Digital Identity and Online Reputation are very similar concepts, but not the same. The key to preventing future reputation crises lies in their main difference.

Digital Identity, on the one hand, is shaped by our communication and actions. We can control it, make decisions about it, and build it responsibly.
Online Reputation, however, cannot be controlled or built by us. It depends solely on the perception that users or customers have of us.

We can try to influence it through communication actions that make the perception received positive, negative, or neutral; but it is not under our control, as it is “created” by other users based on our behaviour.
This is especially important on the Internet, where it is very easy to post information and opinions through forums, blogs, or social media.
When we lose control of our Digital Identity, we also lose control of our reputation, and this is precisely what can trigger—or be the result of—an online crisis.

What are we facing in the online environment?

• If I do not implement my own communication strategy to try to influence reputation, other users will do so, which may trigger a wave of criticism or comments that can affect the brand’s development.
  
• A large part of online crises arise from problems in the offline environment that have not been properly managed. Discontent and dissatisfaction move online, and from there their virality can be uncontrollable.
  
• Poor management of social media can encourage the emergence of “trolls” whose main objective is to boycott the brand.
  
• Controversial activities or a lack of response to certain current affairs may trigger movements against the brand, such as, for example, actions carried out against environmentalism.

Being prepared is the best way to prevent online crises:

• Know our audiences in depth, identify trolls, and monitor influential users, users with a positive attitude, and users with an attitude opposed to the brand.
• Know how to listen and continuously monitor the brand and the different channels where conversation may be generated: blogs, social media, review sites, forums…
• Manage our digital identity and offer content, actions, and services in line with our audiences.
• Know how to engage the community while minimising the impact of negative comments as much as possible.
• Ensure that internal audiences and employees do not feel dissatisfied or distrust the brand: they can trigger actions that customers may suffer severely.
• Interpret statistics and know how to measure interaction and engagement data.
• Establish a communication strategy according to our stakeholders.
• Do not address trending or current topics without knowing exactly their origin, their impact, or the possible relationship they may have with our brand.
• Establish the criteria for what we consider a communication crisis.
• Prepare a crisis plan that allows you to act quickly and turn the situation around as soon as possible.

At onBRANDING we are experts in Online Reputation, Cyber Investigation, Digital Identity, Online Reputation, Privacy and Cybersecurity, digital identity, corporate and personal digital identity protection, protection of the identity of protected witnesses, and SEO positioning.

If you are an influencer, a public figure, or you have a company and believe you are experiencing a reputation crisis, you can contact CeleBrandSec.