Consumers want brands they can trust. In fact, a recent study from Label Insight found 94 percent of consumers will be loyal to a brand which offers transparency. Even more eye-opening is 73 percent of respondents said they would be willing to pay more for products which offer complete transparency.

Why is transparency so important? Transparency builds trust.

Customers trust companies who are transparent about the what’s, why’s and how’s of their product and their manufacturing process. CMO put it this way:

“Trust bestowed by the consumer can not only make or break a business, it can also ensure you survive a problem in the future.”

Consumer trust is a brand differentiator which is critical in an environment where consumer expectations and competition increase exponentially daily.

Transparency is the catalyst to trust. Customers must feel like “what they see is what they get.” Maintaining transparency must be an integral part of corporate reputation management -a corporate focused version of online reputation management also known as ORM.

Why Consumers Care About Transparency

Sadly, trust is at an all-time low in America. According to the Edelman Trust Barometer, only a third of the respondents in the U.S. trust their government “to do what is right.” That’s a drop of 14 percentage points from 2017. Only 42 percent trust the media. Trust in business and non-governmental organizations dropped by 10 percentage points in just one year. Edelman has been doing their global research for 18 years and have never seen such substantial drops in trust.

Out of the 28 countries surveyed, the U.S. is home to the least-trusting informed public. Less than a decade ago, Americans witnessed a global economic crash, which was largely blamed on greedy and deceitful business practices, especially among financial institutions. The Edelman report noted, “it’s gotten much harder to discern what is and isn’t true, where the boundaries are between fact, opinion and misinformation.”

All industries have experienced a trust crisis. Uber. Facebook. Equifax. Target. It’s not unusual for our most trusted brands to fail us. Remember in 2010 when Toyota had to appear before the House Committee on Oversight and Government Reform to apologize for safety issues which killed 19 people? Or, who could forget when two peanut butter company leaders received prison sentences for practices resulting in salmonella poisoning which sickened more than 700 people and killed nine? This led to a lot of bad pr which is why all of these companies had to use online reputation services to mitigate the damage to the company.

Simply put, American consumers have trust issues which aren’t unwarranted.

Authentic Communication is Key

Seventy percent of consumers just don’t trust advertising, according to research published by Marketing Week. Why? “Big business scandals and arrogance around brand purpose.”

What does “arrogance around brand purpose” mean? Simply bragging about your product and making big promises is not the advertising approach which connects with consumers. They want words backed up by actions. They want transparency about their products from credible sources. Therefore, authentic communication is key. Here are two ways to accomplish that.

1. Teach

Today’s consumer doesn’t believe what a paid actor says about a product. Focus on teaching customers, not just talking to them. Build trust in your products and services by speaking candidly about them, including their limitations. This will help customers feel you are not trying to hide any defects.

Use brand ambassadors to teach consumers what your product can do and what it can’t. Brand ambassadors are more than just a celebrity giving you an endorsement. They are people who are truly passionate about your brand. They will not just talk about how great your products are, they will teach other customers how to use them.

An Example in Teaching Through Transparency

As Americans are adopting more healthy lifestyles, they are incorporating more fruits and vegetables in their diet, many even becoming vegan or vegetarian. Dole Food Company wants to reach this audience to promote its many frozen fruit options. Frozen fruit, however, isn’t as desired as fresh for this audience. Dole could launch a series of advertisements promoting their products.

However, a better way would be to enlist the help of brand ambassadors. Dole searches for credible social media personalities who focus on a healthy lifestyle and have over 5000 followers. They identify their top three.

These ambassadors are given free products to try, and might even be paid. They, in turn, post pictures of luscious smoothies made from Dole frozen fruit. They tell their audience why they like Dole products (i.e. easy to use, convenient, no sugar added, always top quality).

Followers are excited to learn about new recipes and techniques for incorporating more fruits into their diet. Dole builds trust with this coveted audience. The brand ambassador loves getting promotional products and getting paid for simply maintaining their Instagram account and showcasing their inherent love of the product.

Companies across industries can use this technique. Strategize educational topics you could teach your consumers, and find ambassadors to do the teaching. CEO of JVZoo Laura Casselman says:

“Your product may create satisfied customers, but educational content creates the kind of cheerleaders who will outsell your sales team by a 10-1 ratio.”

Greater transparency leads to increased trust, which gives you greater sales.

2. Listen

Transparency is more than just revealing your hand. It’s about listening to feedback, even if it’s negative.

This is where brand ambassadors are especially effective. Using the example above, Dole’s brand ambassador is promoting the product in an open forum. Followers all across the globe can provide feedback. This feedback, when positive, works to validate the ambassador’s claim.

Let’s say a follower posts a question about where Dole sources its produce. Does it come from organic farms? Is it produced in the U.S.? These questions serve four main purposes.

First, they provide invaluable insights for Dole. The company can find out what concerns their customers the most. They can adjust their sourcing or manufacturing process based on the feedback and draw more attention to sustainable practices they already have in place.

Second, asking questions in an open forum tells customers Dole is not afraid to reveal their practices in a public setting. It gives the perception of transparency. Surely, a company would not open the door to comments if they had something to hide.

Third, Dole may stumble upon future ambassadors from the positive comments.

Lastly, Dole can get valuable feedback for future products. Customers may ask for specific fruit mixes for Dole to consider. Listening to customer feedback creates a partnership-based relationship. Customers feel invested in a company which takes their feedback and concerns seriously, and they trust a company which allows everyone to see the feedback and concerns of others.

Be Transparent with Employees Too

Building consumer trust starts with building employee trust. If employees feel company leaders are not trustworthy, customers will pick up on the perception. Just as is true with building consumer trust, transparency is key to building employee trust.

How are companies doing in this area? One global survey of nearly 10,000 full-time workers found the following:

• Only 46 percent have a “great deal of trust.”
• 39 percent have “some trust.”
• 15 percent have “very little” or “no trust at all.”

Researchers found a high level of trust was associated with happier employees, higher quality work, and more engaged and productive employees. Employers who instilled trust also had employees who stayed with the company longer and recommended the company to others.

Do you consider employee opinions in your corporate reputation management strategy? Here are four behaviors leaders can cultivate to build trust with transparency.

1. Be Unambiguous

Company leaders must be specific when communicating direction. Ambiguity sends a perception of secrecy (the opposite of transparency), which drives mistrust and skepticism. Be clear and direct with the company’s vision and direction. Help employees clearly see their role in the vision. This makes them feel engaged and builds loyalty.

2. Don’t make promises you can’t keep

Don’t make false promises in order to motivate employees. If company leadership makes a promise, be ready to deliver. Failing to deliver a promise violates trust and makes employees think, “what else are they hiding?”

3. Delegate critical tasks

Delegation sends the message you trust your employees, which employees will reciprocate. In addition, it makes employees feel like they are in the “inner circle.” There are no secrets because you have empowered your employees with knowledge to complete leadership tasks. Even those not delegated to will notice this shift in power, decreasing the perception that all tasks are completed by a select few with secret knowledge.

4. Keep the lines of communication open

Just as “listening” was key to maintaining transparency between companies and consumers, it’s also critical to building trust through transparency between employers and employees. Employees have valuable feedback, both about company culture and customer needs. Tap this powerful voice by creating opportunities to gather feedback, whether it’s in-person or via an employee portal.

Treasure the Benefits and Maximize the Pitfalls

Trust is the No. 1 benefit of transparency. However, there are numerous benefits trickling down from there. Loyalty, from both employees and customers, is the backbone of success for any company, regardless of industry. One report noted the link between transparency and loyalty. Ninety-one percent of customers said they were more likely to trust companies with their personal information if they were transparent about how they will use it to improve the customer experience. In turn, 95 percent of customers said they are more likely to be loyal if they trust a company. Ninety-three percent said they were more likely to recommend companies they trust, and 92 percent said they were more likely to buy more products and services.

Forbes explains another lesser known benefit of transparency, greater efficiency. How so?

By spending less time talking around the limitations of your products, sidestepping your customers’ concerns and embellishing your results, you save time for more productive work.

Invest time fulfilling customer needs instead of covering up or making excuses for shortfalls.

With all its benefits, transparency does have its pitfalls, however. It’s not easy to wear the white hat. Transparency requires you always take the high road, offering the whole truth even when it’s not positive. Being transparent means you are vigilant, always fact-checking to stay ahead of the controversy.

Transparency Highlights Your Flaws

You will likely receive push-back from industry peers and other leaders within your organization. However, maximize this pitfall by setting yourself apart from the competition. Using the tips above, build a positive corporate reputation, earn loyalty and establish market dominance.

Being transparent can also be a pitfall because it exposes your shortcomings. However, you can maximize this pitfall too. Consider the example of Airbnb and how they saved their reputation when accusations of discrimination arose. Note, it was transparency which opened them up to criticism, but it was also transparency which saved them. The transparent nature of their business allowed the home-sharing platform to undergo scrutiny from Harvard researchers. In 2015, Harvard released a report revealing travelers with “distinctively African-American names are 16 percent less likely to be accepted relative to identical guests with distinctively White names.” At the same time, social media lit up with negative experiences from African-American travelers, and numerous lawsuits were in the works.

Use Criticism as a Chance to Build Even More Trust

Instead of dodging the problem or becoming defensive, Airbnb proactively addressed it to build trust with transparency. Later, its CEO and co-founder Brian Chesky released a statement of apology, acknowledging the company was too slow responding to the issue. Then, Airbnb hired Laura Murphy, director of the ACLU’s Washington Legislative Office to perform an audit. It ended up being 32 pages, outlining how Airbnb failed to prevent discrimination and measures to put in place to discourage discriminatory behavior. The company publicly launched a campaign of inclusion, climaxing with an ad during the 2017 Super Bowl. So, their quick reaction, willingness to hire an outside expert, and publish her findings gave the public the perception Airbnb was being transparent. Did it work? Well, last year Airbnb reported $2.6 billion in revenue and $93 million in profit.

In conclusion, building trust must be a priority in today’s competitive environment. Markets used to provide consumers with a handful of brands, and now have a global mix of hundreds of brands to choose from. Before making purchasing decisions, customers want to know who they can trust. Build a trustworthy reputation through transparency. Contact the team at Reputation Sciences, a reputation firm- to learn more about successfully managing your corporate reputation with their many online reputation services.

The post Why Companies Must Build Trust With Transparency appeared first on Reputation Sciences.

It’s clear that thinking strategically about what to share and not to share online is critical to maintaining security, as well as a reputable corporate and personal reputation.

Balance is needed to know what to share and what not to share online. Playing it safe and just staying off the virtual airways is not an option for today’s companies. By 2021, it’s estimated that 216 million people will use social media. That equals a huge potential for brands to reach their target markets. Developing your brand’s personality through social media and other online forums is critical to success.

There’s Power in Numbers

In a report from Sprout Social, researchers studied 289,000 public social media profiles and surveyed more than 1,000 consumers. Forty-eight percent said they preferred to buy from brands that were “responsive to their customers on social media.” Even more telling, 36 percent of respondents said they are more likely to buy from a brand that is viewed as humorous. Seventy-nine percent of Millennials and 84 percent of other generations said they like it when brands let their personalities shine on Facebook. Witty. Funny. Popular. Cool. These are all traits that are important for companies to develop through their social media marketing strategies, both the company’s accounts and the individual accounts of company leaders and employees.

However, sharing content that is “cool” is a slippery slope. You risk offending some of your audience or potentially leaking confidential information. The same survey found that 51 percent of respondents will “unfollow” a brand that does something they do not like. Twenty-seven percent will report them as spam, and another 27 percent will completely boycott the brand.

Clearly, the stakes are high when it comes to what is shared online. How can an effective corporate reputation management strategy help companies strike a balance?

How to Control the Conversation

The key to developing an attractive online personality for your brand is to control the conversation. Realize that you don’t need to share everything. Think carefully about what content will evoke emotion in your customers. Be honest and open, but don’t be an open book. Whether it’s your personal reputation or your brand’s, an executive’s job is to distill the data and crystallize the story. Even if you need to address something that could reflect negatively on the company, the conversation must be introduced by you in order to set the tone and minimize damage. Consider five tips for controlling the conversation, and how they apply to both social marketing campaigns and personal social feeds.

1. Move from communicating to conversing

It might seem like a contradiction to talk about controlling the conversation on social media. According to most experts, social media has put the customer in control of content. In fact, Forbes put it this way, “Thanks to social media, brand managers have lost the power to control the perception of their products.” Turn this tide by creating conversation, not simply communicating. Here’s what we mean.

Communicating would be posting a promotional video about a new product. Conversing would be prompting followers with a question, industry trend or eye-opening statistic that will open a conversation about your product. Better yet, have a brand ambassador open the conversation. Whether you are posting a photograph of a staff event, a promo about a new product or just an inspirational quote, ask yourself, “am I just communicating or am I starting a conversation?”

2. Be transparent

We live in an age of transparency. Operate under the assumption that nothing is secret. If you post something that is going to come across as hypocritical, you are going to be called out on it. Take Dove’s “Real Beauty” Campaign for example. Praised by many for starting a conversation about what defines true beauty, critics were quick to note that Unilever (Dove’s parent company) also sells skin-lightening cream, diet aids and cellulite cream. While these products were not secret, Dove came under some pretty stiff criticism, making their brand personality seem hypocritical. Hypocrisy can be seen in more than just product promos. Does your personal social media account reflect the mission and vision of your brand, or is it contradictory?

3. Stick to your core values

Most brands have more than one demographic they are trying to reach. Therefore, your messaging must stick to established core principles, not specific product details. Here are two great examples.

McDonald’s has a great business in India, operating 370 locations. In a country where beef is forbidden, McDonald’s maintains a strong reputation by sticking to its core value of providing affordable food, while catering to vegetarian diets.

Similarly, Cosmopolitan magazine is thriving in Islamic countries, nations where attitudes toward females and sex is vastly different. How does Cosmo maintain its reputation? Once again, they stick to their core values of fun and femininity, making the necessary local adjustments. How does this relate to what you post online? Before sharing anything, ask yourself, “Is this in line with my (or my brand’s) core values?

4. Don’t be afraid to start a debate

Let’s get back to the apparent hypocrisy of Dove’s campaign. How could they get ahead of the negative feedback? Address it head on. People love to give their opinion about a passionate topic. Give the perception of transparency by starting the debate yourself.

For example, Dove (or one of its ambassadors) could ask followers, “Do you think women can be confident in their appearance and still want to purchase products that improve it?” Phrase your question in a way that tries to reconcile the contradictory feelings. Even if there is no resolution, you’ve shown that your brand is transparent and you welcome the ideas of your customers, even if they are negative. Give your customers a voice. Empowerment is a core value of that campaign, and you’ve just leveraged it. In the same way, if you find your brand in the middle of a controversy, control the conversation by starting the debate. Ask followers what they think. How would they like the brand to resolve the issue?

5. Keep it visual

Check out this fun fact from the Content Marketing Institute. “Neuro-imagery shows that when evaluating brands, consumers primarily use emotions rather than factual information. This is as true for brand-created content as it is for traditional advertising spots and banners.” Dove’s success, in spite of some negative feedback, was largely due to its imagery. Real women in their underwear resonated with the majority of the female population. Customers love when brands are humanized. Show pictures of your staff in day-to-day activities, working hard and facing challenges.

However, these candid posts must also be shared with caution. For example, if your brand is targeted to average income Millennials, showing pictures of a lavish holiday party will not only not resonate, but might distance them from your brand. You’ll be viewed as out-of-touch.

Practical Applications

So, we’ve covered some general tips and how corporate brands applied (or didn’t apply) them. Let’s consider three scenarios that illustrate the pitfalls of oversharing and how these tips can help.

TMI Puts Your Reputation at Risk

Let’s consider John, an executive for a prominent non-profit agency that is working on relating to his donors on a personal level. He wants to humanize his brand by being more “real,” showing his followers he’s a real guy with real struggles who is working hard to make a difference. His firm is participating in an event that focuses on sustainable sourcing. In fact, they are sponsoring it, and he’s flying to New York City to represent them. He sees positive PR all around. He’s following the principle of “keep it visual.”

When Oversharing Doesn’t Seem Like Oversharing

But, he knows what to share and not to share online. No photos of receptions with free-flowing alcohol. Check. No photos of the fancy hotel that costs $400/night. Check. That would leave this waste-conscious group with a negative impression. John launches his journey by snapping a photo of his boarding pass to post on Instagram. John fails to realize how much data can be gleaned from his boarding pass. True, a cyber criminal could change or cancel his flight simply by having his e-ticket number and booking reference. However, a silly prank like that is the least of John’s worries.

Critics of John’s brand can access information to shed a negative light on his trip. How so? Passenger portals can often be accessed through the barcode on the boarding pass, giving easy access to payment information, the names of other people in the party and where you’ll be staying upon arrival. Barcode readers are cheap, and disgruntled investors or other organizations competing for John’s firm’s dollars can easily purchase them.

When Oversharing Breeds Professional Criticism

Armed with the data gathered from his boarding pass, John’s critics comment on his post. “Was it really necessary for the firm to send five employees to an event that costs $1000 a ticket?” “Thousands of dollars are being spent on just the accommodations for this group. Is that a wise use of donor funds?” “The event is only three days, why is your stay a full week, a vacation on donor dollars?” Without even realizing it, John has set off a firestorm of criticism about the use of funds, jeopardizing the firm’s reputation.

How can he repair it? Use the same principles. Be transparent. Keep it visual. Stick to the firm’s core values. John needs to make sure he monitors the account while his is actively posting. So, John sees these negative comments immediately. He can give a sound, transparent response. For example, “Yes. I decided to take a few days to meet with city leaders about sustainable sources within such a large city.” Or, “I decided to take a few extra days on my own dime.”

John must be truthful and proactive. Responding immediately puts John in control of the conversation, and will prevent more people from jumping on the bandwagon. After responding, John can leave it alone. In a sense, he has started a debate. John should let his followers talk it out. He can continue to closely monitor the responses, but he should let his advocates come to his defense.

TMI Can Have Legal Consequences

Sometimes we’re not victims of sabotage. We’re just victims of our own poor judgment, or that of others. Let’s talk about Jane now, a Millennial lawyer whose firm is representing a client in an age-discrimination suit against their former employer. As with most lawyers, Jane knows the importance of confidentiality. Part of the agreement included a confidentiality agreement, and she reminds her client not to talk about the terms.

Unfortunately, her client’s husband bragged about the settlement to his 600 Facebook friends, causing the employer to yank the majority of the settlement. The post wasn’t Jane’s fault. However, her firm appears to have lost the case.

Jane’s client and her husband learn a tough lesson about sharing too much, but Jane also learns that the online activity of others can affect her reputation. Companies must have an online policy in place. As a rule, do not post pictures of other people without their permission. Always ensure your posts stick to your core values. That is, your company’s and your individual values.

TMI Can Jeopardize Your Future Prospects

Michael had a rough week at work. His boss was highly critical of his project, and Michael feels unfairly judged. He vents through a long rant about his boss on social media. His boss doesn’t follow him, so Michael feels there is no risk. Still dissatisfied, he starts looking for a new job.

After an initial interview, his prospective employer Google’s Michael and finds his Facebook account. The post about his boss catches the prospective employer’s eye. Michael’s unprofessional manner does not impress the employer. He doesn’t bring him back in for a second interview.

Never talk about your current or future employer online. It just reflects poorly on your reputation. Don’t jeopardize your future prospects with distasteful posts. Avoid posting pictures of your big night out, or how drunk or high you got over the weekend. Definitely don’t mention how you called in sick to have an extended weekend. Employers want employees that are going to be an asset to the company’s reputation, not a liability. Ensure employees know the risk. Make social media training part of your onboarding process. Explain that their reputation reflects on the company’s reputation.

The team at Reputation Sciences is passionate about helping your company manage its online reputation. Is your company equipped to effectively manage negative reviews, press and feedback, replacing it with positive search results. Contact us to talk more about your corporate reputation management strategy.

The post Control the Conversation: Know What to Share and Not to Share Online appeared first on Reputation Sciences.

Our Reputation Team offers this free ORM toolbox to help you build the positive online image you deserve. 

Whether you’re seeking a job, raising a family or managing a business, how you look online matters.

Without strong online reputation management (ORM), your digital brand is at the mercy of an unpredictable online environment. This could potentially damage your image, reputation and even decrease potential revenue.

Fortunately, we’re going to help fill your ORM toolbox.  Here are key services that can help you build a better search engine presence and manage a stronger online brand.

Popular resources for your ORM Toolbox

Google Alerts

Google Alerts is an easy-to-use monitoring tool that emails you each time your name or business pops up on the web.

How to Use This Tool for ORM: Google Alerts can help track new mentions of yourself and your brand online.  This allows you to adapt your online reputation strategy and mitigate potential threats quickly.  

Google Analytics

The Google Analytics platform allows your business to analyze traffic through your website, monitor keyword performance and determine how your marketing efforts are driving user behavior.

How to Use This Tool for ORM: Google Analytics can provide the keyword and content analytics your brand needs to shore up search phrase weaknesses while strengthening keyword association and industry authority on the web.

ReviewTrackers

ReviewTrackers is designed to monitor your company’s online review presence while providing insights into customer feedback and behavior.

How to Use This Tool for ORM: Once you learn of new reviews through the ReviewTracker platform, your business and develop an appropriate response quickly—an effective way to mitigate the impact of negative commentary on your online brand.

IFTTT

IFTTT is a device/app connection service that can send automated alerts once your brand is mentioned online. 

How to Use This Tool for ORM: Real-time brand alerts give you the chance to craft and adapt your brand reputation strategy quickly.  This allows you to mitigate negative items and promote online positivity more effectively.

The Brand Grader

A free brand analysis tool, The Brand Grader offers a brief glimpse into your brand’s online presence.  It includes digital mentions and sentiment on social media platforms.

How to Use This Tool for ORM: Running your brand through The Brand Grader can reveal potential reputation threats and gaps your brand faces on social platforms.  Brand Grader also makes you aware of any customer engagement opportunities you may be missing.

Hootsuite

Hootsuite is a paid membership service that focuses solely on managing your social media presence and boosting user engagement.

How to Use This Tool for ORM: Hootsuite tracks mentions of your business on social media platforms and schedules posts. This gives you the opportunity to steer the conversation and control your social media reputation.

SEMrush

Built to optimize your paid digital marketing potential, SEMrush offers keyword and marketing performance, monitoring and analytics solutions.

How this fits into your ORM toolbox: Using metrics and analytics provided by SEMrush, it allows you to better manage and improve your performance for important industry search terms while strengthening outreach and brand authority.

Google Keyword Planner

The Google Keyword Planner is useful for locating, researching and analyzing search phrases to include in your new or existing ORM campaign.

How this fits into your ORM toolbox: Google’s Keyword Planner can be used to identify keyword opportunities. It can help you map out content strategies to build a stronger online reputation management strategy for your brand.

Bing Webmaster Tools

The Bing Webmaster platform provides your business the opportunity to create alerts, analyze site traffic and track performance in Bing search results.

How this fits into your ORM toolbox: Bings Webmaster Tools provide the insight needed to master brand presence and search engine results pages (SERPs).

GT Metrix

GT Metrix offers insight into how your website’s speed and performance, as well as recommendations for improvement.

How this fits into your ORM toolbox:  Insights into the customer-website interaction can be used to improve the user experience.  This can cultivate a more positive brand association and grow your bottom line.

LSI Graph

LSI Graph works to locate secondary keywords to help optimize your brand’s content and performance online.

How this fits into your ORM toolbox: LSI Graph can be used to identify and capitalize on industry-related search terms you may be missing out on.  Those which can improve brand performance and deliver a powerful competitive edge in key market areas.

InfoSweep

In today’s digital world, online privacy protection is a smart move to protect yourself and your family. InfoSweep is an affordable online privacy monitoring service. InfoSweep makes it easy to locate private information online and gives you the power to have it removed. With InfoSweep, you can set it and forget it.

How to Use This Tool for ORM: 24/7 brand monitoring makes you aware of online mentions as soon as they happen. It can be used to develop strategies, responses and actions to mitigate problems before they become online nightmares for you and your business.

Professional Online Reputation Management

When it comes to managing your online reputation, you have endless options to choose from. If you’re serious about building the ultimate ORM toolbox—and carving out the stronger online presence your brand needs to thrive—it’s time to consider professional online reputation management.

As leaders in ORM solutions, we offer your brand everything it needs to be is best on the web. Our award-winning internet reputation services include:

• Individual reputation management that suppresses online negativity, restores visibility and helps to promote a more positive online image.
• Business reputation management solutions that work to heighten search engine rankings, strengthen brand authority and improve your brand’s digital reach.
• Business review management that helps you better manage, control and improve your brand’s online conversation.

When you choose Reputation Sciences to manage your digital brand, you’re getting the expert advice, support, services and technology you need to elevate your online profile to an all-new level.

To schedule an appointment, call us today at 844-458-6735.

The post Your Ultimate ORM Toolbox – Free Guide Included! appeared first on Reputation Sciences.

Company reputation: what is it built on? 

The short answer? Trust.

Building trust using transparency as a foundation ensures your reputation is genuine. It also makes sure it’s strong enough to weather the tides of change. Competitive attacks and industry crises will also not affect a company reputation built on trust. 

Building trust through transparency is essential because it:

Boosts Consumer Confidence

Messaging that is open, honest and consistent, conveys your commitment to the customer. It is important to increasing confidence in your brand. This is the undercurrent of trust that generates appeal and cultivates loyalty among your target audience.

Setting consistently high expectations when it comes to product, service and operational transparency gives consumers a reason to interact with your brand. It also helps to reinforce the positive image you need to keep existing customers coming back for more.

Attracts Quality Employees

Talented workers can be hard to find—and even harder to retain. But when you develop an image and culture centered on transparency, you’re far more likely to recruit and hold onto the employees you need to operate, innovate and grow in the future.

Building a reputation on the principles of transparency shows quality prospects you have nothing to hide, and helps provide an accurate portrayal of what to expect from a career with your firm. And when you attract the right people, your business is better positioned for long-term success.

Improves Brand Engagement

These days, everyone—from prospects and customers to employees and stakeholders—is engaging with your brand online. And if you’re maintaining a digital presence built on transparency, you’re far more likely to inspire the interest and engagement your business needs to build trust, relevancy, authority and visibility on the web.

Building a Trustworthy Brand

A transparent brand is crucial to building trust, attracting customers and acquiring the talent your business needs to thrive.

But to build trust through transparency, it’s important to know where to start.

Education. Going beyond traditional marketing to educate on your products, services, processes and community involvement provides your audience crucial insight into who you are and the value you offer.

Consistency. When you convey a consistent message across all online platforms, you cultivate the clarity and reliability your business needs to connect with consumers.

Intelligent Growth. Smart, data-based digital marketing strategies allow you to expand your online impact without endangering connections with your target market.

Your Company Reputation is Our Business

At Reputation Sciences, we provide the comprehensive, customized digital solutions you need to build a better business online. With professional reputation audit, repair and monitoring services, we’re able to create a brand presence that strengthens trust with your audience—and provides your business the actionable data and insight you need to maximize online impact.

Build the trust you need to thrive online.

Call us today at (844) 458-6735 to learn more.

The post Trust is the Foundation of Your Company Reputation appeared first on Reputation Sciences.

From the Information Age to the Reputation Age

“Civilization rests on the fact that we all benefit from knowledge which we do not possess.”
—Friedrich Hayek, Laws, Liberation, and Liberty, Rules of Order, Vol 1

This sage observation from the Nobel prize-winning British economist has never been more relevant than it is in today’s Information Age, made possible by the exponential expansion of the worldwide internet. Never in human history has the information from which we all benefit been more accessible. The internet breaks down the boundaries of social class, economics, and geography. And as we’ll see, that free flow of information so vital for making informed decisions has never been more vulnerable.

From Information Superhighway to Infotopia

The accumulated digital knowledge of the ages is now available to anyone with a smartphone, laptop, or even a public library card. The public sees the internet as a near-perfect democracy in action. It’s a paragon of free speech, offering a dynamic flow of information to and from users on a global scale.

In the early days, the internet pioneers promised us an information “superhighway” and they delivered. The world eagerly embraced the freely granted access to massive amounts of knowledge, opportunities for expanding marketplaces with efficient e-commerce, and new social media. This new tool united the global community and provided a platform for unrestricted free speech for all.

Harvard legal scholar Cass R. Sunstein coined the eloquent term which captures the euphoric enthusiasm of the Information Age with his 2006 book, ” Infotopia: How Many Minds Produce Knowledge.” But the free-for-all nature of today’s internet has unforeseen consequences. Just as many minds produce knowledge, many minds can also produce chaos.

The Snake in the Infotopia Garden

Those who paved the information superhighway never warned us about the many bumps and potholes along the way. Today, we need to know how to navigate the “ready, fire, aim” arena of the internet. Today we find ourselves immersed in a deluge of gossip, innuendo, and outright fake news, all of which disrupt the flow of information. Gone is the age of the fact-based scoop. Now, it’s about the sought after phenomenon of going viral where facts are secondary to the number of clicks a headline can generate. Fighting fake news is vital.

While the internet functions as the world’s stage it comes with an open microphone which anyone with a smartphone and a grudge can use for malicious purposes at will. There is no effective technique to stop any malicious actor from yelling “Fire!” in the crowded global theater of the free-for-all internet. Unbridled, unvetted, uncensored access to the world stage is the snake in the infotopia garden. And it’s a snake which proliferates abundantly as we’ll demonstrate further on.

The unknown masses can completely obstruct the flow of accurate information. Anyone can pronounce rash uninformed judgments and promote biased interpretations with negative reviews and click-baiting websites. Whether initiated by unscrupulous business competitors, rogue or discharged employees, or disgruntled consumers they all become a negative force to be reckoned with when your business is the target. In the infotopian society, an astounding 85% of consumers place more credibility in an online review than they do on a recommendation from someone they know personally.

The Power of Misinformation

If a business finds itself in the crossfire of fake news and planted negative comments associated with it at the top of the SERP (Search Engine Results Pages) they can find themselves screened right out of the search process by those potential customers who place full faith in online reviews and reputation. The 85% majority will decide that further investigation is a waste of time and quickly move on to greener pastures, the next business on the SERP with a sparkling 5-star reputation. Your company’s website, no matter how superior the products and services you offer, will never get a glance.

At Reputation Sciences we have the proven digital tools you need to take control of the online conversation. We can put the reins of the all-important search engine rankings in your hands to ensure that your organization can overcome the inevitable negativity that all businesses face as the online world moves from the Information Age to the Reputation Age.

Fighting fake news, and negative comments which go viral requires an ongoing online PR campaign. For every Blackhat operator, a Whitehat countermeasure is available to enable you to remain profitable and competitive in what many are referring to now as the arena of online corporate reputation warfare. And as we’ll see the best defense is a strong offense. First, we’ll take a close look at the strange characteristics of the fake news phenomenon. We’ll give you an idea of just what you’re up against in the Reputation Age.

The Big Lie Theory and the Free-For-All Internet

When it comes to “Blackhat” operators, none could be darker than the notorious Nazi propaganda expert Joseph Goebbels who explained the fundamental principle of fake news with his infamous advice:

“If you tell a lie big enough and keep repeating it, people will eventually come to believe it.”

When repetition is the key to belief the free-for-all internet becomes the perfect cauldron for cooking up the big lies which people come to believe. The easy access internet combined with eager fingers hovering over retweet and share buttons on social media platforms can repeat the “big lies” in proportions that the Nazi minister could never have imagined. Sadly, the fake news phenomenon has proven Goebbel’s Big Lie Theory without a doubt.

Further complicating matters is the fact that the public now perceives the internet as the most reliable source for the news of record. Less than 1% of the population relies on traditional television news, and trust in the mainstream media has dropped to its lowest level in Gallup Poll history. The widespread public perception that the internet is a more up-to-date, accurate source for news and information only adds fuel to the fake news wildfires.

The internet never forgets, and the big lies persist and snowball over time. Fake news doesn’t get tossed away with yesterday’s newspaper. It spreads and solidifies into belief as it passes through the multitude of unknown users with unknown motives. Print and broadcast media are quickly falling by the wayside. And the internet has become the foundation of our collective intelligence. But it’s a foundation built on the shifting sands of fake news and easily corrupted information.

Who Can We Trust?

Walter Cronkite, the 20th-century network anchorman was once the most trusted man in America. Woodward and Bernstein set the benchmark for investigative reporting. They followed the facts wherever they pointed in a story without regard for political consequences. There was no predefined “narrative” into which every story was framed to support. Fact checking was a prerequisite. Today it’s an afterthought. And when a retraction is issued it rarely receives the viral response of the original error-filled report.

The collapse of traditional journalistic principles which preserved integrity is the primary driver of the lack of trust in the mainstream media. So misplaced public faith in the dubious sources on the internet now becomes their only alternative source for information.

Shifting Responsibility For the 6 “W” Questions of Traditional Journalism

The fundamental questions of traditional journalism are Who, What, Where, When, Why, and hoW. An objective reporter would answer these questions without inserting personal opinions and judgments. Those conclusions were left to the reader. Decisions were made based on facts uncorrupted by a predefined “narrative” framed to support a specific agenda.

Opinions were clearly separated from the presented facts and clearly defined as such. Rebuttals came in the form of thoughtfully written letters to the editor requiring enough motivation to write, seal, stamp and mail the letter allowing plenty of time throughout the process for the commenter to change their mind after further consideration.

In the free-for-all, fast and furious internet, comments are impulsive. And they’re shared just as quickly with a viewership that makes the NY Times daily circulation look minuscule in comparison. And as we’ll see, we can’t count on the infotopian viewer to stop fake news in its tracks.

Fake News Outperforms True Stories in the “Twittersphere”

What we can count on is another unforeseen consequence of Professor Sunstein’s “infotopian” society. That consequence is the troubling phenomenon of fake news spreading faster and penetrating deeper in the public consciousness. Automated bots are the convenient scapegoats for the exponential spread of fake news. But an MIT study by data scientist Soroush Vosoughi filtered out any bot-created traffic in a dataset covering 12 years of Twitter.

As a result, Vosoughi’s study revealed that human beings are the guilty parties. There’s a strange tendency to seek out and spread fake news stories much more frequently than the verified truth. Three million people spread 126,000 false stories for a total of 4.5 million shares. You can read more about how fake news outperforms the truth in this comprehensive report at Smithsonian.com.

Considering the Source and Fighting Fake News

It was the norm in the journalist’s profession to produce at least two authoritative verifiable sources. And the only agenda was to report a true story. Any sensational or unsupported publication, based on rumor and innuendo was “tabloid journalism” or “pulp.”

Today, the talking heads of the mainstream media inject their own opinions without hesitation. And fake news mongers won’t hesitate to mix truth, error, and insinuation to increase the value of ad space. We find ourselves “twice removed” from the facts when a biased mainstream media story snowballs through social media. Without exception, unknown users take it upon themselves to “self-report” while ignoring or corrupting the facts.

Information or Indoctrination?

The facts are secondary in the Reputation Age. The 6 ‘W’ questions too frequently focus on who endorses or condemns an action, what opinion is politically correct, why the reader should agree, and how they should react or risk becoming a social pariah. Too often the viewer is receiving biased indoctrination instead of information. This is especially true when relying on news and stories spoonfed by social media influencers. It becomes the responsibility of the SME or corporation under fire to go on the offensive. That’s when to assert the importance of the traditional “6W” questions with a “white hat” approach, directing searchers to consider:

• Where does this information come from?
• How did the story originate?
• When did the information become available? Is it now obsolete, debunked, or retracted?
• What is the reputation of this source?
• Who are the authorities, if any, that verify this information?
• Why would you respect the credibility of the source and cited authorities, if any?

These are the questions to ask to counter the effects of fake news and planted comments. By anticipating negative queries and establishing a prominent web presence to answer these negative “long-tailed keywords” a business can combat fake news with a balance of authoritative credentials and thought leadership. Reputation Sciences can provide the digital media strategies to ensure these countermeasures get the attention they deserve.

Next, let’s take a look at one instance of the “Big Lie Theory” in action.

The “Popcorn Lung” Myth

The vaping industry offers many smokers an effective way to leave the hazardous habit of combustible tobacco smoking behind them. As addiction specialist Dr. Sally Satel explains in her article at Forbes, we’ve known since 1976 that it’s the tar in cigarettes that kills, not the nicotine. For many smokers, the electronic cigarette and e-liquids containing nicotine for vaping were the solution they’d been waiting for.

The vaping business is decimating Big Tobacco, as CNBC’s Jim Cramer explains, and it’s not surprising that fake news was quickly deployed against the young but growing industry. As so often happens in reputation warfare those responsible for propagating the “vaping causes popcorn lung myth” are unknown users veiled by anonymity. As Snopes.com reported, the myth originated when “Disreputable viral websites matched an unrelated photograph with claims that a study had linked e-cigarettes with popcorn lung.”

And the Popcorn Lung Truth

In reality, the lung condition comes from the ingredient diacetyl, which is sometimes used in flavored vaping e-liquids as well as microwave popcorn and should be called “popcorn factory lung.” And even that moniker is a stretch. The click-baiting sites linked an old and inconclusive 2002 CDC report. The report claimed diacetyl caused 8 cases of popcorn lung in workers at a popcorn factory. And it also insinuated that diacetyl in e-cigs had the same effect on vapers. This led to a gory picture of an e-cig user whose jury-rigged vaping contraption exploded. And it included links to a GoFundMe page to help “the victim.”

As vaping grows in popularity the young industry has continuously found itself in the fake news crossfire. As a growing $3 billion dollar industry, it finds itself in opposition to the corporate giants of Big Tobacco at $35 billion as well as the $446 billion pharmaceutical industry and their lucrative nicotine replacement products. So, even though the popcorn lung myth has been thoroughly debunked, the vaping industry faces formidable opposition as opportunistic politicians see an easy target that has been erroneously associated with tobacco smoking as reported in the Rolling Stone article “E-Cigs’ Inconvenient Truth: It’s Much Safer to Vape.”

Sadly, we are now seeing the actual legislation passed. It’s all designed to nip the vaping industry in the bud. And it’s based on the unstoppable inertia of fake news going mainstream. Clive Bates at Counterfactual titled his informative article “The US media is losing its mind over vaping and Juul – the questions a credible journalist should ask.”

Reputation Sciences For the Reputation Age

Consequently, as the world relies more and more on the internet as its indisputable news of record, reputation is everything. Thought leadership, authority, and integrity must be foremost in the public’s perception of your business or organization. When your company finds itself in the crosshairs of unknown malicious actors, the best defense is a good offense. We have the SEO, branding, and search engine expertise to provide effective countermeasures that combat fake news.

At Reputation Sciences we offer competitive analysis, digital media audits, and execution strategies to ensure that these countermeasures get the attention they deserve, allowing you to take control of the online conversation concerning your business or organization. So, in the Reputation Age, it’s not a question of “if” you’ll face negative online opposition but “when,” so contact us today.

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