
alerts so that you know when people are talking about you and respond quickly
when they do.
All
on the Same Page
If you have a staff of even one
other employee or contractor, make sure they understand how serious online
reputation is. Create a reputation policy so that everyone is on the same page
and you can effectively avoid making any of these mistakes.
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