Online perceptions have never mattered more than they do today. It is what drives the need to establish a sound online presence. While some people might consider it a simple task, maintaining a business’ online reputation goes beyond being active on social media. It is something that leaves very little room or slip-ups.
In this article from VelSEOity, we will shed some light on online reputation management and help you grasp what webutation it and its proper maintenance. Furthermore, we will delve into a few tips on picking the best online reputation management service.
What Is Internet Reputation?
It revolves around influence, creating, and maintaining perceptions towards a person, product, service, or business on the internet. A company’s online reputation plays a significant part in its brand development and establishing visibility and trust.
Statistics show that nearly 88% of the online users’ purchase decisions are based on what they read on reviews. Given this, businesses should invest in ways that will ensure they maintain a positive rapport. One of the best ways that companies and online brands can maintain and improve their online reputations is by hiring a webutation management service (Online Reputation Management) provider. The service provider’s primary role is to create and oversee the client’s digital footprint.
While this might seem to echo the role of a PR (Public Relations) specialist, Online Reputation Management (ORM) takes a different approach in creating favorable brand imprints.
PR works in the limelight, establishing customer relationships in a personalized way. With ORM, professional appearances are done and maintained behind the scenes. That is why experts recommend using both services to achieve the best results according to VelSEOity.
Overall, the online reputation management will be tethered on effective social networking to reach the masses. Therefore, the webutation service will oversee the following:
- Reputation Assessment – which entails investigating and analyzing a brand’s online reputation to identify and address critical risks before rolling out an ORM campaign.
- Content Curation – which involves the creating, publications, and promotion of different high-quality materials that will boost the promotional efforts.
- Search Engine Optimization (SEO) – that focuses on pushing the content online and increasing its visibility on search engines.
- Managing Reviews – which includes collecting and monitoring them while coming up with unique means of encouraging customers to give their comments and reviews. With ORM, the process will embrace the positive and negative reviews and forward the findings to the client so that they can use the data to improve on their customer service experience.
- Harmful Content Suppression — it will include pulling down any content that taints a brand’s reputation across the search engines and impacting its search ranking. Despite this being a possible eventuality, it is a rare occurrence, given the current legal difficulty and complications.
- Social Media Management — which majors on improving social networking efforts and monitoring social engagements. It includes adequate strategizing for the leveraging of the best content and when to post it, as well as handling any materials that will harm a brand’s reputation.
How To Pick The Best Webutation Service Provider
The industry is awash with webutation agencies, all promising to be the best at the game; hence, the need to research and make an informed choice. If you are not careful, you may end up spending your money on mediocre services.
Given this, below are a few essential factors worth considering that can help you pick the best ORM service provider:
1. Company Needs
Hire an agency that offers services that are specific to your goals. Find out more about their scope of specialization in the areas of concern for your company’s online image and objectives. More so, hire the one that offers customized strategies and has reliable assistance.
Ensure the service provider’s pricing plans are within your budget. Inquire of any additional costs that might come up depending on the size of your project.
3. Experience And Reputation
You get what you pay for, but it would be best if you were sure that you are working with an agency with a proven track record of delivering expected results. That means digging into their performance scorecard to gauge their reputation in the industry and experience.
4. Customer Service
The service providers should have the capacity and resources needs to ensure you enjoy reliable support for tackling any issues that might arise along the way.
5. Transparency And Communication
What is the agency’s score regarding honesty and integrity? Do not pick one that has a knack for creating fake reviews, spambots, keyword stuffing, and will not let you preview the content before posting. All these are red flags that are worth knowing when you are choosing the webutation management service provider.
6. Brand Promise
Be wary of the ORM specialists that give a 100% satisfaction guarantee because this is an unrealistic promise that is often deceptive according to VelSEOity.
Damage Control: Recovering From An Online Reputation Crisis
Your business or brand might attract some unexpected negative attention. That should not be a reason to pump on the brakes; it should be a motivating factor to stir you on so that you can do what’s necessary to reduce the impact. Below are a few helpful tips worth implementing:
You need to mitigate the harm done by any harmful online exposure. It will entail three steps. (1) Assessing the extent of the damage. (2) Taking control of public channels. (3) Planning restoration measures for the tainted reputation.
You will start by tracking brand mentions across different digital platforms to determine the awareness threshold. Identify all the media outlets entangled in the crisis then come up with an effective recovery plan and who to establish maximum exposure.
You also need to measure public sentiments to know if the general response is harmful and what actions you need to take to remedy the situation according to VelSEOity.
In the meantime, the mixed response might suggest that the harm done could resolve on its own without too much intervention. You, however, must fish for any similar customer complaints that will help you unearth the core of the issues and how do you address the problem.
Once you have found the heart of the matter, you must address the problem on public platforms. Apologize for your blunders, making sure that the stakeholder and public stay up to date about the actions you intend to take to remedy the situation.
Lastly, it would help if you came up with a comprehensive strategy to restore your company image and brand. For this, you must handle negative perceptions with tack and grace instead of dismissing them or sending canned responses. Curate positive content, evergreen material that you can post online to help put your business in a good light. Handle any data breach and prioritize customer safety and satisfaction.
Practices That Build A Positive Online Business Reputation
Rather than waiting for a crisis to arise and push you to work on how to better and maintain your online reputation, work on it from the get-go. Below are some of the reputation building practices that can help improve your company’s online image.
Blogs are a resource when it comes to having useful content that can drive your online reputation. Use your blog to display our expertise, and this make you appeal to your online consumers and cause nearly 94% of them to visit your website.
2. Online Presence Expansion
Strive to increase your reach across various platforms, diversifying your efforts by creating business accounts on social media outlets. You also should submit your listing on google. Furthermore, you can opt to collaborate with industry experts and influencers to increase your exposure.
3. Brand tracking
It would be best if you watched the brand mentions more closely, including the primary executive’s names and the company name. You can use Talkwalker, Google Alter, Buzzsumo, or any other reliable content detection tool. They can be resources you can rely on to monitor reviews, address complaints, and respond to positive and negative remarks.
A bad online reputation can taint your company’s image, and the recovery process can be daunting. Therefore, it is best to ensure you have the right measures in place. Take proactive steps towards building and maintaining a positive online perception instead of reacting when the worst has happened.