In today’s digital era, no company is immune to user reactions online and through social media networks. E-reputation is crucial to a company’s brand and should be maintained on a daily basis.
Despite constant engagement, negative feedback is normal, since "any web space or brand on social networks becomes a space of expression between the brand and its consumers or other company stakeholders" (Réguer,121).
E-reputation can be managed by investing time or outsourcing an external resource to handle the online reputation of the brand.
How to react?
Why does advertising generate negative comments from consumers ? What are the elements that cause this reaction? Can it be corrected, replaced or removed?
If the advertisement is unethical or paints a negative image of the brand, I suggest withdrawing the advertisement. However, with regards to advertising campaigns on social media or digital media, it is best to re-do the campaign in order to take control of the situation and manage the e-reputation.
Obviously, you need to keep active on social media networks if they allow you to generate large volume at low conversion costs. Facebook, for example, has a lot of knowledge about its users. It’s important not to leave this platform. This is how interest-based targeting becomes unique and effective.
Another way to prove your expertise, gather insights and manage your reputation is with a Google my Business listing. Managing web presence and reputation is critical because of the impact it has on the purchasing behavior of future consumers.
A new communication with consumers
Rather than remove the ad, or the comment, why not read, listen and understand the opinion of your customers?
Controlling social media is challenging ; communication needs to be adapted and crisis management should be done where transparency is important.
Here are some reasons why corporate advertising should be maintained and how online public relations (e-PR) are useful (Chaffey,433):
Improving and protect the brand
Use the e-PR as they aim to obtain favorable comments
E-RPs minimize negative reporting by monitoring conversations
Stay in control and participate in conversations on your owned media to handle negative comments.
E-reputation management shows consumers that businesses "listen to customers, and collect data to feed new product ideas" (Chaffey,438).
My final tip: establish a business intelligence plan and keep it in place over time. It helps structure responses and respond effectively.
Do you want to know more about our e-reputation management techniques? Contact our team!
1) Réguer, David. E-réputation : Manager la réputation à l’heure du digital, Dunod, 2011.
2) Chaffey, Dave, and Ellis-Chadwick, Fiona. Marketing digital.