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<Img
img="/uploads/upravlenie_reputaciej_brenda_48b0b2f962.png"
alt="Brand Reputation: How to Properly Respond to Feedback"
/>


81% of users [**search for information online**](https://explodingtopics.com/blog/online-review-stats) to form an opinion about a company. 93% claim that product and service reviews influence their purchasing decisions. Therefore, companies cannot ignore what is being said and written about them on the internet. Online brand reputation management is one of the top priorities.


To maintain a positive image, brands need to engage with their audience by responding to comments and reviews from users online and monitoring various communication channels.


In this article, we will discuss what online brand reputation is, how to respond to negative customer feedback online, and why it is important to react to positive feedback.


## What is online brand reputation


Online brand reputation is the image of a company that is formed by the opinions of users, employees, and partners. It is shaped through mass communication channels from [**customer reviews**](https://altcraft.com/blog/how-to-use-customer-feedback-to-increase-sales), social media comments, and content that mentions the product or service (reviews, compilations, etc.).


Managing brand reputation is a must-have for any business because every company can receive online comments and reviews. People often search for information about companies before making a purchase and base their decisions on it.


Do not confuse the notion of online business reputation with brand image, as brand image is the image that a business creates from scratch. Reputation cannot be invented: people will leave reviews and comments whether you like it or not. It is nearly impossible to control people's opinions. Therefore, the only thing a business can do is protect its reputation online.


## What are the reasons for working with reputation


### Managing online reputation provides the following benefits:


**Consistent flow of customers** who make purchases based on positive reviews or the way the brand addresses issues mentioned in comments and reviews.


**Increased loyalty** and [**trust in the brand**](https://altcraft.com/blog/customer-trust). Responding to customer comments on the internet shows that the company listens to its audience and is ready to communicate. This approach attracts customers and encourages users to stay with the brand.


**Ability to mitigate crises** by addressing conflicts promptly and preventing serious consequences.


**Attractiveness to employees and partners** who value a positive online business reputation.




## How online reputation management works and what is ORM


There are two ways to work with reputation: do it yourself or hire an agency. In both cases, Online Reputation Management (ORM) is used - a methodology that shapes a company's image online by monitoring and addressing negative comments and reviews, and creating a positive information field around the brand.


Reputation on the internet is formed through marketing channels, review sites, comments on social media, blogs, reviews on marketplaces, and expert comments.


Replacing negative content with positive one is done through Search Engine Reputation Management (SERM) – cleaning up the first page of search results from negative reviews. This usually involves adding new positive opinions, reviews, and expert content. Through SERM, online reputation is improved because people simply don't get to the negative comments.


Another method that affects reputation management is the use of influencer marketing or hidden marketing. In this approach, the company is protected not by an official employee, but by a seemingly satisfied customer. This person participates in discussions, comments on other reviews, and promotes the brand.


This is how influencer marketing works: we can’t understand whether it is native advertising or a natural review of a person. Seeming natural is a characteristic feature of a quality hidden marketing.

<Img
img="/uploads/image15_85bceae286.png
"
alt="influencer marketing"
/>



Usually, reputation management methods are used in combination with others. However, it is important to know how to respond correctly to different types of comments on the internet at every stage of the process.
## How to Respond the Reviews and Feedback from Clients


It is important not to ignore the opinions of your audience. Firstly, it shows disrespect towards your customers. Secondly, you never know where a person who expressed their negative feedback might take their experience further. Therefore, respond to and address both negative and positive comments and reviews.


### Important tips:


**Responding promptly** is important before other users join the discussion and expand it. Therefore, monitor comments and reviews constantly not only on social media platforms and review websites but also on third-party resources where users share their stories related to brands.


*For instance, Jeulia reacted to the negative review on a third-party social media, and it was a good decision: the client is happy and intends to buy more.*



<Img
img="/uploads/image7_2d6edc8b4a.png"
alt="Jeulia"
/>


**Stay polite and positive**, even when you deal with an aggressive or unfriendly customer.


**Avoid the use of generic phrases** like "Your opinion is really important to us." and respond to each review individually.


*In the example below, the brand doesn’t even personalize the response addressing the customer as “Dear Guest” without mentioning the name. Also, the entire response appears to be templated.*


<Img
img="/uploads/image14_27f78e9102.png"
alt="Dear Guest 1"
/>


<Img
img="/uploads/image4_3218ab3273.png"
alt="Dear Guest 2"
/>


**Maintaining a consistent tone of voice** in brand comments means preserving the same communication style as used on other company platforms.


*For example, the response from a company selling pet supplies matches the witty style of the customer's review and even builds upon it.*

<Img
img="/uploads/image9_d2683d6d91.png"
alt="witty style"
/>


**Respond in clear language** and formulate your answer unambiguously. Otherwise, misunderstandings may occur.


## How to respond to negative comments


Negative feedback can be constructive, when there are reasons and justifications for dissatisfaction, and it can also be trolling, where there may not be a real issue. The goal of a troll is to provoke, mock the brand, or express themselves online.


### How to work with constructive criticism

When dealing with constructive criticism, the classic approach is to introduce yourself, express gratitude for the feedback, apologize if necessary, and offer a solution to the problem if the customer's case is clear. If there are no details provided, it's important to first gather more information.


However, it's common for brands to immediately ask clarifying questions, as exemplified by *JetBlue* in the provided example.



<Img
img="/uploads/image18_a1aacf70d7.png"
alt="JetBlue reacts 1"
/>


<Img
img="/uploads/image12_91341f4b73.png"
alt="JetBlue reacts 2"
/>



Transferring communication into private messages is a common practice. There's no need to be afraid of engaging with customers in the comments, but if resolving an issue requires personal information (such as phone number, order number, etc.), it is justified to take the conversation to private messages.

<Img
img="/uploads/image2_f7b6f76046.png"
alt="communication into private messages"
/>



Tell what actions you are going to undertake to deal with the situation if it doesn’t disclose the customer’s personal data.

<Img
img="/uploads/image11_bae15ae4d2.png"
alt="Flowers"
/>


Don't end the conversation abruptly when the question is resolved; always conclude the communication on a positive note. 


Sometimes it is enough to simply thank them for the comment and respond that you will take the customers' feedback into account. This approach is suitable when the comment or review does not indicate any specific issue.


*Although in some cases brands go into details and try to clean their reputation, as in the example.*



<Img
img="/uploads/image17_6b5208b073.png"
alt="Cleaning the reputation 1"
/>

<Img
img="/uploads/image3_854baaa693.png"
alt="Cleaning the reputation 2"
/>

### How to respond to trolling


First option: don't respond at all if you are confident that the comment was made by a "troll." Typically, these are people with fake accounts without profile photos, and their negative comments appear consistently, not only on your account. Trolls don't provide specific details and often engage in emotional communication.


*In the example below there is nothing to say in response as the review is not constructive and aimed at offending the owner of the restaurant, although the profile looks real.*

<Img
img="/uploads/image5_fc262ad75b.png"
alt="Troll 1"
/>


Second option: clarify the details. If it's a troll or a deliberately negative comment from competitors, it's unlikely that there will be any further dialogue.


*An example below demonstrates exactly this case. The company decided to answer in order to clarify the situation in front of others who can read that accusation, though waiting for any further reply of that profile is pointless.*

<Img
img="/uploads/image13_52d7cd834a.png"
alt="Troll 2"
/>


## How to respond to neutral comments


Sometimes users leave comments to ask questions. It's important to respond to them openly because other people can see those interactions. Ignoring customers can negatively impact their [**loyalty**](https://altcraft.com/blog/customer-loyalty).
When answering questions, follow the general guidelines for responding to comments, and it's also important to provide supporting arguments or information.


*That’s how the brand reacted to the neutral customer comment.*


<Img
img="/uploads/image6_038c9ca327.png"
alt="neutral customer comment"
/>


And here’s another example of a detailed response.





<Img
img="/uploads/image8_85a115ce9b.png"
alt="A detailed response"
/>


## How to respond to positive reviews


The main thing is to respond rather than ignore. People have shown their attention and are waiting for your reaction. You can simply thank them for the review or positive comment.



<Img
img="/uploads/image16_6fd77941c1.png"
alt="Positive review 1"
/>





And the best way is to say thanks and encourage a person to buy more. 

<Img
img="/uploads/image1_d3265a5201.png"
alt="Positive review 2"
/>


Or else you could just chat with the customer in a positive manner. 
## Should negative comments be deleted?


This is a controversial question because deleting a comment can provoke even more negativity from the user, especially if they are a real person rather than a "troll". Such a customer may turn to other platforms (review websites).


### You can delete a comment if:


- The user is insulting the brand or other people.
- The user is violating community guidelines.


Be sure to provide a reason for deleting the comment and offer alternative contact options for further communication.


## Summary

The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content, write comments, and reviews.


Managing reputation is necessary to continually attract customers, maintain loyalty, and build trust. This typically involves reacting to negative feedback and replacing it with positive comments about the brand.


It is important to respond to users rather than ignore or delete their comments (except in the case of offensive behavior). When dealing with negative feedback, it is advisable to thank the person for their review, apologize, inquire about details, or offer a solution immediately. Asking follow-up questions can help identify "trolls" who won't provide specific information.


It is also important to respond to positive reviews and comments by expressing gratitude, suggesting future purchases, or encouraging customers to return. Don't forget to address customer inquiries. Always maintain a positive tone, respond quickly, and be clear in your communication.


The reputation of a brand online is formed by the collective opinions of customers, employees, and brand partners who mention the company in their content.

image10.png

Keep wondering how to maintain the reputation of a brand online?

Brand Reputation: How to Properly Respond to Feedback

Brand Reputation Management: How to Properly Respond to Feedback

![ak-people-based-marketing.png](/uploads/ak_people_based_marketing_82f5e14463.png)

**People-Based Marketing** is a «Holy Grail» of marketers. What differs it from other technologies that have been used before today? Let’s take a closer look!
 
It’s the case when the name speaks for itself: «People-Based Marketing» is people oriented: 

![ak-voronka-people-based-marketing (1).png](/uploads/ak_voronka_people_based_marketing_1_5205a805ad.png)

- first, it creates a marketing system focused on a certain customer not on all customers;
- second, behavioral real-time data is combined with personal;
- third, from a technical viewpoint it is based on targeting with the use of IPs or cookies.

For example, company «X»  has one or several IP addresses. Knowing them you can easily identify  your target audience and deliver your ad message  precisely, fast and cheap. Probably, it was the reason why in 2015 90% of marketing specialists called People-Based Marketing a perfect mechanism, especially for B2B marketing (according to the  «SiriusDecisions»).

And, finally, People-Based Marketing uses all available channels for customer communications, sending  only relevant data. It’s a kind of basis for omnichannel  marketing.

<Note>
56% of customers are more loyal to those sellers who understand their priorities and preferences.

More than 37% of customers have several mobile devices - a smartphone, a notebook, a PC and a tablet. 

87% of customers are using more than one device for choosing  goods or services.
</Note>

So, People-Based Marketing can help you to track and assess customer behaviour on different channels and devices and understand the way they interact with your shop (goods or services) and which communication channels give more measurable results.

[**ALTKRAFT Marketing Platform**](/en) is a tool that helps to use People-Based Marketing in your business. [**AK-Pixel**](ak-pixel) technology gathers information about your customers’ behaviour. Messages sent through communication channels (email, sms, push mobile or web push) will help your customers to make the right choice.


56% of customers are more loyal to those sellers who understand their priorities and preferences. Read about the benefits of People-Based Marketing.

ak-people-based-marketing.png

People-Based Marketing is a «Holy Grail» of marketers. What differs it from other technologies that have been used before today? Let’s take a closer look!

What People-Based Marketing is & How It Works

People-Based Marketing

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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