What is Online Reputation Management and Why Does It Matters?
What is Online Reputation Management?
Online Reputation Management (ORM) is the process of monitoring and influencing how people perceive you or your business online. In the past, reputations were shaped mainly by advertisements and word-of-mouth, but now, with the rise of the internet and social media, reviews and comments on platforms like Google and Twitter can significantly impact public opinion. This means that both positive and negative feedback from customers can directly affect a brand’s image. Because there is so much information available online, some companies specialize in ORM to help manage this reputation effectively. To be successful, it’s important to consider all the various ways people communicate about a brand online, rather than just focusing on one aspect.
Why Is Online Reputation Management Important?
Even though managing your reputation should be a continual effort in creating a strong online brand, many businesses wait until they face problems before taking action.
Changing the Story:
If a customer has a bad experience with your business, they might not want to come back. If they share their negative experience in a review on platforms like Google or Facebook, it can be really harmful. Sales can drop quickly because potential new customers will see these bad reviews.
It’s important to regularly check what people are saying about your brand online. If you can respond quickly to any negative comments or reviews, you have a better chance of changing how people view your business.
Customer Loyalty:
A report found that 83% of customers feel more loyal to brands that listen to their complaints and work hard to resolve them. So, if you act quickly to address issues, you can keep both unhappy customers and attract new ones.
Understanding Customer Concerns:
If you’re not monitoring what customers are saying, you might waste money on advertising campaigns that don’t address the real issues. If your marketing messages don’t align with what customers are upset about, it can make your brand look out of touch or even rude.
Preventing Big Problems:
Your online reputation is permanent. Many businesses have learned this lesson too late. For example, after the Deepwater Horizon oil spill, BP’s CEO made a comment that upset many people. The backlash was intense because it seemed insensitive given the tragedy that had occurred.
Without online reputation management, businesses can find themselves in difficult situations where it’s hard to recover. However, if they take proactive steps, they can control how their brand is represented online and prepare for any issues that might arise in the future.
How to Build a Positive Online Reputation?
Managing your brand’s reputation is an essential skill for all types of businesses. Whether you are a freshly launched startup, an established brand striving to keep your good name intact, or a company trying to regain favor after some setbacks, there are clear actions you can take to add value and move forward.
But what does an effective online reputation management plan actually look like in real life?
Step 1: Know What People Are Saying
- Why It’s Important: To manage your reputation effectively, you need to know how people view your brand. This starts with listening to conversations happening online.
- How To Do It: Use online reputation management tools that can scan social media, review sites, and search engines for mentions of your business. This software can track keywords related to your brand and alert you when someone talks about you. It helps you see both positive comments and negative feedback so you can understand people’s feelings towards your business.
Step 2: Monitor External Sources
- Why It’s Important: Your reputation is shaped by many platforms you do not control, like social media, news articles, and review sites.
- How To Do It: Regularly check these various platforms for mentions of your brand. Pay attention to where customers are expressing dissatisfaction and identify recurring issues. Use sentiment analysis tools that help you understand the overall feelings expressed in reviews. It’s like gathering all the chatter about your brand in one place so you can address it effectively.
Step 3: Gather Feedback from Your Own Channels
- Why It’s Important: External feedback gives you a glimpse into customer opinions, but direct feedback from your own platforms offers deeper insights.
- How To Do It: Create ways for customers to share their thoughts directly with you, such as surveys, feedback forms on your website, or email communication. You can ask specific questions about their experience, allowing them to express their feelings in their own words. Combining this information with external feedback helps create a full picture of your brand’s reputation.
Step 4: Respond to Reviews and Comments
- Why It’s Important: How you respond to feedback can significantly influence your reputation. Customers appreciate when businesses are engaged and responsive.
- How To Do It: Develop a system to quickly reply to reviews (both negative and positive). For negative reviews, acknowledge the customer’s feelings, apologize if necessary, and suggest solutions. For positive reviews, thank customers for their support. Prompt responses can show prospective customers that you care and are willing to take action, which can improve your reputation.
Step 5: Close the Loop
- Why It’s Important: Closing the loop means ensuring that customer issues are resolved and follow-ups happen. This shows that you value customer feedback.
- How To Do It: When a customer contacts you with a complaint, respond swiftly and effectively. After resolving their issue, reach out to them again to confirm they are satisfied with the solution. Encourage them to update their reviews or share their positive experiences about how you handled their concerns, which can enhance your reputation.
Step 6: Be Proactive
- Why It’s Important: Taking initiative can help prevent negative experiences from escalating and improve customer relationships.
- How To Do It: Instead of waiting for customers to complain publicly, actively reach out to those who have posted negative feedback. Offer to resolve their issues and ask for their input on improvements. By turning a negative into a positive, you may not only resolve issues but also earn customer loyalty and positive word-of-mouth.
Step 7: Evaluate Brand Experience
- Why It’s Important: The customer experience (CX) is critical in shaping what people say about your brand. A positive experience leads to positive reviews.
- How To Do It: Look at every point of interaction a customer has with your brand, such as social media, your website, customer service, and purchasing process. Gather feedback on these interactions and identify areas for improvement. By addressing pain points and enhancing the overall experience, customers are likely to have better feelings towards your brand and share those positive feelings online.
In today’s digital age, managing online reputation is more important than ever for maintaining consumer trust and loyalty. A positive reputation not only enhances brand value but also sets you apart from competitors. By proactively addressing feedback and engaging with your audience, you can cultivate a strong online presence that resonates with consumers. Partnering with a skilled Digital Marketing Agency in Mumbai can further streamline your efforts in online reputation management. At DigiManic, we focus on helping you create a bond with your customers while building a superior brand position to increase credibility. Prioritize your online reputation, and watch as it transforms your brand into a trusted leader in your industry.
There are no comments