Pub. 1 Issue 4

18 www.glancda.org Protecting Your Online Reputation BY SOPHIE HANSON, THE NEWSLINK GROUP Y ou can probably find some industries where a business reputation doesn’t matter, but one thing you can be sure of: if you own a car deal- ership, your long-term success depends on how potential customers see you. A good business reputation is often the difference between people choosing to do business with you, or choosing to go elsewhere. Maintaining a first-rate reputation has always been a some- times-difficult matter, but then social media became a force within U.S. culture and the level of difficulty increased to brand new levels. Think about it: the definition of social media is any media with interactive online communication, which means that every single communication that takes place has the potential to hurt or help your business, whether it is from an employee or a customer. As a result, you need to know what the risks are; more than that, you need a game plan for handling those risks. No one expects you to stop using social media — there’s no question about its potential value to any business organiza- tion. At the same time, it is clear that those who make use of social media for the benefit of a business will be required to comply with regulations and guidance on the local, state, and federal level as well as obeying rules designed to govern advertising and communication. What can you do to comply? And where should you even start? 1. The first step is an obvious one: know what you are trying to accomplish by setting objectives. This involves study- ing the social media landscape and measuring risks and benefits. What do you want your social media programs to achieve, and how do your goals match up with your values and vision for the future? Who are you trying to reach? Who within your company is responsible for man- aging social media, and what involvement do you want from customers? How will you measure (and report) on the ROI for your program? 2. Write a policy for the company. In essence, you are re- ducing risk by deciding in advance on ways to control business involvement in social media. The policy should address your goals and objectives. It should also consider