Reputation Management

Public perception is critically important. Individuals and companies attempt to shape perception through a practice called reputation management. Reputation management strategies mold information that is available online, allowing companies and individuals to put their best foot forward at all times.

Public Relations Campaigns

A public relations campaign is the second step in the process. Businesses and people use this strategy to make positive opinions more prevalent and visible, which in turn, reduces the visibility of negative opinions.

Positive content pieces are typically written and published during this process. By posting a large number of positive pieces, the negative pieces get buried in the organic search results.

Positive content is also posted on social media, shining a positive light on the company or the person.
The public relations campaign must also tackle negative comments on social media. Public relations experts find negative comments on social media and respond to them. They work to fix the issues through these comments, showing their fans and followers that they strive to ensure everyone is happy.

Act Appropriately at All Times

Acting professionally and appropriately is the key to reputation management. Then, if a negative comment or review does appear, ensure it is taken care of it quickly before it gets out of hand. Honest brands and individuals can set the narrative and maintain positive reputations online.

What About Individuals?

Individuals have different concerns than brands do. They often worry about people sharing information they don’t want to be made public. Fortunately, this is easy to remedy. Individuals should limit the amount of information available to the public online. That means they need to be careful about the comments, photos, and videos they share. Once it is online, it can spread like wildlife.

Monitoring References

Individuals and companies begin the reputation management process by monitoring all online references. They use social media monitoring and online searches for this task. After gathering search results, they use social media analytics to get a better idea of what the public thinks of the company or person. Many see a combination of positive and negative information when performing these searches. That is perfectly normal and should not be alarming to the business or person.

Artificial Ways to Ruin a Reputation

Many companies are concerned about others employing artificial tactics to harm their reputations. While it is possible to put out fake information, it is very difficult for false information to have a lasting effect on a reputation.

However, you cannot control what people post online. From time to time, negative information can appear. People use social networking sites to write reviews of products and services, and it is impossible to control what they say. In some cases, someone might even write something false.

However, companies can still stay in control of these types of situations. Providing the best service possible and always acting appropriately will help brands maintain an excellent online reputation. They might get a negative review on occasion, but those reviews will be blips on the radar and won’t do serious damage.

Reputation Marketing Is the Wave of the Future

The reputation marketing field has evolved from the marriage of reputation management and brand marketing. It involves a brand’s reputation being vetted online in real time by consumers leaving online reviews and citing experiences on social networking sites. With the popularity of social media in the new millennium reputation, vetting has turned away from word-of-mouth to the digital platform, forcing business to take active measures to stay competitive and profitable.

Reputation marketing consists of monitoring, acquisition, and amplification.
The Monitoring Stage
Effective reputation management begins with monitoring online reviews. You need to know what your customers are saying about you online so you can address problems as they arise. Start by claiming your listings on Yelp and other online review sites and then check for alerts. You can also use an automated tool to scour the internet for reviews, which allows you to see reviews from all sites in one spot.
If a negative review comes up, respond to it. Let the customer know that you are sorry that he or she had a negative experience and you will fix the problem. This type of response shows people that you care about customer service and are willing to do what it takes to satisfy your customers.
The Acquisition Stage
You also need to acquire more reviews to boost your online reputation. Most customers either don’t think of writing reviews or they find the process too cumbersome, so they don’t bother. You need to get past these roadblocks to increase the number of positive reviews your business receives.
Use a three-step acquisition process to get the best results. Ask people to leave reviews, remind them if necessary, and provide guidance to make the process easier. The key is to make the process simple for your customers. If you remind them and it’s easy to follow through, many will do it as long as they are pleased with your service.
The Amplification Stage
This is the stage where your reputation marketing strategy will really take off. You need to take the reviews that are on third-party sites and amplify them so that more people see them.

Add the reviews to the conversion pages on your website and put them on social media. Also, if your company sends out whitepapers, include some reviews.
You might think, “I use testimonials, so I don’t need to do this.”

Testimonials often seem fake. Online reviews on third-party sites appear more legitimate, so people are more likely to trust them. They provide social proof and help you gain credibility in the online world.
Reputation Marketing – The Key to Success
Don’t make the mistake of thinking that reputation management is not the key to success. These days, you need to engage in reputation marketing if you’re going to be successful. Cultivate a positive online reputation and then use it to bring in more customers. When done successfully, your small business will be viewed as credible and trustworthy, helping you attract more customers and increase your conversions.
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