FEATURE anyone who is quoted in the press and particularly the CEO / owner .
Or between your business soaring to success or crashing and burning .
IN A TIME WHEN OUTRAGE CAN BE COMMUNICATED INSTANTLY TO MILLIONS OF PEOPLE , IT ’ S NEVER BEEN MORE IMPORTANT FOR BUSINESSES TO THINK ABOUT THEIR ONLINE REPUTATION .
What people see when they Google your business is a list of links . From these links , people will form an opinion about your business based on what representatives have said in the past .
They will also easily find online reviews of your business or brand from past customers . Here ’ s what you need to know about Google searches and your corporate reputation :
• 90 % of people searching your company name will only look at the first page of results to form their opinion .
• Google controls around 92 % of all searches on the Internet .
• Around 64 % fully trust search engines like Google when looking for information about a business .
If you ’ re wondering how this translates to offline impacts on businesses :
• Almost half ( 46 %) of businesses have been damaged by online search results or are concerned about the negative coverage they ’ ve had in the press .
• A third of businesses say that negative online content has damaged their name and bottom line .
• A further third of businesses believe that negativity spread via social media channels poses the greatest threat to their reputation .
Negative online content about your business potentially damages your good name , how potential customers view you and the bottom line .
Control the narrative and you will withstand online problems
Online content targets brands , businesses and individuals . And while it can be tempting to assume that only very high-profile individuals can truly be impacted by negative content , the truth is everyone should work to protect their reputation . It could be the difference between progressing in your career and finding that your face doesn ’ t fit .
Any business and any individual can find themselves at the heart of a public relations crisis . No-one is immune to the scrutiny of the public , the media , peers and stakeholders . And while some industries are more at risk of reputational damage , it ’ s a potential issue for every business . And on a personal level , politicians , celebrities and high-level media friendly CEOs who build on their business through their reputation are at risk .
Online reviews form part of the perception of your corporate reputation . In fact , reviews have become so important that they actively change consumer behaviour :
• 90 % of people say they look at online reviews before using a business or service .
• 85 % of consumers say they trust online reviews as much as a recommendation from a friend .
• A business with lots of positive reviews can boost consumer trust in 73 % of consumers .
• Buying decisions are impacted by online reviews , according to 93 % of consumers .
So , whether it ’ s media coverage , social media chat , online reviews or any other content , it ’ s worth everyone ’ s while to maintain a positive online reputation . The damage done can be devastating . For example :
• One negative article about your business on the first page of a search engine ’ s results could lose you 22 % of potential new business .
• This leaps to 70 % of potential business with four or more negative hits on the first page of search results about you , your business or your brand .
• More than half of all businesses say that their company has been negatively impacted in one way or another by unsubstantiated online reviews .
Here ’ s how to respond to a reputation crisis
A single negative article about your business can cause untold damage to your reputation . Whether it ’ s true or not . Actively managing your online reputation is about counteracting any negativity online and promoting the things the press and consumers love about your business . It ’ s about showing the very best of yourself and your business . This helps consumers trust your business , attracts the best staff and
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