According to recent stats, more than four billion people now have access to the internet. That’s almost the entire population of the world during the mid-1970s, all able to connect with each other in one way or another through a screen. Back then, no one had even heard of an “online reputation”, let alone the need to manage one, and conveying a message to an audience en masse and connecting with the public only happened through a handful of channels.

Having an online presence is an essential part of a business’s operations and a key communication tool at present. It allows us to broadcast messages to a wide audience at any time of the day, connect with customers and stakeholders directly, no matter where they are in the world, and target specific pockets of communities and personas to influence their thinking. It’s definitely a minefield, and when it’s as easy as typing out a Tweet or a blog post and posting it at the click of a button for everyone to see instantly and comment on, it can be challenging to maintain a strong, consistent reputation. And there’s no doubt that organisations and individuals will come across hurdles from time to time when it comes to handling an online reputation.

Here are Firefly, we’ve been shaping reputations for more than 30 years. And in that time, we’ve sailed through the online communicative waves. From website copy, to social media strategies, to, more recently, virtual events. We know that mistakes can happen. Companies might overthink crisis strategies, by thinking that they can control every bit of what is said about them online and trying to only target a certain group of people. Here’s my take on the common myths about online reputations and how to get the best out of your online resources.

1. It only concerns crisis management

Remember that online reputation management is a long-term, usually positive campaign involving many different stakeholders and third parties. It might seem like you’re dealing with negativity a lot, particularly when it involves dealing with tricky customers via social media or negative press articles, but largely, online reputation campaigns are about finding ways to directly connect with your audience. “Reading the room” might be a bit more challenging because the room is a lot bigger online, of course, but that only makes it more interesting.  

2. We only need to focus on what customers, prospects, and shareholders care about

They might be the people that bring in the sales, but third parties such as press, analysts, even your own staff and partners can make or break a reputation. And with a keyboard, mouse, and the internet at most people’s disposal, one Tweet from an employee or an online press article can be enough to cause a stir. Think about the recent BrewDog employee backlash scandal, for example. Ensure that you’re thinking about each and every stakeholder and anyone that might be associated with your company and ensure your tailoring online communications to all these different groups.

3. It can’t be measured

It’s not always easy to measure a reputation, but it’s always possible. Often, the easiest way is qualitative and quantitative surveys to the various groups that are important, but there are many other (often free, often easy) ways as well. For example, if you’re looking for your company’s reputation amongst staff, look on Glassdoor!

4. You can control everything

You can shape a reputation, but it sits inside people’s heads. At best, you can strongly influence it, but don’t always think you can control every single thing that is said about you on the internet, because, largely, you won’t be able to. Be strategic with how you play out your online communications. Are your spokespeople regularly interacting on LinkedIn? What are your employees saying on social media and how can you encourage them to speak positively about the company?

5. Everything requires a fast reaction

Finally, if you do have a reputational crisis, respect the fine balance between responding quickly enough and acting hastily. Consider, be quick, but don’t always go with your gut.