Look at all the conversation online about you and your dealership. That point alone reiterates to all of us that dealerships don’t necessarily own their brand. The consumer owns the brand. Monitoring online comments helps us understand the consumer perception of our brand and, if necessary, make changes to our communications efforts.
There are proactive measures that you should take BEFORE a negative review is posted about your dealership. Not only do you need to constantly encourage your customers to post positive reviews about the dealership, you need to ensure that each customer was completely satisfied with their experience.
The dealerships who proactively short circuits negative reviews and encourages positive reviews shortly after the customer visits the dealership won't have to worry down the road why they waited to long to come to us.
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It's only when it becomes a real issue and starts costing companies in lost sales and damaging their reputation do they normally come to us. It's much easier and cheaper if you come to us before issues arise, taking a preventive measure will help not only protect your brand but also stop unscrupulous competitors taking your space or even worse, getting negative content high up in the search results.
Make or Break time for dealerships
With the proliferation of user-generated content online, the online reputation of businesses are being tarnished by incorrect and misleading posts or comments that can stay on the Internet forever. One post by a disgruntled employee or unhappy customer can have a damaging effect on your company’s image, as well as sales.
The thing to keep in mind is that online reputation management is one of those things that works better if you implement it before you actually need it.
Did you know….
• 62% of consumers surveyed said they would change their mind after reading 1-3 negative reviews about a product or service.***
• Dealerships are expected to spend $100 million on tech tools or platforms to monitor customer opinions on the Web over the next year, more than double the spending in the past 12 months, according to BIA/Kelsey, a Chantilly, Va., media-research firm.
• YELP! About 27 million user-generated reviews were posted on the site between January and March, up 59% from the same period a year earlier, according to Yelp’s most recent quarterly report.
• Google says on its official blog that businesses can reduce the visibility of negative content about them by “proactively publishing useful, positive information.”
By Jerry Hart
President
www.eReputationBUILDER.com
jerry@erepbuilder.com
925.849.4084
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