Online reputation management used to be a service that only seemed relevant to large businesses. However, with the onset of social media and real-time user-generated content, this has changed.

In a recent article sponsored by TMP Directional Marketing, a pretty common scenario was set up to show how local, smaller businesses could fall into a situation where online reputation management is needed. This scenario involved a couple going to dinner at a local restaurant and receiving terrible service. The couple then pulls out their mobile device and they begin to put a review on their favorite local website, which is then picked up by other sites and blogs that offer aggregated user reviews. This situation illustrates one reason why local business need online reputation management.

Because customers have a lot more power nowadays and can post real-time content from almost anywhere at anytime, it makes local business owners feel like they have no power. The article went on to give some tips as to what local businesses can do in situations like the one stated above.

1. Be proactive and learn. It is important to monitor your business online. Conduct searches on search engines, Twitter, user review sites and other social media sites for your business name, category and location.
2. Invest in an online reputation management service. So you don’t have time to constantly monitor your online reputation, hire a professional to do it. These services can be your eyes on the internet and alert you to any negative and/or inaccurate content. Some online reputation management services will even provide tools to take action in combating any negative or inaccurate content.
3. Talk back to your consumers. Using the same web sites, carefully listen to what consumers are saying and respond back in a tactful, honest way. Being overly defensive can bring even more negativity to your business; therefore it is very important to ensure your response is written carefully so that it is taken in a positive way.
4. Fix the problem. There may actually be an issue within your business that needs to be improved, whether it is a certain product, a service offering or just customer service. Use online reviews as feedback. This could actually help you improve your business.