Although the internet creates new opportunities to reach consumers, it also introduces complications. Online activities build an often-public digital footprint anyone with enough motivation can retrieve. Business owners can shape them, showing their companies in the best light.
Engage Positively With Online Customers
Representatives should create positive dialogues with people leaving comments online. Those individuals made specific decisions to engage with the brand, and it’s possible to capitalize on those opportunities. Suppose a customer replies to a social media post about the debut of four new scents and says, “These are fantastic! I bought all four last week.”
That feedback creates the ideal circumstances for an employee to acknowledge the compliment publicly and continue the engagement. Asking a question such as “Which one is your favorite?” shows interest and gets direct feedback.
A 2023 survey found 70% of respondents expect personalized replies when contacting brands on social media. Additionally, 69% expect same-day responses and 76% of those polled equally value brands prioritizing customer support and responding quickly to their needs.
Consumers view online engagement as a corporate extension. They may go elsewhere if it takes too long for them to hear back. Establishing internal policies about when and how to engage is a great way to maintain a strong voice that reinforces a firm’s reputation.
Monitor and Respond to Online Feedback
Business owners can also build reputations and trust by taking feedback seriously. Unfortunately, that is getting harder to do because of the rise in bots used to spread misinformation and hate. People can’t always correctly identify them — one study found more than 41% thought real accounts were bots.
Positively impacting a digital footprint means having meaningful engagements with audiences who leave comments online. Those reviewing activity on the corporate accounts should also recognize when it makes sense to continue a conversation off the platform. That approach is usually best if the customer has lengthy or personal details. Showing the public that someone from the enterprise is handling the situation and inviting the commenter to contact them through other channels demonstrates the business is responsive and willing to work with them.
Staying on top of customers’ feedback can also improve sales. According to a 2024 survey, 54% of people were most likely to trust online reviews. However, a single disgruntled buyer could cause undesirable ripple effects due to how fast information travels through the internet. That person could post screenshots on social media or in large group chats, quickly showing others how a company has not answered them. It does not take long for others to start making assumptions unfavorable to the business.
Publish Consistent Content to Build Trust
Effective digital footprints feature consistent information in one voice across all platforms. Developing an internal brand voice style guide ensures everyone is on the same page. However, since it can take time to create, many entities have periods of inconsistent digital content that could include offensive material.
Many unintentionally post things online that violate their privacy or compromise their safety, so a good practice is reviewing old posts and periodically deleting questionable ones. Business owners and their social media teams should do the same. Although consistency could refer to post frequency, it also encompasses efforts to publish content that reflects positively on the brand without confusion. If people see too much variation in the material or come across something that upsets them, those instances could tarnish their view of the firm.
Understand the Risks of Ignoring Negative Feedback
Some social media and online content managers may believe upset customers represent only tiny portions of the overall consumer base and are not worth much effort. However, in addition to how easily people can take their grievances online to huge audiences, a relatively small number of initial complaints could spark greater momentum.
That happened in 2024 when Chipotle visitors began gradually complaining about receiving smaller portions in their meals. Some began filming the workers who made their meals, believing this would result in more generosity. Although the chain’s executives debunked that method, they decided to retrain employees on portion sizing in response to the complaints.
That meant customers could expect 4 ounces of meat and two large scoops of rice in their meals, but the increased meal size cost Chipotle $50 million. This example shows how letting unhappiness build can be much costlier than business owners think. Prompt responsiveness could address the problem early.
Digital Footprints Give Lasting Impressions
It is increasingly hard for enterprises to correct mistakes made by improper digital footprint management, mainly because news spreads so fast online. However, these tips can prevent trouble by increasing proactiveness.
