The online world has a reputation for being a murky place. Many people are distrusting of the digital realm, and understandably so.
If you run a business, your company is tasked with shining like a hopeful beacon in an online landscape that can sometimes be quite bleak. Additionally, last year proved to be a tipping point for internet users’ levels of trust and concern around online privacy. The world has become more digitized, and with it, companies have faced a real need to embolden their online presence in a positive and compelling fashion.
Of course, the online world is a fickle place. Customers can be meaner, and companies can be dishonest with the services on offer. Still, there is a growing reliance on online services due to the pandemic, and sectors are ramping up their offerings in these areas.
You undoubtedly wish for your firm’s online presence to be thought of in the best light possible. Despite all the turbulence, here are some simple methods of making sure your business has a positive online reputation.
Vet Existing/Potential Employees
Many people use social media in ignorance, never expecting to be held accountable for what they post and say. Some people may even think that what they publish online during their personal time will not come back to haunt them professionally.
However, there have been numerous incidents of business bosses firing workers who have posted insensitive material over the internet. In these situations, it is not always obvious who is right and who is wrong, but if your workers are communicating a message you do not like, there is always a real chance it will be traced back to your business in some way.
Encourage your workers to use their time on social media peacefully, without causing any type of trouble. Even liking and retweeting dubious posts can carry negative implications for your business. Some workers may have a ‘views my own’ notice in their bio, but this does not give them a free pass to behave poorly online.
It is an excellent idea to discretely monitor your employee’s behavior online from time to time. You should also investigate the social media activity of any prospective job candidates too. Be forgiving where possible, but if you find that people are spreading harmful content or abandoning your firm’s core values, no second chances should be afforded to them.
Maintain Brand Consistency
Your firm’s online presence should feel like an extension of any real-world presence it has. The customer service, the color schemes, and the overall mood of your business should translate perfectly to cyberspace.
The broader points of your brand are easy to transfer to an online medium, such as logos and imagery. However, you need to pay attention to the more subtle areas too. This could involve:
- Hiring top-tier copywriters to capture your brand’s tone of voice across all messaging channels.
- Ensuring line spacing, paragraphing, and fonts in copy are identical across all platforms.
- Using identical or similar templates in emails and business cards.
- Make sure online customer service personnel are as accessible and friendly as any of their in-store counterparts.
Your business needs to feel like one cohesive entity, whether it is online or offline. If your company shapeshifts between them, trust and recognition will be harder to establish. Commit to your values and your business identity. Use your online platform to celebrate all the already successful things about your business instead of fleetingly abandoning them.
See What People are Saying
Whether you post blog articles or YouTube videos, most of the content you feature online will include a comments section. Treat visitor impressions as in-depth talking points that need further investigation, not just fleeting opinions to be promptly ignored.
Obviously, some discretion is advised here. Keep in mind that internet trolling is a common occurrence. Not all feedback will be worth listening to, and some of it may even derive from bots or anonymous and jealous competitors.
Focus on the comments that detail their experiences more vividly and those that give you some significant constructive criticism to work with. You and your staff should be mindful of your behavior online and interact with users in a friendly manner.
Remember, not all impressions will be messaged directly to you and your staff. Search for your business name or any relevant buzzwords via social media search tools. Even casual discussions about your business can be insightful, so engage with as much of this material as possible.
Consider Using Application Security Testing
The software you produce could be thought of as a product. Customers and clients may purchase and use it and perceive the program as a reflection of your overall business.
Therefore, if you are creating products for online use, you need to ensure that they are of a high-quality standard at all times. That is where application security testing can factor into things. ForAllSecure recite Brook S.E. Shoenfeld’s assertions that fuzz testing is a natural fit for today’s application security needs. Machine speed, scale, and automation change the game here and transform software development businesses for the better.
Online security of any kind speaks volumes of your firm’s character. Its presence shows that you are responsible and that you can plan for the future and anticipate the attacker’s moves. In turn, this can inspire faith in your operation, and people may feel like they can rely on your services. Nobody wants to work with businesses that are led by fools, and application security testing can highlight your wisdom.
While you will not eradicate all bugs in software, you may find fixes for more complex and hidden issues with application security testing. No stone gets left unturned here, so these measures are well worth implementing.
Some people have already mastered the art of being visible and popular online. Establishing closer ties with them could benefit your company in the long term.
If a popular vlogger on YouTube could promote your products and services, they essentially deliver vast portions of their audience right to your digital doorstep. Offer limited-time discounts for those that click their links to your domain. Working with influencers is a great way to spread the good word of your business online.
Choosing the right influencer is imperative, as some can be more controversial and problematic than others. Research their histories. Work with those who organically align with your brand’s values and character and have long done so. That way, their audience is more likely to be interested in your goods, and your firm may be looked upon more favorably by association.
Determine the influencer’s strengths too. Try to look into their content to try and gauge how they work, or enquire with them directly about their preferred work methods. Can they create posts and advertising for your firm naturally, or are they more comfortable reading from or featuring a script you prepared for them? The more naturally they market your goods, the better.
Your firm’s online reputation is never out of your control. Many strategies can be implemented simultaneously, and knowledge is power here. Be thorough in your research, endeavor to be courteous to others online, and be inquisitive of all the thoughts and data you are presented with. Ensure these standards are upheld in your wider workforce too. After all that, you can steer the online part of your business in a more prosperous direction.
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