ONLINE REPUTATION
Manage Your Company ’ s Online Reputation
BY : CARY AUGUSTINI BRANCH MANAGER WAYPOINT INSURANCE
Who cares if someone looks up your company on the Internet and encounters negative reviews ? I mean , does anyone even pay attention to this ?
According to a Forbes review completed in December 2015 , 88 percent of consumers pay attention to online reviews ! By 2025 , millennials will comprise threequarters of the global workforce and have achieved the reputation of being digital technology wizards who value reviews and recommendations .
Protecting your digital reputation is vital and there are vendors who will happily take care of that for you . If outsourcing your digital reputation is not an option , there is a lot you can do on your own :
• Start by googling your business to see what comes up ! At the same time , it is recommended that you set up a Google alert on your name to track any new content .
• Initiate an Online Social-Networking Policy for your company . This helps to ensure that all team members understand the importance of :
v Guaranteeing a constructive relationship between the company and its employees ;
v Reducing the possibility of risk to the company reputation ;
v Discouraging the use of company time for personal networking ; and
v Ensuring team members are aware of their actions while engaging in social networking , the number of individuals who can access information presented on social networking sites , and the consequences associated with these actions .
• Don ’ t avoid social media ; instead , manage your online reputation by taking proactive steps when something negative is said :
v Keep open communication . If you publically address the issue , it can earn your company points for responsiveness and credibility . I know when I read a negative review and then I see a company respond with kindness and an attempt to learn from it and improve , I have a more favourable response to the company .
v Don ’ t delete negative posts or comments from your social media platform ( unless they violate the site ’ s policies or are inappropriate ). Address the problem head-on .
v If one or more of your customers is having an issue and voices it online , don ’ t wait to respond . The sooner you can address the issue , even with just an apology and a promise that you ’ re working towards a resolution , the more trust you may be able to restore .
v Don ’ t be afraid to admit you made a mistake , if necessary . People will appreciate that much more than trying to cover a mistake or shift blame .
v Work proactively to establish a good reputation and be influential in your industry through your social media channels , speaking engagements , and other outlets .
v Don ’ t bring problems on yourself . The smallest joke or comment taken the wrong way can spark a firestorm of criticism . Think about everything you write ( and everything you encourage your followers to share in return ) and evaluate whether it could be damaging to you or backfire . v Thank people for saying positive things about your company .
v Don ’ t be caught unprepared when a crisis hits . Establish a social media crisis response plan now so that you are ready to handle any situations that may occur .
Warren Buffet sums up the importance of managing your online reputation in one quote : “ It takes twenty years to build a reputation and just five minutes to ruin it . If you think about that , you ’ ll do things differently .”
At Waypoint Insurance , we can provide you with insurance to cover nearly every insurance need you have , even Reputational Risk Insurance . As experienced brokers with a range of reliable resources , we can provide you complimentary templates , toolkits , and guidelines to assist you in establishing solid business practices .
Please contact any of our Waypoint team members . Don ’ t just think of us as insurance brokers . Think of us as a “ waypoint ”— a stopping place on a journey . A journey to your success ! +
Cary Augustini is the branch manager of the Victoria Downtown , ( corner of Quadra and Yates ), branch of Waypoint Insurance . Cary and her team have over 70 years combined insurance experience . With team members specializing in Auto , Travel Medical , Personal Insurance and Commercial Insurance , there is an abundance of resource available on premise . Cary and her team are guaranteed to go over and beyond to ensure your experience is positive and you walk away with a smile on your face ! Contact Cary , or any one of our Waypoint offices , by calling 310-8442 or visit us online at waypointinsurance . ca
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