Reputation Management in 2024: Why Online Chat Forums Matter

Just as every industry is shifting, Reputation Management for brands has seen a drastic change in the past few years and evolved from reviews to social comments and posts to now online chat rooms and virtual conversations.

Online chat forums have grown in relevance both by consumers looking for real information and guidance from others, but also from an SEO strategy and rank. It is now not only important, but almost required for brands to be actively engaging in online chat forums such as Reddit, Medium, and other social platforms.

Since 2020, there has been a paradigm shift in consumer expectations, with customers not only appreciating but demanding brands to have a voice and be readily available for interaction. This trend underscores a significant aspect of brand management (and opportunity) — direct engagement with consumers:

The Digital Conversation: A New Expectation

Prior to the drastic shift to online, brand communication was predominantly one-sided, relying on traditional media like television, radio, and print advertising allowing brands to share their messaging and narrative. With the rise of social media and online forums, this communication has shifted to allowing consumers to interact directly with brands, both praising and criticizing them. In our Post-COVID world, we’ve online seen an increase in time spent online and a greater reliance on digital platforms for information.

Consumers now expect real-time responses and meaningful engagement from brands when they comment, message, or mention them online – across the growing number of platforms to manage. According to a study by Sprout Social, 90% of consumers believe that brands need to engage with customers on social media platforms. This expectation extends beyond social media to platforms like Reddit and Medium, where in-depth discussions and content sharing occur.

The Importance of Engagement and Brand Management

Active engagement in online chat forums helps brands build trust and loyalty with the consumers. When brands participate in discussions, answer questions, and provide valuable insights, they demonstrate transparency and a commitment to their customers. The also have the opportunity to show a ‘human-element’ to their brand and bring their voice to the conversation. Consumers can be tough critics when it comes to brands responding, however not responding is even worse.

For example, when a brand like Nike responds to queries on Reddit about product launches or sustainability practices, it not only provides valuable information but also humanizes the brand. This approach builds a loyal customer base that feels heard and valued – which goes a long way with the new age of consumers who want to feel connected to the companies they support.  (Reddit Discussion on Nike).

Managing Brand Reputation

A single negative comment or review can escalate and damage a brand’s image if not addressed promptly. Engaging in forums allows brands to manage their reputation proactively and take control of the narrative.

Think about Tesla, a brand known for its active online presence. When customers raised concerns about vehicle issues on forums like Reddit, Tesla’s quick and direct responses helped mitigate potential backlash and showcased their dedication to customer satisfaction (Reddit Discussion on Tesla). This proactive approach to brand management helps in addressing issues before they escalate and reinforces a positive brand image.

Enhancing Customer Experience

For customers, the availability of brands on platforms like Reddit and Medium enhances their overall experience. Customers are often frustrated by the inability to speak to a real human as websites offer chat-bots and phone numbers or direct emails no longer exist. We all appreciate a direct line of communication, which often leads to quicker resolutions of issues and better support. This immediate access to brand representatives makes customers feel prioritized.

Another great example of brands taking advantage of this opportunity to when the beauty brand Glossier engages with customers on Reddit, discussing product ingredients and sourcing. This transparency empowers customers by involving them in the brand’s story and decision-making process, creating a deeper emotional connection (Reddit Discussion on Glossier).

How many people expect this direct access and communication? HubSpot, 82% of consumers expect an immediate response from brands on marketing or sales questions. Companies and Brands that don’t take advantage of this opportunity to engage and improve customer experience will quickly find themselves falling behind.

The Role of Transparency and Authenticity

Consumers today crave authenticity. They want to connect with brands that are genuine and transparent. Engaging in online forums allows brands to showcase their human side, share their values, and engage in honest conversations. A brand like Patagonia, known for its environmental advocacy, uses platforms like Medium to share detailed posts about their sustainability efforts and engage with readers’ comments and questions. This approach builds authentic connections with their audience, who align with their values.

The internet is filled with fake news and click bait sources of “information”. By actively participating in online discussions, brands can provide accurate information and disprove myths or slander related to their products or industry. Pharmaceutical companies, for instance, have found it essential to engage in forums like Reddit to correct misinformation about vaccines and treatments. By providing factual information and engaging in discussions, they help build a more informed community (Reddit Discussion on Medicine).

Strategic Approaches for Brands

Listening and Learning

Before diving into conversations, brands need to listen and understand the dynamics of the forum. Each platform has its own culture and norms, and understanding these is crucial for effective engagement. Tools like social listening can help brands monitor conversations and identify key topics of interest. It is also important for all parties that are involved in responding to understand brand guidelines and the tone that the brand and company have.

Providing Value

Engagement should not be about self-promotion. Brands need to provide value to the conversations they join. Whether it’s offering expert advice, sharing exclusive content, or addressing customer concerns, the focus should be on enriching the discussion.

Consistency and Responsiveness

Consistency in engagement is key. Brands need to be present regularly and respond promptly to queries and comments. A delayed response can be perceived as negligence and harm the brand’s reputation. A huge opportunity we see is brands dive in to managing and responding to negative content and forgot to engage with their positive supporters and cheerleaders.

Leveraging Brand Advocates

Brands can also leverage loyal customers and advocates to engage in forums. These individuals can provide authentic testimonials and support, amplifying the brand’s presence and credibility.

What’s Next?

The importance of brands being active on online chat forums like Reddit and Medium cannot be overstated. Consumer expectations are at an all-time high and brands need to engage directly with their audience to build trust, manage their reputation, and enhance customer experience. This engagement not only addresses immediate concerns but also empowers consumers and builds authentic connections. Moving forward, the brands that thrive will be those that understand the value of open dialogue and transparency, and who are willing to meet their customers where they are—online, in the midst of the conversation.

“Since 2020, there has been a paradigm shift in consumer expectations, with customers not only appreciating but demanding brands to have a voice and be readily available for interaction.”