TechDogs-"A Beginner’s Guide To Online Reputation Management"

Marketing Technology

A Beginner’s Guide To Online Reputation Management

By TechDogs

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Overview

Let’s face it - your online reputation is the secret ingredient that gives your brand’s perception its true flavor – the one that your audience indulges in!

It’s the ingredient that decides your rank on the online menu (read: search engines). It’s also the ingredient that can make or break your business. #NoKidding

Stating the obvious but your market standing in the digital age is highly influenced by your reputation on the web. That brings us to the priceless question - how can you leverage this ingredient in the optimal manner? #TheRecipeForSuccess

Well, that’s a no-brainer. The process to do it right is Online Reputation Management.

Much like any other recipe, Online Reputation Management also has a range of ingredients to use and a detailed process. Wait, don’t bother yourself by flipping through recipe books for that because here we present everything you need to know about Online Reputation Management!

So, without further ado, let’s begin this masterclass on managing and building a spotless online reputation for your brand. Let’s go!
TechDogs-"A Beginner’s Guide To Online Reputation Management" Never Press Paws On Managing Your Online Reputation
Reputation is everything… 

Although this phrase was coined in the 1800s, it aligns perfectly with today’s era as well. After all, everyone wants to do business with brands they know and trust. Customers want to feel confident that their money will be well spent on products or services they purchase from you. Hence, your online reputation is the key that helps you win partners and potential customers. In the past, customers would only either say something good or bad about a company and that too on limited platforms. Today, they can anonymously post negative reviews on websites and social media platforms which can hamper the online reputation of your business. So, how can you take care of your online reputation? Well, here are 5 handpicked tips for you!

Here's #TipNo1: Build an online presence by posting consistently. Don’t miss any chance to post about your brand, products, services or work culture and attract potential customers.

#Tip No 5: Ensure a flawless online reputation and to know all about the what, when, how and why of Online Reputation Management keep reading this article.

Wait…wait... where are the rest of the tips?

Fret not, the rest of the tips along with a detailed overview of Online Reputation Management will be revealed in this article. Make sure you read till the end!
 

What Is Online Reputation Management?


Online Reputation Management (ORM) is a way for companies to not only mitigate the effects of negative aspects (say viral videos, negative reviews, negative content, etc.) but also create proactive marketing strategies to enhance their online visibility. There are many approaches that ORM takes such as using positive material (namely sharing positive reviews, branded content, etc.) to counteract negativity or influence search engine results pages (SERP). One broad approach ORM uses is generating large amounts of content about the company which will add more "positive points" than negative. Other methods involve developing a positive image on multichannel platforms such as email, social media and review websites.

Not just that but Online Reputation Management has become a very important part of the marketing and advertising industry. It is the process of improving or managing the brand’s reputation through Search Engine Optimization (SEO), social media and content creation. The goal of ORM is to positively influence your brand’s perception on Google and other search engines, as well as on social media sites such as Facebook and Instagram. A strong online reputation improves a company's credibility and pools potential customers (or target audience) toward the brand. So, it doesn't matter if you're an individual entrepreneur or run a massive business; it's important to pay attention to your online reputation.

Now it’s time for #TipNo2!
 
#Tip No 2: Engage with other brands on social media platforms by commenting on their posts, liking posts and following them. This will help you attract maximum social media engagement.

After this noteworthy tip, let’s flip some pages and dive down into the past.
 

Evolution Of Online Reputation Management


Here we present the timeline of Online Reputation Management.

Before the era of the holy Internet, traditional Public Relations (PR) was the only way brands used to communicate with their audiences and potential customers. Print, electronic media, events and networking campaigns were part of PR. It was essential to manage the image and brand reputation. Fortune 500 companies were the driving force behind this movement since the beginning of the 21st century.

After the glorious entry of the Internet in 1998, a new marketing and advertising avenue evolved with Google being founded. Although, before 2001 it had very limited scope for sorting, searching and learning about the products, services, or businesses. Also, searching for people, brands or their products was a very simple process and a secondary feature offered by ISPs (Internet Service Providers) like MSN (Microsoft Network) and AOL (America Online).

With the growth of search engines, algorithms became more technical and complex, SEO (Search Engine Optimization) and SEM (Search Engine Marketing) had begun to harvest more value and strength. Besides this, the popularity of the internet introduced new marketing and branding opportunities such as customer feedback on social media platforms, user-generated content, blogs, review sites and eventually, these concepts gave rise to consumers’ voices.

After this little detour of the evolution of Online Reputation Management, let’s understand its process.
 

Process Of Online Reputation Management


Here’s all you need to know about the process of how Online Reputation Management works. Well, read carefully cause every step matters!
   
  • Step 1: Fetch The Right Ingredients:

    Suppose you have planned to bake an apple pie, the first thing you will need is - apples (duh! What a secret we revealed.) Truth be told apples will do just for a regular apple pie but to bake the authentic apple pie, you would need good quality apples, don’t you? The same goes for the recipe of Online Reputation Management, you must do extensive research regarding reputation monitoring by choosing the right source and analyzing what’s being cooked, uhh we mean talking about your organization online.

  • Step 2: Cook! Cook! Cook!

    The next important step to cook a perfect dish is to have the right quantity of ingredients. While in the context of Online Reputation Management you will need to evaluate and interpret online content (the ingredients) from the cookbook (social media platforms, review sites, etc.). The messages can be divided into categories such as positive, negative, branding, personnel, industry-related, etc. These messages or information will help you evaluate and act on your Online Reputation Management, which is your next step.

  • Step 3: Garnish And Serve!

    Hurray! Your dish is ready, we mean, now you are done with reputation monitoring and you have the whole list of categories you wish to address. You can address these issues in the form of comments on your blog, social media handle or website. On this note, let’s share the next tip with you!


#TipNo3: Keep track of what people are saying about you on social media sites. This helps you analyze the graph of your online presence and sentiment around your brand reputation.

After this amazing tip and a masterclass in the step-by-step recipe of Online Reputation Management, let’s decode its benefits.
 

Benefits Of Online Reputation Management


Here we present the bits and bytes of the benefits of ORM. Munch on!
   
  • Credibility:

    Adopting ORM strategies in your business is probably the best approach to building trust between businesses and customers. Positive reviews and customer feedback on your online platforms are the smartest way to advertise and ensure the credibility of your brand. While your impromptu replies to the queries of the customers also help you create an active image.

  • Budget Friendly:

    Staying consistent with ORM enables you to get deep insights into your brand image in the market. Hence, ORM strategies save you a lot of effort and money as it cuts down the additional expenses of PR or advertising.

  • Online Visibility:

    Do you know that a decent ORM tool helps you enhance your website’s visibility on search engines? Not just that, this tactic is a great tool to create positive reviews and authentic postings on various social media platforms. So, what are you waiting for, adopt ORM and create vibrant online visibility!

 
Brace yourself the future is yet to unfold. Before we hop on to the future of Online Reputation Management, let’s take a look at the last tip!

#Tip4: Establish guidelines for how you want people to speak about you in public spaces by posting and sharing comments. For instance, you can set a guideline regarding the usage of language or you can also use social media filters that enable individuals or businesses to decide what kind of comments (or customer feedback) you want to display in the public domain.
 

Future Of Online Reputation Management


Seeking insights into the future of Online Reputation Management? Here we present the trends you need to look out for!

Online Reputation Management services are tasked with maintaining websites and social media profiles to keep them in top form. Artificial Intelligence (AI) will continue to evolve in this regard as it becomes more sophisticated, making it an even more powerful tool for Online Reputation Management. For example, AI will enable businesses to be notified of reviews or comments that go against the content guidelines in real time.

Besides this, AI will help take care of the day-to-day tasks that businesses need to manage, giving human employees more time to handle bigger projects. Highly interactive chatbots will help your customers get the answer to their queries with a human-like touch. AI will also make connecting with your customers easier as AI algorithms will be able to spot fake reviews and warn you about them before they get published. So, ta-da to intruders and scammers who want to game the review systems, the future has no scope for you!
 

Wrapping It Up


Today, Online Reputation Management has become an incredibly important aspect of every business. A bad review on social media can cost a company millions of dollars in lost revenue and even lead to bankruptcy. Online reviews and customer feedback are one of the most popular methods for consumers to find brands, products and services. Hence, businesses must take steps to protect their online reputation by understanding how it works. In this article, we presented everything you need to know about Online Reputation Management with a sprinkle of tips and we hope you find this article helpful.

Frequently Asked Questions

What Is Online Reputation Management?


Online Reputation Management (ORM) refers to the strategies and techniques employed by companies to monitor, analyze, and influence their online reputation. In today's digital age, where customers can easily voice their opinions on various platforms, ORM plays a crucial role in managing brand perception. ORM involves not only mitigating the impact of negative feedback but also proactively building a positive online presence through marketing strategies, content creation, and engagement on social media and review websites.

How Does Online Reputation Management Work?


ORM works by actively monitoring what is being said about a company or individual online, analyzing the sentiment of the content, and taking appropriate actions to manage and improve online reputation. This process involves various steps, including researching and selecting the right sources for monitoring, evaluating online content to categorize messages (positive, negative, branding-related, etc.), and responding to feedback or addressing issues raised by customers. By consistently managing online presence and engaging with the audience, businesses can enhance credibility, visibility, and trustworthiness.

What Are the Benefits of Online Reputation Management?


Implementing ORM strategies offers several benefits for businesses, including enhancing credibility, managing costs effectively, and increasing online visibility. ORM helps build trust between businesses and customers by showcasing positive reviews and feedback, while also providing opportunities to address concerns promptly. Additionally, ORM can be cost-effective compared to traditional PR or advertising methods, as it allows businesses to gain valuable insights into brand perception without hefty expenses. Moreover, ORM contributes to improving online visibility by optimizing search engine results and fostering positive interactions on social media platforms, thereby attracting more customers and boosting brand reputation.

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