Not that kind of advisor: How to own your online reputation

If something less than stellar appears online, take time to address the issue in the same forum. Be conciliatory while citing credible supporting factors–years in business, awards, customer satisfaction ratings and the like. Never get into a public debate of the issue and instead, offer to follow up with the individual directly–and offline–to try to diffuse any back and forth commentary.  I’ve found myself swayed when I’ve seen a point/counterpoint posting and will often give the benefit of the doubt to the business—one that might be bearing the brunt of a grumpy patron. By the way, public recognition of positive reviews is also important–don’t give all the attention to the “squeaky” posters.

So what happens if someone does a search and no one, namely you, shows up? Ensuring you have a solid online presence should be elementary, but it needs to be robust enough to matter.

At a minimum, your website should include meta-tags and client-permitted endorsements, your own blogs and writing, as well as any recognition you’ve received from corporate, ratings agencies or something similar. Most informed consumers will review at-large Internet forums in conjunction with your website, and the latter may serve to counteract one-off comments that occur in the former. Also pay attention to sites like Yelp that may have your bare-bones information, a listing you may have to “claim” as its owner and populate further.

Admittedly, it’s a mad, mad, Internet environment and your best step is to not standstill. It’s your reputation. Own it, wherever it lives.