Tanki Kotelo
In today’s digital age, where social media wields unparalleled authority as judge, jury, and executioner, traditional public relations (PR) statements simply don’t carry the same weight anymore. At a time where the court of public opinion now holds the power to decide the fate of an individual or brand, more proactive measures need to be adopted in order to protect the integrity of brands.
Although intangible, your reputation as a brand is significant for the growth and longevity of your business success and can create unimaginable havoc if poorly maintained. Especially with the now predominant phenomenon of cancel culture.
Although the use of social media has grown exponentially through the years, many brands are still in the dark—worryingly oblivious to the radical power and impact of social media, thus failing to invest seriously in developing their online presence and recruiting social media managers who are equipped with the necessary skills to cultivate a positive image. Some of the pitfalls of the poor management of online reputation or a lack of such mechanisms in place are that it can result in the breakdown of trust and loyalty between customers and stakeholders. In the case of employees, it can also affect their morale and turnover.
So what exactly is online reputation management (ORM), and how can social media managers and brands alike navigate this very shaky ground and the daunting task of protecting brands? Simply put, ORM is a double-barelled exercise that involves attentively keeping track of your brand’s online reputation as well as deploying tactical and proactive measures taken to influence and shape people’s perceptions of your brand. This can be done through monitoring reviews of your business and encouraging customers to leave reviews, tracking news and mentions of your brand, responding timeously to comments, as well as crafting brand recognition and trust through social media and other online forums.
Another challenge to online reputation management is the emergence of cancel culture. In a ‘woke’ era where brands and social media managers are automatically obligated to be socially aware and are faced with the weighted expectation of not offending particular societal factions, managing online reputation has never been more complex. Cancel culture is a form of online activism fueled by public outcry from individuals or groups who publicly criticise a person, brand, or organisation in retaliation to a perceived offence or unpopular stance. This is usually then followed by widespread public condemnation of brands through the means of hashtags and viral posts, which eventually leave PR and social media managers with the insurmountable task of rescuing the brands.
While the proliferation of modern technologies such as AI and other machine learning software might be lessening the burden by doing all the hard work of the traditional press agentry model of PR by employing advanced tactics such as data mining and social listening, they often lack the urgency and adaptability needed to manage online reputation. Therefore, social media managers should be vigilant in their approach to managing brand integrity. The goal is to focus on personalisation and addressing the pain points of consumers. For instance, writing clients and stakeholders personal emails assuring them that they have nothing to worry about in times of crisis.
To protect your brand’s reputation, consider these strategies:
- Create a crisis communication plan and step-by-step protocols to be followed in the face of backlash or controversy. Thus ensuring a planned, consistent, and impactful response.
- Engage influencers and key opinion leaders within your industry, with the goal of building relationships and driving positive mentions of your brand in their content.
- Keep communication lines open by promptly and transparently addressing any allegation and controversies, regardless of their magnitude, and without getting defensive.
- Partner with local NGOs, community groups, and other organisations to showcase your brand’s social responsibility and support for community development.
Today, maintaining a positive online reputation is as critical as breathing for brands. One bad interaction can tarnish your brand forever. With so many competitors and platforms available, the task of mitigating misinformation and negative reviews can be overwhelming. Brands that prioritise their reputation must invest in proactive mechanisms and hire skilled reputation management professionals. The days of naively operating without online reputation managers are long past.
Bloom Communications is a Lesotho-based consultancy, specialising in best-in-class media-driven communications, professional writing, public relations, social media management, and marketing for individuals, corporates, and micro, small, and medium-sized brands. For feedback contact: info@bloomcommunications.co.ls
