A guide to building your company reputation online
Master the art of knowing how to manage your reputation and repair it following negativecomments leveled against your company.
In the age of social media and websites dedicated to consumer reviews, anyone – from an unhappy customer or a disgruntled employee to an unscrupulous competitor– can post negative content about you that hundreds or even thousands of people will see, and it may discourage them from contacting and doing business with you.
What does the Internet say about you?
The first step toward reputation management is knowing what the Internet is actually saying about you or your company. If you type your company’s name into Google or Bing, what comes up first? Hopefully it’s a link to your company’s website, followed by your Linkedln page, Facebook page or something similar.
But what’s beneath that?
Scroll down looking for search results that show you or your company in a negative light. How far down the search results do those negative returns appear?
Are they on Page 1 or at the top of Page 3?
Set up a Google Alert for your name to notify you of when someone mentions you online.
Perform a search with the words “sucks,” “scam” and “ripoff” at the end of your company’s name.
If review sites like Yelp or Angie’s List show up in your search results, or if you receive clients through those sites, check them for information about your company and note any negative reviews.
Also check your Google Local pages for bad reviews.
Does anything come up?
If you’ve found no negative reviews,congratulations. You probably don’t need to repair your reputation at this point. But you do need to start monitoring it. You’re just onemouse click away from a devastating online assault that could seriously damage your business.
Gather your research. Then establish how you’re going to effectively manage your reputation online and repair those parts that are causing it to flag.
The key to effectively planning your reputation management is understanding what you’re trying to do. Are you trying to repair the damage that’s already been done orare you trying to protect your brand from future damage?
Either way, you need to:
Establish a plan of action.
Focus your efforts.
First, based on your research, determine whether you need to repair an already damaged reputation or monitor and manageyour reputation to prevent future damage.
Decide who in your company is going to be in charge of implementing your plan.
Identify warning signs so you can defend against an attack before it actually becomes a problem.
Develop a plan to manage and repair your reputation after negative content goes live.
Identify your weak points.
Categorize the situation as high-risk Or low-risk.
Develop a list of tools.
Manage your online presence.
Since Google directs the majority of search traffic on the Internet, it’s essential that you know what people see when they search for you, your company or your products using the engine.
Set up Google Alerts.
Set up Google Alerts for the keywords that normally bring people to your website or social media pages, including your company’s name, products and services and key corporate executives.
Monitor blogs and forums.
You should also identify and monitor influential blogs and forums in your industry. The more specialized your offerings, the more likely it is that clients will turn to forums and blogs for information.
Social media is more difficult to monitor, but simple searches for your brand name and user names are available for free onmost social networking sites. There are also tools that will monitor your brand across multiple channels.
Even the best tools require human analysis and response.
The impact of digitalization is so vast that most businesses have their own website and presence on social media channels, they subsequently have accounts on 3rd party review websites.
Online presence is not only about having websites and social media accounts for your business but also about how the brand’s reputation is online.
Online Reputation Management - (ORM) is a consistent process of building a public image through regular inputs from online reviews and client feedbacks that organizations must follow and maintain online. All the businesses need to explore the reputation monitoring services and leverage their brand above the competition! It is merely a process of identifying brand status, monitoring it, and mitigating any potential risks.
With a seamless showcase of your products and services, you need to hit the right touch-point. It can be an enriching brand awareness path while creating a customer journey that yields results.
It has become immensely crucial for small businesses and white-collar professionals to manage their reputation, as it affects their business directly. Managing online reputation involves social listening, actively participating in customer interaction, and includes proactive roles.
Therefore it has become necessary to have an Online Reputation Management (ORM) strategy or an ORM agency to handle your brand reputation online. It allows businesses to look through a digital window, which evinces the avenues to improve and grow.
Hence, through regular monitoring and understanding public opinion, one can build a perfect balance in their business and can raise them through various business storms. Even all social media efforts must be transparent, authentic, and engaging.
ORM easily deflects and minimizes negative image in prominence. What is worse than a negative review of you or your business online? Think! It’s not having a review at all.
Your online presence is most-watched over. Your website, social media pages, blogs, review sites, and many more channels are your direct channels to form opinions. The better you present yourself and interact with your clients, the better you will be able to evolve and run your business. Negative reviews are not always bad. If your brand has all the good reviews, the customer might not believe them at all. Negative reviews can be overpowered by positive ones.
With competitors all around, they often practice unruly strategies. The ORM firms diplomatically handle such complaints. Understanding the client’s requirements, handling their queries, quick and courteous replies can immensely control and manage a startup’s image on the web and save from cooked up criticism.
Now the main question is, how do we encourage customers to write reviews for you or your business?
There are various methods to generate user reviews, some of which are listed below. Make sure you capture the attention of users to give you a review.
Think extensively about your business and which platform people are more likely to use to search for you on the internet. You need to find out where your target audience is present and then leverage the power of social media channels.
Most businesses and professionals have their presence on Facebook and thinking that it is enough, is a big mistake! Users rely on all types of websites to gather reviews.
Better Business Bureau
Make sure you have a presence on all these platforms because it becomes extremely difficult to judge which platforms are trusted by a maximum number of people.
Let us explain it by a simple example: A doctor did not list himself on Yelp, but customers still gave feedback and reviews on the portal. The timings and the phone numbers mentioned were all incorrect. Potential customers were turning into unhappy users as they were unable to communicate with the doctor. The web is forever; with all activities and communication being saved and tracked on multiple online platforms, one needs tools that can ensure that any negative remark or feedback does not hamper you when you just started the business.
In this situation, it would have been better if the doctor had claimed the business page and submitted the correct information. Even if you received a negative review, at least potential customers now have a way to communicate with you. That is why it is important to spread out on all the portals where your customers might be present.
Regular online buyers consistently get recommendations from different online forums or social networking sites. Besides, most shoppers trust peer suggestions. Companies giving ORM services will replace the critical/pessimistic content with original user-based content.
They pick affirmative advertising over the web and its mediums to build the brand reputation and turning visitors to buyers. Online Reputation Management (ORM) works through SEO and SMO methods with a clear focus on Reputation Resolutions in the form of positive branding. It empowers startup/businesses by connecting them with potential customers using data and insights.
With a fully integrated engagement plan and effective marketing communications, ORM protects your Online Business Reputation by integrating other digital branding services like marketing automation, predictive analytics, machine learning, and more, which eventually leads to leveraging startups/businesses above the competition.ORM Companies use various monitoring tools to review the key facets vital to maintaining an online reputation. With the help of online reviews, they easily enhance customer experience, gain understandings for competitors, engage effectually with the current as well as potential customers, and increase ROI (return on investment).