B2B reputation management isn’t exactly new, but social media has fundamentally changed the way it’s done. Make 2011 the year your B2B brand gets a handle on its online reputation with these three tips:

Establish response protocols – From inaccurate statements and customer complaints to blog comments and forum posts, the social web gives clients a number of ways to express their feelings about a brand. Who will handle each type of communication? How soon after a customer posts or tweets do you expect your brand representative to respond? Make those decisions now so you aren’t forced into making a hurried, on-the-fly decision in the midst of a PR crisis.

Monitor the conversations – Click. That’s the sound of someone publishing a misguided or flat-out wrong comment about your brand. It happens that fast. That’s exactly why you need corporate-level tools that provide real-time information. Remember that the big social networks aren’t the only place your brand is being discussed. Consider monitoring news sites, consumer review forums, and, if you’re a publicly traded firm, financial sites.

Don’t focus on the negative – When it comes to B2B online reputation management, it’s easy to stay in a defensive mode. But part of building brand reputation is also nurturing relationships with satisfied clients. These brand ambassadors will often act as a first line of defense when negative brand chatter surfaces, especially in forum or community settings.

Establishing an effective B2B online reputation management strategy can be challenging, but there is help. If you’re one of the 60% of B2B firms who have no staff dedicated to social media, it’s time to call in the team with the comprehensive tools and hands-on experience to manage your online reputation. Sign up - where’s the risk?

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