Studies suggest nine out of ten people check online business reviews before engaging with the brand. This number alone points to the importance of online reputation management (ORM), which establishes and maintains a positive impression of one’s business. However, many mistakes could be made here, costing them their existing and new customers. Here are a few such mistakes businesses make and strategies to avoid them:

1. Staying away from social media
Often, those with small to medium businesses do not see the value of social media, causing them to stay away from it. This can be one of their biggest mistakes, especially when managing their online reputation. Although it consumes a fair amount of time, energy, and resources, social media gives one a platform to engage with customers, assist them, and clear any misunderstandings. This is a great trust-building tool that can also help ensure repeat business.

2. Not working with an online reputation management strategy
Another misconception many people have is that good work automatically translates into good reviews online. While it is important to maintain the quality of goods and services, this alone is not enough. Businesses must work wisely to develop online reputation management strategies with their social media policies. This can help them create a better impression on new and existing customers.

3. Ignoring negative feedback
Negative reviews can be harrowing. This often makes people not want to reply to them or simply delete them. This can be dangerous for one’s ORM. Ignoring or deleting these messages does not make the feedback go away. Instead, it creates an aura of distrust and can leave customers feeling unheard or angry.
The solution to this is simple. Always respond to negative messages or reviews professionally and promptly. Apologize for any errors that may have occurred and offer an amenable solution to rectify the situation. This will help build brand loyalty and improve reviews and ratings across search engines.

4. Not responding or encouraging positive reviews
Customer reviews are the most critical aspect of online reputation management. Most people check out these reviews before buying from or engaging with businesses online. Businesses must also set up an ORM marketing strategy to ensure a steady stream of positive reviews. The aim here is to encourage customers to talk about their experiences with the business and leave a positive response. This can be done in many different ways, such as via email or message after a purchase or completion of a service, review pages on websites and social media, or even by offering incentives such as discounts or rewards.
In addition, businesses must also ensure that they respond positively to these reviews. Thank the customers for their feedback, and let them know how valued they are!

5. Using scripted responses
Often, businesses that handle their ORM reply to scripted or automated responses for any feedback they receive. This can remove the human element and make the brand appear robotic and uninvolved. It can also give off the impression that the business does not care for its customers, which could affect their loyalty. To solve this issue, try to respond personally when possible. Customized responses are sure to go a long way in keeping customers satisfied.

6. Posting or buying fake reviews
Many businesses also buy or post fake reviews to balance negative reviews or build a positive image. Since these tend to be overly optimistic and lack substance or credibility, they can be very off-putting. Additionally, this practice is unethical and can lead to legal trouble under current consumer protection laws. These reviews are also easy to track, flag, and take down, as several third-party services promote better transparency. Furthermore, when customers learn about these fake reviews, it can be discomfiting to save face and profits. Avoiding this practice and relying solely on authentic reviews and feedback to boost business is best.

7. Having an inconsistent brand identity
The brand identity is made of different elements like the name, logo, slogan, colors, tone of voice, values, and personality. To manage one’s reputation online, these must remain consistent throughout. Failing to do so can leave customers feeling confused or out of place. They may fail to recognize or connect with the brand, which can impact business in the future.

8. Not having a crisis management plan
Think of this as a backup public relations (PR) strategy. While the goal is to never have to use it at all, having a crisis management plan can be instrumental in trying times that may be brought on by a natural disaster, a cyberattack, a product recall, or even a scandal. This document outlines the action plan in case of an untoward event to minimize damage to the company’s reputation and restore business to normal.

To create this, work with the entire team. Recognize potential risks and scenarios that may arise and outline how they must be handled. Train the respective team members to take on this role and execute the plan efficiently. Let this be a living, breathing document updated regularly to maintain relevance.