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Zusammenfassung von Managing Online Reputation

Name: Managing Online Reputation
Author: Charlie Pownall

Charlie Pownall

How To Protect Your Company On Social Media

17 Min.

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Unternehmertum Kleine Unternehmen Marketing

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Managing Online Reputation
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What’s in it for me? Understand how to protect your reputation online.

In the olden days, if you wanted to damage a company or an organization’s reputation you didn’t have that many options and reaching out with your message could be difficult. After all, there’s a limit to the negative impact of a defaced billboard. But today, as the internet and social media have become increasingly important for companies and organizations, that has changed.

These channels of information make it possible to advertise and campaign in a way that was simply unimaginable just ten years ago. That said, there’s always the risk that someone will use these same channels against you, which can have disastrous consequences if you don’t know how to handle it. So let’s dig in and learn about how to manage your online reputation.

In these blinks, you’ll find out

what we can learn from one of Qantas Twitter campaigns;
how Applebee’s giving into a local pastor had unexpected consequences; and
what we can learn from how Malaysian Airlines handled their missing plane.

Online promotional campaigns can backfire and lead to a lot of negative publicity for companies.

If you saw the TV show Mad Men, you have a good idea of how lucrative and glamorous the advertising industry was in the 1950s. Today, however, this profession faces a slew of utterly different challenges.

Nowadays, many companies rely on online advertising campaigns, which are by nature especially risky. Often, they backfire.

A successful social media campaign will definitely boost a company’s profile; however, all social-media campaigns are also an open invitation for people to post any number of embarrassing comments.

In November 2011, the Australian airline Qantas launched a campaign on Twitter called #QantasLuxury. The idea was to advertise the advantages of its first class services.

Qantas asked customers to use the hashtag and describe their idea of an ideal luxury flight; the person with the best response would receive a free first-class flight.

However, within a matter of hours, the company was forced to deal with an avalanche of unhappy comments from customers who decided to use the opportunity to vent about the many issues they had with the airline.

For instance, one user dreamed of being under five-feet tall so as to be able to comfortably stretch out on a Qantas skybed. Others wrote about how luxurious it would be if Qantas flights actually took off and landed on time.

Qantas also learned that it’s impossible to control a story once it has been picked up by internet media. Before long, the airline’s old issues, as well as ongoing problems, were resurfacing.

One especially touchy subject was the airline’s safety record: A year earlier, in 2010, an A380 aircraft had caught fire outside Singapore. Though no passengers were injured, it was an incident many users were all too happy to bring back up.

All of this quickly caught the attention of the mainstream press outlets, like the BBC and the Sydney Morning Herald, who regularly patrol places like Twitter in search of tasty tidbits just like this one. They posted it to their own Facebook and Twitter pages, attracting even more attention and putting it completely out of Qantas’s control.

Social media is a useful way to attract customers, but it opens the door for attacks from competition.

There’s a good chance that you’ve clicked on a well-placed ad on Twitter or Facebook to find out more about a new product or special offer.

And since it costs relatively little to launch a social-media campaign, more and more businesses, both big and small – as well as groups operating outside the mainstream – have started using them to spread the word about their products and projects.

The internet provides an opportunity for individuals and small companies to become highly influential.

Though online media has its risks, it also has undeniable advantages. After all, it wasn’t so long ago that the average entrepreneur's best option was to run an ad in the local paper. Today, anyone can reach the masses at little to no cost.

The internet has also given activists more power than they’ve ever had before.

When dealing with an apparent crisis, make sure you know the facts before you respond.

Customer service used to be a one-on-one affair. Unsatisfied customers would call in and talk to someone directly, which made it hard to ignore their complaints. These days, things have changed. With the advent of the internet, it became much easier to deflect, or totally ignore, customer dissatisfaction.

But it’s in a company’s best interest to know how to properly deal with an irate customer, and it’s also important to make sure you react quickly to emerging crises. But not so quickly that you fail to get all the facts straight.

Employees can be just as troublesome as customers, but they also need to be dealt with in a sensitive manner.

Back in the day, nearly all businesses stuck to a simple rule: The Customer is King. Disputes between customers and employees would almost always end in the customer’s favor. But times have changed. The internet hasn’t led to downright regicide – but it’s certainly empowered employees.

Yes, overly assertive employees can cause their companies a lot of trouble. Nonetheless, giving in to customer pressure isn’t always the best response.

When dealing with journalists or the press, be careful and diplomatic.

There’s an uneasy relationship between companies and the press. Businesses need journalists to promote and review their products, but the results often aren’t what the businesses had hoped for.

This puts journalists in a powerful position. One bad article can seriously damage an entire company, especially if the reviewer doesn’t take the company or the product seriously.

When facing a crisis, a fast response and a sincere apology are key to defusing the situation.

If a friend betrays your trust, it may take years to repair the relationship. The same is true of relationships between customer and company. Trust is crucial, and any breach could drive customers away forever.

If you want customers to remain loyal after a crisis, you need to respond quickly and appropriately.

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Worum geht es in Managing Online Reputation?

Managing Online Reputation (2015) offers insight into how companies and CEOs who don’t know how to manage social media and the internet can damage their reputations. Find out how one small incident with an unhappy customer can spiral into a tornado of negative posts and angry tweets. More importantly, find out how you can prevent this from happening to you.

Bestes Zitat aus Managing Online Reputation

Four years after it went astray, #QantasLuxury continues to be talked about online and the hashtag is till used to bash the airline.

—Charlie Pownall

Wer Managing Online Reputation lesen sollte

Anyone using social media to market their company
Marketing professionals
Students of public relations

Über den Autor

Charlie Pownall is a public-relations coach who specializes in social media. He provides expert advice to government and corporate agencies on how to manage these public channels and avoid reputational damage. He is also a frequent contributor to Public Affairs Asia, Social Media Today and Public Affairs.

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