I admire small business owners. In fact, I work for one. I’ve heard stories of how Cascade e-Commerce Solutions, Inc. was established, and every day I see the long hours, hard work and smart, quick decisions it takes to thrive in a competitive marketplace.
Small business owners are comprised of a remarkable amalgam of dreams, brains, guts, passion, patience, resilience, sacrifice and flexibility. They contribute to their community by providing employment and internship opportunities, and sacrifice precious time and treasure to local charities. Along the way, positive relationships and reputations are formed that not only serve to strengthen a business’ status in the community but, in turn, aids recruiting top talent and attracting more business – a healthy symbiosis.
Yet, when I consider the years of hard work and sacrifice it takes to build, maintain and grow a business, it alarms me how easily a malicious online review or a few angry sentences placed on social media can initiate a process of unraveling a successful company. It’s called “Virality”, and can damage your company’s reputation before you are even aware the activity has begun.
Virality – The tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another (The Oxford Dictionary)
Consider a 2009 incident in which a pair of bored Domino’s Pizza employees recorded themselves performing inappropriate acts with sandwich ingredients. The duo posted 5 videos of their activity on YouTube, and sadly before the videos were removed a few days later an estimated one million people had viewed them. Read how Domino’s managed this crisis.
Another crisis occurred in 2015, when musician David Caroll’s guitar was damaged during travel with United Airlines. When the airline refused to compensate him for his loss, Mr. Caroll wrote “United Breaks Guitars”, a song that racked up over 15 million views on YouTube. This cathartic externalization of Mr. Caroll’s discontent with United is widely reported to have caused a 10% drop in the United’s stock (worth around $180 million). Read more about this incident.
The New Rules of Consumer Engagement
These crises illustrate the Age of The Empowered Consumer has arrived, demanding a new respect for customers, as expressed through constant engagement in social media, blogs, forums and website chat applications to understand who they are and what they want from your business. Consumers expect to be heard, and they place high value on what other consumers have to say about your goods and services.
A study on BrightLocal.com found that 88% of consumers read reviews to determine the quality of a local business, and 72% of consumers will take action after reading a positive review. – Gary Musler, “What Every Small Business Needs to Know About Online Reputation Management”
Business who interact with their customers socially online, monitor feedback in review sites and develop plans to quickly respond when negative information appears are establishing their credibility, protecting their brand and giving their company a competitive edge in their industry.
Cascade e-Commerce Solutions can help establish and monitor you and your business’s reputation. Call us today at 206-244-9092 or visit us online at https://www.4cesi.com/ .
Did you know that a good online reputation is only one aspect of a business’s online presence? Master the Digital Domain with a comprehensive marketing strategy comprising SEO, SEM, E-Mail and Reputation Management. Call Cascade e-Commerce Solutions today!