How to Use Social Media to Avoid an Online Reputation Crisis

Most corporate cultures have a crisis management plan to fall back on in a reputational emergency. Online reputation management done right, especially with the use of social media, can prevent and mitigate problems before they become full-blown crises. Use social media to take control of your presence online and avoid a potential crisis with these 6 steps.

Plan and Prepare

Many brands are quick to jump on the newest social media bandwagon but slow to plan how they can best use it. Most crises can be prevented by planning important factors ahead of time, including:

  • what and how often to post on each social platform
  • which metrics are most important to the brand
  • how to measure and report on those metrics
  • how the brand will respond to both positive and negative comments
  • what the brand will do to show transparency, build trust, and boost engagement
  • how social media managers, employees, and others will react to, contain, and minimize the damage of a social media reputation crisis

Monitor Constantly

The best thing about social media is that everything happens in real time. That can also be a bad thing if you’re not constantly monitoring and moderating your social media accounts. Use tools like Sprout Social or Trackur to keep an eye on what others are saying about your brand, people, and products. Effective monitoring is the first step to protecting your reputation and helps you spot problems before they have time to snowball.

Moderate As Appropriate

Your social media profiles are an extension of your business website and company culture. That means they need to be moderated to reflect your brand in the best light possible while also providing transparency. This type of moderation means the removal of inappropriate content such as racism or pornography. Catching and removing this kind of unsuitable content as early as possible prevents high levels of “unlikes”, “unfollows”, lost customers, and lost reputational capital.

Prepare Against Threats

Hacked social media accounts can be devastating to your brand’s reputation. You must have strong threat detection and escalation processes in place to regain control of your social channels and prevent lasting damage to your reputation.

Watch Campaign Sentiment

Poorly timed or thought-out social media campaigns can inspire strong negative sentiment that spreads quickly online. Avoid negative sentiment in the first place with strong, research-based campaigns that appeal to your audience. Then if you see negative sentiment spreading, react to it quickly to appease your audience and save face.

Respond Quickly

The real-time nature of social media means your customers expect interaction and answers more quickly than ever before. Fast and proactive responses, especially to celebrities, thought leaders, and big names in your field, can help you both avoid a crisis and build a reputation for excellent customer service.

When used effectively, social media can be a powerful tool for not only building and maintaining your reputation, but also protecting and saving your online reputation in times of crisis. Follow these guidelines to make your social platforms work double-duty for your brand image.

Don’t Comment Back: 3 Steps to Managing Your Online Reputation

“So, I Googled myself and read the comments section, thinking I could get some tidbits of what people really think of me. No human being should ever read the comments sections or ever Google one’s self at any time.” – Sandra Bullock

Just like Bullock, many CEOs are often taken aback when they Google their own name or the name of the company they lead. What they find isn’t always flattering. It could be hostile and mean. It might not even be true. But there is it for the world to read. What they read could cost you in lost business or damage your brand’s reputation.

However, there are things you can do to manage your online reputation so you are not at the mercy of your company’s critics. Start by following these three steps:

Step No. 1: Accept the fact of online reviews.
Short of outright slander or libel by the reviewers online, people can say just about anything they want. You really don’t have much legal recourse to make the negative postings go away. People have a right to complain, and online it’s easy for unhappy customers to vent their frustrations and share their opinions with the whole world.

When you see a negative review about your company the instinctive reaction is to post a response to set the record straight. While it’s natural to want to respond and defend yourself, under most cases you should resist.

One way a search engine rank websites high is because it determines the site has relevant content that is fresh, or updated on a regular basis.When you post a comment on a website, you are adding new content. And if you get into a back-and-forth discussion with someone on a review website about your company it can hurt you.

Google will see the website has a lot of information about the company, so they will rank the website high for searches on their company name. When someone does a search on your company, they are even more likely to see the negative review. Your goal is the opposite—you want websites with negative comments to slip further down the Google rankings so they don’t appear on the first page or two of a search. The next two steps help you with that.

Step No. 2: Focus on getting positive content.
A major part of online reputation management is trying to push the negative websites off of the first page or two of a Google search. You can do this by posting positive content and getting those pages to rank higher than the negative websites.

Your marketing or PR department needs to make online reputation management part of their job. They should always be looking for, gathering or creating positive content that can be used to continually update your websites. Don’t put everything onto one corporate website. Instead, set up different websites for different purposes. Or, get interviews or articles about your company on highly respected websites. Social media sites usually rank highly for your company name so make sure to register your company name on all of the major sites.

Step No. 3: Push positive websites higher.
In the online world, your reputation is all about who owns the top-ranking results in a search for your company name. You want those results to be your websites—or at least be shared only with websites that have good things to say about you.

If you can do that, then the negative websites will be pushed off the first page of a Google search. And since very few people look past the first page of a search, those negative websites may as well not exist.

The best way to accomplish this is with search engine optimization to push the positive websites higher. Carefully review your websites’ content and the meta title tags to be sure they contain your company name. The magic of ranking higher in Google is relevant content and gathering a links from other websites that point to your websites.

While it’s not easy to get all of the positive websites to rank higher than the negative websites, it’s worth the effort. Online reputation management is not always easy and it can take many months of steady effort to achieve. Still, consider the alternative of letting complaints and negative reviews dominate the search results and destroy your online reputation.

If you choose to hire an agency or consultant, ask them to show you success they’ve had with other clients. This can be simple such as a before and after screenshot of Google results showing they have made a positive impact.

Of course, there are more details to managing your online reputation than this, but the above steps give you the basic outline of what you need to do. Just keep in mind that your company’s online reputation is one of the most important factors in determining its success.

Top 12 things CEOs can do to boost corporate reputation

As the face of the company, CEOs embody and express the company’s reputation, so it’s important they play an active role in defining and maintaining it. Following are the top 12 things CEOs can do to boost corporate reputation.

1. Be very visible and vocal.

As the topmost representative of the business, a CEO’s name often becomes synonymous with the company’s. Being visible and vocal reinforces the connection and builds leadership.

2. Use social media.

There are several positive results from CEOs’ using social media use, including improved corporate reputation and increased employee engagement. It also helps with online reputation management and builds relationships with employees, partners, prospects, media, and others.

3. Become an industry leader.

“Publish or perish” applies to executive and corporate reputations as much as academic ones. Regularly publishing high-quality content about your industry, like innovations, research, and predictions, builds both the CEO’s and the company’s thought leadership and authority.

4. Be friendly and approachable.

CEOs are the human side of the business. The more open and friendly you are, the more approachable the company as a whole seems. It also helps you attract better talent and publicity.

5. Maintain a strong executive reputation.

Because the CEO’s reputation is tied so closely to the company’s, keeping a strong executive reputation is a must. Your good name and the business’s good name build and reinforce each other.

6. Encourage transparency and integrity.

Openness and honesty are two critical factors influencing how your company is perceived. They especially affect your reputation as a trustworthy, credible business.

7. Champion the company values and vision.

As the highest executive officer of the company, a big part of the CEO’s job is promoting and communicating the company values and vision. Embracing them is the most effective way to show what the business stands for.

8. Foster improved communication.

Better communication all around contributes to many benefits. Increased customer exposure to your messaging is important, while improving internal communications is how you build a strong, loyal team.

9. Ask for feedback.

The company’s direction should be constantly evaluated and adjusted to make sure it delivers the most benefit. Asking for and acting on feedback helps you maintain a good corporate image and executive reputation.

10. Turn employees into brand ambassadors.

The CEO can only do so much to communicate the company’s values and boost the corporate reputation. Helping employees embrace the vision can substantially improve the business’s reputation and its bottom line.

11. Promote good governance and leadership.

Actions speak louder than words, especially when they come from the highest level. Avoid unethical behaviors and strive to be the kind of leader you want your executive team, directors, and managers to be. Your example and the resulting trickle-down effect will work wonders for everyone’s reputation and satisfaction.

12. Always be innovating and generating ideas.

CEOs who get too comfortable and who don’t keep up with changing times tend to have the shortest tenures. By always thinking ahead and being willing to adapt, you keep your job and build a robust company reputation.

How Google Authorship Markup can build your Reputation as a Thought Leader

If you want to take your reputation from good to great, becoming known as a thought leader is a powerful way to do it. In addition to championing progress and innovation in their fields, thought leaders constantly create new content, especially online, that not only demonstrates their expertise but also shares valuable cutting-edge insight about their industry.

Google Authorship markup is currently one of the best ways to develop your position as an expert and thought leader. By verifying you as the author of your content and making it easy for your audience to access everything you publish, Authorship markup gives you an instant credibility boost and provides a platform for your thought leadership.

There are 3 ways using Google Authorship markup helps you build your reputation as a thought leader:

  1. Verifies you as the author

  2. Links together all your online content

  3. Improves your visibility online

Verified Author Status

Being recognized as the author of exceptional content is the first step to becoming a thought leader. After all, if no one realizes that amazing guest article on a high-profile site is yours, does it really do you any good?

Authorship markup connects your name and face to your content. It shows Google that you are willing to put your name on the line for what you create, and it shows searchers that you are an authority in your field. It destroys anonymity online so you can claim your opinions, research, and other content, and all the reactions they inspire.

Linked Content

Once your audience starts recognizing your name, they want easy access to everything you publish so they can stay up-to-date on the most current predictions, trends, research, and innovation in your field.

Authorship markup follows you around the web and links all your content together on your Google+ profile. This way, it doesn’t matter where you published your latest article. Your audience can quickly and easily find it right on your profile. All your content in one place builds your reputation as a thought leader by showing how prolific of a writer you are. The more you write, the more of an expert you must be.

Improved Visibility

Closely related to verified author status, improved visibility helps more people recognize your name and makes you more relevant and credible. Authorship markup helps you become more visible by providing a rich snippet search result with your photo, name, and links to your Google+ profile and other content.

These richer listings make you stand out from other search results. The more often your content appears in search, the more your audience will recognize your name, face, and leadership in your field. Richer search results have the added benefit of higher click-through rates, so your content gets more traffic, too.

A verified author profile, linked content, and improved visibility all help you establish your reputation as a thought leader by building trust and conveying authority. Your name, photo, and profile all indicate you are real human being, not some SEO robot, which builds trust. Your follower count and number of +1s on Google+ provide social proof that you are an expert worth following, which builds authority.

And the more exceptional content you publish, the more of a thought leader Authorship helps you become.

Online Reputation Management Basics for Politicians

Image is everything in the world of politics, especially when so many voters aren’t as informed as they could be when choosing which candidate or bill to support. And since so much research happens online these days, politicians need vigilant online reputation management to stay on top of their game.

These basics provide a solid online image foundation for everyone, but are especially critical for anyone working in politics.

Wikipedia

Although Wikipedia does not allow politicians (or their associates) to create their own Wikipedia pages, having one is a tremendous asset to a politician’s online reputation. Wikipedia articles are almost always the first or second result in a search, meaning they are known for being generally trustworthy and receive lots of search traffic.

Additionally, most constituents begin their online research with reputable, neutral resources like Wikipedia, so having a Wikipedia page is crucial to educating undecided or independent voters about you. If someone else hasn’t created a page about you on the site, your online marketing or reputation management agency should be able to create and monitor a page for you.

Blog

A politician’s own blog and website are the perfect places to further educate curious voters and make clear their message, values, campaign actions, and other important aspects of their image.

A personal blog is an especially powerful political online reputation tool for several reasons:

  • It allows you to explain your views, ideals, and message
  • You can quickly and easily publish campaign news, such as press releases, videos, or news events that support your point of view
  • A regularly updated blog makes you seem trustworthy and keeps constituents interested and informed
  • Blogs tend to rank highly in search results, so searchers are more likely to find you
  • You are in complete control of what’s on your blog and website

SEO

A regularly updated blog won’t rank well on its own. Politicians must also employ search engine optimization (SEO) techniques for their blogs and websites to rank well. And the higher your own content appears in search results, the more people will visit your official site, blog, and other channels instead of seeing negative content.

The most important SEO tactics for politicians to be aware of include:

  • Using your main keywords (such as your name and campaign issues) in page titles and descriptions, URLs, headings, alt image tags, and throughout the content of the page
  • Updating your site regularly so search engines crawl your website more often (one reason blogs are powerful)
  • Link to trustworthy, helpful resources to benefit site visitors
  • Get links from trustworthy, helpful resources, such as your Wikipedia page and your party’s official website

Social Media

A politician’s social media accounts often appear high in search results, pushing negative results out of sight. They can also make the candidate appear more human and help disseminate his or her message. But they can be disastrous if handled wrong.

The most important thing to remember about social media is to not post anything that could reflect negatively on you in the first place.

As this Politico article states, “You are what search engines and social networks say you are. A bad online reputation can cost you the election.” Use these basics of online reputation management for politicians to keep a sharp image online.

How Social Media Affects Online Reputation Management

Social media plays a huge role in online reputation management. The many platforms available, their popularity in search results, and how quickly and easily they can spread information all make social media powerful tool in your reputation management arsenal.

There are 4 major ways social media can affect your reputation management online, and the consequences can be either positive or negative. That’s why it’s crucial to have a strong, sound strategy in place for what types of content you’ll post, when you’ll be active, and how you will respond and interact with followers.

Build, Change, or Solidify Your Reputation

Everything you say and do on social media–including the major social platforms as well as blogs, forums, review sites, and other interactive media online–has the power to build a new reputation, adapt an existing image, and solidify your current profile. What you like, what you share, the comments you make, the content you create, the causes you support, the information you give–all of these affect how followers perceive you.

This is where a sound strategy is so important. Without a plan to follow, a seemingly innocuous comment or a small mistake can snowball into a big reputation problem.

Social media has such a powerful effect on your reputation management because your actions happen in real time. Where press releases and traditional management tactics may take days or weeks to make a difference, what you say or do online can go viral in a matter of hours.

In addition to creating a good strategy, use social media to your reputation’s advantage with these best practices:

 

  • Claim your name on all the major social platforms

  • Use the social media most relevant to you and your target audience

  • Be consistently active

  • Use a variety of social channels, such as forums, blogs, multimedia platforms, and the big 4 (Facebook, Twitter, LinkedIn, Google+)

Control How You Appear in Search

On top of affecting your reputation itself, social media is an important component of managing your reputation because it tends to appear high in search results. When your social profiles and content appear on the first page of a search, less desirable content gets pushed down, meaning your audience is less likely to see bad reviews, detractors’ comments, and other negative content.

So not only does your social strategy build or change your reputation, it also affects how much of the first page of Google you own.

The good news is, following the best practices listed above is a pretty easy way to get more real estate in search engine results. The bad news is, any negative consequences of your actions on social media will also appear highly in search results.

Rule of thumb: if you don’t want it to appear on search, don’t put it online at all.

Monitor What Others Say About You

Although there are too many social channels to effectively keep track of everything everyone thinks about you, the real-time publishing nature of social media helps you see a fairly accurate representation of how others perceive you at any given time. And knowing what people think of you is the first step to managing your online reputation.

How do you know what people are saying and thinking about you?

 

  • Set up Google Alerts for your name, your company name, and important keywords

  • Use Technorati to discover what bloggers are posting about you

  • Sign up for tools like TweetDeck, SocialMention, or Trackur to find and save keyword searches, hashtag searches, multimedia, and social conversations

Respond to What Others Say About You

With monitoring how others perceive you comes the opportunity to respond. Strategy is important here, too, because responding to a detractor’s comment or bad review in the heat of the moment is often worse than letting the negative content sit for a few days.

At the same time, staying abreast of your followers’ and customers’ real-time perceptions and comments can help you avoid crises, take advantage of newsjacking, provide exceptional support, and continue building your reputation.

Responding to positive mentions of your brand–such as retweets of your content, good reviews, and thank yous–is always a good move. It shows you listen to and value your audience.

Done right, responding to negative brand mentions can help you resolve problems, improve your offering, and correct misinformation. When you respond calmly and professionally, even negative social mentions can support your reputation for listening to and valuing your audience.

It’s impossible to ignore how much social media affects your online reputation and how you manage it. The trick is to craft and follow an effective social strategy.

 

Rebuilding Wall Street’s Reputation: 7 Key Factors to Focus On

With the national economy taking its time to recover and plenty of recent financial scandals, Wall Street’s reputation has tanked. If Wall Street, banks, and other financial institutions want to rebuild a solid reputation, they’ll need to focus on the 7 distinct perceptions consumers have about them. By addressing each of these areas, Wall Street bankers and stockbrokers can tackle the problem of a poor reputation from several angles.

The 7 key factors Wall Street must address to rebuild reputation are:

  • citizenship

  • financial performance

  • governance

  • innovation

  • leadership

  • products and services

  • workplace environment

Citizenship

Consumers expect companies they do business with and those who hold a lot of power to show good corporate citizenship and social responsibility. Citizenship in this sense is the idea that businesses like those on Wall Street must be actively compliant with the law, monitor and be accountable for their own actions, and have a positive impact on the environment, employees, customers, stakeholders, and the public at large.

Financial Performance

No one wants to buy from, work for, or invest in a company that isn’t financially stable and making a steady profit. Scandals, embezzlement, debt, gambling, poor investments, sour mergers or acquisitions, and other cash-flow problems all reflect a negative financial performance.

Governance

How a company is run can have a big impact on the company’s reputation. Consumers expect a company to be run efficiently, fairly, and responsibly, with strong values and appropriate policies.

Implementing a better system to punish employees involved in scandals and reward those who live up to the company’s values and mission would go a long way to rebuilding Wall Street’s reputation. So would making processes more efficient, policies more fair, and values and mission statements more in line with the other 6 factors.

Innovation

The most successful companies–which, coincidentally, usually have good reputations–evolve and adapt. They are not afraid to update old products and policies, create new ones to match the times, and otherwise innovate in any way they can to perform better and please stakeholders.

Wall Street has stagnated by doing the same things the same way for years. It’s time for them to get creative and change how they play the game to regain trust and rebuild a strong reputation.

Leadership

Thanks to the internet, consumers expect companies to have visible leaders who are experts in their industries and take a stand on important issues of the day. Wall Street executives should strive to be an influence for good and become thought leaders in smart investing, ethical banking and financial policies, and other relevant topics.

Products & Services

Businesses live or die by the strength and value of their offerings. Wall Street institutions must make sure their products and services actually help customers, solve problems, and are appropriately priced.

Workplace Environment

Although this factor mainly affects employees, it makes a difference in a business’s reputation. Consumers expect businesses they frequent to treat their employees well, and an employee’s assessment of the company is more powerful than a random customer.

Rebuilding Wall Street’s reputation will take a lot of work, but these 7 key factors provide the much-needed guidance to get them on the right track.

 

How Executive Reputation Management Builds the Company and Your Personal Brand

If you are a chief executive in your company, managing your online reputation is just as good for your company as it is for your own image. That’s because as a visible leader in the business, your reputation and ideas support and reflect the company’s online profile in addition to building your personal brand. There are 4 main ways executive reputation management can help build the company’s good reputation. They’re even more important–and effective–if you’re starting a small business or creating a startup.

Hire Better Talent

Good executive and company reputations work together to help you hire more skilled employees. Both company and executive reputations attract prospective employees by giving them a good indication of:

  • the workplace environment

  • business values, mission, and culture

  • recognized and rewarded behaviors

More importantly, if executives have reputations as industry experts and thought leaders, the business naturally attracts the best employees. They are dedicated to the industry, tend to have more talent, are diligent and hard working, and want to learn from the big names in their field.

Close More Deals

Whether you sell a product or service, strong executive reputations help the company generate more leads and sales. When executives are known for expertise, leadership, and quality, those attributes build and support the reputation of the company overall. With those virtues, the company’s offerings and customer support are more likely to be top-notch, which attracts more customers and clients.

Strong executive and company reputations can also help you

  • justify charging more for your products and services

  • negotiate better mergers and acquisitions

  • resolve employee or customer problems more smoothly

Attract Better Customers and Investors

On top of getting more leads, sales, and revenue, positive executive reputations help the company attract a higher caliber of customers and investors. With strong executive reputation management, business leaders can effectively share the best qualities of their personal reputations with the company reputation, attracting customers and investors who value those qualities. Some of the best personal qualities that attract better customers and investors include:

  • industry expertise

  • high-quality products

  • efficient and fair governance

  • social responsibility policies

  • supporting charities or important causes

And better customers and investors mean more funding and more revenue to grow the business.

Get Better Media Coverage

People connect with other people, not businesses. So an executive’s reputation is ultimately more important in getting media coverage, while more good press builds up both the company profile and the executive’s personal brand. Executives who maintain a positive online reputation attract more reporters and better news stories, and have an easier time getting their press releases and news published.

Executives who become thought leaders take it one step further by increasing the visibility of the company. By regularly publishing expert content with the business name as part of their byline, these executives build the exposure and expertise of their company and their own brand at the same time.

How the Banking Industry can Improve Their Online Reputation

Banks are notorious for having bad reputations, and things have only gotten worse during the recent economic downturn and financial crises. Knowing which factors influence a poor reputation and some specific steps to take can help banks large and small rebuild their good reputations.

A 2012 Study by American Banker concluded that some of the largest banks: Wells Fargo, Citibank and Bank of America have the poorest reputations.

4 Reasons Contributing to Banks’ Poor Reputations

1. Fee Increases During Hard Times

According to CFO.com, banking profitability is down from from about 26% in past years to about 14%. While fee increases support bank profits, in the context of a larger economic downturn they have a strong negative effect on reputation. Both real and proposed new fees and fee increases create a reputational backlash.

2. Lack of Direct Interaction & Communication

According to AmericanBanker.com, direct interaction and exposure to the company’s messaging (including “advertising, marketing, public relations activities or social responsibility efforts”) have huge impacts on a bank’s reputation. A lack of either or both has a large detrimental effect on reputation.

3. Relative Value Mindset

Banks often see reputation as just another way to beat competitors. While reputation can be a major differentiator, building a good one is not a race to the finish line.

4. Recent Scandals

Banks seem to have more scandals than most other businesses. All scandals adversely affect all banks. They prompt customers and investors to pay more attention to bank behavior so even the littlest problem can become a major concern. If scandals lead to criminal indictments against banks, the net effect is even worse because no one wants to do business with a criminal.

5 Ways Banks Can Rebuild a Good Reputation

First, improve communication both externally and internally.

External communication includes:

  • positive brand messaging
  • asking for and responding to feedback from customers and investors
  • showing that your bank is a responsible, trustworthy lender in tough times

Internal communication means:

  • making it clear to employees what kinds of behavior are rewarded or unacceptable
  • talking about the company’s strategy, mission, and values
  • accepting and responding to feedback from employees

Second, focus on consistency.

If you’re communicating one thing but doing the opposite, your reputation will align with your actions. Compensation and reward structures must match your internal communications to employees. Acquisitions, lending policies, customer service, and other actions must align with your external messaging to customers and investors.

Third, work on existing relationships.

Because bank profits are decreasing and other industries are moving into the banking sector, banks cannot afford high customer churn rates anymore. That means it’s important to work on retaining customers and improving their experience and direct interaction with you.

Fourth, live up to expectations.

According to Anthony Johndrow of Reputation Institute (source), customers expect banks “to engage in citizenship, good governance and innovation, along with having solid financial performance and trustworthy products and services.” A bank’s ability to meet those 5 expectations will be reflected in its general reputation.

Fifth, use social media more aggressively.

Because social media promotes both communication and direct interaction, it can be a more powerful positive influence on reputation than other sources. Use it more aggressively to help customers and provide accountability and transparency.

Travel Industry Online Reputation Management

According to eMarketer, the number of people who research and book a trip online increases dramatically every year, and the trend will only continue. That’s why it is so important for hoteliers, agencies, and other travel marketers to take control of their reputations online.

Start your online reputation management off on the right track with these ideas.

Drive prospects to owned media

The eMarketer report indicates that branded travel websites are the second most common source travelers use when researching and booking travel online. That means your branded website, blog, and other owned media are the most important resources you have to help customers and influence a positive reputation.

Use a strong, comprehensive search engine optimization and paid search strategy to drive traffic to the media you own and control. Publish lots of unique, useful content on your website, social channels, and other owned media to help them appear high in search results.

Incorporate ads and reviews

Paid media such as search ads, Facebook ads, and promoted tweets can be the catalyst that introduces travel researchers to your brand and inspires engagement. Use them in conjunction with strong SEO and reviews.

Earned media, especially reviews and positive social mentions, increases your credibility and is the online equivalent of word-of-mouth marketing, making it very powerful. Use the following ideas to generate positive reviews and mentions:

  • ask for reviews on social media
  • host a contest or giveaway with the prize going to a randomly selected reviewer
  • use email to encourage customers to talk about their experience

Use social media aggressively

According to iProspect, the very first thing travel brands should do to control their reputations is claim brand presence on social platforms. The biggest social media–Facebook, Twitter, Google+, TripAdvisor, and various listing sites–are the perfect channels for generating powerful reviews and recommendations and spreading awareness of your brand.

Lots of updated content and the judicious use of ads on all these platforms can make a huge difference to both your bottom line and how you are perceived.

Make your media more visually appealing

Like the food and real estate industries, travel depends on visual elements to perform well. Using beautiful, high-resolution videos, photos, and other multimedia impacts your reputation in a few ways:

1      If you invest the time and money to create appealing visual media, your services are more likely to be high quality as well.

2      Great multimedia are more likely to be shared, increasing your brand’s exposure and creating indirect recommendations.

3      Visual media are easy to publish across many different platforms (e.g., YouTube, Vimeo, Pinterest, Flickr, etc.), making them more likely to show up in a video or image search.

Having an appealing and easy-to-use website makes a big difference, too. It encourages reviews, makes it easy to research and book a trip, and is more likely to show up in search results thanks to better navigation and user experience.

Focus on your customers

Your online reputation directly reflects your reputation in general. Take ownership of your reputation in all its facets by making customer experience as remarkable as possible.