When it comes to managing risk, reputation management often
falls of the radar. But making sure your company promotes a positive, engaged
image is critical to building your brand and reducing risks. Here are a half
dozen tips to implement in the New Year:
1.
Don't let your social presence wither. Many
businesses make the mistake of simply establishing account at social sites and
then never -- or rarely -- maintaining them. In the meantime, visitors may be
saying things about your company that need to be addressed. Visiting on a
regular basis -- at least daily -- prevents potential damage from going too
far.
2.
Watch what you say. Likewise, when you do post,
make sure the person posting uses proper etiquette to avoid saying something
that could get your company into legal trouble, either by making untrue or
unfounded claims or being rude to posters. Establish a social policy that
spells out precisely how to respond in different situations, such as when a
customer makes a complaint.
3.
Don't argue. When a customer does complain,
online, in person or on the phone, don't engage in an argument; instead, be
humble and apologize to defuse the initial anger. Then focus on what simple
things you can do to make it right.
4.
Protect your execs' reps. If you're serious
about your company's rep, you probably search for it online regularly to see
what people are saying. That's a good policy to use for your business execs as
well. Make sure your execs take part in positive activities that benefit the
community, then talk about it on blogs and social sites. You might even
consider buying eponymous domain names -- for instance, "johndoe.com"
or "johndoe.net."
5.
Start -- and regularly update -- a blog. Blogs
are incredibly powerful marketing tools that allow you to proactively and
strategically position your brand. Just be sure to keep it updated regularly.
6.
Show gratitude. Use your social accounts to say
"thanks" to customers or offer incentives for purchase. Stay engaged
in your community -- locally and online -- and be positive. And take some words
of advice from your mom: If you can't say anything nice, don't say anything at
all.