It can take years and years to build a reputation but only minutes for it to be ruined.
While you can choose what information to intentionally share online you cannot control the conversation about you or your brand. At some point in your career, you most likely will have someone who is not happy with your services and who will post something negative online for all to see. This is even more prevalent in the age of Yelp, Facebook, Glassdoor, and Google Reviews. Therefore, it's crucial not only to provide excellent customer service but also to actively monitor what clients, past customers, and employees are saying both online and offline.
Broadly speaking, there are two types of reputation management tools Customer Experience Management (CEM) software, and Online Reputation Management (ORM) software.
Customer Experience Management software - CEM software helps companies monitor relationships with their customers (typically through surveys and feedback) analyze the insights from feedback and other relevant data (e.g., behavioral, purchase history), and suggest specific actions to improve the customer experience.
Online Reputation Management software - Reputation Management, Rep Management or ORM is focused with identifying and addressing negative online reviews about you or your business and taking steps to ensure that the general consensus is in line with your goals.
Why Reputation Management Matters
Positive reviews and a positive reputation can help drive new business, while negative, unfair, or inaccurate reviews are obstacles that ultimately hurt your business. Think of it this way: before trying a new restaurant, you probably check its Yelp reviews before making the commitment. Consumers do the same thing when selecting a professional service, such as a lawyer. This is why reputation management is so important.
>> We recommend reputation management along with these 5 topics in your monthly marketing meeting.
Unfortunately, people with negative reviews are five times more likely to share their feedback online. However, reputation management does not start with looking for negative reviews. It begins with the service you provide and asking for feedback from your clients on that service (CEM) you provided. This gives you and your customer a chance and the time to discuss any dissatisfaction and resolve it.
There are many ways to implement a Customer Experience Management CEM process, from using complex software to sending out simple surveys. As identified in a 2013 Harvard Business Review article, CEM surveys do not have to be overly complex. This article highlighted the process used by Enterprise Rent-a-Car. Enterprise Rent-a-Car asked just two questions of its recent customers. Question one focused on the quality of service and question two asked about the likelihood that the customer would use Enterprise Rent-a-car again. Many customer satisfaction surveys are too long and complicated to be useful, but this survey cut to the heart of the matter and was easy and quick. Similarly, Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company's products or services to others. It is used as a proxy for gauging the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.
We believe that law firms should implement a CEM process as a first step in reputation management. The process does not need to be overly elaborate or complicated. Keep it simple - send a one-question survey to every client 60-90 days after their first visit and a similar survey after their matter is resolved. This proactive approach will help ensure that clients are happy and therefore your reputation remains intact.
Unfortunately, negative reviews can happen, including in the legal profession. In today's digital age, where 76% of consumers trust online reviews as much as personal recommendations, addressing negative feedback promptly is essential. By embracing CEM, you not only ensure customer satisfaction but also protect your law practice's reputation in a Yelp culture, where swift responses and proactive engagement make a significant difference.
Common Reputation Management Problems Come From
Unfortunately, some complaints are legitimate, while others are rants, fabrications, or unjust. Some people leave reviews for the wrong attorney, while others are upset on behalf of a client (a family member or a friend). Still others are angry at an attorney who chose not to represent them or felt their case didn't have merit. Additionally, there are some deceitful companies that will use negative SEO tactics to damage the reputations of their competitors. These problems can lead to the following:
- Negative Client Review / Comments Google, Yelp, Facebook, Avvo, LinkedIn
- Negative Employee Review / Comments Glassdoor
- Online Complaints Ripoff Reports
- Personal Scandals DUI arrests, embarrassing photos or news coverage
- Corporate Scandal Rothstein, Rosenfeldt, Adler (RRA) Law Firm
- Industry Perception (News) Ambulance Chaser stereotype, Medical Malpractice reform, Foreclosures
- Fake Profiles / False Information / Hacking
Reputation Management Takes Time and Effort
Building a strong online reputation takes time and effort, but the benefits are invaluable! Remember, patience, consistent monitoring, timely responses, and ethical actions are key. A tailored approach is essential as there is no one-size-fits-all solution. Whatever tactics you utilize, it is your responsibility to make sure your actions comply with your state's Bar Association Advertising Rules and Regulations or the American Bar Association (ABA) Model Rules of Professional Conduct.
Things You Can Do to Improve Your Online Reputation:
- Boost Positive Sentiment: Generate and share customer testimonials and success stories to build trust and social proof.
- Create Valuable Content: Craft high-quality articles, blogs, and social posts relevant to your target audience to attract attention and improve search ranking. Use link building, relevant hashtags and keywords to amplify your reach.
- Engage on Social Media: Actively participate on social platforms to connect with potential clients, share expertise and push positive content.
- Monitor and Optimize: Regularly review your website s ranking and address any negative words association with your firm. Claim and manage your local Google business listing and reputation monitoring tools to track your online presence.
- Claim and Optimize Your Online Profiles: Claim and update your profiles on directory and social media sites like Avvo, LinkedIn, Yelp, to showcase your expertise and control your online narrative.
Measure and Track Effectiveness
To gauge the impact of your reputation management efforts, it's essential to measure and track their effectiveness. Some tracking tools offer metric dashboards. In you do not have a tool, create your own dashboards to track metrics such as website traffic, social media engagement, and the number of positive and negative reviews. By continuously assessing your efforts and learning from each experience, you can refine your approach and enhance your online presence effectively.
In today's digital landscape, your online reputation is your law firm's lifeblood. It shapes perceptions, attracts clients, and ultimately determines your success. While negativity can spread quickly, remember: building a positive reputation is an achievable goal. By implementing a proactive Customer Experience Management (CEM) process, addressing negative feedback promptly, and employing strategic online engagement, you can take control of your online narrative and build a reputation that inspires trust, attracts top talent, and fuels your firm's growth. Remember, reputation management isn't a sprint; it's a marathon. Commit to continuous improvement, track your progress, and celebrate your achievements. With dedication and the right strategies, you can cultivate an online presence that reflects the excellence and professionalism your law firm embodies. Take action today and watch your reputation flourish!
Additional Resources
In case you missed it, you can catch up on How to Ask a Client for a Testimonial, Developing a Comprehensive Reputation Management Strategy, Handling and Responding to Positive and Negative Reviews, and Getting Reviews Removed and Working with a Reputation Management Agency.
