3 Companies Who Have Excelled Because of Their Online Reputation

3 Companies Who Have Excelled Because of Their Online Reputation

Today we’re going to be looking at how 3 of the world’s biggest companies protect their online reputation. We’ll be covering:

• Facebook (Meta)
• Apple
• Tesla

These brands have all faced their share of controversies, but users and investors still flock to them. What are they doing right that other companies could learn from? Let’s dive right into it. 

As of June 2022, Meta Platforms is valued at around $565bn. This takes into account a loss of around $230bn between February and March 2022 – slightly more than the GDP of Vietnam. Despite the loss, Meta continues to be one of the most successful businesses worldwide; in addition to Facebook, it operates the immensely popular Instagram and WhatsApp channels.

So why do we at BRANDefenders consider a company that can lose that much money “skilled at online reputation management”? Before we answer that, it’s worth considering the other various scandals that have hit Facebook in recent years. Only then can we explain why its strategies are so successful and worth studying.

Facebook has faced more controversies recently than almost any other company of a comparable magnitude. The $230bn loss wasn’t due to a controversial event but rather the release of quarterly figures that spooked investors. Here’s what else has gone wrong in the past few years.

The Cambridge Analytica scandal refers to a 2018 event where a company associated with Facebook misused users’ data, providing them to third parties to build profiles. Data protection is supposedly an integral part of Facebook’s offering, even though it uses user data for in-platform advertising (this is a significant factor in how it makes its money).

Facebook’s online reputation for data protection came under severe scrutiny. The company suggested that there were lessons to be learned and that it would be conducting an audit. Still, many commentators considered this a fatal blow for the social media giant.

Facebook was also considered to have played a significant role in distributing “fake news.” Its content moderation policies were called into question by lawmakers after finding that “fake news” and hate speech spread easily on Facebook. Despite Facebook’s small army of content moderators, there were limited checks in place.

• Rebranding. The name “Facebook” has been tarred for some users. Adopting the “Meta” moniker allowed it to keep offering Messenger, WhatsApp, and Instagram services without direct association with the Facebook brand.
• Consistent forward movement. Meta continues to acquire and develop new businesses. There’s always something new to talk about – sometimes, that’s the best way to move forward.
• Focusing on its strengths. Meta knows that Facebook is still an insanely attractive product for users and businesses worldwide. It continues to promote and develop these services: users might not forget a scandal, but they’ll ignore it if they still need the service.

The key takeaway from our BRANDefenders case study of Facebook is that forward motion is essential. If you get stuck on criticisms, you’re focusing on what your detractors want to talk about. BRANDefenders understands that by focusing on your core product, engaging with customers who need your service, and not getting stuck in the mud, you stand the best chance of restoring your online reputation.

So why do people still buy Apple products, and how has it protected its online reputation for almost half a century? BRANDefenders investigates.

This was the reason behind the breakup of Standard Oil in the early 20th Century. Apple has survived such a radical overhaul thus far, although the issue is still being pursued in Europe.

One of the most ubiquitous criticisms of Apple is planned obsolescence. This means more to its customers than anticompetitive practices – Apple products have been criticized for failing according to a planned timescale so that consumers have to buy new products.

It also remains quiet when accused. Like Facebook, Apple avoids confronting negative press and instead focuses on pushing its newest offering.

• Avoiding confrontation. When the wolves are at your door, don’t howl back at them! Apple keeps quiet when it needs to.
• Focusing on its product. Why do people buy the new Apple product when the old one dies unexpectedly? Because it’s better, sleeker, and marketed effectively.
• Building brand loyalty. Long-time customers won’t leave you because of a news story. Apple cultivates a great relationship with its core audience.

The team at BRANDefenders can put these practices into place at your business. We can’t promise you’ll be the new Apple – but you can defend yourself just as effectively.

Tesla is an electronic car manufacturer considered part of Elon Musk’s business empire. It has a unique online reputation management strategy that centers around Musk and the art of distraction.

Elon Musk is the co-founder and CEO of Tesla and generates more headlines than all his businesses combined. Musk’s erratic behavior has been well-documented, but so have his successes – these have largely kept Tesla as a side-story, allowing the company to continue attracting customers on the strength of its product.

The continued strategy explains why the Tesla board is happy to work with and reward Musk, whereas many other companies might have parted ways with such a controversy-prone CEO.

BRANDefenders believes that a lesson to be learned here is to get ahead of the headlines. When you know someone is digging, put up signs next door offering something more interesting to your customers.

When you book a consultation with BRANDefenders, we’ll analyze your business model and determine which strategies would be most suitable. We’ll help you quietly address reputational damage and build a PR strategy that puts your strengths front and center so that you can enjoy continued growth.