Wise Investments #2: Image Management and Social Proof
Why Social Proof and Image Management Are Essential for Your Business
Most businesses excel at what they do. If you’re still operating, it’s because you’re offering a quality product or service, your customer service is strong, and your customers have great experiences. But even when you’re doing everything right, how do potential customers know your story?
Social proof and online image management are critical in shaping how others perceive your business. In today’s digital world, your reputation can be made or broken by just one bad review. Let’s take a closer look at why investing in digital marketing and PR is a wise business decision that helps protect your brand.
The Power of Social Proof: How One Review Can Impact Your Business
Have you ever seen a business get undermined by one negative situation? For example, imagine “Bob’s Outboard” gets hit with a bad review: “Stay away from Bob and his company. He’s a crook! 0 out of 5 stars.” Suddenly, when someone searches for Bob’s Outboard, that single review becomes the first thing potential customers see.
Without a proactive approach to reputation management, Bob’s business is left at a disadvantage. If Bob hasn’t been engaging online, it could take weeks, months, or even years to recover from a single negative comment. And because review platforms like Yelp and Google don’t typically remove reviews, every new customer sees that negative social proof every time they search.
What Is Social Proof?
According to Wikipedia, social proof is the psychological phenomenon where people assume the actions of others reflect the correct behavior for a given situation. In simple terms, it’s the idea that if others are doing something or vouching for a business, we’re likely to trust that behavior and follow suit.
Eileen Lee, formerly of Kleiner Perkins Caufield & Byers, puts it this way: social proof is the positive influence created when someone discovers that others are already doing something. This is especially powerful in the digital age, where reviews and social media engagement have a massive influence on how customers perceive businesses.
Proactive Image Management: Bob’s Story
If Bob had been proactive about building his online presence, the situation could have been different. By cultivating positive social proof through channels like social media, Google Maps, and Yelp, Bob would already have a loyal group of customers ready to share their positive experiences.
When the negative review hit, Bob’s social media network could have responded by posting their own positive feedback. A string of good reviews from happy customers would have countered the damage caused by one disgruntled commenter. The result? Bob’s Outboard would have the social proof it needed to maintain a solid reputation online.
How to Invest in Social Proof and Digital Marketing
Building social proof doesn’t have to be expensive. In fact, platforms like Google My Business, Yelp, and Facebook are free to use for businesses. A good starting point for any business is to take photos of your products, your team, and your space, and share these images across your social media profiles.
However, while social media and digital marketing can start out as simple, effective digital marketing requires a lot more strategy. It’s not always intuitive, and it shouldn’t be left to an untrained employee. You need to know:
Who your target audience is
What platforms they use
How to engage them effectively
What actions you want them to take
How to measure the success of your efforts
Cultivating a successful digital marketing and PR strategy requires time, energy, and expertise. You need someone who understands your business, knows how to experiment with different tactics, and can make sure your online presence supports your bottom line.
Need Help Managing Your Online Reputation? We’ve Got You Covered
If you’re not actively generating social proof and managing your online reputation, you’re missing out on an essential aspect of running a modern business. Our team at Joyco Digital specializes in helping businesses in Bellingham and Whatcom County take a proactive approach to brand management. We’ll ensure you’re engaging the right audience at the right time, and help you build a positive digital presence that withstands the challenges of online reviews and social proof.
This is an insurance policy for your business’s reputation that you can’t afford to ignore. Reach out to us today to get started!
(Originally written for Big Fresh, modified and updated.)
