The process of reputation management involves the use of several different strategies, all of which when combined, lead to a more positive status for the client.
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For clients who wish to create a new online branded image for themselves or their business, the use of reputation management services can be invaluable. This involves creating a visible web presence for the client using resources which can be controlled and monitored, including syndicated articles, web 2.0 sites, directory listings for businesses, social media accounts, blogs and of course, the client's own website. One of the biggest advantages of this particular strategy is that is provides the client with more control over what the search engine results will show, when their name is typed in. The results will be dominated by the information they choose to divulge, rather than the commentary which other people are making on them or their business.
The other services which a reputation management company offer are the monitoring and management of someone who has already established a positive reputation. This involves the company keeping up to date with what the online community are saying about the client, on social media, review sites, forums and blogs, and taking the necessary action if something negative is found. The measures which are taken when an unflattering comment is made about the client will vary according to what is said, and where the comment, article or review was posted. If the complaint cannot be dealt with directly, then the company may choose to use search engine reputation management, or SERM, to lower the ranking of the sites with negative feedback.
Reputation management is a continuous process which requires regular online monitoring. For those that have a business, maintain a positive reputation is essential, and using the services of a reputation management company is certainly a worthwhile investment.
The internet offers business people an overwhelming amount of opportunities to expand their customer base and boost profits. These opportunities are simply too good to pass up, and creating an online presence is essential for anyone who wishes to develop their company. Having a business website as well as social media accounts is a must in order to engage with customers and make your product or service more accessible. However, the exposure one can gain from creating an online persona, is a double edged sword; whilst it can help to boost profits, it can also make it easier for people to leave permanent, negative feedback for all the world to see. This is why every business owner who values their company should make use of the services of an online reputation company.
There are many different issues which can result in the need for help from a reputation management consultant. One example would be a competing business using forums, social media sites and other discussion boards to spread negative comments about your business. Unsatisfied customers are another common source of critical, and sometimes slanderous, feedback; this is one of the most difficult issues to handle, as potential customers will often take the word of a previous customer over the word of the business owner, when considering making a purchase. Regardless of the actual validity of these comments and complaints, they will still be visible for anyone to see, when they type your company name into a search engine. This could potentially cost you thousands in losses, if the Reputation Management negative press spreads far enough.
An expert reputation management company can nip this kind of negativity in the bud, before it has a chance to reach the eyes and ears of your customer base. They can help to hide the derogatory commentary from the first few pages of the search engines, so that those who look for your site will only encounter listings which portray a positive image of your company.
Online reputation management can make or break your company's image. There are now 2.4 billion internet users across the globe, and that number is rising. Facebook CEO Mark Zuckerberg further accentuated the move toward whole global internet usage by announcing the establishment of internet.org - a consortium with handset makers, browser companies and network infrastructure manufactures that will allow Facebook to connect the world via the internet, despite economic hurdles.
Zuckerburg cites internet connectivity as a "basic human right," and says that the next century will bring about a shift from an industrial, resource-driven economy to a knowledge-driven economy. Even with the current numbers, the internet stands as a driving force within our U.S. economy. Those connected to the internet are actively seeking out information regarding the companies and brands they support. This legion of purchasers are more informed and aware that their buying decisions can make a difference, therefore establishing relationships and paying close attention to online reputation can be the key component to being profitable.
What is Online Reputation Management?
Put simply, online reputation management studies your company's reputation and branding online, using that information to create proactive engagements and quickly handle any bad press or reviews. The internet gives everyone the power to publish, so it is easier than ever for a disgruntled consumer or former employee to voice their opinions of your products or services. In the past, word-of-mouth could hurt a bit, but the viral nature of the internet has made word-of-mouth reviews a powerful weapon - and the way that your company responds can actually create the largest impact. Good online reputation management is an ongoing process backed by the best in customer service. Superb products and great customer service are the best defense against bad reviews and negative postings. When it comes to this area of reputation management, little has changed. When those who know your brand and believe strongly in your products and ideals are able to back you up, it is easy to dispel rumors and keep negative reviews from spreading.
Reputation management was originally a public relations function aimed at combating negative press articles or television exposes. One of the largest, and most studied, cases is the ABC News PrimeTime Live expose involving Food Lion stores. Back in 1992, long before the mainstream availability of the internet, ABC sent undercover cameras into a Food Lion store to broadcast gross mishandlings of food. The show was extremely powerful - during the week of the broadcast, Food Lion shares fell by $1.3 billion and profit losses nixed Food Lion's expansion plans and led to the closing of 88 stores nationwide. Again, this was before the internet age and social media. Can you imagine how much more devastating the story would be today?
With the mainstream nature of the internet and the viral nature of social media, reputation management has become online reputation management and the story's "reporters" are now everyday consumers - many armed with the hidden video equipment in their smartphones.
Reactive Online Reputation Management
Most companies wait for a crisis to strike before they employ reputation management strategies. Reactive online reputation management is a lot harder, however. If your company does not have a solid basis built before a crisis strikes, there is little "reputation" to fall back on and internet rumors will become rampant. Reverse SEO is one of the strongest weapons in the war of reactive online reputation management.
Using basic search engine optimization techniques, reverse SEO is aimed at creating content that will drive negative online mentions down in search, making it more difficult for the average person to find them when they research your company. Done successfully, reverse SEO techniques can help manage a company's online reputation after a crisis by burying the negative news under company provided material. The first listing in Google's organic search results receives 33 percent of all traffic, according to a recent Chitika study. The same study found that the second position garners 18 percent of all traffic and combined third and fourth place listings receive a resounding 20 percent. This means that 71 percent of all people only view the first four search listings. Taken further, 92 percent of all traffic from the average search focuses only on page one results. If your company can optimize content to dominate search, it is far less likely that the negative results will be seen.
Reactive online reputation management through reverse SEO is very difficult, however, because no internet marketing firm or company is able to control search. Results will be completely dependent upon the validity and source of the negative information that is being combated.
Proactive Reputation Management
Proactive reputation management is an ongoing process and a best practice within the field of marketing. The proactive nature relies upon building a strong base of followers and providing meaningful interactions that will build brand image. To be effective, proactive reputation management relies heavily on monitoring, giving marketers insight into any problems that may be lurking and allowing them to build meaningful conversations with outspoken members of social media that are already supporters of specific products.
Many internet marketing firms provide proactive online reputation management services, but most companies fail to make use of them. Instead, they wait for a crisis to strike and then fall into a pattern of reactive strategies - which are far less beneficial. An active social media presence can be one of the biggest allies in a proactive reputation management campaign. By giving your consumers an approachable way to interface with you and your brand, your company can easily stave off negative viral reviews. But, presence on social media is not enough. A company must be an ongoing, active participant within a variety of social media realms to be genuinely proactive with their online reputation.
Where to Start
The best place to begin online reputation management is research and a basic SWOT analysis. Knowing potential hazards and building a plan to combat negativity will put your company far ahead of the competition.