When we talk about online reviews we often discuss businesses with multiple people at play—the owner, partners, employees, and clients walking through the door whether that be a physical one or an online one.
But what if you’re the sole-proprietor of your own small business, or a freelancer working for larger companies? Then things start to take a more personal turn on the topic of reviews. As the primary figurehead of your business, the only owner, and the only employee, it’s going to be nearly impossible to separate the actions of yourself from the work you do.
While many freelancers will not open themselves up to online review in the classic sense, if you are the owner of your own online storefront, that’s not an option you’re going to have.
When the Face Impacts the Business
Businesses like NastyGal and Lime Crime may have a multitude of employees, but they make for good case studies when it comes to showing how the face of a business can impact its sales.
By now, many in the retail world know the story of the rise and fall of GirlBoss Sophia Amoruso. But we’re going to point out a situation that happened before the official launch of NastyGal.com, back when NastyGal Vintage was a not-so-humble eBay store.
Marking up thrift store finds from $8 to $1,000, Amoruso started garnering the disapproval of other vintage eBay sellers. Not content to ignore them and continue on her way, she would delve into chatrooms to argue with and troll fellow sellers. The result? They banded together to get her store shut down.
Now, while this gave her the push to launch her multi-million dollar .com, it was a low point that displays how getting personal can bring you into the spotlight and ensure that simple seller jealousy turns into a personal vendetta with a lot more power behind it.
As of 2015, Lime Crime was labeled “the most hated beauty company on the internet” by a multitude of online bloggers. Right from the start, the brand was founded by Doe Deere who already had popularity online through LiveJournal, which as it turned out would both help and hinder her brand.
When you’re an online personality, there’s dirt for people to dig up, and being in the blogosphere, there were a lot of people on the lookout for Deere’s first slip-up. And dirt was indeed dug up.
And, amidst news of Deere threatening legal action against a 13 year-old for photo credits, repackaging her makeup, and dressing as a Nazi for Halloween—how did Deere react? She got deeply involved in the conversation even suing multiple bloggers.
Lime Crime is a textbook case of a company face tarnishing the reputation of a good product.
The message to keep in mind if you are the owner of your own small business or you work freelance for larger companies, is to remember that you are your business.
Especially in the age of the internet, people are always watching. And while that may seem creepy, it’s a good thought to keep in mind. As a business owner, you now represent that business at all times. So, try not to wear offensive Halloween costumes and sue your critics. It’s the least you can do.