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SpinDistribute.com Article Directory

The following article was published in our article directory on June 2, 2017.
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Understanding Reputation Management in a Crisis

Article Category: Business Management

Author Name: Dawn Manning

Thanks to the rise of the internet, bad news travels fast. In fact, bad news can reach thousands of eyeballs in a matter of seconds thanks to social media platforms like Twitter and Facebook.

For a company, bad news might entail anything from a CEO making an off-color remark to a video uploaded to YouTube by misbehaving employees. The result is that the business popularity that the company spent years trying to build will collapse in seconds. Every second that the company does not react is another second that major reputation damage is done. Companies must work quickly to stop the bleeding, and they can do this using the process of crisis reputation management.

What is crisis reputation management?

The process of online reputation management (ORM) involves checking what others say about a business and working quickly to remove or suppress negative content by creating positive content. Crisis reputation management is a variation of ORM, and requires the business to act urgently to get in front of a crisis and control the spread of information using ORM techniques.

How can a business practice crisis reputation management?

Businesses that engage in online reputation management create accounts on social media websites like Facebook, LinkedIn, and Twitter to connect with customers and communicate news about the company. These social media channels should be used by the company during a crisis to provide constant updates.

An acknowledgement of the problem shows that the company is aware of the problem and cares about fixing it. If a high-ranking employee within the organization makes a remark that offends a certain race of individuals, an apology from the company will show that the company does not support these offensive remarks.

An organization that does not acknowledge the problem in the hopes that it will go away on its own will make customers think that the organization sees nothing wrong with the remark. Frequent updates by the company put minds at ease and also keep other sources from manipulating the company's message by spreading false information.

Another important aspect of practicing crisis reputation management is ensuring that the company allocates sufficient resources to the crisis management. Hiring one social media manager or PR contact might be enough for a small organization during normal periods of business activity, but a company needs to have more resources in place when a crisis occurs. Companies should ensure that other employees are trained in the art of social media monitoring so that they can quickly respond to consumer complaints posted on sites like Facebook and Twitter.

Some organizations lack the resources to practice crisis reputation management in-house, and instead opt to outsource the task to an online reputation management software as a service company. Because one wrong move will multiply the damage done to the company's reputation, businesses can not afford to handle this task on their own.

An automated reputation monitoring and management solution will ORM company will monitor the web for potential crises, respond quickly in traditional media and social media to minimize damage, and create positive content to instantly start the process of rebuilding the company's reputation. If a company does not make the right decision during a crisis, reputation damage might never be reversed, so practicing crisis reputation management is crucial.

I urge you to watch the video below and explore the reputation management resources on our web site.

The result is that the business reputation that the company spent years trying to build will collapse in seconds. Every second that the company does not react is another second that major reputation damage is done. Companies must work quickly to stop the bleeding, and they can do this using the process of crisis reputation management.

Another important aspect of practicing crisis reputation management is ensuring that the company allocates sufficient resources to the crisis management.

Keywords: manage your online reputation, monitor online reputation, small business reputation, reputation management, reputation monitoring, online reputation management, reputation management software

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