Daily Biz Solutions

One of the newest aspects of running a successful business involves “online reputation management.” While most entrepreneurs and managers understand why it is important to create an official Web site, some don’t realize that their online reputation may already precede them. Have you Googled your company’s name lately? If not, then what you find could be distressing.

 

When people consider becoming your customer, they will often conduct an online search to find out more about your company. A few bad reviews on sites like Yelp, Yahoo! Local or YellowPages.com could really harm a small business. After all, content from all of those sites can rank very highly in search engine results… perhaps even higher than your company’s Web site!

 

Unfortunately, most companies don’t mobilize an online reputation strategy until after something goes terribly wrong. Even if you run a very tight ship, the occasional disgruntled customer who could do a lot of damage in a short time. Even if 100 percent of your customers are satisfied, a past employee or a bitter competitor could launch an online attack. I’ve heard stories from people who say their manager would purposely leave bad reviews of competitors on sites like Yelp and Yahoo! Local.

 

Below are three steps to maintaining a positive online image:

1. Observe –

Since your online reputation can affect your bottom line, it is very prudent to monitor any negative comments about your company that show up in top search engine results. An easy way to keep track of newly published content about your company is by using Google Alerts. With this handy tool, you can enter any search terms you want, such as “Bob’s Roofing Company” and you will receive an email every time something new is published online with those keywords.

 

2. Participate –

By participating with Internet culture, you can be responsible for many of the top search engine results concerning your company. With an official Web site, company blog and professional profile on Web 2.0 sites like LinkedIn, you can directly foster a positive online image of your company.

 

3. Defend –

If someone you know personally is saying terrible things about your company online, it would be wise to contact this party directly and try to resolve the issue. Likewise, you can make a case for yourself in a more public forum. The popular site Ripoff Report, for example, allows business owners to make a rebuttal against complaints.

There are instances, however, when simple measures cannot take care of the character assassination you are experiencing. Some companies actually look to professionals to take care of the situation. Yes, in our digital age, we now have online reputation specialists. Companies like ReputationDefender have made a sizable profit from handling such cases. Mind you, no such company can guarantee this negative content goes away… at least, not forever.

 

Hopefully, you will never be on the receiving end of online harassment or a large amount of negative attention. By following the steps above and developing your own online reputation strategy, you should be able to contain any problems before they irreparably damage your business.

 

This article is contributed by Heather Johnson, who regularly writes on the topic of job descriptions. She invites your questions and writing job opportunities at her personal email address: .