Online reputation management isn’t only about managing negative comments on review websites and social media. A huge part of ORM is ensuring that your customers are able to trust you. One of the ways to achieve this is by being completely transparent.
Consumers trust their peers
According to the twice yearly Neilsen Global Online Consumer Survey of over 25,000 consumers from 50 countries, people trust their peers more than they trust information from brands and companies:
“Recommendations by personal acquaintances and opinions posted by consumers online are the most trusted forms of advertising globally. The Nielsen survey shows that 90% of online consumers worldwide trust recommendations from people they know, while 70% trust consumer opinions posted online.”
You need to embrace people reviewing your product, services and customer service online. Whether it’s in blogs, on Twitter or online reviewing sites – you need to make sure you’re aware of what’s being said (so that you can improve where needed). Reviewing is the new advertising and there’s a huge need for trustworthy information. Your best bet is to be honest and to engage with the people who are already reviewing your brand.
Here are a few tips to be transparent and build trust:
- Be customer-centric. Show empathy and make sure you’re focusing on the entire customer experience (not just selling your products)
- Don’t be a control freak. Many people are starting to see the value of building an online community in order to help with their online reputation management. Don’t try to exert strict control of what gets posted – facilitate engagement and encourage customer collaboration
- Encourage sharing. One of the great things about Web 2.0 is that people have an urge to share information. Make this easy by including share buttons on your reviews, blogs, pictures and anything else you post online