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Digital Crisis Management (DCM)
DCM is the collaborative efforts taken by a business unit to prevent crisis situations or events, leading to negative publicity on the online business platforms. These crisis situations can lead the brand to lose the reputation, image, resources or people. Digital crisis management involves the procedure to strategize and actions taken to deal with a crisis as and when it occurs online to minimize the effect and to quickly recover the brand reputation.
Digital Crisis Management expects you (the business unit) to be true to your customer and respond to them sincerely on-time. The principles for Digital crisis management and online reputation management remains more or less the same. At the moment of crisis the business unit is expected to utilize all the available resources and channels to monitor all relevant social media and able to take control of critical situations.
Development Stages of Digital Crisis Management
The development of digital crisis management occurs in 5 main stages and they are as follows:- Viral
- Legitimate-transparency
- Bi-directional Approach
- Search
- Competitors
Now let’s discuss these in details.
Viral: In digital space everything now goes VIRAL. Any news, updates, reviews or Feedback about the business units starts trending the moment its identity is communicated across various digital platform. With the help of social media, bad news spreads faster than ever via Twitter, Facebook, YouTube and so on. To handle this situation, you have to respond very quickly and keep a track of all relevant consumer-generated media.
Legitimate-transparency: You need to define you guidelines for doing business online. Those guidelines needs to follow across all the channels. Now a days, it is difficult to hide everything. Anything can become “private” to public. Please ensure that there are no inconsistent practices in your business.
Bi-directional Approach: A two-way dialogue between the customer and business unit is the only way to pass on your message and receive the feedback. The business unit is expected to invite customers to participate in a conversation. You must attend and respond your audience by being receptive.
Search: Internet users tend to start their day with Search Engines. Users’ switches to search engines to collect information so that they can make best possible decisions based on the data available on various websites. If the information found on a search result is unfavourable, they can break the brand reputation.
Competitors: If you are a reputed business unit, you may have many competitors or dissatisfied customers. All of them might have published tons of information concerning your business. Any information can now travel the distance very easily and therefore you must keep your eyes wide open on those news, reviews and comments circulating around.
Responding to Negative Online Reviews
Gone are the days of offline feedback of your customer when your business was relying published media. Now every action of brand or employee gets noticed within hours and it takes even less time to become Trending.The more time you take to react, the brand identity get damaged with double speed. Never allow negative brand or employment reviews remain unattended. Delay in response could lead to loss of business or potential investors.
It is always recommended to accept your mistakes and acknowledge publicly. There is always a right and a wrong way to accept your mistakes. When you do it correctly, your PR issues does not get escalated. Resulting in minimizing the negative information that is traveling on Internet. Reviews handled with care will both prevent additional negative reviews and reduce the impact of the bad reviews.
When attending your negative reviews, a personal and conversational tone is generally preferred. Provided below are few guidelines for responding:
Show compassion: Apologize and express your concerns that caused the inconvenience. Make the customer feel what they are saying is 100% accurate, you don’t want to debate or seem defensive. Try to understand their views and understand the situation completely.
Demonstrate your penitent: Apologizing for mistakes is not enough. Prove your points by Express how your actions were wrong and what the corrective measures you have taken are. Prove the same to customer that the same issue will not happen in future.
Invite Feedback: Ask the reviewer to come back and comment on how you did with resolving the issue.
Pushing Negative Reviews Down in Google
There is no authority to push negative reviews down on Search Results. What you can do is make positive results more relevant so that they can pop more in search results and outrank the negative ones.Whenever you are planning to push down the negative, start promoting the positive reviews. Growing third party reviews are the best to promote. Also you can promote the reviews on your website by paying attention to pages controlled by you. Doing on-page optimization (SEO) for your web pages can help you appear those positive results on top of the search results. Always remember to make your web pages consumer friendly and add appropriate copy, title tags, URL’s and Meta information.
Analyze the following search on Search Engines - "[Your Business] Reviews". Observe the search result. Almost 60% of pages which appears in the result is owned by your or controlled by you. You will also find your partners links, so you can opt for their help to align these comments as well.