Your business’s online reputation

In addition to security issues, you should also be concerned about your online reputation. As you develop your social media plan, consider these dos and don’ts:

DO

• “¨Know who has access to your social media channels. Employees may leave your business or take on new roles, so make sure to change your passwords and administrative rights to include only those who are currently involved in maintaining your store’s online presence.
• Monitor what people are saying about you. Keep a close watch on all your channels to monitor the conversation and respond in a timely manner to any customer comments/concerns.
• “¨Take action if you are experiencing suspicious or undesirable activity. If a user is violating your page guidelines and is not receptive to taking the conversation offline, you are able to block them when the situation escalates to an uncomfortable level.

DON’T

• Don’t lash out online. When you receive a negative review, address the issue and take the conversation offline. It shows you responded to the complaint and are taking actions to resolve it.
• Don’t post political or religious views. While you may want to comment on current events, do not post any content that is controversial and could offend your customers.
• Don’t advertise private events. While awareness is important, protect the safety of your VIP guests, employees, and store merchandise during special events (especially if they are offsite) by not publicizing the location or time in advance. You never know when a criminal is watching.

Social media can be a great tool to promote your business. Share these safety techniques with your staff to strengthen your online presence without putting your company at risk.

David J. Sexton, CPCU, is vice-president of loss prevention consulting at Jewelers Mutual Insurance Co., in the United States. A graduate of the University of Wisconsin, Sexton serves on the Underwriters’ Laboratories’ (UL) Security Systems Council, where he is a corporate member of the insurance category. He also sits on the board of directors for Jewellers Vigilance Canada (JVC), and worked on the Central Station Alarm Association’s (CSAA’s) Insurance Liaison Committee that assisted in the development of the UL burglar alarm modular certificate program and revised UL standard. Comments and questions can be sent to lossprevention@jminsure.com.

For training resources regarding safety and security when carrying or working with jewellery, visit JM University at JewelersMutual.com. Jewelers Mutual Insurance Company is the only company specializing exclusively in jewellery insurance in the United States and Canada. It is licensed in all 50 U.S. states and Canada.