What is reputation management?
Reputation management is about controlling how your business and your products and/or services are perceived, and then maintaining a positive reputation for your company as a whole and for your brand. It is about protecting and maintaining reputation.
In other words, reputation management can be broken down into three sections:
1.Building your company and brand reputation - Whether you are a new company, are launching a new product/service, or have branched out to a new industry or customer base, your primary focus is on building up a good name for your business and your brand.
2.Maintaining your company and brand reputation - Once you have built up a solid reputation you cannot simply sit back and expect this to continue without taking steps to maintain it. Reputation management is crucial even if you already have a great reputation; it is an ongoing process.
3.Recovering your company and brand reputation - It only takes one bad review or comment to knock your company reputation and it is through positive, strategic marketing, and promotion that you will recover.
How can I build, maintain and protect my online reputation?
Having an online presence is important for most businesses and can be a great way to manage your corporate reputation too. Keep in mind that a positive online reputation can’t be constructed overnight. It is the result of careful curation over time. If you dedicate the time to improve your reputation, you can expect to see results. A good place to start is to develop a reputation strategy.
Step 1: Focus on your brand
Maintaining a positive online reputation starts with developing a strong brand that stands for your core values and mission statement. If people can feel a personal connection with your brand, then all the technical reputation work we are about to discuss will happen more organically.
Here are a few tips to keep in mind when building your brand identity:
1.Outline the main purpose of your brand.
2.Research your target audience
3. Establish your branding and messaging
Step 2: Monitor your search results
Search for your business online regularly and monitor how you fare in search results and what any feedback is. Understand what you can control and either adopt the services of a reputation management company or go it alone with apps such as Google Alerts, Social Mention or our Review Monitoring service.
Step 3: Assess your search engine results
Start by simply Googling yourself or your company. Take note of what comes up and whether your search results are mostly positive or negative. Check the main results page but also look at the images and news tabs to see how your results look under those filters. This will serve as your baseline to determine how much work will be needed to maintain or clean up your search engine results.
Step 4: Respond to comments, reviews, and other mentions
To establish and maintain a good reputation, you need to be interactive too. This means being accessible and responding quickly to build good relationships. Delays in responding to Tweets, posts, comments and questions can have a negative impact on your reputation.
Step 5: Create positive content
Write content your customers want to read, not just self-promotional copy, which is a turn-off. Think about reciprocation and engage your customers rather than constantly adopting a direct sales approach.
Focus on the channels you control (your website, blog, social media pages) to work your content into search results.
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