In today’s digital age, the internet serves as a primary source of information and opinion for consumers. The online world has become a space where public opinion can rapidly influence a brand’s reputation, so online reputation management (ORM, for short) is crucial.
What is online reputation management?
ORM involves monitoring and enhancing the online presence of your company or brand. This can include tracking your reviews, social media presence and appearance in search engine results. In essence, your online reputation is your brand’s digital footprint and demonstrates your credibility and trustworthiness to potential or existing customers. It’s all about maintaining a positive online narrative.
Why is online reputation management important for my business?
How people view your brand online is ultimately going to influence whether or not they convert to a customer. If a consumer Googles your brand to find a handful of negative reviews, it is unlikely they will purchase your products or enquire about your services.
That being said, ORM goes beyond tracking and responding to negative feedback; the process involves proactively fostering an honest and positive public perception. This is not just crucial for attracting new customers, but for retaining current ones. Online reputation can be a huge contributor to your business’ success as it forms people’s first impressions.
What are the challenges for online reputation management?
Negative reviews
Online reviews from disappointed customers have the potential to harm your credibility if they are not monitored properly.
Misinformation
False statements can spread quickly online so must be addressed promptly.
Social media
A controversial post, misstep or viral backlash can cause serious damage to a brand’s reputation, requiring strategic and immediate action.
Balancing honesty and privacy
While transparency and honesty are key in building trust with customers, protecting data is of the utmost importance. Data breaches and privacy violations can significantly undermine trust in your business, leading to decreased profits and exposing you to potential legal liabilities.
How can I manage the online reputation of my business?
Follow our top tips to see how to do online reputation management effectively and strategically.
Facilitate and monitor online conversations
Make sure you’re creating and actively participating in online conversations by responding to inquiries and social media comments or acknowledging feedback. Engage with your audience through your social media platforms to humanise your brand and create meaningful relationships with users. This demonstrates credibility and authenticity to your audiences.
Maintain a consistent voice
Start by defining your voice and tone, for instance, you might choose to convey a friendly voice, which encompasses a professional and authoritative tone. When deciding which tone of voice to adopt, you should consider your brand identity, target audience, values and goals. Once you’re set on one, make sure to align your content strategy to this tone. It’s also crucial to ensure everyone on your marketing team has a shared understanding of your new voice and tone.
Make the most of SEO
A search engine will sometimes be the first encounter a potential new customer will have with your brand. It’s integral you have some control over what is displayed in search engine results pages (SERPs) when a user searches for something related to your brand. By using SEO best practices, you can improve your website’s visibility online and ensure positive content ranks higher. A well-executed SEO strategy will help rank and feature the best elements of your brand, such as positive PR pieces and 5-star reviews.
Our top tips for SEO online reputation management include optimising web pages to appear at the top of SERPs, influencing search engines to highlight positive content, setting up a Google My Business account, and publishing long-form, detailed content such as blogs or news articles.
Master a content strategy
Share valuable and relevant content. Feel free to play around with different formats and styles from blogs to short-form videos or graphics. By posting quality content, your brand can establish authority in the marketplace, reach the right audiences and boost engagement across social media channels.
Nail a crisis comms plan
An effective crisis communications plan is critical for upholding your brand’s online reputation. This requires planning and preparation to stay ahead of potential crises. If a crisis occurs, it’s essential to monitor your online presence closely and communicate effectively with stakeholders.
Take swift responsibility and demonstrate accountability. Develop a clear messaging strategy and be transparent, providing regular updates. Once the situation has calmed, analyse your strategy and identify successful methods that can be applied in the future.
Partner with Fenti for Expert Online Reputation Management Solutions
We hope this blog has answered “What is online reputation management?” and how to do it effectively. At Fenti, we specialise in SEO and social media management services tailored to enhance your digital presence. Let us help you navigate the complexities of online reputation management!
