Creating an online presence that undergirds your business and operations should draw on the positive client experiences that define your reputation.

“You have to take the trust and goodwill relationship capital you have with your employees, your partners, your investors, your clients, and determine how do you represent that with authenticity online,” said Sameer Somal, CEO of Blue Ocean Global Technology and an expert on digital development and transformations.

“One of the most appropriate aphorisms is from Eric Schmidt, the former CEO of Google; he said that identity will be the most valuable commodity for citizens and businesses in the future, and it will exist primarily online,” Somal said. “If you look at how much time we spend on our phones, on the internet, on computers, then how do you connect that to your digital presence?”

Somal will bring his deep client bench of expertise to his keynote presentation — Building an Authentic Digital Reputation: A Roadmap for Rental Car Franchises to Thrive Online — on Tuesday, April 15 to the International Car Rental Show at the Paris Las Vegas Hotel and Casino. 

In a recent pre-show interview, Somal highlighted the topic as it applies to the car rental industry. 

"One of the most common pitfalls that I've seen among clients and businesses is not recognizing that this isn't 25 years ago," Somal said. "Today people make decisions based upon what they find out about you. How do you foster trust and be authentic? I see companies ignoring feedback online, be it negative or positive. Businesses that don't address it risk not learning from what customers are saying."

Somal outlined the following key mistakes in building a digital reputation:

• Ignoring digital presence: Businesses fail to recognize the importance of their online identity.

• Not responding to feedback: Companies ignore negative or positive online feedback instead of addressing or learning from it.

• Inconsistent branding: Businesses struggle with uniform messaging across platforms.

• Failure to monitor online presence: Many companies do not track what is being said about them or their competitors.

• Low-quality content: Digital assets should be valuable and permanent, not just temporary marketing material.

• Lack of a reputation risk plan: Many businesses are unprepared for potential reputation damage resulting from viral social media. 

Companies should not avoid social media since most customers use it. While you don’t have to be an influencer, a customer-facing operation needs a presence with consistent posts that could be educational or amplify positive aspects of a company, Somal said. Positive reviews can be spread at different times to Facebook, LinkedIn, X, and/or YouTube. 

Content should be educational and authentic, reflecting the company’s values and customer experiences, he said. Steady output on social media is key to remaining relevant.

Somal asserted that too many rental car companies lag in personalizing a digital experience, compared to retail and other travel-related sectors.

“There are gaps in making use of mobile devices, and some of the car rental websites and apps are maybe not as seamless and user friendly as they could be,” he said. 

RACs may also be underusing their data and leveraging it to predict customer trends and needs, and operational challenges. Integrating chatbots helps keep track of common needs among customers.

Rental car operations also must adapt to rapidly changing technology preferences among younger generations who embrace tech faster, Somal said.

“Gen Z prefers mobile apps and that seamless digital experience, and so you must prioritize app development. Millennials often engage brands through social media and reviews, so responding to that feedback is critical for your overall online reputation. Gen X values functionality over aesthetics, so making sure your technology is clear and easy to navigate is essential. Boomers, of course, trust established brands, so maintaining consistent professional digital branding will add to your credibility. They also value user support, clear instructions, and thoughtful engagement strategies.”

Among keynote takeaways attendees can learn more about:

• Active online presence: Digital reputation is an asset that helps in gaining new customers, selling, or merging a business.

• Building trust: Transparency and engagement online matter for credibility.

• Leveraging technology: Search engine optimization (SEO) and Google My Business are crucial.

• Managing crises effectively: Negative reviews should be turned into opportunities for improving customer relationships.

• Creating digital assets: A strong digital presence ensures resilience against reputation risks.