11 ways you are damaging your online reputation

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By Emily Collins, EVC Marketing

It might be called SOCIAL media, but when it comes to your brand, letting your guard down, not doing your research and being plain rude to your fans can really damage your online reputation.

If your business is guilty of any of the following, you are risking harming your reputation with dramatic and long-term consequences for your business.

1 Denying the issues

In today’s 24/7 news-hungry world, denying issues when they happen is a major mistake. These days everyone has access to a smartphone and before you know it, a video of the disaster is being played to millions on YouTube, a photo of a badly behaved staff member is going viral on Facebook and an image of your brand is being destroyed on Twitter. Don’t try to hide. It will just make things a whole lot worse.

2 Deleting comments

The good news is that you can delete comments – but only some. If they’re the spammy kind that bears no relation to your business, you can remove them. But otherwise it’s a big no-no. When a crisis it is all too easy to hit the delete button when the comments are mounting up and you don’t know how to handle them. Don’t do this.

Social media cannot be stifled and when people are emotionally attached to a situation, deleting their comments can just escalate the issue.

3 Allowing issues to flame

Any delays to handling the issue will only feed the flames of hostility. So do not employ the spin tactic of delaying bad news. It will only be leaked. Make sure that you are the one in control of bad news, frame the discussion and maintain the trust of your customers.

Being indecisive can also cause issues. it is better to say that you are looking into an issue than leaving it hanging, waffling or misleading your customers. Own up and get on with it.

4 Over sharing

We all know that it’s important to be authentic and accessible when it comes to social media. However, that does not mean that you have to tweet and post constantly, sharing information your clients really don’t need to know. Be careful what you post. Ask yourself if it is relevant and will posting actually open yourself up to issues.

5 Being rude and obnoxious

While it might get you instant attention, being confrontational, unkind or selfish is a disastrous way to manage your online reputation. Keep your inflammatory remarks to yourself – they haven’t a place on social media. Remember, once online, always online.

How many actors and celebrities have lost their reputation (and jobs) because of tweets and posts written years before they were famous? It will come back and haunt you. If you wouldn’t find it in a Disney movie, there’s no place for it on your social media platforms.

Online reputation

6 Not thinking through the repercussions

You have a great marketing plan, but don’t think through every aspect of its implementation. Before you know it, your plan is out of control because some team members were unaware of the possible results of their actions. Make sure that everyone is signed-up to the plan, knows key dates and what they can, and can’t, share.

7 Not learning from others

Everyone will have an online reputation disaster at some point – even the biggest brands have suffered. Think about Applebees, Nike, Lockheed Martin and even the US Air Force. Learn from these. See how these companies responded, what they did right and what they did wrong.

8 Not checking your content

Remember when YouTube tweeted the wrong flag for their 4th of July celebrations? And when Snapchat’s advert for a game app featured Rihanna and Chris Brown slapping and punching? Don’t just proofread your content; check your images and tags as well.

9 Ignoring online influence

Influencers these days are not just from TV, news and film. Your followers may also be influencers in their own field with huge followings. Treat them badly and they are going to share that out to all their fans. So make sure you are polite at all times. Check out their profiles, do a little research before you respond. You never know whom you are messaging.

10 Publishing wrong information

In the world of fake news, it is easy to break trust with your followers by make inaccurate statements – and then keep making them. Building a strong reputation online is achieved through authenticity. Don’t just head to the keyboard before checking, and checking again, that what you are saying is correct and honest. Getting your facts wrong can end up fuelling the cause you’re working against.

11 Forgetting to do your homework

Releasing a new product or service? Make sure you’ve Googled the name to check that it’s not a rude word somewhere else, culturally or historically sensitive or just plain offensive.

Think about the damage Kim Kardashian did with her Kimono brand of shape wear which offended most of Japan? Now think of the costs she had to cover changing the branding when she renamed it. Do your homework.

What to do next?

If you’re guilty of any of these, then contact EVC Marketing today and are worried about your online reputation. We can help you develop a reputation marketing strategy that builds up positive sentiment for your brand, reduces the impact of any negative practices and will prepare you if, and when, a crisis hits your business. Contact us today on +44 (0) 208 123 9273 or +1 239 444 8176 or by email.

If you’re looking to find out what your guests think about your brand, then CustomerCount® offers a feature-rich, cloud-based survey solution. With detailed and dynamic data gathering capabilities, CustomerCount’s feedback management identifies the issues, builds customer loyalty, and improves your bottom line. Contact Bob Kobek now by email or by telephone on 317-816-6000 for further information.


WRAPped up in marketing with EVC Marketing

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By Georgi Bohrod, RRP/WRAP Partner

What do I have in common with Howard Bendell RRP, John Locher RRP, Carlos Marchi and Emily Collins, EVC Marketing ? We are all members of WRAP, a strong coalition of Mobius Vendor Partner (MVP) Associates, each of whom brings valuable professional expertise to create comprehensive resources to support each other and their clients.

Last year CustomerCount® launched WRAP, a detailed qualitative analysis program combining touch point sentiment and accuracy with industry expertise and insights. CustomerCount’s WRAP is specially tailored to address client’s strategic and tactical priorities, particularly those derived from feedback and surveys. The subscription-based service takes customer feedback to a new level, offering the expertise necessary to formulate conclusions and offer operationally based recommendations oriented to improve service efficiencies and drive profitability.

In context of our professional relationship under the WRAP banner, Howard Bendell’s expertise rests primarily in qualitative analysis.  John Locher of Locher and Associates is an expert in membership/ownership engagement and business development.  And Carlos Marchi, CustomerCount EVP of Mexico and Latin America, has years of experience in contact center compliance.

About EVC Marketing

Which brings us to Emily Collins, of EVC Marketing — WRAP’s digital marketing expert. She has operated within the travel/timeshare market for over 25 years. Due to this long term experience with numerous developers as well as service providers such as RCI, Interval International, DaE, RDO and TATOC, Emily and her colleague John Heffernan understand the very specific issues facing developers, resorts and exchange companies. EVC’s deep background in all aspects of the digital marketing spectrum  puts them at the cutting edge of business to business market development.

In addition to revamping the CustomerCount website for easier mobile access, and enhancing its visibility on the web, her part on the WRAP team is geared to promoting CustomerCount®’s Customer Feedback Management system on the international radar.

Emily Collins EVC Marketing

About CustomerCount

The system, available in 40 different languages, is the only enterprise feedback management system designed specifically for the leisure travel industry. It is easily adaptable to gather information for numerous industries and a plethora of purposes. 

Emily, a UK citizen currently residing in Barbados, is carrying the message that CustomerCount is a multi-lingual platform, available in 40 languages.  Clearly, CustomerCount is an ideal fit for the international marketplace and Emily’s international connections are moving the survey system to new horizons.

MVP launched CustomerCount® in 2007 for a major timeshare exchange company.  Since then,  the acceptance of the platform has been widespread in the global  hospitality sector and other industries as well. An enterprise customer feedback system, CustomerCount is a flexible solution providing intuitive real time reporting, fast turnaround on updates, detailed and dynamic data gathering with comprehensive reporting for process improvement and customer loyalty to impact the bottom line.

With the WRAP brain trust poised to assist CustomerCount, each other and our clients, we can exponentially increase our depth of services and know-how.