Motor carriers have largely benefitted from using social media platforms to stay connected with a remote driver workforce, as well as with current and prospective customers. A hard-fought image can be tarnished instantly, however, with a commentator who shares grievances or negative opinions.
Like most companies, motor carriers are generally cautious about information they share publicly with the risks of becoming the next victim of cancel culture. But as much as companies try to create a positive vibe on social media, someone will always have something negative to say. How should fleets handle these situations?
Reputation management, noted Conversion Interactive Agency Vice President Steve Sichterman, is a big piece of who you are as an organization, and a company's online reputation in many cases is the first one – and some times the only one – people will ever see.
"How often do you use Yelp to check out restaurants? How often do you choose to not go to a restaurant because their online reputation isn't as high as it could be?" he asked.
According to the 2020 Driver Recruiting and Retention Annual Report, which was produced jointly by the Professional Driver Agency and Conversion Interactive Agency, 74% of drivers read online reviews when looking for a new carrier.
A "good" online score could be anywhere from 3 stars to 5 stars, but "how you handle your reputation online is vital for people who are looking for a career with you," Sichterman said.
