Your Guide to Online Reputation Management Strategies |
Posted: January 4, 2022 |
Online reputation is defined as how people see you or your company based on online interactions. The points of online interaction can be any: your business website, social media account, and so on. Hence, online reputation management (ORM) is defined as the practice of managing your business image on all the points of online interaction. The primary focus of an online reputation management agency is to ensure that your business is portrayed in the best possible light. Essentially, it is more of a reactive approach that includes monitoring and managing online image and taking measures to combat potential negative content that might damage your business’ perception.
The parallel between online reputation management (ORM) and public relations (PR) is often drawn because both have the same purpose for your business, i.e., to portray your business in the best possible way. The difference lies in the approach. Public relations uses more of a proactive approach, while the ORM uses more of a reactive approach. For example, public relations will focus on using proactive strategies, such as featuring your business in top business magazines, like Forbes, to get positive attention. In contrast, online reputation management focuses on reactive strategies by responding to any negative comments about your business online. However, both strategies manage the brand’s digital presence and clean up the brand reputation. How Does Online Reputation Management Work?Take a simple example of two smartphone applications (apps), X and Y, offering the same services. App X and App Y have negative reviews on the app store. App X has not addressed any negative reviews. In contrast, app Y has addressed all the negative reviews and given assurance to users that they are working on the issues. Therefore, any user who has to choose between X and Y has a higher chance of choosing app Y. Online reputation management focuses on addressing the negative links and removing negative press online related to your brand. Have a look at the three key strategies used in online reputation management. 1. Address the Negativity ImmediatelyThe first ground rule of online reputation management is to address the negativity upfront. You should address it immediately, whether it is negative reviews, fake news, negative feedback, or any negative online information related to your company. Because if you address the customer problem upfront, they are more likely to be satisfied with your solution. But if you ignore the feedback of customers, they can take severe steps, like posting a negative post on social media or negative reviews online. If covered by a popular news outlet, it can seriously ruin your public image, which is more difficult to fix even with the best online reputation management services. 2. Monitor social media channelsMonitor social media channels to find out any negative or fake links or reviews related to your company. You can use various tools like Google Alerts, SEMrush, and social mentions to monitor any negative content. It is important to address any negativity upfront so that it does not grab attention to make viral news. 3. Create a Positive ContentTake proactive measures, such as creating a positive image for your business. A good online reputation management agency always tries to create a positive image of your business. For example, if you have created a strong positive image of your business online on all social media platforms, the majority of users will perceive your brand as credible. You can do that by creating positive and high-quality content. Quality content helps to drive SEO by pushing websites to the top of search engine pages. This helps suppress negative content that shows up. Positive content can be promoted by securing media placements in top publications. When readers and customers find consistency in the brand messaging on different online platforms, they develop trust and positive perceptions. Final WordsOnline reputation decides how you will grow as a brand in people’s minds. Use the online reputation management strategies effectively to ensure that your business is portrayed in the best possible light.
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