Protecting Your Reputation Through Inbound Marketing

Today, every individual can share their opinions with the entire world. The defendant in this case, Yelp! Inc. Is a website which provides an online forum on which its users express opinions about business. The plaintiffs, the small business owners who asserted that Yelp exactioned or attempted to exaction advertising payments from them by manipulating user reviews and posting negative reviews of their businesses. The business owners filed a class-action lawsuit against Yelp for violations of California’s Unfair Competition Law (“UCL”).

If you do not give a positive impression to customers, both external and internal, it may have a damaging impact on your business. For example you may lose a customer from your shop if you do not give a positive impression to them the customer may give a negative review of your shop to friends and family if they believe the impression you gave about the business to them was

I would like to let all of my employees know that the ultimate goal of our business is customer satisfaction. The negative feedback in today’s world is more serious because of the social media where huge number of people could read the reviews. Back then, it got spread by word of mouth which didn’t have as huge impact as it can be today. The customer rating for Cancun Mexican Grill is three on Yelp.com. The poor customer service could lead customers to become dissatisfied with our restaurant. They may share their experience to others by writing reviews in a social media site or in person. If we provide great customer service, that will encourage them to write good reviews about our restaurant.

The Better Business Bureau is believed to have a reputation of protecting consumers and businesses from fraudulent scammers and unreliable firms, there were several unethical occurrences and allegations that led consumers to feel otherwise towards a company that has the reputation of trust. According to the Ermongkonchai (2010) study, “the main reason of employee misconduct was identified with personal or financial gain” (Pg125). It appeared that the Better Business Bureau had several bouts of unethical misconduct that lead to a ruined reputation and questioning of the firm's values.

Best Buy has both positive and negative reputation. However, they have converted the negative reputation to positive by creating a

For many years I had very high standards and respect for the Better Business Bureau. When many people used the words Better Business Bureau it was a safe guard for many consumer interest and helped resolve their grievances against erring companies. When the adult reader looks at Better Business Bureau logo it states “ Start With Trust”. And it is the word trust that stays in many consumers mind. I really think that Better Business Bureau sometimes caters to the paying customers only. For example, if I have a company X I pay a membership fee to the BBB to be on their list and keep up my rating. Which means if someone like yourself goes to the BBB website and see how I handle my complaints and keep up my rating; it tells the customer

Ultimately, no matter how talented you might be as a performer, manager, technician or composer, the values you employ in your daily activities will either make people view you as a trusted resource or as someone who is unreliable, or worse, dishonest.

Neglect to lead measurable reviewing to assess customers' available impression of J.C.Penny and their contemplations

Businesses of today, are under no obligation or commitment to seek BBB accreditation, and some businesses are not accredited because they have not sought BBB accreditation, which may cause problems for the business in the future. To be accepted or accredited by the Better Business Bureau, a business must take the time to apply for accreditation and it is at this point that business meets accreditation standards. This will include a commitment to make a good faith effort to resolve many of the customer’s complaints. Better Business Bureau must pay a fee for accreditation review/ monitoring and also for the support of BBB services to the general public. The Ratings that Better Business Bureau provides is a key element to protect business

Deceptive advertisement can negatively affect internal and external stakeholders. Customer service is the most important aspect of any business. Deceptive advertising can create a negative experience for customers, which directly affect employees. A bad customer service experience can dramatically cost any business thousands of dollars. The internet is the playground for anyone. This can create a bad reputation when individuals post on their Facebook, Twitter, or other social media sites. If a business loses its customers base, it cannot

Since the reviews are subject to the perspective of the patron, it may be a biased one - moreover, spam may defeat the purpose - Ratings may get subjective. They have a content team, but it needs to expand.

Not only are reviews being used to damage a reputation but also used as black mail. An investigation by the Times had implied that 80% of hoteliers and bed and breakfast owners had complained to TripAdvisor that guests had been using the online review system in an intimidating and black mail way. Guests would demand upgrades or discounts if the business in question did not comply then a bad review would be posted on TripAdvisor. Bha.org.uk,(2011)

They only have 18 complaints within the last three years and four complaints within the last 12 months, which is fantastic for a company of their size. However, they do have some consistent complaints mostly regarding what merchants are perceiving as non-disclosed fees and other terms of service.

Populate good SEO resources on the Internet with a search engine results that respond to the defamation in a professional way. Also, make efforts to build positive PR. A favorable content will be valuable especially when the ripoff reports strike.

Online user-generated content (UGC) is more appropriate and flexible for providing reviews when compared to the conventional guests satisfaction survey (GSS), which has for a long time been linked to a hotel’s performance. According to Duverger (2013), technological development and evolving consumer choices make the use of GSS labourous for both the hotels and the guests. In addition, the GSS participation levels are currently low as they are tiresome for the modern traveller. Duverger (2012 ) argues the reason is that surveys provide minimal opportunity for commenting on the real issues as the questions set are generic in nature and targeted at specific answer ‘yes’ or ‘no’. However, online UGC offers an opportunity for guests to excercise their own freedom by writing what they want without being cautious of the hotel’s management, especially if the guest is a frequent visitor (Kim & Oh, 2004). Since online review websites are independent and frequented by those who travel and those who do not, it seems as the most appropriate platform of commenting both positive and negative experiences. Min et al (2015) note that some guests express negative feedback to determine whether the hotel will provide a reponse and in the process guage their concern for guest welfare.