Companies are getting smarter about social media, but sharing platforms still represent a double-edged sword in terms of a company’s online reputation. On the one hand, you can address consumer concerns directly, demonstrating empathy and commitment to customer satisfaction. On the other hand, it also creates the risk of a PR firestorm if you don’t respond appropriately.
Some tips for managing your online reputation:
• Take control of your online presence. Setting up social media accounts creates an official presence (as opposed to rampant fake accounts) and gives you more power to control the conversation.
• Develop rules of engagement. Set the ground rules up front in terms of who is running the accounts and what they are allowed to say. You also want to be clear to consumers that social media is not the place to report adverse events.
• Listen to your customers. Get back to the basics of customer service, acknowledging and apologizing for problems rather than going on the offensive.
In today’s competitive marketplace, even a whiff of trouble can erase millions of dollars in stock value. Airtight reputation management means aligning internal quality with the external face of the company, a goal that every life sciences company can aspire to with the right tools.
