The concept of reputation extends beyond face-to-face interactions. Online reputation, the perception people have of a person or a brand based on what they encounter through search and social channels, has a big impact on both businesses and individuals. This article explores these implications, examining the positive and negative effects of online reputation.
Businesses: Risk and Reward
Online reputation holds immense potential for businesses. When managed well, it can lead to increased brand recognition, customer loyalty, and ultimately, higher sales. The flip-side of reputation is that a single negative review or social media scandal can cause reputational harm, leading to decreased trust, fewer opportunities, and even financial loss.
Positive Impacts of a Strong Online Reputation
- Customer Trust: A positive online reputation engenders trust. Customers are more likely to do business with companies that have positive reviews and constructive social media engagement.
- Increased Sales: Studies have shown that consumers regularly check online reviews and ratings before making a purchasing decision. Businesses with positive reputations are more likely to attract and retain customers.
- Recruitment: Companies with a good reputation tend to attract higher quality candidates. Job seekers are increasingly researching potential employers online before applying for positions.
Negative Impacts of a Weak Online Reputation
- Loss of Trust: Negative online reviews and social media scandals can drastically erode consumer trust.
- Financial Impact: A poor online reputation can lead to loss of customers, impacting the company's bottom line.
- Recruitment Challenges: Businesses with a poor online reputation may struggle to attract top talent.
The Case of United Airlines
United Airlines provides a stark example of the profound impact that a less than stellar online reputation can have on a company. In 2017, a video showing a passenger being violently dragged off an overbooked flight went viral on social media. The passenger's refusal to vacate his seat in order to accommodate United's crew members, and the passengers forceful removal, sparked outrage globally.
The aftermath was catastrophic. United's stock plummeted, losing a billion dollars in value in the days following the incident. The company's online reputation took a severe hit, with viral hashtags like #BoycottUA spreading across Twitter and Facebook. Customers vented their displeasure and threatened to shift their loyalties to other airlines.
However, the incident's long-term impact proved even more damaging. United's hasty and seemingly unsympathetic initial response to the crisis — blaming the passenger for being belligerent — further fueled the public's indignation. It took several attempts before the airline produced an apology that the public deemed acceptable, but by then, the reputational damage was done.
The incident highlighted how an unmanaged crisis could spiral into a reputational disaster. It emphasized the necessity of thoughtful crisis management and responsive, empathetic communication with the public. It also underscored the power of online platforms in shaping public opinion and determining a company's reputation.
Personal Impact: Building & Breaking Careers
For individuals, particularly professionals, online reputation can make or break careers. It can impact job prospects, personal relationships, and sometimes even mental health.
The Upside of a Positive Online Reputation
- Career Opportunities: Professionals with positive online reputations often have better job prospects. Employers increasingly use social media and other online platforms to screen potential candidates.
- Networking: A positive online reputation can enhance personal branding, fostering professional relationships and networking opportunities.
The Downside of a Negative Online Reputation
- Career Challenges: Negative online content can harm job prospects. Prospective employers may be deterred by negative social media posts or unflattering search results.
- Personal Impact: A damaged online reputation might even lead to personal distress and mental health issues.
Keeping one eye on one's online reputation is a best-practice for business and personal opportunity. The impact of online reputation is far-reaching, affecting trust, career opportunities, and even personal well being.
The Case of Justin Bieber
On Planet Celebrity, reputations are highly volatile. They constantly shift with public sentiment. One figure who has experienced the full impact of a poor online reputation is Justin Bieber.
Early in his career, Bieber was the golden boy of pop music, amassing a massive fanbase with his talent and charming personality. As sometimes happens, as he grew older, a series of public incidents began to bruise his once-pristine image. Arrests, instances of perceived arrogance, and reports of disrespectful behavior towards fans circulated on social media and gossip websites. These negative stories shaped the public perception of Bieber, changing his reputation from that of pop prodigy to troubled and controversial figure.
The impact on his career was tangible. Despite his massive talent, the negative publicity began to overshadow his music. Album and ticket sales dropped, some radio stations were less likely to play his songs, and many advertisers distanced themselves from his brand.
Bieber's story serves as a reminder of the impact a negative online reputation can have on an individual's personal and professional life. The singer's attempt to rehabilitate his image in recent years, such as his candid discussions about mental health and the changes he's made in his life, indicate an understanding of the power and permanence of the digital footprint. But it may be his wife, Hailey Bieber, who has had the biggest impact on his reputational turnaround.
Both these examples (Business and personal) show the consequences of a negative online reputation. They highlight how quickly public opinion can turn based on what people view through their screens.