Automotive Marketing Professional Community for Car Dealers, OEM and Suppliers
Dealers aren't the only companies finding it difficult to put a price on online reputation building. My Dentist sure found it difficult and now he’s paying the price.
When I caught up with my dentist today he looked like he was just drilled for a root canal. Turns out he had just checked his Yelp account and found another negative review atop the search stack. I shared with him, “as newspapers decline and bloggers take over reputation building will become more vital to high profile individuals and companies.”
The question may well be how much do dealerships value their brand? The answer right now? Probably more than the amount of resources they are willing to apply to managing it. 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. Dealers spend years building a reputation so protecting your brand for sales or service R.O.'s is critical.
Dealers no longer have the luxury of sticking their heads in the sand and waiting for the storm to pass. The increased use of social media allows news to travel around the world in a matter of seconds. There is no more hoping that a scandal will disappear quietly. Once something is published online, there really is no way to remove it entirely. Even if the original page is deleted, you do not know how many thousands of other pages have referenced the original. The advent of social media means that news, good and bad, travels around the world and back in a matter of moments. One complaint or pieces of negative press can snowball and turn into a disastrous, reputation-destroying avalanche. Everybody is online these days, looking for information about products and services. Therefore, managing your reputation online is extremely important.
Are you done with customers who say to your face, "all is good" when they leave the dealership, then drill you online hours later when they are away from you and less threatened? Are the repercussions of fake reviews taking a toll on your corporate image? Are the cyber criminals and malicious hackers making your brand vulnerable? My suggestion is be proactive when it comes managing your online reputation management.
By Jerry Hart