Can you tell which element of your business matters the most? Is it your products, services, its history or your customers? Though you can name a lot of things, the foremost thing in this category is your business reputation. Yes, just think plausibly and tell what’s your take on this. I am sure you’ll agree to my point.
No matter how big your business is, how extended your offerings are, or since how long you’re into the industry, once your business reputation is hit, it shackles almost everything else. And in today’s times of internet-centric world, damaging a business reputation is not a tough job. Just post a few negative comments about the brand, product or service, and see how things start turning awkwardly.
But this doesn’t mean that there is no way out or it is impossible to deal with these negative reviews. There is a dedicated concept on this which is known as Online Reputation Management (ORM). The system deals with each and every element that affects your company’s brand on the web. The elements that come under the purview of ORM are blogs, search engines, websites, social media, forums and others.
Irrespective of the size and type of your business, ORM has become an integral part of a company’s marketing strategy. In fact, big companies allot a specific budget and team to deal with negative advertising about the brand on the web.
The foremost objective of Online Reputation Management (ORM) is to instil a balance, counter deceptive trends, and allow brands make a sustainable way forward.
Cycles of Online Reputation
According to experts, there are typically two cycles of Online Reputation.
- Vicious Cycle – Overlook your online reputation and face the risk of getting into a spiteful cycle of wrong information and rumours.
- Virtuous Cycle – Handle your online reputation carefully and populate affirmative, quality information about your brand on the web.
Why Online Reputation matters a lot?
The internet is the big daddy
From finding a nearby restaurant to buying a smartphone one an e-commerce store, people have embraced internet like anything. And to gain confidence on their attempt, people rely on again internet. So, it can be said that internet is where the entire process takes place. Do you know that almost 97% of people refer to online reviews before choosing a local business online?
Two out of three people consider Internet as the most trustworthy source of information about an individual or a business.
Stay mindful of your brand’s online reputation with social listening tools
Most importantly, being the owner and handler of your brand, you must need to be watchful about it. Understand what’s happening to your brand. Know what’s the latest news about it. Get to know how people perceive it. Where are you stated? What are they discussing about when your brand comes in between?
When it comes to monitor what’s happening around your brand in the market, there are some promising tools that give you the best insights.
Let’s check them out below.
It is actually a social listening tool that adds a lot of ease to online reputation management. The platform will check for your brand’s mentions across the leading social networks and the web in real-time and allow you react right from the app.
To help you determine mentions where immediate action is required, there is a feature called Sentiment Analysis. Under this, the dashboard presents you the portion of positive and negative mentions of your business, letting you find out points you need to address.
Furthermore, the tool also helps you check for any copyright infringements and stop content theft.
On the analysis front, this too has no match. For example, you can define alerts for your competition and find out whether their customers are satisfied or not. You can listen to their weak links and position your brand right there.
The primary job of this tool is to let businesses track online reviews. Besides featuring the common review platforms such as Google and Facebook Reviews, Reputology also examines industry-specific review sites, including real estate, hospitality, or healthcare.
It is a great tool for business that are at multiple locations and want to stay updated with each of their locations under one roof.
As it is integrated with Hootsuite, the tool lets you monitor and manage your reviews in the same dashboard where you maintain your social media accounts – super easy if SMM and review management are both performed by the same team in your firm.
- GoFish Digital Complaint Search
GoFish Digital’s Google-powered complaint search is very easy when it comes to monitor your brand’s well-being. It lets you carry out searches on more than 40 websites to check if anyone’s filed a complaint against your business.
Other things you can do here are check the most popular reviews, see your brand’s ratings, react to complaints and delete illogical reviews.
- SEO SpyGlass
SEO SpyGlass works different than what options are mentioned here. Though it’s not exactly designed to track a brand’s overall reputation, it helps you monitor and manage the topmost factor of your reputation in regard to SEO: backlinks. With a redesigned backlink index, recently release in beta, the tool is supposed to have the freshest link index in the industry.
Grade.us is a tool that lets you get more positive reviews from satisfied customers by automating multi-channel review acquisition campaigns through email or text messages. The tool also checks for new reviews about your brand and allows you respond to them instantly.
It is well established social listening and analytics tool. With great features like image recognition, trending topics and API access, it is also an expensive tool.
The tool provides demographic study of the individuals who’re talking about your brand, including gender, interests, occupation, and location. The tool covers social media platforms like Facebook, Twitter, Instagram, and local social media sites such as Sina Weibo, VK, and QQ.
How you can tackle negative advertising about your brand?
After you realize that your brand has suffered a damage, it’s necessary to respond in a smarter way to reduce its impact. Below are few steps you can take for the same.
- Consult a reputed ORM company like RankOn
- Discuss with the owner of the bad reputation website and ask he/she to take it down
- If you’re abided by the law, consult any concerned government body and ask them to manage it
- Ask Google to de-index it if you find that it breaks Google’s guidelines