It’s essential to regularly monitor your online channels, such as social media platforms, and review websites (like Google) so that you can promptly address any potential issues or negative feedback. Utilize free monitoring tools such as Google alerts to track mentions of your brand, products, and key personnel, ensuring that you stay informed and can respond effectively.
Follow these best practices from big brands to protect your brand's online image and maintain a positive presence.
In public relations, reputation is everything (of course). How you conduct yourself online matters, and how you utilize your online platforms can make or break your brand’s ability to stand out — in a good way. Take these tips from some of today’s top brands and scale them to your own PR strategy.
1. Active Online Presence and Monitoring – It’s essential to regularly monitor online channels, such as your social media platforms, and review websites (such as Google) so that you can promptly address any potential issues or negative feedback. Utilize free monitoring tools such as Google alerts to track mentions of your brand, products, and key personnel, ensuring that you stay informed and can respond effectively.
Satya Nadella, Microsoft's chairman & CEO, excels at protecting his online reputation by practicing thoughtful communication, engaging with stakeholders, staying ahead of issues, and leveraging thought leadership. By proactively managing his online presence, Nadella has built a positive image as a trustworthy and knowledgeable leader and influencer in the tech industry.
2. Engage and Respond to Customers – Promptly and sincerely address customer inquiries, comments, and concerns across all platforms. This demonstrates your commitment to customer experience and builds trust. By proactively engaging with your audience, you can mitigate potential conflicts and resolve issues before they escalate. Always maintain a polite and professional tone, even in challenging situations, and offer meaningful solutions to reinforce positive sentiment towards your brand.
3. Cultivate Positive Content – Develop a content marketing strategy that highlights your brand's values, thought leadership, and accomplishments. Consistently produce high-quality content, such as blog posts, articles, videos, and infographics, and distribute them across relevant platforms. This not only strengthens your brand's online presence, but adding more positive news helps to push down any negative or irrelevant in search rankings.
Example: Mayo Clinic actively engages in thought leadership initiatives. Their healthcare professionals regularly contribute to medical publications, participate in conferences, and provide expert opinions in the media as well as on its own YouTube channel. By sharing their knowledge and insights, Mayo Clinic demonstrates its expertise and fosters trust.
4. Collaborate with Influencers and Advocates –Identify influencers and individuals who align with your brand values and have a loyal following. Engage them in mutually beneficial partnerships, such as product collaborations, sponsored content, or ambassador programs. Their positive endorsements can amplify your brand's reputation and reach a wider audience. Additionally, nurture relationships with satisfied customers who can act as brand advocates, sharing their positive experiences and recommendations across social media platforms and review websites.
Example: Franchizes such as Dunkin utilize influencer marketing to boost sales through Instagram, TikTok and television. Influencer marketing is not going away any time soon. According to Social Shepherd, 93 percent of marketers have used influencer marketing as part of its overall marketing strategy.
Protecting your brand's online reputation is vital for sustained success. Ensure you spend some of your public relations efforts on these important steps toward a positive online reputation.
Promptly and sincerely address customer inquiries, comments, and concerns across all platforms. This demonstrates your commitment to customer satisfaction and builds trust.
