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Maintaining a solid online reputation even in the midst of damaging publicity is a valuable investment for businesses, according to brand reputation management experts JW Maxx Solutions.
Scottsdale, AZ (Profitable.com) Carnival Corp has had a string of negative publicity that has negatively affected the cruise line, including an engine room fire knocked out the Carnival Triumph’s main power, leaving the 2,758-passenger ship dead in the Gulf of Mexico. The cruise line announced that the company lowered its 2013 earnings forecast stemming from negative publicity and reduced ticket prices. This announcement has severely impacted Carnival’s bottom line and the company’s stock rating.
Walter Halicki , the founder and CEO of JW Maxx Solutions, believes that online reputation management is vital regardless of whether or not a business is focused around the web. As he states, “businesses that do not participate in online commerce still have interactions on the web.”
The situation facing Carnival Corp highlights the necessity for companies to actively manage public relations disasters through the use of the internet and various social media challenges. “The need to harness the internet to the advantage of companies has never been so abundantly clear,” states Halicki. “Regardless of the company, ensuring that an online profile is clean and positive is necessary in this modern era.”
Spirit Airline created quite a buzz in the realm of social media in 2012. The American airline company refused to refund a seventy six year old veteran Jeremy Meekins a $197 ticket from Florida to New Jersey, after being advised by a doctor not to travel due to esophageal cancer. The airlines actions sparked outrage which resulted in the creation of a Facebook page titled ‘Boycott Spirit Airlines’ that currently has over 36,463 likes on the social media site.
Brand reputation management expert JW Maxx Solutions notes that the increasing power of social media, user reviews and search engines has made it necessary for businesses to manage their online reputation with keen interest. In times gone by it was a rare occurrence for social media to be able to negatively impact the reputation of large companies. However as Spirit’s and Carnival’s incidents suggest, today it is becoming a common occurrence.
“In this digital age, professionals do not meet with handshakes anymore. They use search engines,” declares Halicki. “The internet is the backbone of local, national, and worldwide business transactions. Failing to utilize online reputation management to its full potential is harmful to the potential of a company.”
Online brand reputation management expert JW Maxx Solutions offers free consultations throughout 2013.