Only a decade ago, things like PR and reputation management seemed like matters of concern for big businesses and celebrity personas. And it seemed like smaller brands had little to care about. But we are now living in an era of an active audience, one where people express their opinions about brands and services on several platforms online all the time.
71% of consumers starting their customer journey with a Google search, no business can afford to show up untrustworthy. But even with the best customer service, a business is bound to see its reputation take a hit from time to time. For example, a customer can post an angry review, or a bad media story can spread far beyond your expectations.
That’s where online reputation management steps in. By actively managing your reputation, you can minimize negative customer feedback and keep your online presence as positive as possible.
So what is Online Reputation Management? By Sentione
Online reputation management (ORM) is a term used to describe all the actions an organization takes to monitor, address, analyze, and shape the impressions customers and leads have of a brand. A crucial element of online reputation management is tracking and reacting to brand mentions across a variety of digital touchpoints. Depending on the industry and customer base, this may include:
social media platforms
product review sites (both on Google and platforms like G2 and Capterra)
websites, such as news sites & blogs
videos
press coverage
and others
The practice of ORM consists of three key functions:
– Organize your data
– Engage customers online
– Optimize the customer experience
How Is Reputation Management Different From PR? By Adespresso
Both public relations (PR) and online reputation management have the same goal: portraying the company in the best possible light. The main difference between the two is how they achieve that goal.
PR firms work externally, such as through advertising and coordinated media promotional efforts. It’s mostly a proactive effort to strengthen brands instead of minimizing attacks on companies (though PR firms do sometimes handle damage control).
Online reputation management, on the other hand, is most often reactive. It involves looking for and responding to potentially damaging content from other people or companies.
Most of the work that goes into ORM is handled internally by brands rather than by an external firm.
5 Online Reputation Management strategies you can use:
- Answer promptly and with empathy.
Sometimes the best ORM happens before a negative comment or review is posted. When customers ask questions, whether by messaging you directly or posting on social media, you should respond right away. - Address negativity up front.
It can be tempting to discount negative comments and reviews from customers. After all, why would you want to draw attention to them by responding? But the truth is that you’re doing your company a disservice by ignoring unhappy customers. Of the 82% of consumers who read online reviews, 97% also read the business’s responses. Addressing negative reviews is a way to show customers that even if they have an issue with your company, you will be there to take care of it. - Own Up To Your Mistakes.
If your company faces a perceived scandal, it always helps to apologize.
Showing remorse diffuses tense customer situations and strengthens relationships with consumers. It also shows shoppers that your company is honest and transparent. - Stay on Top of Your Search Results.
Most marketers think of SEO as a way to keep their brand visible. But it’s also an essential tool for minimizing visibility of negative press and content associated with your brand. - Automate Online Reputation Management.
Instead of manually combing through websites and social media on your own, save time by using software that automates ORM tasks.
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