Reputation ManagementThe Old Days

Before the rise of the Internet, businesses used to tell employees that if one person had a bad experience, that person would tell an average of 10 other people. If the story spread, dozens of people would hear something negative about the company.

Today, people can tell hundreds or even thousands of people about a bad experience by posting on social media sites, review pages or forums. The good news is that marketing companies can help organizations reduce the impact of negative reviews.

Cleaning Up Bad Reviews

One of the most common ways that marketing companies do this is by working with consumers in a public setting, such as by responding to a Facebook post, to resolve problems. This helps to show that a company is customer oriented and often leads people to delete or revise their initial bad review. Additionally, marketing services may use SEO tactics to improve the ranking of search results with positive reviews while decreasing the ranking of results with poor reviews.

Consider Changing The Culture

However, a marketing company will not be able to completely mitigate the damage from bad press created by negative consumer reviews if an organization has a culture that is not focused on customer service or quality products. When customers are constantly running into problems, either due to less than stellar products or sub-par customer service, marketing companies will be trying to put out an endless number of fires.

This is not to say that reputation management from marketing services isn’t effective; it can be quite helpful to a business with a troubled past or that produced a product. that was not well received. However, maintaining a business’ reputation requires addressing root problems.

It is far easier – and more effective – to replace bad reviews with positive ones than it is to attempt to just suppress bad reviews. If a product or service failed, it needs to be fixed or changed. Should customer service be the issue, then employees need additional training and policies need to be adjusted to provide better outcomes for customers. Even if a company thinks that their customer service or products are fine, if consumers don’t agree, then change is needed.

Coastline Marketing Group offers short 10-15 minute presentations ranging from reputation management, social media marketing and search engine optimization. Give us a call at 831-759-2273 for more information.