When a consumer buys something from the market, which brand to choose among the plethora of options available will be determined by the level of trust a brand has garnered in the industry. Hence, the level of comfort is directly proportional to the buying decision.
A brand's positive online reputation is essential for attracting and retaining clients, reflecting reliability and quality while setting it apart from the growing industry competition. Effective online reputation management is key to securing a steady stream of new clients and scaling your brand.
Why You Should Work Your Online Reputation
Let’s face it. In 2024, the world is heavily driven by social media. In a survey, 63% of consumers tend to check out online reviews from various product platforms before making the final buying decision.
The consumers are not just doing a quick search to look at your company online and cajoling themselves with the first positive review; they are digging deep into your reviews, filtering for recent comments, and comparing star ratings across various platforms.
Hence, online reputation management becomes a non-negotiable factor to survive! Today, the key to being noticed online is not just about creating a Google Business Profile or social media account.
It has become much more complex. Listing your business across various business websites, ensuring that they are continuously updated, responding to customer reviews and so much more forms a part of your starter kit to thriving in the world of business in today’s era of globalization that is increasingly driven by digital media.
There is a neck-to-neck competition among various oligarchic industries driven by market image and consumer reputation. This situation does not seem to be easing anytime soon. What’s more, it is expected to get even worse.
In such a scenario, online reputation monitoring becomes necessary because reviews and feedback not only drive your brand’s image but also act as endorsements, reassuring potential clients of your credibility.
Any form of negative reviews, dissatisfied customers on social media, or unflattering content can harm your reputation. Showcasing your attention to detail and responsive customer service through positive reviews highlights your brand’s strengths and builds client confidence.
Online Reputation Management (ORM) can prove to be a winning solution to remain relevant in the world of business. ORM does not remain just a damage control tool; it’s a proactive process impacting your brand’s daily operations. ORM can transform a poor reputation into a positive one by influencing how people perceive your brand through practices like SEO, customer service, and social media management.
Online reviews management involves shaping how your brand is perceived online, from minimizing negative feedback and maximizing positive exposure to highlighting awards and showcasing your brand culture.
It can help enhance sales, brand awareness, and trust, as well as provide valuable feedback by bridging the gap between your business and potential customers, positioning you as a top choice online, attracting new leads, boosting credibility, and even drawing top-tier talent.
These online reputation management services are provided professionally by various brands in the market. They help businesses manage their online reputation in the market by formulating various strategies that enable them to compete with other players in the industry in a healthy manner.
Why Is ORM Essential Today?
Online reputation management has become quintessential to good business practices today. Online reputation monitoring of your brand image and effectively handling your online reviews management plan helps in building an alluring magazine cover image that prompts the audience to turn over the pages and engage with the offers within. It helps in various ways:
First Impressions: Ensures that the initial impression of a brand is positive and accurate.
Buying Decisions: Influences consumer decisions significantly, with many starting their buying journey with a web search.
Trust and Credibility: Quick responses to negative feedback help in regaining trust and restoring confidence.
Brand Building: Maintains a positive image, strengthens brand loyalty, and attracts new customers.
Consumer Behavior: Positive reviews can significantly impact consumer choices.
Competitive Advantage: A strong goodwill can help businesses thrive in competitive markets more strongly against their competitors.
Feedback: ORM can prove to be valuable for professionally gaining insights into customer demands and preferences and help effectively point out areas for improvement.
New Business Opportunities: Through real-time reputation monitoring, a positive reputation in the industry can be built which helps attract diverse business opportunities and potential clients which helps businesses stay ahead of their competition by covering more market space.
Strategies for Effective Online Reputation Management
Digital marketing brands employ several strategies within online reputation management packages to enhance brand reputation. One commonly used tool is Google Search Analysis.
Brands begin by examining what is being said about the business online, focusing on comments, reviews, and conversations. To shape this narrative, regular content creation and sharing aimed at online reputation management helps navigate online perceptions and repair reputation issues.
For better results, various online listening tools are used to track brand mentions and reviews, allowing businesses to quickly address any negative or positive feedback. Proper online reputation management, including handling negative comments or poor experiences effectively, helps mitigate potential damage to the business’s reputation.
ORM also involves managing various media platforms like paid media and earned media. Businesses can pay for channels like Google Ads and social media websites to gain direct control over public placements of their brand.
Free and trusted media sources can also significantly impact growth and shape the brand’s perception in the market. Other forms of media, like shared media that have direct engagement with customers via social media platforms, can help create a communication channel.
Through these mediums, businesses can, in a respectful and caring manner, offer prompt responses to customer reviews. This can mitigate negative impacts. Other channels like owned media platforms like websites, social media pages, and blogs that are entirely under the business’s control can also help in creating a business-friendly narrative.
In the 21st century, implementing effective strategies to engage in reputation monitoring and enhancing your online presence has become a necessity because every social media post, comment or review has the potential to significantly impact your brand.
Every business owner needs to engage in building a strategy that can aid in handling your brand’s online reputation monitoring, especially during real-time crises.
Some of the steps that can be taken for the optimization of your online reputation management program are as follows:
Strategy #1: Handle Public Relations Effectively
Public relations need to be managed with patience and diplomacy. It involves generating positive news through effective PR, engaging in guest posts, interviews, charitable events, and co-marketing with industry figures. Another potential tool in your arsenal to boost your social media presence could be understanding local listing management.
Collaborating with Influencers can also play a pivotal role in connecting with your consumer base and expanding on it to further drive engagement and positively impact customer perceptions. Address mistakes publicly and align PR campaigns with your brand values.
Strategy #2: Utilize Social Listening
Reputation monitoring forms an essential part of your online reputation management strategy. Closely monitor mentions of your brand across all social media platforms to engage with your audience and maintain control over your brand’s narrative. It can be conducive for key employees to build a strong social media presence. Personal recommendations can enhance your company’s reputation.
Strategy #3: Respond and Engage with Reviews
Actively engage on social media to boost your brand’s presence and growth. Companies that use social media effectively often experience higher growth. Promptly addressing both positive and negative feedback demonstrates that you value your clients’ opinions and are committed to improvement.
Online Customer Service at Adobe: A Case for Online Reputation Management
The business world has realized that incorporating social media at the core of their online reputation management strategy is indispensable to their market reputation. Various big organizations, such as Nike and Adobe, are making smart use of social media websites as a part of their overall online reputation management strategy. Following suit, many upcoming businesses have also started to incorporate social media into their larger marketing plan.
These businesses have started to use platforms like Twitter to publicly provide customer service. Adobe’s Twitter is a case in point. Adobe recognizes the intense competition it faces from rival companies like Canva. In such a competitive landscape, maintaining a positive reputation becomes crucial. To achieve this, Adobe has made solving user needs an essential component of its marketing strategy. The brand responds to customers promptly and helps them find effective solutions to their problems. This approach helps Adobe in its online reputationmanagement in a positive manner and contributes to customer retention. Their account doesn’t just publish marketing updates; the brand leverages the full potential of social listening to assist their customers who encounter technical issues, have questions, or need additional support.
Adobe’s team is actively involved in online reviewmonitoring. They keep updating their social media handles. Adobe also responds to customer inquiries both, publicly and privately through direct messages, in real-time. For instance, since 2020, @AdobeCares has responded to user comments over 400,000 times.
Strategy #4:Generate More Client Reviews
Online reviews management is also an inexcusable exercise towards building a good brand value. Actively seek out reviews to build a strong foundation of positive feedback that prospective clients can trust.
It can be done by collecting reviews from past clients to showcase the service quality of your enterprise.
Manage online reviews by encouraging customers to upload real-time photos and videos of their purchases and leave reviews. Posting user-generated content on social media handles helps build trust and helps build goodwill in the market.
Using critical feedback constructively to improve your services will help in retaining clients. Highlighting glowing testimonials on your website, in proposals, and across marketing materials helps to reinforce your brand’s credibility.
Strategy #5: Respond to Negative Comments
It is unrealistic to expect no negative reviews, but how you respond to them makes all the difference. Online reputation monitoring is essential for your brand’s growth.
Respond quickly and respectfully to offer viable solutions to strengthen customer relationships and help show care about your customers.
Viewing negative reviews as growth opportunities rather than personal attacks allows for constructive criticism, helping maintain a positive reputation and demonstrating a commitment to customer satisfaction. 88% of customers are likely to use a business that responds to all reviews, positive or negative.
Strategy #6: Automate Reputation Management
There are many online reputation management software for brands that can be used to streamline your efforts, ensuring that you stay on top of client feedback without diverting attention from other critical tasks.
Invest in efficient SEO and ORM tools to ensure that your website ranks high on Google’s first page. SEO helps reduce the visibility of negative content and highlights positive, controlled information about your brand. ORM tools can aid in tracking the brand reputation and adeptly handle crises.
Strategy #7: Brand Audit
Start by conducting a comprehensive assessment of your online assets ( website, blog, social media profiles, and third-party business listings). It is essential to ensure that search results for your brand align with your desired image and promptly address any negative or off-brand content.
Strategy #8: Track Brand Mentions
Setting up notifications for your brand name and related keywords across the internet for every facet of your social media presence enables you to respond quickly to comments and helps you manage your brand's online reputation effectively.
Strategy #9: Crisis Management
Preparing an executable plan to mitigate potential PR crises, which responds swiftly and aids in real-time online reputation monitoring, is an important step in maintaining the brand’s public reputation. Take customer complaints seriously and use feedback to improve your services.
Maintain professionalism in online interactions. Avoid public arguments, as they can harm your reputation. Address issues respectfully to positively influence future customers.
Strategy #10: Promote Positive Content
To effectively execute your online reputation management strategy, incorporate actively promoting content (endorsements, testimonials, partnerships, etc.) that presents your brand positively on all your official social media platforms.
Also, update your blog regularly to engage with your clientele by showcasing expertise, engaging your audience, and improving SEO. Regular updates provide fresh content for social media, enhance your online presence, and effectively manage your brand's online reputation.
Pepsi’s “Is Pepsi OK?” Campaign: A Relevant Chapter in Reputation Management Strategies
Pepsi is a 100-year-old brand in the beverage industry but its reputation has always been perceived as a second option to Coca-Cola. Pepsi has been extensively involved in its online reviews monitoring. They have acknowledged the results of its reputation in the market and have chalked out a realistic strategy for managing it, both online and in the real world.
Having accepted this public review, they addressed this image by launching a bold public campaign during Super Bowl LIII, cleverly named “Is Pepsi OK?” This lively campaign was designed by a creative brand called Special to make the brand feel more connected to its consumers. It evolved into an Out of Home (OOH) campaign, automatically increasing its outreach. This allowed Pepsi to engage consumers across multiple channels, creating a deeper connection with its audience.
The campaign has proved to be a masterstroke in their online reputation management program. The campaign starred influencers like comedic legend Steve Carell, Grammy-nominated artist Cardi B, and Grammy-winner Lil Jon.
An advertisement was released starring Steve Carnell and others; playfully addressing the familiar scenario of a customer ordering a Coke and the waiter responding, "Is Pepsi OK?" Carell, in his charismatic style, humorously emphasized that Pepsi is "More Than OK." This bold declaration turned the entire narrative of the brand and ended up amplifying Pepsi's appeal.
Several online reputation management techniques were at play here, including:
Reviews Monitoring: A comprehensive analysis of the brand’s reputation across various platforms was conducted to formulate a realistic reputation management strategy.
Activation on Social Media: The brand developed an effective strategy for its online reputation management, creating hashtags like #MoreThanOK and #PepsiSuperBowl to spark conversations across various platforms.
Creative Outdoor Advertising: NFL partnerships, exclusive events featuring big-shot influencers and other events were planned to ensure that a positive image of Pepsi was restored. This form of engagement with the consumers was a key part of a broader online reputation management program that fostered a sense of community and reinforced brand loyalty.
One of the campaign’s key strengths was its self-awareness. Pepsi tapped into the relatable experience of being the second choice at restaurants and used it as the backbone of a humorous and confident advertisement.
Pepsi’s “Is Pepsi OK?” campaign was an example of a successful ORM strategy. It generated much audience engagement, with over 100 million views for its Super Bowl advertisement, and became a trending topic on social media. It also reported a 4% sales increase in the weeks following the Super Bowl. The success of his campaign has valuable lessons for businesses trying to survive in the market.
Top ORM Platforms
Maintaining a positive reputation in the market is almost synonymous with success. This can be illustrated by the example of Boeing and how consumer perception made and broke apart the company.
For a long time, Boeing was considered to be at the top of the aviation industry. The company was known for its quality safety systems and world-class engineering. Then came a series of tragic events resulting from years of neglect and prioritizing profit over the safety and transparency of the customers. The final nail in the coffin was the crash of the Boeing 737 Max, which had 300+ victims. The company’s inappropriate reaction to these events led to detrimental damage to the brand’s reputation.
Now, we are not saying that online reputation management tools are magic. Automation is not a tablet that cures all ailments but can be a stepping stone to success. They are tools for effective damage control. If you can keep up with this world of AI while keeping your touch of humility intact, wonders can be achieved for your reputation!
It is a no-brainer to say that reputation is the result of strategic portrayal of a company’s assets in the market but it might surprise you to know businesses can automate managing their market reputation. Mostly, online reputation management software is a highly effective way to maintain and even enhance your business’s market reputation.
The Internet keeps a repository of everything that is being said about you forever so reputation monitoring cannot be done without. To keep up with the evolving market, exploring what a good online reputation management platform can do for you seems like a plausible idea.
Professional ORM services have become an indispensable component of modern business strategy as they help businesses to position their brand in a customer-centric light; one that continuously learns and evolves from customer feedback.
This can help businesses to foster a transparent and authoritative online presence. This approach not only strengthens trust and reliability among customers but also drives increased sales and revenue.
There are several online reputation management platforms available that offer unique solutions to help businesses monitor, manage, and improve their online reputation and stay ahead of the competition.
These online reputation management services provide services like real-time alerts, automated review management, and crisis response tools, among others suited to your specific needs.
Wondering which online reputation management services to employ? Here’s a look at some of the most promising ones available in the market today:
Synup
Synup can help build your business’s online reputation and be a part of your growth journey. They offer various online reputation management software and strategies that are tailor-made for your business and can be customized to meet its specific needs.
Synup consolidates reviews across the premier partner websites, including Google, Facebook, and Yellow Pages, among others, into one place to make it easier for you to engage with customers straight away. Its Intelligent Natural Language Processing analyzes customer sentiments in a short period by providing you with an analysis of your business reviews.
It helps with continuous reputation monitoring by gathering customer feedback directly from the customers and helps provide constructiveinputs on improving your product and service offerings. It also provides options for creating and saving frequently used responsesas templates so that customers can reply to them swiftly.
Synup’s intelligent Automation takes care of routine tasks like respondingto reviews based on keyword, sentiment, location or star rating, so you can focus on improving your reputation with your customers.
Synup integrates online reputation monitoring, marketing, and management into a people-first approach. The program assists clients in developing long-term strategies that protect their brand’s image and evolve and build brand equity over time.
Our comprehensive set of tools with advanced data processing capabilities and user-friendly interface help improve customer interactions and efficient online reputation management, attract new clients, retain existing ones, and strengthen your market position.
Statusbrew
Statusbrew simplifies your brand’s online reputation management process by centralizing social and review channels. Statusbrew’s platform connects multiple profiles and locations, allowing all your review management and engagements in one place.
This allows you to view and respond to all kinds of conversations, whether real or manufactured, from all the online platforms. You can also use saved, suggested, and auto-replies to streamline responses.
Their Rule Engine enables you to automatically hide or delete inappropriate comments on Facebook and Instagram based on sentiment, keywords, or campaign triggers, protecting your brand from crises during inactive hours. Statusbrew allows online review management by notifying you of negative reviews or mentions through email, mobile, or Slack.
Conversations can be routed directly to your community manager or customer service team, ensuring fast responses. Pricing starts at $129 per month, with a 14-day free trial.
Podium
Podium goes a step ahead and instantly streamlines online review management by automatically requesting feedback from top customers. This enhances your brand's position on Google and Facebook. Additionally, there is consolidation of all the communications made by the customer in one place, thus making it easy to ask inquiries or even sell via text.
In addition to this, Podium uses Artificial Intelligence in reputation monitoring. It summarizes calls and captures leads via a web chat. Their analytic details help uncover review trends, and thus, you can refine your operations. They don't offer free trials, but following a demo call, a tailored price list is sent to the client.
Brandwatch
This is a pretty robust, all-in-one social listening and analytics tool with helpful features like Advanced Sentiment Analysis, Real-Time Data Monitoring, and Competitor Benchmarking. It is a proactive way for your business to stay ahead in the game.
Brandwatch's advanced sentiment analysis isn't just the tool for online reviews management. It tags online mentions as positive or negative, and captures the emotional tone behind the words of people, providing you with an even more nuanced perception of how your consumer feels. To keep a view of how trends are unfolding or how conversations are happening, Brandwatch offers real-time data monitoring.
That way, you're ready to respond without hesitation if something viral goes wrong or take advantage of it when it has potential.
Brandwatch also offers tools for competitor benchmarking, allowing you to compare your online presence against your rivals in the industry.
This helps you look out for opportunities to not just simply perform reputation monitoring but holistically improve yourself amidst grueling competition and also set performance goals based on your competitors' successes.
Summing Up
Successful marketing starts with understanding and mastering your customers' experiences throughout their purchasing journey. This involves authentic engagement on key platforms, including online business listings and review sites. It can seem like a daunting task if proper handling is not carried out in a time-bound manner.
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently”.
This wise statement by Warren Buffet, a doyen in the world of investment, highlights the need for proactive online reputation management in an era where information spreads like a forest fire.
There is no infallible tool that can completely shield you, damaging your reputation. That is beyond the means of our control. However, developing and executing an efficient online review management strategy can help you remain relevant and ahead of your competitors.
Often, managing these aspects effectively requires the expertise of an online reputation management (ORM) service or a specialized marketing brand.
As you evaluate your options, you may want to consider Synup, an online reputation management tool that provides a unified platform for reviews, analytics, and communications. It’s designed to support agencies in navigating a competitive business environment. Book a demo to know more.
10 Types of Reputation Management Strategies You Should Implement: FAQs
What are some straightforward tips for effectively managing an online reputation?
To effectively manage your online reputation, it’s essential to implement some straightforward strategies. First, continuous monitoring is crucial; regularly checking your brand’s online mentions and reviews will keep you informed about your business's standing in the market. Additionally, proactive engagement plays a significant role in maintaining a positive reputation. By respectfully and patiently interacting with consumers, responding to feedback, and participating in conversations, you can actively shape and protect your brand’s image online.
What are the primary strategies for reputation management?
The most essential online reputation management strategies include:
Monitoring: Regularly track your online presence.
Responding: Address feedback in a user-friendly manner and use it to make necessary improvements.
Encouraging Positive Reviews: Motivate satisfied customers to leave positive reviews.
Addressing Unhappy Customers: Proactively handle negative feedback with professionalism, showing respect and genuine care. Once the issue is resolved and the customer is satisfied, ask if they would consider updating or removing the negative review.
Creating Quality Content: Develop content that highlights your brand positively.
What elements are used to measure online reputation?
Measuring online reputation involves evaluating the following:
Volume of Mentions: How often is your brand mentioned?
Sentiment Analysis: The overall tone of mentions (positive, neutral, negative).
Influence/Reach: The impact and reach of those mentioning your brand.
What are the primary negative impacts of a poor online reputation?
A negative online reputation can be detrimental if it leads to:
Loss of Customer Trust: Erosion of confidence in your brand.
Decrease in Sales: Lower revenue due to a damaged reputation
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