BrandStand » A Brand’s Reputation Can Be Severely Damaged In Seconds

April 28, 2009 | Robin Lybarger

A Brand’s Reputation Can Be Severely Damaged In Seconds

As evident from 10,000 tweets an hour about the Swine flu outbreak to Domino’s video fiasco, brands can no longer turn a blind eye to managing their online reputation. What does this really mean? Well, in simple terms listen, learn and engage in the conversation. Sounds straightforward, right? It can be if brands are properly using social media channels. To be honest, we remain astounded at how many companies are still “watching” the online space versus beginning to maximize it for building their brand, interacting with consumers and managing a crisis situation in real time, before a situation gets out of control.

Online reputation management isn’t rocket science. Basically, it is a blend of traditional public relations and customer service, coupled with crisis communications strategies. And, the number one PR 101 strategy still applies: Be proactive because if you don’t proactively get your message out someone else is eager to offer his or her opinion of the situation. Taking a proactive approach might even more important in the online world because today’s consumers expect brands to be listening and they demand an honest, timely response. At the end of the day, no matter how big or small the brand, no one can hide from customers or media. If they try, to hide companies are basically allowing anyone and everyone to manage their brand’s reputation.

Instead of being guided by fear of the unknown, we encourage companies to begin learning and engaging in this new world…it is certainly in their best interest.