Simply having a remarkable website or social media presence isn’t sufficient for any brand to create a positive online image.
Trust is built through consistency. It leads to improved customer sentiment and ultimately enhances your reputation cyclically. Conversely, a seemingly insignificant negative article can result in a 22% customer loss for a company.
In the present day, managing a reputation starts with an online presence. It is where customers tend to leave and read reviews. It’s worth noting that 77% of customers read reviews while searching for local businesses.
So, how can you monitor the online conversations regarding your brand? Well, to have an answer, you need to go through this article!
Types of Online Reputation Management
There are two types of reputation management, namely preventative and remedial.
Preventative ORM
Businesses in the initial growth phase or those looking to sustain their established positive reputation typically engage in preventative reputation management.
It can be useful even if your brand has acquired a negative reputation in the past. Creating a strategy to market your brand in a desired manner can effectively alter how your target audience perceives your brand.
Remedial ORM
These types of online reputation management are used when a business has encountered adverse publicity or unfavorable online reviews.
It can also describe situations where a client’s name or business has negative search results. These search results are prominently displayed on the first page of search engine results.
The objective is to resolve any repercussions that may arise from the negative publicity.
The impact of adverse publicity on a company depends on the situation and its prior reputation. Poor crisis handling can exacerbate the issue, leading to further complications.
It’s crucial to invest in establishing a favorable reputation for your business early on. Despite the potential impact of negative feedback or online criticism, there are ways to shape the perception of prospective customers.
It is a no-denying fact that negative customer experiences can deter potential customers. In fact, studies indicate that over 70% of consumers are reluctant to engage with businesses that have accumulated more than four negative online reviews.
A comprehensive reputation management strategy can help mitigate the impact of negative feedback on sales.
Online Reputation Management Examples
Nike
One of the best Online Reputation Management Examples is Nike’s dedicated support handle on Twitter
Managing online reputation becomes increasingly challenging as your brand grows. Despite juggling tasks such as content marketing, competitor research, and customer support, finding time to maintain a positive online image becomes a priority.
To simplify managing customer queries on social media, consider creating a dedicated support handle like Nike’s @NikeService on Twitter. This ensures all queries are handled in one place.
Creating a social media account solely for customer service can streamline communication. It can help you respond promptly to customer comments and queries.
Starbucks
Baristas and Starbucks view customers as highly valuable and strive to meet their expectations. If the service is delayed, they offer a free drink voucher on the next visit. By satisfying their clients, these brands aim to cultivate loyalty and increase customer lifetime value through repeat visits.
Starbucks faced online backlash over a racial insensitivity incident captured in a viral video. Still, the company responded promptly by closing offline stores for racial bias training, which is a great Online Reputation Management Examples.
Upwork
Upwork is a global freelance platform connecting millions of freelancers and employers. It comes with the responsibility of addressing any issues that may arise. Nevertheless, Upwork is skilled at managing negative reviews:
Late or unsuccessful payments can be a significant source of frustration for Upwork users. It could dissuade new customers from using the platform. That’s why Upwork prioritizes prompt responses to such comments.
Additionally, there are informative responses that can assist individuals interested in using the platform.
JetBlue
Flight delays or cancellations can be frustrating for customers. It is especially when staff members are unhelpful or dismissive. In such cases, customers often turn to social media, particularly Twitter, to voice their complaints.
JetBlue acknowledged the challenges facing the airline industry’s reputation. It is why they have prioritized customer service to differentiate itself as a company.
JetBlue has developed a positive online reputation in the airline industry. The company promptly and effectively addresses customer complaints regarding flight delays or cancellations.
Snowbird Ski Resort
Negative online reviews have the potential to harm your business. Snowbird ski resort turned this challenge into a digital marketing opportunity. The company based its entire campaign on some of its worst reviews.
This method requires a witty disposition and a strong comprehension of your target group. When executed correctly, it communicates sincerity and self-perception – which are essential to a positive reputation.
Online Reputation Management Tools
These tools enable individuals or organizations to track and analyze brand mentions across various digital channels. It includes social media platforms, customer review websites, and online mapping services. Let’s have a look at some good ORM tools:
Google Alerts
One of the beneficial no-cost online reputation management tools available to marketers and SEO experts is Google Alerts.
You can similarly input your business name by adding keywords related to your industry to receive alerts.
For instance, in the below picture, alerts for the term “Digital Marketing” are created.
Depending on your selection, you will receive email alerts of your brand mentions in real-time, daily, or weekly.
SEMrush
With SEMrush, you can track online brand mentions and evaluate sentiment scores and resource credibility.
SEMrush offers restricted usage for free. However, it is a component of the complete SEMrush package. A few features enabled by this tool are:
- Discover unlinked mentions
- Identify influential figures in your industry
- Measure your potential outreach
- Track the referral traffic generated from mentions
- Determine the sentiment associated with mentions
- Assess the credibility of the resources that mention your brand
Digimind
With this tool, you can:
- Track competitor brands and products
- Monitor conversations about your brand and products on social media
- Use the in-depth analysis for valuable insights
A noteworthy feature is the proprietary Natural Language Processing, capable of processing even slang.
Brand24
Brand24 enables the creation of Projects for monitoring social references to entities. Its advanced tiers permit multiple Projects to track various brands or campaigns.
Search for items using a keyword list or designating included and excluded terms to ensure accurate mention retrieval without unintended results.
Brand24 scans the entire web for instances of your specified keywords, not just social media mentions, while excluding undesired terms.
YouScan
YouScan is a digital monitoring platform that scans social media and the web for brand references. It evaluates their wider social influence. This Online reputation management tool uncovers billions of data points for examination. It offers numerous methods for data analysis.
The true standout of this tool is its image recognition capabilities. It enables users to conduct highly precise visual searches.
Importance of Online Reputation Management
Harvard Business School’s research shows that a single extra star rating on Yelp can boost ROI by 9%. Furthermore, a recent report by Bright Local revealed that 93% of consumers rely on local reviews when making purchasing decisions.
In reality, individuals are more likely to share their negative experiences with others than positive ones. On average, fifteen individuals communicate their dissatisfaction and annoyance with unsatisfactory services.
Therefore, a single error on your part could potentially damage your reputation permanently.
The importance of Online Reputation management in digital marketing can also refer to:
Knowing Your Consumers
Not monitoring online conversations about your brand could lead to wasted marketing campaigns. It will also lead to insensitive messaging that overlooks bigger customer concerns. It will ultimately undermine your desired impact.
Being Proactive About Issues
Failing to know the importance of online reputation can result in a lose-lose situation. However, taking proactive measures lets you maintain control over your brand’s narrative in search results and prepare for potential issues.
It Impacts Sales
Maintaining a positive reputation is crucial as it can impact sales significantly. Nearly 60% of American consumers indicated that they would steer clear of untrustworthy brands. A negative online reputation can undermine your brand’s credibility, potentially harming your business.
Managing Negative Reviews Becomes Easier
Negative reviews are bound to happen, but actively managing your online presence can help you effectively address them. Customers who receive a resolution to their social media complaints within five minutes are more likely to make future purchases.
Summing it Up
Your brand is being talked about constantly, whether you are aware of it or not.
Online reputation management in digital marketing is a highly effective approach to staying informed. It ensures that the conversations about your company accurately align with the image you aim to establish and sustain.
Implementing a well-planned online reputation management (ORM) program can significantly impact acquiring fresh customers and retaining the ones you already have.
Create a positive impression and regain authority over the narrative surrounding your brand on the internet.
Consult with me to learn more about how to care for your brand reputation online. Email me at consultwithswetha@gmail.com.