Your reputation or what people can read about you on the Internet is a fragile thing open to abuse by others. One bad review can stick around forever and can turn customers off. As Benjamin Franklin said, “It takes many good deeds to build a good reputation, and only one bad one to lose it.”

Despite the risk, social media is an essential communication channel for organisations that want to connect with supporters. The Charity Social 100 Index shows that socially active organisations doubled their supporters on key social media channels in a single year. Yet, for many charities, the vastness of the social media landscape is too daunting and precarious to venture into. When things go wrong, they can go very wrong, if not managed properly.

How you are perceived online has a direct impact on donations. A study by the University of Kent found that donor perceptions of a charity is often judged on the basis of the quality and quantity of social media activity and the ability to connect with the content. People react to content in an immediate way, if outraged, they respond immediately. If they feel connected, they share with endorsement.

As a key person in an organisation – have you ever Googled yourself? Go on, it’s ok to admit it. In fact, I insist on it, if you are ever going to get to grips with your online reputation. Search your name, industry and try any search terms that might display your organisation in results. Use multiple word combinations and common misspellings and set up a Google Alert for these terms. There are more professional subscription services that monitor your name online but these require experienced heads to properly interpret the data.

As a key individual in your organisation, your online reputation is just as important. There is nothing more frustrating than an out-of-date contact details. Look at all your profiles and make sure the information is up-to-date and details about you and your organisation.

Make sure you own your identity because its up for grabs and you must claim it. Have you bought all versions of your name? Who’s got your name on Twitter? Anyone can claim your name, the Internet is a race across the digital fields to flag territory and stake a claim. If you don’t grab yours, someone else might.

Even if you do all the right things you may fall foul of a dissatisfied user or angry commenter. Contact the commenter immediately and take the conversation offline. Ask them for their details so you can contact them personally to resolve the issue. When they are happy they can remove the post. If they won’t remove the complaint after you have honestly and calmly attempted to fix the issue, post a public apology and an explanation. No matter how much a negative review hurts; resist the urge to fire back with angry words. You’ll only make the situation worse.

Specialist lawyer Paul Davis from Integroe Partners says that the Internet can be a minefield of potential pitfalls for people and businesses that have an online presence. He said, “It is important to take immediate and assertive action to respond to offensive and inaccurate remarks on social media to ensure that your reputation or that of your organisation is protected.”

In the end the best way to deal with online attacks is to keep it calm and civil. If it is getting out of hand contact a professional. Its never easy but a good strategy and sound approach does help.

Stieve De Lance is a Director at Reputation Australia.