Online reputation can do a great deal for any individual or business. In order to provide the most accurate information possible, many organizations are going to great lengths to ensure this legitimacy. It’s not uncommon for a “reputation specialist” to saturate a website with fake positive reviews. However, organizations such as Reputation.com uses legitimate operations in order to help build a person or brand on the Internet. Why are legitimate practices superior to those the provide fake inflation of positive reviews?
Benefiting the Company
Brent Franson of Reputation.com encourages businesses to allow customers to post reviews whether they are good or bad. This can help illuminate the common success of the particular business as well as highlight failings that the company needs to focus on. If many customers are having the same problems, it can be an easy fix for the organization in order to encourage future sales while possibly winning back a few disgruntled individuals. It’s a method that encourages continued customer support in order to build a business around actual success and not what the comments say on websites.
Less Damage Control
Fraudulent reputation builders have tried to build a company’s profile by presenting false claims of performance while seeming like the average Joe. Sometimes, interested parties investigate the matter and discover that the person presenting the claim is a representative of the company. This could damage the reputation even more than before if consumers discover the truth behind false claims. Instead of concentrating on why customers are unhappy, more damage control has to be done. In an age where social media can quickly spread the news about wrongdoings, it is less hazardous to bare the truth of your organization.
Listing Organizations for Enhanced Consumer Interaction
There are many listing organizations on the Internet that provide information regarding the business practices of companies. As many people take these lists seriously, fake reputation builders will try to spam positive reviews that are unsubstantiated. In many cases, these companies are then analyzed and possibly removed if suspected of false claims. When this happens, the organizations loses possible income from consumers as well as being noted as untrustworthy.
Faith in the Brand
Listing organizations are not the only method in which consumers purchase goods. If a company has been found of committing to illegitimate practices such as false reputation inflation, it could travel in many different ways. One of the more prominent methods is word-of-mouth. As mentioned earlier, social media acts as a platform for virtually anyone to broadcast disapproval to the masses. Thanks to communication improvements on these sites, this information can be spread rapidly to thousands of people simultaneously even if the person has one or two “friends.” Your consumers need to have faith in your brand and part of that faith comes directly from your marketing practices. It’s better to adjust your business for failings than to damage your reputation with consumers.
It’s never a good idea to try and forcibly improve your reputation through false claim campaigns. If the consumers realize this is happening, many of them will flock to your competitors. Bad publicity should be met with positive reflections and improvement measures if you want to demonstrate to your target audience doing business with you is in their best interest. Use the negative feedback as a form of company-wide improvement.