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What is Online Reputation Management?

Delphia Debra
Dec 4, 2019 8:15:01 PM

Online Reputation Management (ORM), originally a public relations term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. In this article, we will learn what is online reputation management.

Importance of reputation in the business

Executives understand the importance of their company's reputation. Positive company reputations are more attractive to employees. They are perceived to offer more value which can often allow them to charge higher prices. They have more loyal customers and are more likely to purchase a wider range of services and products. They are more likely to be profitable and grow because the market is convinced that they will.

However, most companies do a poor job managing their reputations or don’t focus on it at all. In a recent survey, respondents stressed the importance of maintaining an online presence and engaging digitally with potential customers and clients. Of particular note, 97 percent said online reputation management is important to their business. This was also true for online reviews (98%) and social presence (92%).

This is not risk management. It is crisis management, a reactive approach that aims to minimize the damage. This article provides a framework to help you manage reputational risks proactively. This article explains how companies can quantify and manage these risks. This process will enable managers to do a better job of assessing the potential threats to their company's reputations and decide whether to accept or not.

online reputation management strategy

Why is Reputation Management Different from PR?

Public relations (PR), as well as online reputation management, share the same goal: to portray the company in its best light. What they do to achieve this goal is the main difference.

PR agencies work outside through advertising and coordinated media promotion efforts. Most of the time, it's a proactive effort to strengthen brands rather than minimizing attacks upon companies (though some PR firms may manage damage control).

Online reputation management on the other hand is more often responsive. It involves identifying and responding to potentially harmful content from other people or businesses.

The majority of work in ORM is done internally by brands, rather than by an outside firm.

Online reputation management services have many benefits

These are the benefits of using a service

Trust: People trust brands and businesses with good online reputations. Before making any investments, customers often seek out opinions from others by looking at online reviews. Positive online reviews are a sign that customers trust your business or brand. Therefore, you need to ensure your online reputation is impeccable.

Conflict resolution This allows you to respond in real-time to negative reviews. Customers will admire your willingness to participate in conflict resolution. You can identify and flag inconsistencies in how the company is represented on the various data brokers. A customer may find an old telephone number online and call the business or leave a review saying that the line is disconnected. This can cause reputation damage before any interaction takes place. Conflict resolution is a brand reputation strategy that matters.

Profitability: A good online reputation will bring more customers to your business. You will be able to attract your target market by increasing online visibility through positive postings and thus improving your business's profitability.

Promoting your reputation online: Paid media vs. Earned media

Paid media refers to content that you pay for to be placed in front of an audience, such as sponsorships or ads. While owned and earned media are free. While owned media is content that you control, such as your Facebook page, website, or Instagram posts, earned media is content created by others about you, such as reviews and Instagram posts.

Paid Media

Paid media refers to all marketing activities that pay for the promotion of your business on other websites and networks. This includes PPC advertising using Google AdWords and displays ads on Facebook. Sponsored posts on YouTubers/influencer blogs are also included. Paid media increases your reach and drives traffic towards your web properties through new relationships with customers and partners.

Earned Media

Earned media is the coverage you get for your business on other web entities. You didn't pay. This requires that you stand out from your competitors with great content, products, or services users consider worthy of sharing, mentioning, and reposting.

Social Media

Social media reputation management involves the creation of plans to monitor social media platforms used by your business, share strategic content on social media and engage with customers who discuss your business online.

How to manage your business reputation online

What are some strategies for managing online reputation? There are many ways to manage your online reputation. Here are some popular methods for managing your business reputation online.

Track customer reviews

You need to be able to monitor online reviews and comments about your business. There are many free services that can track and report these reviews for you.

Many review sites (e.g. Yelp, Glassdoor, Google, and Facebook. Trustpilot and Yelp can notify you when you are reviewed. If you join the site, they will send you a notification. Google Alerts can help you search for more keywords. It will notify you of mentions of your business or any other term you request in web pages and blogs. Twitter Search lets you search Twitter for any term.

You can also hire a reputation management company to monitor online mentions of your business.

Manage positive feedback

54% of local businesses respond to all or most reviews. It is more likely for a company to respond to a positive review than it will respond negatively. Nearly 16% of local businesses never respond to reviews.

Responding will not only help you increase customer retention rates and boost the loyalty of happy customers but it will also increase your chances to acquire new customers. You'll further publicize positive reviews and show how committed your brand remains to maintain open communication channels.

Manage negative reviews

Businesses are afraid of negative reviews online as they could drive away potential customers. It is possible to manage negative reviews and even make them work for your benefit in certain situations.

Relax and take a deep breath. Negative feedback is part of the human condition. It's okay to be a little bit anxious. You can't build anything great in a day. Success takes a lot of work.

Do your research before you respond to a negative review. It is important to read it and circulate it throughout the company. Ask questions. To prepare a response, think about the circumstances and reasons for this review.

It's that simple. If a grievance is valid, you can simply solve the problem. Upgrade shipping, skip the line, and send a replacement product. Now, you've heard your grievance.

Our detailed advice on successful online review management

Search Engine Optimization

SEO reputation management is about managing the brand's image in search engines. This includes a variety of tasks such as auditing a company’s online reputation and monitoring customer feedback. Finally, it involves using reputation management SEO strategies to fix any issues that could damage the brand's online image.

Although SEO and online reputation management may seem like two distinct marketing strategies, they are both parts of the same strategy. Both SEO and reputation management have the same goal: to increase a company's online authority and credibility. 

Managing Social Media Accounts for Your Business

Social media management helps companies monitor their online presence and build their reputation.

Social media management is a key part of reaching your target audience. Learn how to best manage social media accounts for your company and gain customers. Social media management involves strategy, a deep understanding of the company and its target audience, and consistent content creation.

How to manage your personal reputation online

Personal reputation management reduces the negative impact of conversations and generates positive ones online. Digital marketing has made it possible for our personal and professional reputations to go hand-in-hand.

The social standing of an individual in society is determined by his or her reputation. It's a measure of his or her influence. For better jobs and leadership positions, a person with a good reputation is highly preferred.

Google Yourself

More personal information is being posted online every day. Your name might be mentioned by your friends on social networks or tagged in online photos. Or, it could appear in articles or blog posts.

Google Name Searches are often the first place people go to for information about you. Your online reputation can make a difference in whether you land a job or spend more time searching for one. Here are some reasons to search for yourself online if you want to control your reputation.

Other personal information can be a threat to your online privacy. If you find that you have negative content on the internet, take steps to suppress the content.

Build positive content about yourself

When you search for something online, how many results do you look at? Of course, not many. Typically, when you find what you are looking for, your research ends.

Research shows that websites on the first search engine results page receive almost 95% of web traffic, leaving only 5% for the second page. This number drops significantly for the third page and beyond. This is why reputation repair services are so effective.

  • Start to build profiles on authority websites
  • Connect all your profiles together using backlinks
  • Start creating content targeting your important keywords
  • Set up monitoring on Google alerts
  • Remain consistent

What is Online Reputation Management?

Your reputation management strategy requires a lot of attention as there are many factors at play. However, if you are consistent and active, you will see the benefits of increased sales and popularity for both individuals and businesses.

This will help you protect your vulnerabilities from competitors, former employees, or angry customers. NewReputation specializes in online reputation management. We have the tools and expertise to help businesses recover from negative search results and repair their online reputation

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