Digital reputation and crisis management in online marketing

The construction of business reputation is a process for organizations in which they make efforts to have a positive image easily verifiable by their audiences, this is currently being strongly affected by digital reputation, being that public perception, facing their networks or digital media.

The main difference lies in the digital interaction with audiences, which often reaffirms the public image of organizations and at other times contradicts it.

Nowadays, companies invest a lot in their digital marketing, social content strategies and influencer marketing, but neglect their offline world. Any mistake in the offline world can be aired on online platforms and affect their reputation.

The main aspect that affects the digital reputation are the crises, in many occasions they can be real, in others they can be merely rumors or ill-intentioned actions of the competition, former employees or customers who have felt poorly served. It is worth clarifying that not every complaint in networks is a crisis, nor any negative comment, it depends a lot on who says it, how they say it, the virality it takes, but mainly the response we give to it.

The first feeling that comes to a businessman when he reads a negative comment from his client on the network is to delete it, when what should really be done is to have a good alert system, follow up on them, verify their veracity, respond and if the situation is true, take action on the matter.

Crises in social networks are quick, the key to solve them is to be ready, have a battery of questions and answers prepared, train the community manager and ensure that the answers provided are always human and empathetic.

Today's consumer has access to a lot of digital information and has learned to identify the honesty and transparency of companies, in most cases because he has been previously deceived. To make a purchase they research the product, its manufacturers, its commitment to the community or the environment and those elements are decisive for their purchase, even if their purchase is not online, they make a previous process of reviewing digital channels before going to a store or a physical place.

When a brand is empathetic and connects with its audiences digitally, not only does it sell more, digital reputation not only helps with sales, but it positions the organization in the marketplace, makes it a desirable place to work, attracts investors and overall growth.

The digital reputation of organizations is built hand in hand with their customers and consumers, their opinions, their loyalty to the brand and the interaction they have with it, which makes it a more viral company and therefore more known and respected by audiences.