The internet helps companies more effectively market to their target consumer base. Targeted marketing and advertising options on major search engines and social media platforms can help companies reach their ideal customers in a more cost-effective manner than traditional advertisements. Consumers often become aware of brands because of clever marketing that goes viral.
Unfortunately, the internet can also harm the way that consumers perceive a business. Disgruntled former employees, bitter competitors and dissatisfied former customers could all engage in defamation campaigns online without immediately disclosing their identities.
People can do real damage to a brand’s reputation by posting unsubstantiated claims and leaving negative reviews on major platforms. Companies dealing with digital defamation that causes noticeable brand damage may need to take prompt action to protect themselves. The following are some of the solutions for companies experiencing digital defamation.
Monitor and respond proactively
One of the best ways to prevent a single outside party from causing real reputation damage is to proactively monitor the company’s online reputation. Routinely checking common review platforms for a particular industry can also be helpful, as can registering with and checking the company page on the Better Business Bureau (BBB) website. By taking the time to respond to any complaints or negative reviews, businesses can prevent them from gaining traction and affecting the company’s reputation. Prompt and professional responses to complaints can do a lot to diffuse them.
Reach out to individual platforms
When a highly exaggerated, negative video goes viral on a platform or there seems to be a campaign of negative reviews flooding in after minimal review activity for months, businesses may need help addressing negative online chatter. Platforms that accept reviews often lock accounts or individual review pages associated with a current social or political controversy. If businesses can prove that a single visitor or customer complaint triggered a flood of copycat negativity, major platforms may temporarily limit the ability to review the business. They may analyze and delete reviews that may not have a basis in reality but rather in an online cancellation campaign.
Take legal action
In scenarios where digital defamation has damaged a company’s reputation and where the statements made by outside parties are clearly false, it may be possible to pursue a defamation lawsuit. Particularly if the complaining party is a former employee or competitor, their incentive to damage the company can strengthen defamation claims.
Proving that online content constitutes defamation is often a lengthy process. Companies trying to preserve their reputations may need help investigating negative online content and taking appropriate actions, including initiating litigation, given the scope of the defamation and its impact on the business, and that’s okay.
