Online Reputation Management: Show your Best Face to the Globe
Online Reputation Management | ORM | ORM Management
“The Quality of Life is given by the Quality of your Reputation!”
Reputation is a hard-earned recognition, whether tagged in personal life or in business. There are numerous factors that shape an online identity which further conveys integrity, leadership, and trustworthiness.
Online reputation has many homogeneous names like web reputation, net reputation, and electronic reputation where all these terms come down to a single definition: the reputation on the Internet of a company, a brand, a person, a product, service, or any other element.
In business terms, if we say, it is a perceptual feeling that a client has for you.
Companies today are facing an increasingly wide battlefield and are aware of the multiple possibilities of expansion that the Internet allows.
This is where they have turned a 360-degree focus on online reputation management and brand management to ensure that the fame of a product, brand, or company always corresponds to the image they project.
Do you know?
-69% of job seekers say they would reject a job offer of a bad reputed organization
-85% of the customers say that online reviews act as personal recommendations for them which they trust heavily.
-An average of 7 reviews are checked and read before giving their vote of trust to their business.
-A one-star Yelp rating causes gives a 9% percent boost to business revenue
- Business rating below 3 stars, loses 86% of prospective customers
-87% of people do comparative shopping for every single purchase they make
-Social media posts influence 78% of the customer’s buying decisions
What does Online Reputation Management Deal With?
Sow Virtue, Reap Fame!
In a strict sense, reputation management is a subcategory of public relations (PR) meanwhile turned into a discipline in its own right.
The field of public relations deals with maintaining contact with the press and nourishing it with information and news that show the best face of companies through notes and press conferences.
Nevertheless, the Internet has long established itself as a medium that no longer allows a clear differentiation between the recipient and the creator of content and users no longer need a good contact in a news agency or elaborate press texts to influence the image of companies.
On social media, anyone can comment on a post and share it in a matter of seconds and if they find enough echo, recipients can also spread their own conclusions long before most PR departments can react. This would be the job of reputation management on the social web and on the Internet.
Opinions about an organization, a person, a product, or an offer can be expanded in the digital world in many different ways. In blogs or vlogs, with comments on social networks or on rating portals and online stores, any user has the possibility to express themselves and, although an isolated comment has little power to influence the general reputation, it can trigger an involuntary overturn in the public image.
This is why online reputation management monitors as many channels as possible to react quickly to negative changes.
In the context of reputation management, what ultimately counts is image communication, which can fully determine the value of a brand and even positively influence sales.
This makes this discipline a crucial piece in the public relations mix and if you are not attentive to the mood swings on the Internet, your reputation can be ruined from one moment to the next.
How Online Reputation Management Works?
Online reputation deals with two primary ‘Ms’, i.e. Monitoring and Managing a brand’s stature across the web where the pivoting role is to represent in a way that attracts potential customers with a great positive impression.
The concept at first seems overwhelming when recognized that multiple channels exis to embrace its methodologies for expected business results and one of them being the PESO model.
Involves online content that requires a fee to feature/promote a brand and its offers. (Google Ads, sponsored posts, promotions by influencers)
Brand coverage enveloped by external platforms is what is included in earned media which is generally free of cost. (Blogs, Vlogs, external articles, press release, etc.)
[It also includes google My Business as customers leave reviews for your business which isn’t under your control]
The business account across distinct social networks displayed on your brand’s website source the medium of shared media. (Facebook, Twitter, LinkedIn, Instagram, and more)
Owned media, the word itself says the media content that you own, that simply relates to your website and blogs which are under your full control.
“A business’s online reputation management gets smoother and easier when dealing is done with online spaces that are under control.”
Google is merely a search engine that simply outputs information and showcases whatever is the highest-ranking page for a brand’s search. Thus, popularity matters, and this makes a business to focus on the channels where it gets mentioned on while managing its reputations all across.
How A Business can Manage its Hard-Earned Reputation?
Online reputation management has two faces, one passive and analytical, and the other active.
The fundamental requirement for good reputation management is to monitor the judgments made by users on as many sites as possible: on which portals and web pages do consumers express their opinions about the company, its brands, and its products?
If answering this question is relevant, the wishes and interests of the customers themselves also play an important role: it is about identifying what the target audience expects from the company.
This demonstrates the intimate connection between ORM and marketing and public relations strategy: in these three areas, knowing your audience is essential.
But while the passive side of reputation management is concerned with observing and analyzing, the active side is dedicated to building a reputation. For this, it is useful to resort, for example, to storytelling, since an (emotional) story about the company, disseminated on its various channels, can help to achieve a good reputation or to strengthen the one that was had.
The two sides of reputation management work in constant alternation so that it is not easy to clearly differentiate them.
#Social Media Optimization
Before managing your online reputation, you should examine your company’s presence on the most important platforms for two reasons:
First, because it is only possible to follow and react effectively to comments if the same portals used by the target audience are used and,
Second, because this is how the brand name is protected: create accounts with your official name, with a term as simple and unequivocal as possible, before someone else does it.
If you use a different name on each platform, you can confuse potential customers, at the same time reducing the brand recognition value.
There is something that should not be forgotten and that applies to any marketing activities on social networks, and that is that an account on a social network is only relevant if it remains active.
A sloppy profile casts a poor image of the company and represents a perfect target for criticism. On the other hand, those careful profiles that have active and professional community management increase the probability that clients will talk with and not about the company since contact with the user are one of the fundamental pillars of reputation management in social networks.
# Brand Monitoring
Brand Monitoring defines the action of observing what is said about the brand about the products or about the company, regularly monitoring various relevant sources.
A side effect of this measure is that trademark rights violations are also discovered because, the moment someone uses a protected concept or name illegally, it is easy to discover it during network monitoring and legal procedures can be initiated.
However, the main objective of monitoring in the context of online reputation management is to find out how the company and its offering are talked about the web.
When you carry out a digital marketing strategy, you are very likely to talk about yourself, be it on social networks, in forums, on blogs, or on news pages, and that is precisely what you usually aspire to.
By following up, it is easy to know what is being said and how about the company. If you are already in contact with the platforms as part of the optimization of social networks and community management, you can already have an impression of the general opinions of customers.
[Prefer Reading: “Why Digital Marketing is Essential for Small Business?”]
# Issue Monitoring
The so-called Issue Monitoring provides the information necessary to improve reputation. This type of analysis looks at the general mood of customers, regardless of both brand and company opinions and general opinion on social issues such as ecology.
For this, the mass media and influential characters or influencers are observed, although a customer survey can also yield relevant data.
The results obtained from the monitoring can be used in two ways: on the one hand, when you know what excites your customers, you can adjust your marketing accordingly and thus build a good reputation, although the monitoring must be continuous because the opinion and the mood can change completely from one moment to another.
On the other hand, monitoring also serves to strengthen the reputation that it already had. Constant vigilance allows fluctuations in public opinion to be recorded quickly enough to be able to respond appropriately.
Even being a term widely used in marketing, storytelling continues to be a valuable tool to influence the image and with its reputation in a sustainable way.
Storytelling is nothing more than telling a story, although it is not a question here of inventing a story or a fable, but of nesting the culture, values, and future plans of the company in an attractive story.
This form of storytelling also reaches those consumers who are not necessarily interested in data and facts, but rather prefer emotional communication.
The data must be framed in an attractive context for the audience, that excites or makes them think, in which the images contribute to increasing the emotional effect of the story. Whenever possible, the ideal option is to use a multimedia concept.
In the context of online reputation management, it is indifferent whether a previous story is used or a new one is created, because the important thing is not to launch two stories at the same time that they contradict each other or have very divergent styles.
And it is that for storytelling to make sense, an unmistakable style must be developed, a proper way of telling a story that is going to be consolidated in the reputation management actions that are carried out.
[Prefer Reading: “How COVID-19 has Accelerated Digital Transformations?”]