Business Knowledge
Strategy to Manage Corporate Image Through Online Media
August 11, 2009
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A company image can affect the existence of the business and product. Companies that have Image-conscious will perform a variety of ways to save their company image one of through online media.
According an Online Strategist expert Nukman Luthfie on Seminar of Facing Crisis Management Strategies on the Internet, ideally, every company should have a site as a medium of communication between the company with the consumer. "This site will be as a facilities to combat the negative issue (hoax) that comes from internet," he said.
In this seminar, Nukman also give examples from company cases that face a crisis management because of negative issues through the internet. One example, with crisis management is the OMNI Hospital. Cases of Prita Mulya Sari Vs Omni Hospital has shaking online media that seen from online search keyword 'Prita' is increased. Google's search results show almost all negative posting for RS OMNI.
Crisis begin, said Nukman, OMNI unfortunately does not directly respond them. Crisis management should be addressed with empathy communication to public quickly. Their failure is not quickly respond to the public and does not have a site, so they can not bridge the aspirations of the public. "The issue through media online can spreading quickly and in the wide level," said Nukman.
Teh Botol Sosro also had experienced a similar thing some time ago. Crisis began from hoax (spoofery news) on the internet. If you consume The Botol Sosro excessive will result in death. Unlike the OMNI, Teh Botol Sosro assessed the successful management of this crisis.
If you encounter this problem, said Lukman, a company must make particular procedural,company can following this steps,
1. Response to the issue. After knowing the negative issues, companies must understand and analyze the problem first. Create a guide to provide answers to the public and soon socialize to all the internal company. If necessary, make a special team to the crisis center.
2. Quick questions and respond to public with provide clarification on the official site,milist, discussion forum, and comments on the blog. "Always start from the crisis management of the problem first, if the issue spread through the online media, so do the clarification through online media," said Nukman.
3. Advertising and make a statement on the credible official advertising online news site. Company can also spread the company's site links to several business partners, or social networking sites like Facebook and Twitter
4. Do legal steps. Companies should also report cases to authorities. Gained a reputation online vandal to be involved in repair reputation. This step will strengthen the company's position as the injured party.
Order of this procedural already save Teh Botol Sosro image. Seen from the negative posts about The Botol Sosro on the internet has decrease. However, the brand awareness of Teh Botol Sosro can not return to positions before the beginning of the hoax has been circulating for some consumers who already trust the hoax.
According Nukman, the media at this time, especially online media (web, blog, facebook, twitter, myspace, etc) are very dominant in the distribution of news or a image product. Involve public space online (Forum) to improve reputation of the company.
Nukman also remind, image management through online media do not only occur during the crisis only. Companies need to audit through the online media once a week. Through google, companies can also measure the image products in the market. Image is considered has bad image if the product in the Google keyword search, appear in the fifth and so on. So now companies must optimize the online media. (WTD / MZ)
