How Should Businesses Respond to Online Attacks?

The information explosion that arrived with the commercialization of the Internet has been a great boon to humanity. However, with it came a dark side of online brand and reputation attacks that can seriously damage large and small businesses.

Most businesses are utterly dependent on the Internet. It touches nearly every aspect of commerce, from conducting day-to-day operations to maintaining a positive public image. As a result, businesses are increasingly vulnerable to smear campaigns – online attacks that can originate from competitors, unhappy customers, past employees with an axe to grind, or even dissatisfied investors. Due to its instantaneous nature, a clever but false online attack can get attention and quickly spread, doing serious damage.

Because of this, reputation management is a greater priority for businesses than ever. “You have to be more prepared – faster to respond than you were in the past,” says Phil Maxwell, the Director of Enterprise Risk Management at the Coca-Cola Company. “That’s one of the biggest differences today versus three or four years ago.”

Types of Attacks

Online attacks against businesses can come in a variety of forms, but some of the most common are:
• False reports. These may be posted to websites such as Ripoff Report.
• False information. Often posted to social media sites such as Twitter or Facebook.
• Negative, false reviews. These are posted to customer review sites.
Unfortunately, attacks such as these can be very effective. According to the Cone Online Influence Trend Tracker, four out of five people said that the negative online reviews they had seen made them change their minds about making a purchase or influenced their perception of a company.

The first response of many targeted by false and misleading attacks is to strike back. This may be human nature, but experts say it is important not to overreact. “In some cases, it may be a misunderstanding,” says Tom Egelhoff, a writer and workshop presenter. “Where did the information come from? Is the source reliable?”

But Egelhoff acknowledges that you have a right to defend yourself online. If you think a business competitor is really targeting you, you must react promptly and decisively.

Anticipation is an effective strategy, and Egelhoff recommends it. Planning before such attacks occur can do a lot. Egelhoff says you should establish yourself as an authority in whatever business you are in so that a positive reputation is already in place.

Contact local newspapers and radio stations and offer to write articles for print or to be read on the air so that you are seen as an expert in the field. Join business groups with a positive public image, like the Chamber of Commerce or the Kiwanis Club. And if an attack does come, he says to arrange a focus group of your best customers. “Show them what is happening and ask for their help spreading a positive message about your business.”

Effective Strategies

Online attacks can range from negative but fake reviews to false allegations of criminal misconduct. It is especially dangerous that such charges can be made anonymously. The targets of such attacks may feel powerless to do anything, but they aren’t. Dr. Chris Anderson of Cyber Investigation Services says that the most effective strategy for defending a business against online attacks involves protection, monitoring, and defense.

• Protection—Businesses should have positive content on the Internet that ranks high in Google search results. This should include customer reviews and articles.
• Monitoring—Pay attention to what is being said about your business on the Internet so that you can react quickly if a problem arises.

• Defense – How you respond when your business becomes the target of an online attack. Dr. Anderson says that options include resolving the issue with whoever initiates the attack, writing a polished and well-reasoned response, or suing for damages and forcing the harmful content to be removed.

If you find your business the victim of an online attack, remember Tom Egelhoff’s advice not to overreact. Reacting badly can only make the situation worse. Online reputation management may best be left to the professionals. InternetReputation.com provides its clients with unique strategies that allow them to take control of their online profiles.

Need help defending your business online? Call 941-259-4554 to speak with a Brand Reputation Specialist today.

Sources

“Exploring Strategic Risk: 300 executives worldwide say their view of strategic risk is changing.” See http://deloitte.wsj.com/riskandcompliance/files/2013/10/exploring_strategic_risk.pdf

“Protecting Your Online Reputation: 3 Key Tasks Your Business Must Complete in 2014.” See http://www.forbes.com/sites/cherylsnappconner/2013/12/09/protecting-your-online-reputation-3-key-tasks-your-business-must-complete-in-2014/#5110c074527f