Introduction to Online Reputation Management (ORM)Online Reputation Management, also known as Digital Reputation Management, is the art of proactively shaping and steering the online presence of organizations and individuals. It involves harnessing the power of social Listening and Monitoring tools, analytics, and savvy strategies to identify, track, and respond to both positive and negative customer feedback. At its core, ORM revolves around actively managing how customers perceive a business. In today’s digital landscape, it’s vital for businesses to not only understand how they are being talked about but also to swiftly address any negative comments that may arise. By leveraging social listening and monitoring tools, businesses can keep their finger on the pulse of customer sentiment and take timely action.
The Impact of Online Reputation on BusinessesHaving a good online reputation is critical for businesses, as it can have an immense impact on their bottom line. According to Search Engine Journal’s survey, 49% of consumers trust online reviews as much as personal recommendations. Another survey found that a business’s star rating is the single most influential factor in determining whether or not a consumer will purchase from them. A negative online reputation has been found to lead to a decrease in sales, as well as an increase in customer churn rate. Furthermore, businesses with negative online reputations may struggle to attract new customers and may miss out on potential business opportunities. Some famous examples of businesses that have suffered because of their negative online reputations include JP Morgan, Burger King, and American Airlines, to name a few. Online Reputation Management Fails
Understanding the Role of SEO in Reputation ManagementContrary to what some may think, SEO isn’t just about increasing visibility on search engines. It is also about managing the public image of a business by optimizing its website and digital assets. This includes optimizing meta tags, titles, descriptions, and content to ensure that the website is optimized for relevant keywords and that it appears in the top search engine results for those keywords. It is also important to monitor our website’s SEO performance and track the keywords that our competitors are targeting. Doing this will help us stay one step ahead of them and ensure that our website appears at the top of the search engine results. Read about: 10 Ways Social Listening Helps Improve SEO
Building a Solid Foundation for Online Reputation ManagementBuilding a solid online reputation management strategy can be a daunting task, but it’s necessary in order to ensure that our business is properly represented online. Here is how to do it.
Defining Our Brand’s Online Reputation GoalsThe first step in building a solid foundation for online reputation management is to define our brand’s goals. We need to ask ourselves: What do we want to achieve with our online presence? Do we want to increase brand visibility and awareness? Do we want to improve customer engagement? Do we want to build trust and credibility? Or do we want to increase sales and conversions? Defining our goals will help us create a solid reputation management plan that is tailored to our brand’s needs.
Conducting an ORM Audit: Assessing Our Current Reputation StatusAn ORM audit is an essential part of a comprehensive online reputation management strategy. It is important to assess our current online presence and reputation by conducting an audit that looks at our online presence and reputation across a variety of different channels, including social media platforms, review sites, blogs, and forums. The audit should include an analysis of our online presence, a review of the content we’ve posted, and an assessment of how our brand is perceived by customers and prospects. This will help us identify any potential areas of concern that need to be addressed. The audit can be carried out using social listening, social analytics, and social monitoring tools. By tracking our brand’s mentions, keywords, sentiments, and other relevant metrics, we can gain invaluable insights into our online reputation. Do you know: 7 Essential Elements of Online Reputation Management
Monitoring and Listening: Staying Proactive in Reputation ManagementSocial monitoring and social listening are essential components of a successful online reputation management strategy. They involve tracking our brand’s presence across social media, blogs, forums, and other online platforms, including mentions of our brand name, products and services, competitors, industry topics, and more.
Implementing Effective Social Media Monitoring StrategiesSocial media monitoring is the process of tracking and analyzing conversations related to our brand on social networks, such as Twitter and Facebook. It involves using tools to identify and analyze conversations about our products or services, as well as our competitors. By tracking these conversations, we can gain insights into how our brand is perceived as well as how we compare to our competitors. Here are the steps to get started:
- Choose the right social media monitoring tool for our needs
- Set up keyword alerts to monitor conversations in real-time
- Analyze the data to identify any potential issues
- Take action accordingly
- Track results over time
- Continuously adapt and evolve
Utilizing Advanced Online Monitoring Tools and ServicesAdvanced online monitoring tools and services provide a comprehensive view of our brand’s reputation, including data on competitor analysis, sentiment analysis, keyword discovery, and more. These tools enable us to capture the conversations that are happening around our brand in real-time, analyze them for insights, and take actionable steps to improve our reputation. Additionally, these tools allow us to track and measure the performance of our online presence over time, helping us adjust our strategies as needed. Do you know: How to master Online Reputation Management – A Look at Successful Brand Strategies
Responding to Online Feedback: Best Practices for Reputation RecoveryNo matter how well we monitor our online reputation, there is always a chance that negative feedback will slip through the cracks. In these cases, it’s important to know how to respond in a timely and effective manner. When responding to negative feedback, our main goal should be to show that we are listening and taking the feedback seriously. It’s also important to show empathy, apologize if appropriate, and take responsibility for any mistakes that have been made. Additionally, it’s helpful to provide a solution to the issue at hand and invite further dialogue if necessary. Lastly, it’s important to thank the customer for bringing the issue to our attention and follow up with them in a timely manner. Remember Burger King’s ‘Women belong in the kitchen‘ fiasco? Such PR disasters can happen at any time due to an unintentional misstep. But, what’s needed is a quick response and corrective action to ensure that the damage done to our brand’s reputation is minimal. So, listen to the feedback, say sorry if you have to, and take responsibility for your actions.
Crafting Professional and Timely ResponsesAbout 53% of customers expect businesses to respond to negative reviews within a week. This shows how important it is for businesses to craft timely responses. Another key factor is the language used in our responses. Using a professional, courteous tone can go a long way toward improving the customer experience. For instance, if the customer is angry and using harsh language, it’s best to remain polite. This can help diffuse the situation and demonstrate that we are taking the customer seriously. 56% of customers said that a company’s response to a review changed their perspective (Podium) Thus, to get customers on our side, it is important to keep in mind that the customer comes first.
Dealing with Negative Reviews and Constructive CriticismNegative reviews are a part of doing business, and it’s important to be prepared to handle them. It’s important to remain professional and polite at all times, even if the customer is being rude or uncooperative. The most important thing to remember is that we should always take the time to read and understand what the customer is saying. This allows us to address any potential issues and provide helpful solutions. Constructive criticism is also something to be taken seriously. If a customer has had a negative experience, we should take the time to understand why and respond with an appropriate solution. This will demonstrate that we are committed to improving customer service and value customer feedback. Social analytics can help a great deal in better understanding our customers and finding solutions to their concerns. By utilizing social analytics tools, we can gain valuable insight into customer sentiment and behavior. With this information, we can create better marketing and customer service strategies to ensure that our customers are satisfied with our products and services. Continue reading: 7-Step Process to Do Online Reputation Management For A Brand
Proactive Reputation Management: Cultivating a Positive Digital PresenceCultivating a positive digital reputation involves taking deliberate steps to shape public perception, build trust, and mitigate potential reputational risks. Some of the key strategies for proactive reputation management include:
Leveraging Content Marketing for Reputation EnhancementContent marketing is an effective way to reinforce positive messages about our brand and promote useful information that reflects positively on our company. This includes creating blog posts, videos, and other content that educates and informs customers about our products and services. For instance, we can create tutorials that explain how to use our products, post case studies about successful customers, and share customer testimonials and reviews. These types of content can be shared across multiple channels, from our website to social media accounts.
Engaging with Online Communities and InfluencersWe can also leverage the power of social media to engage with customers, build relationships, and shape the public’s perception of our brand. This includes engaging directly with customers on social media as well as reaching out to influencers who are respected within our customer base and have the potential to spread positive messages about our brand. Online discussion forums are a great way to promote our brand and interact with customers. We can join relevant forums or create our own, and participate in conversations to address customer concerns and provide helpful information. Similarly, we can harness the power of influencer marketing by identifying key influencers within our customer base and partnering with them to spread positive messages about our brand. This can help us reach a larger audience and gain more visibility online. 82% of marketers believe that the quality of customers from influencer marketing campaigns is better than other marketing types. – Influencer Marketing Hub Report 50% of Millennials trust product recommendations from influencers. This drops to 38% for product recommendations from celebrities. – HubSpot These two statistics demonstrate the importance of engaging with influencers for a positive online reputation. We should focus on finding influencers who have a genuine interest in our brand and who can help us reach potential customers who may not be aware of our product or service. Learn more about: Online Reputation Management is the Key To Building Trust And Success
SEO Strategies for Online Reputation ManagementSEO can be a powerful tool for managing our online reputation. By optimizing our website and content, we can improve visibility in search engine results pages (SERPs) for our brand name and key terms. This helps us ensure that customers find positive, up-to-date content about our business when they search for it. Two key SEO strategies for online reputation management include:
Optimizing Website Content to Enhance Online ReputationThe most basic SEO strategy for reputation management is to optimize our website content. This includes optimizing meta tags, page titles, and body content to ensure they are relevant to our brand name and key terms. Additionally, we should ensure that content is optimized for mobile devices so it looks great on all screen sizes. This makes it easier for customers to find and interact with our content, leading to better engagement and a more positive online reputation.
Utilizing SEO Techniques to Suppress Negative Search ResultsAnother powerful SEO technique for reputation management is to utilize “suppression” tactics, such as creating content that will appear higher than negative search results in SERPs. The content should address the issue in a professional, factual manner and be linked to authoritative sources to improve its visibility. This helps ensure that customers find the most up-to-date, accurate information about our business when they search for it. Read about: 10 Ways Social Listening Helps Improve SEO
Crisis Management and Damage Control: Navigating Online Reputation CrisesOnline reputation crises can hit any business, regardless of size or industry. In these cases, it’s important to have a plan for responding quickly and effectively. The two main cornerstones of a damage control plan are:
Formulating an Effective Crisis Communication PlanHaving a clear and concise crisis communication plan in place can help us respond to negative press or online rumors quickly and effectively. This plan should include steps for identifying the source of the crisis, communicating with stakeholders, and mitigating damage to our online reputation. Check out how Wine Country Tour Shuttle did a fantastic job responding to a negative review from an unreasonable customer who complained without merit. They quickly replied to the customer with a calm, professional response, followed up with an apology, and discussed how they would prevent similar situations from happening in the future.
Addressing Reputation Attacks: Legal and Ethical ConsiderationsWhen facing online reputation attacks, it’s important for businesses to navigate the situation with legal and ethical considerations in mind. While it can be tempting to retaliate or engage in aggressive tactics, it’s crucial to uphold ethical standards and comply with the law. Instead, we must focus on proactive measures such as clarifying misinformation, addressing concerns transparently, and highlighting positive aspects of our brand. Consult legal experts to understand defamation laws and explore options for legal action if necessary. Prioritize maintaining a professional and ethical approach to reputation management to safeguard the brand’s integrity and maintain public trust. Learn about: What Are The Different Types Of Online Reputation Management?
Tracking Success and Measuring Results: Metrics for ORMTo ensure that the online reputation management strategy is successful, it’s important to track the results of our efforts. This can be done by measuring key metrics, which are discussed below.
Key Performance Indicators (KPIs) for Online Reputation ManagementAs mentioned above, the key to tracking the success of an online reputation management strategy is to measure specific metrics, or Key Performance Indicators (KPIs). Some commonly used KPIs for online reputation management include:
- Brand sentiment score – tracking the overall perception of our brand
- Number of positive online reviews and ratings
- Number of social media followers
- Percentage of positive content in search results
- Average response time to customer queries and complaints
- Total website visits
- Intensity and frequency of online conversations about the brand