Online reputation has become of tremendous importance in the last decades. Now that products and services are recommended online, that people do their shopping via the internet, having a good online reputation equals to having the premises for success, while a bad online reputation can be the same as going bankrupt. But, how do we take care of our brand’s online reputation?
What is Online Reputation Management?
The purpose of online reputation management is to provide a positive image for any individual or business by reducing possible negative feedback regarding the brand, products, or services offered.
It’s an understandable necessity given the growing importance of customer engagement with any online business. What was once a passive service to a passive audience, is now consumer driven, with feedback, interactions, and communication with audiences one of the most important aspects of a company’s marketing strategy.
Simply put, it’s much easier to find out the general reputation of a business online, whether it’s positive or negative.
Online reputation management aims to reduce the amount of negative feedback and replace it with a positive image that a client desires.
How Does It Work?
Online reputation management services employ a variety of strategies to help generate a positive image of any individual or company. This is achieved through the building of a positive online reputation which is then effectively managed to ensure it is maintained.
To do this, online reputation management technicians will first analyse current online trends and conversations regarding a brand and use this data to help redevelop the brand into a desired image. This can be performed by the following steps:
- Reviewing all of the online conversations taking place regarding that brand
- Analysing what is being said and why
- Conducting consumer interaction to help reduce possible damage to a brand that has been caused by negative feedback about a company, its products or services.
The Importance of a Positive Online Reputation
It only takes a few seconds to search a business in Google, and if those results aren’t positive, a business is already losing out to their competitors. This can certainly be viewed as harsh when you consider the time and effort required to establish and successfully run a business can be completely undone by a quick online search.
Just one piece of negative feedback can have an adverse effect on any business large or small. Even worse, this feedback could be an unfair reflection of a business, possibly as a result of a competitor trying to get ahead of a rival business.
Furthermore, the reliance of online reviews has seen their significance increase in recent years, as customers look to the internet to find out whether a product or service is worth their money. Unfortunately, these platforms can be easily abused to create an unfair reputation of a brand.
Again, this could be deceitful tactics from competitors. It only takes a minute to leave negative feedback or false comments, whether on review sites or through social media, and before you know it a reputation is already taking a negative hit.
As a result, a company could face any number of setbacks as a result of a negative online reputation. For instance, financial losses could be possible as a result of lower customer turnover because of a poor online reputation.
Thankfully, this can all be tackled head-on through effective online management services. A company can rest easy knowing that there is a dedicated team working tirelessly to build a positive image and help maintain it.