It’s not uncommon for a company to come under fire from time to time from the public, but what do you do when other people start to write about your business online?
No matter if your business is large or small, it has a reputation to protect – and if there is a chance that someone is writing about it, then you need to know about it.
Your first port of call will be ongoining monitoring of your brand online. This doesn’t need to be hard work, a simple Google Alert for your business; product and employees names will be enough to ensure you keep on top of what is being said about your business online.
Be quick to act on anything written about your business. These days businesses have to contend with the social element of digital media: we now read something, share it, tweet, discuss through comments and even blog about it. Therefore one bad comment may turn into pages and pages of search engine results about the subject with various opinions. Don’t let this happen to your company – respond quickly when appropriate.
Sadie Sherran from Media Pro UK says you can categories blogs and articles about your brand in 3 different ways…
The Good, the Bad and the Ugly
These are the best types of blogs about your brand: some lovely person speaking favourably about your brand. These are just as important to keep an eye on as negative brand discussion, as these are a great opportunity to share.
Bad reviews and blogs about your brand are very damaging to your brand, but they may also provide you with some legitimate feedback on your product or services. Don’t shy away from bad articles – instead, embrace them and see if you can resolve the issue and turn it around.
The quicker this is dealt with the better, so make sure you are monitoring your brand closely in the search engines and on social media.
Ugly content is content that is often badly written – typically an emotional response, or defamatory in nature. These are more difficult to handle and can often be very hurtful to you. It is very important not to take this content to heart and remain detached when dealing with it.
Unfortunately this ugly kind of content style is often shared quickly. This is because it appeals to people on a more emotional level, is often sensationalist, and can cut very close to the bone.
This needs to be handled sensitively. If you can reason with the original author then do – and try to offer assistance to change their opinion. If they are the type of writer that does this for fun they may not be easy to reason with. In this case you may need to try other methods to protect your brand.
The infographic below should help you work out which strategy to take when responding to external articles about your company.