Reputation Management
What is reputation management?
Reputation management is a process of strategically managing your online reputation. A reputed company will be given priority over one without a good reputation. A company’s reputation is its public image and perception as created by the information about the business that is published online. This information can be positive or negative and it can also come from anywhere on the web; not just blogs, but also chat rooms, message boards, review sites and social networking websites such as Facebook.[7]
Reputation management has become an important aspect in marketing since consumers now have more power to publish their reviews on website than they previously had.[8] When asked what “word of mouth” means to them, marketers ranked word-of-mouth second only after advertising.[9
Reputation management is the process by which a company monitors online mentions of its name or products. It also involves responding to negative commentary when it surfaces and either correcting inaccurate information or ignoring it completely.[1] Reputation management can be very beneficial for companies that rely on their online presence because it helps establish trust with consumers. [2] Whether a business sells products or services, managing its online presence is crucial to staying competitive in today’s market. The more positive feedback posted about a business’ image and good customer service, the more likely they are able to attract new customers.[3] A reputation that has been carefully cultivated over time can have a dramatic effect on sales revenue as well as overall business growth.[4]
Why is reputation management important?
Reputation management is a critical part of online presence management. A company’s reputation is based on consumer trust and is often dependent on information that is found on social networks and the internet.[5] Having a good reputation has a significant impact on a company’s survival. But having no reputation can be as critical as having a bad reputation. No reputation means you don’t exist in the eyes of a consumer.[6] The first steps in developing and managing a company’s reputation require the business to define its image, identify a target market and develop a core message.[7]
Reputation management as a competitive advantage
Monitoring online reputation is one of the most important aspects of online presence management. Consumers are using technology to gain knowledge about companies from different sources and they form their opinions on these businesses through word-of-mouth.[8] “Online consumer reviews have become so influential that 80% of consumers read reviews before visiting a website, making review sites more influential than television ads.”[9] A study conducted in 2009 found that almost 50% of consumers look at customer review websites when researching products or services. [10] In fact, 42% say they shop based on what other customers think while only 11% cite information provided by sales clerks as influencing their purchasing decisions.[11] Social media has also created new spaces for consumer opinions about companies.
Analyzing online reputation can help a company decide which parts of its marketing plan are working and where it needs to improve. This helps to create long-term strategies for business development.[2] Companies should have an online presence management strategy in place because it allows them to interact with customers, get feedback from their target market and gain insight into what is being said about them across the web.[3] Some businesses get involved with the issue by making changes depending on how consumers feel about certain aspects of their business, while others may choose to ignore the negative comments and continue doing what they do best.
For example, Burberry stores banned social media activity like Twitter posts or Facebook updates after a photo was that was widely shared of two teenagers fighting in a London mall. One youth was wearing a Burberry scarf and the other had stolen it from him.[4] This incident, which could have turned into a major crisis for the brand, was prevented by removing any evidence that could be used to spread the story further through social media.
Reputation management costs less than reputation repair
Monitoring online reputation is one of the most important aspects of online presence management. Consumers are using technology to gain knowledge about companies from different sources and they form their opinions on these businesses through word-of-mouth.[8] “Online consumer reviews have become so influential that 80% of consumers read reviews before visiting a website, making review sites more influential than television.”[9] About 90% of consumers say it’s important to read customer reviews when deciding where to spend their money.[10] A study conducted in 2009 found that almost 50% of consumers look at customer review websites when researching products or services. [11] In fact, 42% say they shop based on what other customers think while only 11% cite information provided by sales clerks as influencing their purchasing decisions.
– 88% of online consumers say they visit review websites before making an online purchase in order to check out a company’s reputation.
Reviews can be about a person, product or business. Most online users (eighty percent) are influenced by these reviews and the majority trust them as much as personal recommendations from friends.[12] Online users go to review sites as a source of information when online shopping, looking for professional reviews or researching companies and products.
In fact, Google reviews have become so prevalent that they are now one of the top factors influencing local search rankings reports Search Engine Land citing a study by Brickfish.[13] Reviews on social media such as Facebook can also influence how consumers feel about your business. The most popular platforms like Twitter and Facebook allow you to respond directly to any complaints or questions you receive from customers. In addition, these websites allow users to instantly share their opinions with others who may be interested in what they have to say.[14] By monitoring all sources where your company is mentioned online it becomes possible for businesses to make changes based on feedback from their target market.
– Online reviews have become so influential that 80% of consumers read reviews before visiting a website, making review sites more influential than television.
Online Reviews Can Have Long Term Consequences For Your Business
Since online consumers want to know what others are saying about the products and services they’re thinking about buying there is an onus on businesses to take action when their reputation is damaged by disgruntled customers or a negative media campaign. Reputation management has been reported as one of the most effective ways for companies to restore their image after something has happened in public which could result in criticism.[16] Any time your company is mentioned online it’s important to act quickly and efficiently because information is widely available and can spread quickly from one site to another. Consumer reviews are influential and can be used to move a company up or down in the rankings of search engines causing website traffic to change.
– Online reviews have become so influential that 80% of consumers read reviews before visiting a website, making review sites more influential than television.
Just as reputation management should be taken seriously, reputation repair is not something anyone wants to take their time with since it costs less money today to control online presence rather than damage it.[17] Reputation repair is expensive and difficult because damaged businesses face an uphill battle in regaining consumer trust once they have lost it through bad press or negative comments online.
If one of the leading managing agencies for online reputation tells you they can help by discrediting a competitor by making public statements about them it means they are unethical at best, and criminal at worst.[18] When reputation repair becomes necessary it’s important to make changes through strategic measures that address any issues people might have with your business so that coverage in the media will be positive once again because whatever gets posted has the potential to go viral quickly. The key to success when repairing an online presence is being proactive rather than reactive, and being honest when issues arise.
A Change in Mindset is Needed When Safeguarding Online Reputation
It’s important to remember that online reputation management is not a one-time or quick fix solution, but rather it is an ongoing process requiring constant monitoring of social media sites, review services and comments on blogs so problems can be addressed as soon as possible. The old school mentality about controlling what people think about your business by using threats against those who post negative reviews no longer works because the internet has become so widespread today. It’s impossible to control all of the information posted online at any given time since anyone with an Internet connection can publish something instantly for everyone else to see in seconds whether it’s good or bad.[19] The best way to safeguard your online reputation is by investing in reputable online reputation management companies who use proven methods to address and resolve issues as they arise.
Another important step in protecting an image online is taking the time and money necessary to launch a comprehensive social media campaign which involves posting comments on blogs and reviews sites, creating brand awareness pages on all of the major social networks, sponsoring user generated content forums like YouTube or Pinterest , etc. A successful campaign requires your business to invest several hundred dollars per month for at least one year in order to gain sufficient customer engagement. An individual would be hard-pressed to find an online reputation service that didn’t recommend some form of social marketing.[20]
Conclusion
It’s no longer enough just to a have a good reputation or to have a well-designed online presence. Today, businesses must be proactive in protecting their image online and addressing any issues that arise through the use of skilled marketers who know what they are doing. Reputation management is simply too important not to take seriously since it can mean the difference between success and failure for small businesses as well as large companies.
Today, with millions of people having access to blogs, review sites and social networks, it’s only natural that they would respond negatively if they don’t get what they expect from a business. This creates an opportunity for savvy marketers who work for reputed reputation management companies like Search Influence to attract new clients by offering reputation repair assistance for businesses as well as individuals who find themselves embroiled in controversy online.
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This article is written by The Trusted Automation Advisory team, provides advisory services for leaders worldwide. If you have any questions, you can contact us via email at inquire@thetrustedautomation.com, from their website at https://thetrustedautomation.com, or phone at (949) 333-7200.
If you have further suggestions/ideas for future writings, we’d love to hear about them, so do not hesitate to mention them in the comments as well. For more information, contact our team of experts that specialize in search engine optimization for non-profits. Montfichet & Company Atlanta | (404) 900-9814 | atlanta@montfichet.com.
(2) https://en.wikipedia.org/wiki/Reputation_management#Organizational_reputation
(4) http://www.prsgroupinc.com/reputation-management/.html
(5) https://www.forbes.com/sites/jaysondemerscheimer/#30bdacb97e36
(7) https://blog.hubspot.com/marketing/checklist-protecting-your-online-reputation
(8) http://www.prsgroupinc.com/reputation-management/.html
(10) https://www3.ndicopy.org/?id=25640&action=login
(13) https://en.wikipedia.org/wiki/Reputation_management#Organizational_reputation
(16) http://onlinebusinessprogramsreview.com/?p=2105
(17) https://bloggingsoftwarereview4u.wordpress.com/2015//02/-top10bestwebsitebuildersoftware/
(18) http://www.forbes.com/sites/jaysondemerscheimer/#30bdacb97e36
(21) http://www.freearticlesdirectory.com/?p=8890#sthash.zS9NqbsO.dpuf
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Often searching out the graphical symmetry in chaos, while still maintaining the personality emotion of the subject.
Often searching out the graphical symmetry in chaos, while still maintaining the personality emotion of the subject.
Often searching out the graphical symmetry in chaos, while still maintaining the personality emotion of the subject.Often searching out the graphical symmetry in chaos, while still maintaining the personality emotion of the subject.