By Joel Cordle

Reputation is the backbone of any online business. Consumers examine trust and credibility of companies closely, and customer feedback can travel far and quickly through sites like Amazon, Trip Advisor, Yelp, CNet and Epicurious.

Problems arise when companies indulge in unethical practices. Some companies arrange to submit forged reviews, appraisals, statements and stories — about both themselves and their competitors. Some use clever strategies to dodge detection with the help of anti-fraud systems.

It is unwise for any company to think that customers are naïve and cannot catch their fraudulent acts. Sooner or later, they will be discredited by their unethical behavior and suffer losses once consumer confidence in them disappears.

Companies should implement the following practices to maintain a solid reputation.

1. Aim for Complete Transparency: Brands need to be completely unambiguous and straightforward with their clients. If you offer incentives for leaving feedback in the comment section, make it clear to your consumers. Research shows that most customers are will accept the reviews as valid once a company discloses this information.
2. Increase the Search Traffic and Ranking with Powerful Content: Most feedback is positive and thus helpful to your brand. It is natural for the final rating of products to improve as the number of reviews increases. Because volume plays an important part in Google’s algorithms, a stable stream of new content about a brand leads to higher search engine rankings. Reviews of products are one of the best ways to improve search rankings.
3. Accept Negative Feedback: No one likes to see negative reviews about their company or products, but once you accept them, you will realize that they can be a blessing in disguise. They provide an opportunity to adjust your strategies and improve your business. Also, when consumers file their complaints and grievances in reviews, you can get a better idea of how to satisfy them. You also get an opportunity to apologize and answer the criticism. Thoughtful responses defuse online criticism.
4. Use Social Media: Utilize Facebook, Twitter and other networks to your advantage by posting professional photos of your products and services. Photos catch the eye and more often than not make a longer-lasting impression than words. If you want your company to perform better, you also need to offer discounts and other special offers on social media sites to attract consumers. Remember that social media is the biggest platform for reputation management online.
5. Be an Active Blogger: Consistency is the key to blogging. Whenever your firm introduces a new product, it is critical to blog about it. Create your own blog where you can describe features of your products and services so that customers have a better idea about them. Also, do not hesitate to give your products to other websites where they can be reviewed and assessed by experts. This shows that you are confident about your goods, and expert recommendation helps a brand immensely. Hire people who will promote you throughout the web through images, written words and other promotion methods.

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