What exactly is the Management of Online Reputations (ORM)? Well, there is no solid definition of this word but I would like to call it the online public relations version.
For most people, the fastest and quickest way to get to know a small business is via the internet. When you open a window, it’s almost like sorcery, and some research on almost everything. You can very quickly become aware of what is good and bad about a person, an experience, and a business.
People are no longer just visiting company websites either. For more details, they are looking at directory pages, review sites, and social media. A bad comment or review will drive potential customers away and you won’t even know it.
If you own a small company, your marketing plan needs to involve keeping an eye on what’s being said about your company online. Ignoring what’s being said about your online business won’t make it go away, so you can take control of where you can and manage your reputation online.
Managing your online credibility means managing your online identity to safeguard your business growth and success. It’s how you can tell people online about your company in terms of critical remarks, ratings, products, and suggestions.
Whether you like it or not, people are going to be talking about your business. Sometimes a single negative review may define how you do business, and ultimately destroy all that you have built up. Isn’t that scary?
Yeah, that needn’t be. You‘re never going to please everybody and taking an active part in your online credibility will help minimize the effect of negative feedback and highlight the positive. Online Reputation Management (ORM) is about managing SERPs (the result pages of search engines) through online media and web content. Customers prefer to check online reviews before buying a product from any e-commerce website in this digital age of advanced technology. This demonstrates the Digital Marketing Company’s Value of Online Reputation Management. Any negative results and comments on Google Search’s first page will affect brand credibility.
Any company’s online credibility plays a significant part in capturing prospects for business growth. Entrepreneurs realize the importance of ORM services and digital marketing techniques and try to use them to grow wisely in the online marketplace.
During the actions of tracking, answering, and minimizing the search engine performance, the value of online credibility for digital marketing comes into the frame. Because of the vast storage of online user-generated content and search engine optimization strategies adopted by search engines, it is very important to track and be aware of how your product is viewed on the internet. Digital marketing tactics get into the picture here.
Why is the management of online reputations important?
Online Reputation Management (ORM) is an integral part of the digital marketing process. They provide people with the right content when they search the web for a specific product or brand. If they find some negative feedback about their product, the businesses must restore a brand’s identity and create a positive impression on the consumers as they search online. That helps to get the business back on track, any small and large company that has an online presence needs a strong digital marketing team to promote its online product or service. They need a business page on Google to collect people’s thoughts and feedback.
The value of managing your online credibility can be seen in any company and brand. Leave the consumer goods alone, ORM is necessary to choose your food, choose any online services, apply for a job, apply for a university, and even maintain personal relationships-but with an app that has more favourable feedback you can find someone to date online. People view any product or service based on their use, product awareness, and will post their opinions and rate the product as they wish. Those daily customer interactions across the internet are vital for any company.
Every entrepreneur should take a proactive approach to track their online public credibility. They can accomplish that by monitoring social media.
Digital marketing agencies will periodically review these social media websites, and change their business strategy accordingly. Digital Marketing involves common tactics such as creating a new content web page that can be blogs, forums, or simply social networking and promoting the current positive content.
Here are some major 4 points:
o This drives customer purchase decisions and SALES
o In 2017, 97% of customers read online reviews for local businesses, 12% search for an online local business every day.
o 85 percent of customers have faith in online reviews and personal recommendations.
o At least 49 percent of customers require a 4-star ranking before deciding to use a company
1. Management of Online Reputation is very significant
It should be # 1 Priority in this day and age. When making a purchasing consumer depend on online reviews. Established customers read current reviews online before buying products. To put it another way, ORM may increase or reduce sales and buyers.
2. Word of mouth now travels as FAST as lightning
I hate to break the news for you, but the Internet is spreading news more rapidly than wildfire. It’s like riding a train with a bullet, without knowing when it will stop. Social media sites are perfect examples of how word of mouth can affect small companies in a lethal way.
Depending on a lot of factors including customer service, product quality, delivery, response time, and sometimes, their frustration, customers can give your business a 5-star or 1-star rating. Sharing their experience with the rest of the world in just a few clicks is incredibly easy. Mind that word of mouth is highly respected so it’s very important to regularly track your credibility online.
3. Your credibility online should remain SUSTAINABLE
We may not have lived for a hundred years but surely our reputation will. The internet has grown into a public, living and non-living repository of all things, both known and unknown to man. What does that mean for your enterprise?
Easy, you are what people say you are, and changing it would be difficult.
Even if what a customer says is not real, or is just half the story. Easy statements like “Scam!” and “Don’t buy!” will convert your buyers and customers to look at your company and yourself. It’s sad but real. If somebody’s posting a comment about your company, it’s over. The best way to illustrate or combat your company’s feedback is to proactively maintain your image online.
4. It is an incentive to do things Right
Did you ever get an opportunity to make things right? What did it look like? What stuff did you do to rectify your mistakes? Managing reputation online can turn the public’s negative perceptions of your business.
Negative reviews should be positive in a way that gives you the chance to develop your services and goods. It’s tough to hear bad comments about your business, but it’s a way to listen to clients and create healthy conversations that you can use to improve your business.
What are the benefits of good online reputation management?
Higher confidence, better quality, less risk, and more income are the benefits of a strong online reputation. But, beyond that, the advantages of a strong corporate image continue. Companies with strong reputations continue to be well received online.
Your credibility will change over time. Much as reputations can be tarnished, so can they be restored so that you can reap the rewards of getting a good image online. It is critical and the time to keep it in the best possible shape is worthwhile. There are countless benefits to holding your credibility priority:
• Lower Confidence: People trust more to a brand or a person with a good reputation.
• Additional money: Organizations with high star ratings and feedback are getting bigger businesses.
• Talent improved: Brands that have a good image attract better workers.
• Moderate risk: With crowds, people pass around. Call the reputation of building “broken window theory.”
• Care more gentle: Organizations having the same core beliefs as their clientele are likely to more readily solve a credibility crisis than one without. Think about Apple Machine versus Monsanto.
A good reputation leads to greater confidence
Brands with a good reputation online are more trusted because people depend on others’ opinions. If people seem to trust a firm or an individual, others are likely to follow suit with the same feeling. If you can’t even get people to trust your brand, then selling your goods would be difficult. Research currently shows that 83 percent of people trust friends’ brand reviews, and almost 70 percent trust customer feedback more than paid advertisements.
One way to help create trust in reputation management services is by making the company clearer in all the right ways. By listening online to customers and responding to comments (both good and bad), you‘re showing people your business is listening to queries and answers. Even something as simple as answering an Instagram comment can improve your reputation and build confidence with customers.
Having a good management strategy for the review is also paramount. As most people trust people’s overpaid advertising opinions, online reviews need to be the best they can possibly be. A survey conducted in 2018 found that 91 per cent of people trust online feedback as well as personal recommendations. And if 83 per cent of people trust friends’ brand recommendations, you get the idea.
“Being renowned” will raise income
Building on the value of the feedback online, companies with strong reviews online continue to attract more customers. Getting lots of new, meaningful feedback for your company online is now more critical than ever before. In reality, according to a Harvard Business School Working Paper, every additional one-star Yelp rating triggers an increase in company revenue as high as 9 per cent. Online reputation management benefits can translate into extra revenue for growth.
Well-reputable companies retain better workers
Reviews are just as critical for recruiting workers as they are for attracting clients. So much so that only one in five job seekers will consider working for a 1-star-rating organization! People want to work in a good company, they want to work at an organization with the same core values and ideals they hold, one they can trust. And they have faith in the views of current and former employees. Positive content online, along with workplace feedback, shows the company has a favourable culture. Businesses with better reputations tend to attract more talent, and thus better.
Risk of lower reputation
Online badly reputated companies tend to earn worse reputations. This may be due to systemic problems within the company but it may also be the “broken window theory” reputation management version. The theory (basically) states that a warehouse with broken windows tends to draw more vandals. Improving a tarnished reputation may sound like a daunting task, but steps can save a damaged reputation and reduce the risk of reputation along the way.
Reputation impacts directly on sales and earnings
The way customers view a company in today’s intensely competitive market climate has a significant effect on its sales and revenue figures. Companies with a good reputation can actually spend less on marketing and advertising than other companies do.
The growth of social media and the change from traditional advertising means companies need to engage customers aggressively and concentrate on creating a positive image online.
Web-based reputation management is not just about combating negative content and creating positive feedback. This is about creating a reputation that makes a company synonymous with its core values, and its target market‘s primary needs. It is primarily for this reason that businesses need a robust online reputation management strategy.
Extra advantages of a strong reputation
A good reputation has many direct and indirect benefits for a firm:
• A good and well-managed marketing strategy means that companies get their major first impressions. It focuses on building a positive brand image by identifying key contact points for the customer and using them to create positive first impressions.
• A comprehensive online reputation management (ORM) strategy not only highlights a firm’s strengths but also effectively counteracts its competitors’ negative propaganda.
• A strong online reputation that increases confidence means that cold visitors are more likely to become prospects and customers.
• Good online reputation helps businesses to establish themselves as leading thinkers and the source for all industry-related issues. This helps businesses achieve free media attention and lifts them above the competition.
To explain further any questions about the value of getting a good online reputation, take a look at these eye-opening stats.
• 90 % of consumers say positive reviews influenced their buying decisions.
• Online search is the most trusted source of information for 65 per cent of internet users about people and companies.
• 86% of customers use the internet for testing before they make a buying decision.
• 79% of customers put equal weight on online feedback as well as on personal recommendations.
• 58 per cent of Fortune 500 executives believe that reputation management should be a key part of the marketing and branding strategy of each organization.
• 84% of marketers believe trust-building should be the key goal of future marketing campaigns.
Both of the above figures point in one direction — the future of marketing and branding is online reputation management.
Google is your latest online business card
Google’s first page is the latest business card when it comes to reputation management on the internet. Most individuals never make it past the first paragraph. Customers and prospects judge brands based on what the results of Google searches say about them.
Indeed, a recent study showed that over 45 per cent of customers find knowledge through a Google search that changed their minds about doing business with a company.
So, having an online reputation management strategy that highlights its strengths and makes it look good on the first page of Google is crucial for every business.
Organizations with good strategies for maintaining credibility should continue to reap the rewards of their efforts. These benefits include greater confidence, greater talent, less risk, and more profit.
An introduction to online reviews and why it’s related to online reputation management
1. What Are Online Reviews?
Online reviews are written mainly by clients whose purpose is to influence small business owners and potential clients. They‘re left on blogs that wind up appearing on search engines like Google and Bing. To succeed you need to have both high-quality reviews/ratings and lots of reviews. Your feedback will play an important role in the decision-making process of a potential customer.
Having a 5-star average ranking doesn’t mean anything if you have only a few ratings. You need to get a good amount of feedback to make people believe your rating is credible.
Which of these 3 firms would you contact first? I think most people in the center will reach out to the business with a rating of 4.9 from 59 reviews. Its other two competitors are not even close in this search! The top list is out with a rating of 2.5 from 10 reviews and the bottom one has a rating of 5 stars but there are only two reviews.
2. Where Do People Leave Feedback Online?
Online reviews come in two main types: social media and review sites. Let’s take into details of both.
Comments on social media
Reviews on social media are posted on social networking platforms such as Facebook, Google+, and Twitter.
Social media is one of the two main places that you’ll find online reviews. Some social media feedback can also display rating rates, but they can also be as easy as a customer leaving a comment on your page or sharing a status update with a # your business name.
Not only do you want to keep track of your social media accounts for behavior and interaction, but you also want to check social media for brand mentions.
A review site is a website where comments about individuals, businesses, goods, or services can be written. I have listed some examples of the top review sites that you should check out.
You’ll also note a convergence with social networking sites:
3. Why Can You Get Web Feedback Proactively?
The way to get more feedback online is by putting in place a mechanism to regularly submit feedback. I know that sounds too easy, but most small businesses don’t ask for feedback that’s why they’re getting so little or none.
Of course, you can do this manually, but it is much harder to scale and much easier to have things fall through the cracks. Luckily there are ways to automate requests for approval (check out some choices in the tool list at the end of the article).
No matter how you want to do it, seeking comments must be part of your customer service and sales processes. I would highly recommend automating the method of your input. It will save you and your customers time and simplify the process much.
Why and how to monitor online reputations?
There are countless explanations for why you should put up and run a monitoring program. “It takes 20 years to create a reputation, and five minutes to destroy it,” according to an American businessman, Warren Buffet. You ‘re going to do something differently if you think about it. “Here’s another explanation. In 2010, online credibility was the number one concern for 26 percent of businesses. That number is already 40 percent today. From a market perspective, here are the five most cited reasons why businesses are building up an online reputation management program:
• Know everything that everyone on search engines, especially Google, is saying about you and your staff. It’s pretty easy to start monitoring: just go to your online portal and type in your business name to show who’s saying what about you – the media, Web users, rivals, staff, influencers, and more.
• Buzz excitement, follow-up, and influence. More often than not, it is when a company creates its online reputation monitoring system when there is a bad buzz or a crisis on the way.
• Keep an eye on the market to fix shortcomings in its offerings and achieve a competitive advantage.
• Find out what picture top execs portray. In reality, 15 per cent of company managers are doing something about their reputation for social networking, while 58 per cent think it’s relevant. Isn’t this the risk n ° 1 for today’s company directors?
• Defend yourself from blogosphere influencers and opinion leaders, and from social media.
Add to this the fact that a monitoring program is an important method for getting to know customer desires and preferences within the context of a digital strategy.
There are several benefits to being able to track what people say about you online.
You can leave feedback on comments about yourself on time. It can help improve the services and products you offer. Above all, tracking what people think online about you can help you maintain a good reputation.
Here are 10 resources that can help you track your credibility online, regardless of your niche
1. Google Alerts
Google has several worthwhile free tools for marketers and SEO pros, and one of them is Google Alerts. If you’re a seasoned marketer, then you probably already know it and use it to monitor your brand or create content.
Only enter your company name the same way you would enter words in your niche for which you want to get updates.
For example, this is an alert for “search engine marketing”: You will receive email notifications of your mentions via the database of Google based on your preferences: as they occur, at least once a day, and at most once a week.
This lets you keep an eye on what your customers or others usually think about your brand. With sentient, you will have access not only to real-time data but also to historical data – what people may have said about your brand before you started using sentient.
With SentiOne you can track brand mentions, social profiles, or other keywords. If you feel you are going to experience an overload of information, you can also filter results in positive or negative references, where the latter can help you to act quickly to prevent crises if necessary.
3. Social References
Mention monitors over 80 social media sites, including Facebook, Twitter, YouTube, and others. The results also show the information below to help you measure, monitor, and improve the reputation of your brand:
• Strength: The likelihood of a social media discussion about your brand.
• Feelings: Positive mentions ratio to negative mentions.
• Passion: The likelihood of people talking about your brand doing it over and over again.
• Reach: The number of specific writers who write about your brand or reference it.
Here’s the look of it:
Another reason: Social Mention is free of charge.
Track calls itself the “broadest surveillance platform on social media”—a debatable argument. In trying to fulfil such a lofty pledge, it has many features to help you track your online brand.
The track offers a complete analysis of all the social media and popular news outlets, observations such as patterns, keyword exploration, and scoring impact.
For example, when I type in the keyword “Facebook” this is what the dashboard looks like. Additionally, if you provide customer service for social media monitoring, you can pay to customize your dashboard with your logo, URL, and your own colours.
Reputology is a forum for multi-location enterprise analysis management and monitoring. Simply put, that helps businesses manage and track online reviews. Besides social media platforms, from industry-specific review platforms in the niches of hospitality, dining, health care, fitness, and real estate, you can “listen” to what customers think about your platform.
Reputology transforms these into tickets for customer service to ensure that you treat negative feedback effectively.
6. Review Push
This online review management software is designed to help companies with multiple locations monitor social media and popular review sites (e.g., Facebook, Yelp, Google, Yellowpages, Foursquare).
The best part is not only that you will receive all reviews from any site in one place, but when you set up email alerts, you can answer any reviews, whether positive or negative, directly from your Review Push inbox.
You can also see the web or industry review pages that your business is not yet listed on. Review Push then ranks the review performance of your stores online, so that you can easily see which store should improve its product or service delivery.
If you’re wondering how you’re going to get reports from different sites, there are multi-level reports where you can get reports from the corporate, national, or store level.
What started out as a press clipping service that scanned news outlets to get customer-relevant keywords has grown into a full-blown media monitoring tool. Today, by adding social media listening to the mix with real-time analytics, Meltwater goes beyond press monitoring. It still offers the largest global media database, so you can be sure that you will also see all your references in the news media. If you’re interested in who’s talking about your competitors or where they get features, or how many mentions they get on a daily, weekly, or monthly basis compared to yours, you can track that too via Meltwater.
While you can see your reports and analytics from your Meltwater dashboard, you can also convert these reports directly from the dashboard into presentations and share them with internal teams.
Chatmeter was developed to help businesses gather and evaluate customer reviews and optimize the customer experience for brands and agencies at multiple locations.
It notifies you of any reviews found on more than 20 local search and review sites, via email. You will also receive notifications when there is new content about your brand.
Chatmeter has resources that allow you to spy on your local rivals and see how you compare against them and what you can learn from their activities. The app allows you to post comments on your website and store pages from external sites. And if you create a new profile on a listing site, any current information will automatically update your profiles on other listing sites.
9. Reputation Ranger
Created for four niche industries — restaurants and bars, hotels and travel, automotive sales and services, and home contractors and plumbers — Reputation Ranger monitors Facebook and industry-related sites to create alerts and reports.
Divided by niche, it comes down to:
• 15 hotel websites plus Facebook and niche travel.
• 12 restaurant websites and specialty bars.
• 9 plumber and other contracting websites.
• 12 websites and forums automatically connected to analysis.
So, depending on your niche, you will receive real-time monitoring and reminders of the review sites that matter most to your company.
10. Reputation Health
If you have a medical practice or are providing medical practices through SEO and other online marketing services, you may need Credibility Health.
This provides physicians with reputation tracking and online monitoring of comments. It monitors 23 medical practice review sites including DrScore, HealthGrades, CompareHealthcare, and Vitals.
The app gathers mention and comments on what patients think about their practice online and sends you email notifications.
Some bonus tips for online reputation management
1. Incentives to Check
Try giving some form of reward for feedback, but be warned that Yelp is against this activity. If you do this, please make sure you never request it in writing, but always orally. You can get an alert or a demotion in Yelp’s search results if anyone reports you to Yelp for doing so.
I’ve seen companies post messages asking for Yelp feedback behind their business cards, with a discount for good reviews.
Just take a photo of that and send it to Yelp, a customer must. Yelp will easily follow up on your account with a Customer Warning.
2. Give refunds to dissatisfied customers
If you have customers who are dissatisfied with your services, seek to solve or resolve the issues at first, but if that is not possible, then offer a complete or partial refund or some other reward such as discount vouchers or even supermarket gift cards.
Accept you were mistaken. Trying to solve problems will always sit with the clients better than trying to argue.
Refunds may either help prevent the negative review or reduce the harm, transforming the negative review into a positive one.
I’ve had clients where the difference between a 1-star review and a 4-star review was even a partial refund. You can even get a 5-star rating.
3. Try getting your business model updated
I have an eCommerce fashion store customer who drops products from China, even though the company is located in the USA. Usually, the delivery time is 2 to 5 weeks, which is slow for most people. Moreover, Chinese sizes often run smaller than US sizes. So, this business often gets lots of negative reviews and return/refund requests. They have further annoyed customers by asking customers to give the item back at their own cost.
As you can see, such a company can not escape negative feedback unless it changes its business model. The principal advantage of their service is that it is inexpensive. They are in fact extremely cost-effective when compared with comparable fashion pieces sold in major department stores.
And what is a company like this able to do?
My advice begins with a sales copy change telling customers that products are shipped from China and that delivery can take 2-5 weeks. This tactic reduces some of their sales, but so many unhappy customers and unnecessary refunds are avoided. Probably most people wouldn’t mind waiting for a little if that saved them some time.
Usually, the customers who don’t want to wait too long will complain the most, as they really wanted the item to be there for an occasion.
They can also provide returns free or low shipping costs. If the item is pretty cheap, then another choice is to have a full refund and just keep the item. Amazon successfully used this tactic to attract Prime consumers in its development process. The good news with this business is that after I consulted with them, they decided to change business models and keep the inventory on hand to ship from the U.S.
Since doing this a couple of months ago, they have got less negative feedback.
So, my point here is to look at your business model to see what you can make adjustments to avoid situations leading to negative reviews. Even if it’ll cost you some business or money, in the long run, you‘d be better off. You will not only increase the business from new customers (thanks to positive reviews), happy customers will come back and refer others to your business.
4. Be Proactive, Not Reactive
There are a variety of things you can do to create a positive picture online. Your goal should be to fill Google’s top 20 with positive content about your company, which can help to keep negative content out. I expect to write another article soon to cover more details but here are a few suggestions in general:
• Register your social media profiles and stay active on those platforms on top social media sites.
• Sometimes popular Twitter accounts are in the top 10 for their brand names, and Google can even view the latest feeds that take additional property space.
• YouTube videos for brand names often rank well. Using your smartphone, you can create a professional video for less than $1,000, or an even smaller budget video. You can also employ a freelancer to do a slide show style video about your company on a site like Fiverr.
• Press releases are distributed every few months. Try using different distribution networks to get the maximum coverage.
• If you don’t already have a blog, build one and post it regularly (it’s recommended to our clients at least once a week).
• Build mini or subdomain web pages for blog networks, such as wordpress.com or tumblr.com. Make sure that your brand name is included in the subdomain (i.e., ybrand.wordpress.com).
5. Crackdown on Criminals
Distinguishing genuine critics from detractors is important, too. There will be one group of detractors who only seem to be out to get you. Their goal is to bring down your brand, rather than seeing you improve. They may even use illegal content and behave inappropriately online. Strict action on those detractors is necessary. Some Dominos workers, for example, shared horrible videos from them playing with the food. They were arrested and killed. Often you have to get filthy to defend your reputation; if you call the police or file a lawsuit.
6. Mentions of marque monitor
To manage your reputation online you must first have a handle on what’s being said about you. That is where surveillance of social media comes inUse the proper tools to track when people are talking online about you. Verify that you understand what they are doing. If there are references to brands that require immediate attention, then build your responses accordingly. Fix negative mentions immediately and highlight those positive by posting them on your marketing channels.
With the world being a global village and almost every consumer having free internet access, it is very easy to simply post reviews of companies and their goods. Hate messages and abuse of credibility online are the worst-case scenario. Typically, people end up sharing comments or negative messages on the company’s website or other social media sites.
For example, to get rid of the negative comments made on their site about some environmental practices, nestle had to pull down its public page. Nestle chose not to fix these issues and comments which eventually led to a wider problem. It is also always easier to solve the latest issues and to make the best possible use of HR and public policy as well as sales and management.
Managing credibility online also helps you to build a positive picture for your business or brand name. In today’s digital world, getting a strong reputation over customers has become unavoidable. If you don’t know about ORM, let me tell you that it will push any business or brand name down to earth. Managing the image of the business or brand online is one of the critical steps towards its current and most likely future success and development.