Nice Companies Finish First - Online Reputation Management, Part 2
An Introduction to Online Reputation Management - Part 2
How can Online Reputation be measured?
Online reputation management enables marketers to measure brand recognition, associated value, and generally how well a company is positioned within the online marketplace.
In the past, your online reputation was more about search engine result pages and what those results said about you and your products and services. The landscape has evolved and there are more direct measures available today.
What people are saying online is essential information. Marketers, individuals and business owners should know how consumers are reacting to their brand, products and services. Did they enjoy their experience? Are they disenchanted with your service? Are people praising or condemning your product?
Before we talk about management, here are a few tips and tricks to help you evaluate and monitor your online reputation:
• Google yourself or your organization and see what comes up. For a more precise result, Google yourself within Google’s Discussions filter.
• Search reviews on social review sites such as Trip Advisor, Yelp or Top Table
• Review Linked In and see if you or your company are featured
• Build a picture of your current reputation and then benchmark it for measurement
So I have a reputation. Now what can I do?
• Establish a presence on social networks and peer review sites
Get set up—develop social properties appropriate to your type of industry or situation. Claim your business and encourage consumers and supporters to get involved with your presence.
• Build your legitimacy beyond social media
Create and promote personal or professional blogs. Provide relevant, engaging information, such as news, profiles, stories, or histories. The more often you update the blog with original content, the higher it will rank on search engines.
• Monitor your online reputation
Now that you have an established reputation, track it so that you can address positive or negative updates expeditiously.
Heardable is a great way to monitor your online reputation. For larger brands, Radian 6 and Lithium are options for detailed metrics on brand data.
• Clarify inaccuracies
You may encounter inaccurate content about you or your company. If this information was shared unintentionally, you may be able to convince the author to update it or remove it with a polite email request.
• Reward positive content
A positive review or comment should be rewarded. Doing so really shows you are listening and that feedback is central to your business.
A wise man once said:
“Steal my money and I can earn more but let no man steal my good name”.
Proactive online reputation management has become a necessity in today’s increasingly connected world. Take control of your reputation by forging a strong online presence, monitoring new related content and reacting to negative comments as they arise. Above all, be true to yourself and your supporters and don’t try to manipulate your reputation; doing so is obvious and it will only stand to harm you in the long run.
VentureWeb would be happy to discuss building your online reputation.
Remember, nice people (and companies) finish first.