Your presence on this page indicates your interest to learn about the Tools, Strategies and Services of an online reputation management, or you might have already known, and looking for ways to put a boost to your brand’s online reputation.
We have developed this paper with the mere intent to inform our valued readers of the idea of reputation management and its rising importance in almost every business sector.
This paper begins with a thorough introduction of the reputation management, other notions pertinent to it (such as reputation protection, crisis management, Negative Content Removal) and suggest you the most optimal ways to yield the best out of the Internet!
Besides, one of our acquaintance agencies adheres to all those points suggested in the report as under.
So, buckle up while fleeting through this article, and if you would like to incorporate the ORM tips we reveal here into your business, you may reach out!
Online Reputation Management
In this world of digital interconnectedness, users hold all the power to assess the point at which you stand in the competitive era within a matter of seconds.
What is online reputation management?
Online Reputation Management referred as ORM, eReputation is a reputation of the person, brands or any entity found on the internet. It can be positive, negative or neutral.
Why is online reputation management important?
Online reputation of the businesses or person’s is highly important because its directly influence on the sells of products or services. Positive reputation helps sell more products or services while negative reputation leads to decline is revenue severely.
What is online reputation management services?
Online reputation management services include creating a positive web properties to cover up the negative search results amongst the major search engines. Sometimes ORM services include direct removals of negatives reviews and contents.
How much does online reputation management cost?
ORM campaign for the small sizes businesses start at 3,000$ per months and its goes upto 10,000$ per months for medium sizes business and 100k+ per months for big brands.
The reputation of a company directly mirrors the brand to the entire world, where, poor reputation means comprising of valued customers, disappointing potential investors and declining the business rating to a great low.
Hence, preserving a strong reputation is the only way out.
Poor reputation and an unwelcoming brand is a consequence of some hurtful comments, bad reviews, low rating and market controversies, which can make your brand highly vulnerable to poor performance.
For this, reputation management is an ultimate resolution that can safeguard, monitor and manage to develop and preserve a constructive online and offline repute.
Read More: How To Remove Negative Content From Google
Protection of the reputation over both online and offline platforms requires heaps of time and efforts, which boosts the search landscape of your brand and protects it from potential unforeseen risks.
In other terms, reputation protection is just another element of the upbeat reputation management plan that inoculates your brand’s recognition and digital recognition.
A strong reputation is momentary.
Negative feedbacks, controversies, harmful reviews and fewer ratings can diminish your recognition and make your brand plunge.
In order to combat such happenings, reputation protection is an ideal strategy that is enduring, boosts resistance, and develops a strong digital appearance of your business.
Reputation protection can keep you sheltered from unexpected risks and help to sustain an unparalleled digital status.
A Majority of companies experience several situations if crisis throughout their business cycle.
A crisis can show up any time, in any conditions or sort and possibly end up damaging or even shutting your firm.
Crisis management is an all-inclusive tactic, which demonstrates how a company should avert, monitor and cope with the consequences of a corporate crisis.
According to a report by the Institute for PR (2017), crisis management is an option developed to avert or decrease the harm a crisis can pose to a business and other parties associated with the business.
As a phenomenon, crisis management has not been just one thing; it could be segmented into 3 stages i.e. pre-crisis management, crisis-response and post-crisis management.
In the initial phase, i.e. pre-crisis management, groundwork, or prevention of crisis is planned.
During the second phase of crisis management, a firm concretely reacts to the crisis.
Whereas, during the third stage, a firm remains on the quest of finding new avenues to effectively buckle up for the future potential crisis.
During this phase, the company also attempts to satisfy the promises made during the actual crisis, along with follow-up data.
This three-stage approach of crisis management works as the instituting outline for any firm.
Scandals and Controversies
Business Dictionary (2020) refers to this phenomenon as an extensive public incident, which is led either by the engagement of a company or allegation of engagement of a company in one or more than one unauthorized, unethical and problematic practices.
Usually, in the case of scandals and controversies, there are enquires regarding the firm’s practices, that are either reportedly unlawful or explicitly evident to be unlawful.
Corporate/Business scandals and controversies are thus originated from the claims of ethical behaviors or actions, by lawful judgment or choices, or the junction of both.
These might also take place because of people in a firm performing on his/her behalf irrespective of his consideration for the company.
Poor Brand Image
Poor brand image, which is also dubbed as a brand crisis, can be a consequence of corporate misconduct, social/consumer responsibility break, product disaster, executive misconduct, weak corporate outcomes, representative mischief, controversy, or lack of customer support (Greyser, 2009).
Digital media is a distinctive public platform that holds its own norms and compliance needs. The conventional means of customer service and user linkages might not be sufficient now.
Hence, companies are exposed to many harmful outbursts that could be sent in the form of comments on social networks such as criticisms, inappropriateness, or disapproval.
Chiosa and Anastasiei (2017) studied the impact of harmful comments on the wellbeing of a company. According to the research findings, the authors reveal that negative comment might alter the perception of users towards the brand and give birth to negative word of mouth.
This also poses great risks to the purchase intentions of users.
Chiosa and Anastasiei further specify that ‘avoidance of identity’ is a more pertinent digital WOM predecessor than adverse emotions, which actively and directly impacts hate towards the brand.
Three Reasons Why Your Online Reputation Is Important!
- It accounts for a great market share!
A comprehensive study by Zook (2017) displays the following images, which shows that nearly 25 percent of the overall market share for a business is generated directly due to its reputation.
So, if there are any negative word-of-mouth, criticizing customers or online bashers of your brand, you might end up dropping 25 percent of your brand’s value – no matter what they said was genuine or not!
Apart from this, it is further essential to be recapped that customers rely upon online reviews 12 times more than the product details you post over the website. Hence, it evidently states that your reputation goes a long way for effective operations!
- Because your executive finds it important!
Needless to state that every brand needs to have a strong reputation. However, as the consequences might seem abstract, a lot of them do not believe in it!
This particularly goes for executives. According to Zook’s article, nearly 87 percent of executives suppose that taking care of a brand’s reputation is more essential than looking after its strategic threats.
This depicts that seven out of eight c-rank employees have a strong faith over a brand’s reputation management.
However, Zook found that just a petite rate i.e. 15 percent of executives adhere to the guideline of reputation management.
This might come up due to a range of reasons, the foremost being that many executives just do not understand the essence of the Internet’s power!
So, what do you learn from this?
If you plan to boost your brand’s reputation, you will have to put it top on the list!
- ORM goes hand-in-hand with product sales!
Zook, in his report mentions that 92 percent of users read online reviews to learn about a business.
On the other hand, 80 percent of them received advice on purchase through their social media investigation.
Hence, if you have poor reviews over there, you may end up damaging those sales figures big time!
Disasters in Online Reputation Management
In the case of Online Reputation Management, there are two forms of adversarial aspects that you should consider as the ones you may perhaps trip over!
The first is shown by criticisms on social websites. They are ought to be considered closely.
However, unless your brand has a severe lacking, they don’t put you at any biggest risk of reputation harm.
The second, which I dub as the “Grenades of Online Reputation” are the ones that pose great harm to your brand recognition as well as put your sales on the risk of long-enduring damage.
Online Reputation Grenades are quite influential as, different than the social website criticism, these are apparent in the search engine results.
Imagine a potential customer who plans to purchase from you soon, Googles your name and discovers reproachful information.
Here, I list some forms that these reputation grenades can take over the Internet:
- Negative Coverage from Media:
I suppose that there remains no such thing as negative publicity.
This might sometimes occur for scandalous firms or popular individuals like Janet Jackson.
Yet most of the time, harsh coverage from online, print, or visual media could adversely influence people and businesses.
Here, we take an instance of how just due to a single Tweet by the American President, Donald Trump smashed Amazon’s brand reputation.
According to Franck (2018), the market share of Amazon fell immediately after Trump’s tweet and soon went minus that day. That’s how severe negative content could harm a brand!
- Negative reviews:
Websites allowing users to post their experience about your brand are among the few platforms you should keep an eagle’s eye on! Did the customer be in favor of your offering?
Will he suggest others to use it? Negative reviews on these websites can pose a significant impact on your business’ sales, where just monitoring the negative posts on these platforms might not be sufficient.
You must have a thorough comprehension of how to get them removed or be friends with someone who can do it for you!
- Hate Websites:
There are some individuals who go further from just posting negative reviews.
They develop specialized online platforms to post negative information, few of them holding unlawful content.
These hate websites often call out to businesses and brands with abuse and fake data.
It is unnecessary to state that a Google page showing *NAMEOFYOURBRAND Exposed” or “YOURBRANDNAME fraud/con” will push your likely users way afar from making a purchase – thus declining your sales.
Response To ORM Disasters?
How must you retort to all the negativity that is being spread? How should you shield your brand or your business from such kind of illicit occurring?
As per the scope of the challenge, there are numerous ways that you may embrace in order to retrieve your online reputation:
- Conduct continuous cyber scrutiny:
If your brand reputation has been severely attacked by external entities, it might become imperative to work with an expert online analyst to scrutinize the undetectable risks and aggressors through email-tracking, cross-indexing of data, or other tools of information assemblage.
Online scrutiny is the ideal route to reach to the core of troublesome cases of reputation management.
An example that fits here is that of the e-retailing website, Amazon.
It is reported that the sentiments of social media opposed significantly for the worst when Amazon launched a swing of deals called the Prime Day on account of their 20th anniversary.
It didn’t take much time for people to come up with some witty trolls on the company.
Though amusing, this significantly impacted Amazon’s sales that day. Hence, one should always undertake online/cyber scrutiny in order to shoo away any defaming content.
- Robust SEO:
If someone searches your brand/business’ title on Google, showing on the first or second page of the engine, the information would be way more essential than that available on your website.
At glance, the pages would exhibit many top-ranked online platforms discussing your business.
If bad content is present on those pages, you are ought to immediately develop a search engine optimization plan that boosts the ranks of constructive information for your business, published by either you or other entities.
The SEO game is too essential to be avoided, and this is possibly the initial step for reinstating your reputation.
- Elimination of Negative Reviews
Did someone broadcast something negative or untrue for your brand?
Is that post evidently published with the intent to harm your image instead of share an experience?
Does is involve inappropriate terms?
If so, you mustn’t waste a while.
A lawful rejoinder or a fast-paced reaction shall make it easy to eliminate the negative review.
Get back to them, always and after!
Positive or negative, you are ought to be getting back to each review posted for your brand.
Do not forget that the influence goes way above what the certain user who posted it perceives about you (albeit it is somewhat critical too).
Whilst just a small sum of users may post reviews, hundreds of thousands of them are reading through those. Brands who do not get back to negative reviews gives the observers two potential messages:
(1) the accusation may be true,
(2) you do not care enough to attend to the pleas of your customers.
Either of them is sufficient to harm your brand’s perception for a long time!
No matter if that’s an accusation or your brand/someone associated with your brand actually made a blunder, reach out and apologize as Walmart does:
Speeding Up Response Time on Social Platforms
A Content Analyst at Business.org, Miss Drake quotes:
“Be in the habit of responding to customer emails within a short amount of time. At most 48 hours, but preferably sooner. The longer you make customers or clients wait, the more negative their experience, and the more likely they’ll turn to social media to vent their frustrations. This will help to prevent little issues from becoming big issues. The quicker you can turn around a problem, the better protected your online brand is.”Business.org
Your online response time sets a limit and keeps those negative reviews from spreading like wildfire; the sooner you ice it down, the more you avert your reputation from breaking apart
ORM Statistics for 2020
Here, we present to you some interesting statistics regarding online reputation, which shows how important it is for your business to keep a persistent check online! Research by Bright Local (2020) and Status Labs (2020) finds:
- 85% of users rely on online reviews as much as one-to-one referrals.
- Good reviews account for 73% for making users have more faith in domestic brands.
- Acquaintances are now believed to be as reliable as experts.
- 64% of people depend on search engines when digging out information regarding a brand.
- A poor reputation increases per hire cost of a business by 10 percent.
- 15% of users do not buy from companies that are not reviewed by previous users.
- 77% of customers perceive that reviews posted over three months earlier are not pertinent.
- A whopping 97% of customers read website reviews for companies, having 12% reading them each day.
- Online reviews are the 2nd more influential rating aspect for Google’s domestic package.
- Reviews pose 7% impact on rankings over Google search findings
- Google provides 25% more clicks to brands who reach up to 5 stars
- 49% of users claim that a company should have a minimum of 4-star ranking in order to rouse them to make a purchase.
- 30% of users claim that they make a positive judgment towards a brand based on how they respond to online public reviews.
What proportion of users goes through online reviews?
As per a study by BrightLocal, 97 percent of users review a brand online, from which, 12 percent do it each day religiously.
As the online reputation figures claim, these statistics should not be any shocking.
Needless to state that making robust use of the Internet to search for local brands is a global phenomenon in developed countries.
What’s important is the extent to which users trust what they view online.
Below figure shows that people from 18 to 54 years of age trust online reviews if these appear authentic and there are multiple reviews present.
Do positive reviews make your business a more reliable place?
According to Campbell (2020), people develop a greater sense of trust after reading good reviews about a brand online.
He, in fact, stated that one of the key pointers of faith is just the appearance of the brand over the search findings.
A 2017 article in the Financial Times puts the issue starkly:
“Unexpected crises can destroy businesses and reputations. Boards, chief executives and their managers may believe they have a firm grip on the risks they face. They should think again.”FT, 2017
Now more than ever people search online to find information and formulate opinions on people and businesses.
Only 5% of people look past the first page of Google, so first page online impressions are needier than the real life
How can you establish a robust online reputation?
Schuhmann (2020) recommends five key tips that one should practice if in need of a strong reputation online:
Get your business counted in directories
Somewhat similar to the phone directories, online directories enable customers to look for the brand’s online site by industry (product/services they promise).
Getting your brand listed over online directories shall direct user traffic, from where the other tools of reputation management will come into charge.
Develop a Blog
By developing your own blog i.e. religiously boosted with posts that range from introducing your business and its offerings (Public Relations) to how you utilize tools or even reflection of the customers or product supports in manifesting you as a business Guru!
The most important thing here is to be uninterrupted with the articles – a minimum of two articles a week – while sticking to the trend!
To tell, even more, a whopping 89 percent of users are likely to believe in online reviews.
You are ought to be cheering users to post positive reviews about your firm and the products you offer on different social networks available on the Internet.
Earn Some Popularity
You certainly would not be able to set up a good reputation by just sitting back at your seat.
You will have to go head-on! We’d suggest you step out there and develop articles or other material, engage tools of online advertising, brand management and take your name as high as possible.
Go Social with Your Brand
As mentioned in Reputation’s (2019) article, 78 percent of users think it’s imperative to search on the content or a company over the Internet prior to planning or working with them.
If you hold an active grip of your business image over social media, you increase the probability of having more users come across your business and it perceived as a brand with a good reputation Schuhmann (2020).
Why are Online Reviews So Important for Local Biz?
Roughly any sectors you can name out has its certain bespoke review network.
For instance, for health and medical, they have this web called Healthgrade; LawTally for Lawyers ; TripAdvisor for tourism and accommodating and a range of other platforms available to be accessed at any time
Here are four reasons why online reviews could be the key to reputation management:
- They are all around!
This belief has led to the launch of more and more review sites all the time, which further stimulates the presence of online reviews and offers users further platforms to express their feelings and opinions.
‘Reviewing’ as a notion has also turned more eminent, and you will now be able to witness rating (out of 5 stars) along with organic search findings, such as with paid search advertisements on AdWords as well as on the local pack results on Google Local.
- They set your rank
A study conducted in the year 2017 revealed that online reviews have been essential elements that set the ranking of a firm, where there remain an evident link amidst the number of positive reviews, negative reviews as well as responses in local search outcomes (Bright Ideas, 2020).
- They can enhance click-through via GMB profiles
Users significantly rely on online reviews – 87% of users search for firms with a 3-5 star rating prior to making a purchase from domestic business.
Hence, once you list down your brand in the Local Google’s 3-Pack, good reviews posted by users can evidently boost your click-through rate. Check the visual below by Chadha (2019):
- Reviews act as social evidence
Social commerce is consistently in progress, which means that online reviews can influence the purchase choice of consumers in many different ways.
Which Tools Can Hold Your Online Reputation Intact?
There is a range of online tools that you can use at hand without having dedicated software.
Google, Facebook and Twitter, for instance, work ideal for brands intending to carry out constant online scrutiny.
Some websites come with the option to send you an alert every time someone talks about you, whereas, other websites like Yelp.com would not offer you alerts that can be used in many other optimal ways.
Bright Ideas (2020) recommends the following well-regarded tools of online reputation management:
- Twitter Search
Twitter has turned out to be among the finest networks to keep a check on your reputation.
Almost everyone over Twitter retweets information. The power of Twitter search is that it further enables you to put up advanced details like place, link, sentiment, account and so forth.
- Social Mention
Social Mention is a social network form of Google Alerts. It supports you to investigate your business over various social networks across the Internet. You may subscribe, request email notifications, or get the Excel version of the statistics.
- Yahoo Alerts
You can subscribe to Yahoo Alerts by specifying local news, news, stocks, keywords and so forth. Yahoo will send you notifications via mobile, email, or messenger for no money.
Apart from using its core feature to schedule online posts, brands also make use of Hootsuite to keep track of what people want to say about them over the Internet.
Establish a transition of news for Twitter, Facebook, or any other application in order to find the places where your company’s name has been mentioned.
- Google Alerts
Google Alerts is one of the most used tools for holding the online reputation of brands intact.
It allows you to monitor website findings, blogs, videos, news and group searches.
There is no better place one can monitor its brand call-outs other than Google Alerts – I suppose.
Some negative reviews mentioning your business may go below your attention over the internet.
However, BroadTracker keeps you from missing out on important things.
It filters discussion platforms for traces of your or your business’ name.
Regular searches do not require you to pay, however, its premium version shall be up anytime soon (Aangela, 2013).
This one’s somewhat similar to Google Alerts, however for social networks.
BrandMentions deliver prompt search findings from videos, pictures, news, blogs, articles, or beyond.
You just want to develop an alert to be notified or download a real-time alert widget of it.
How To Deal With Negative Reviews?
Upon researching, we were really impressed with a comprehensive YouTube Video posted by Neil Patel, who shares ideal tips to deal with online critics:
- Visualize your Google’s First Page as Your Business Card.
First impressions are supposedly the last, and sometimes, a cover is enough to exclaim how the book will be.
If your brand – God Forbid – goes along any adversarial terms like “con” or “fraud” over the internet, it’s certainly ended for it!
- What’s Your User Sentiment?
It is important to know what people suppose of you.
Strong online reputation does not just entail responding right to what users comment about your business, service, or products, however, it further entails contemplating if you should react at all and if so
At times, a comeback is not required, where at times, a comeback posted too late could fail your brand acutely.
- Develop Respect for Your Brand
Neil Patel, in his report, claims that trust is a fragile element, which is tough to attain.
Developing a sense of respect for your brand is essential than any other aspect of online reputation. If needed, one should go the extra mile for it!
- Be Exceptionally Transparent
As per BusinessWeek, after a while of covering up criticism, negative reviews over the Internet publically led McDonald’s to augment the breeding standards of animals as per the people for Ethical Treatment of Animals request.
We’d suggest not covering up negative reviews (but eliminate) or they turn out as a bigger crisis in the future.
- Respond Swiftly and Courteously
Neil states that if your brand has been receiving criticism over Twitter, a steady and plain “We are mindful of the concern. We have been trying to get rid of it and will get back to you as soon as we can” would be more appropriate than a late response with further insights.
- Take Critics Seriously
A scandal spread in the users of Whole Foods, whose CEO John Mackey’s WSJ op-ed on the health service reform launched by Obama.
The firm, in a time of 2 days delivered a response note stating that there have been “Many views on the problem, as well as that in our own firm” and allowed others to express their thoughts on the concern.
Isn’t this how you should deal with the critics?
Ultimately, progress from the past.
A prompt and simple note of apology (given you actually made a slipup) will work as a douse to the fire! (Patel, 2020).
If you plan on hiring a dedicated reputation management agency to incorporate all the above tips and keep a persistent check on your brand over the web, RepZe LLC might be your ideal solution. Here are a couple of cases we recently dealt with:
Case Study: Top Executive’s Reputation Revived
A leading executive at a multinational corporation was trapped under malevolent forged cheating reports on the websites listing cheaters, which got viral all across the world in a matter of seconds. He reached out to RepZe and narrated to us this tale of him falling prey to the libel and how the news, in no time, went trending that harmed the overall image of the firm that he was associated with. Furthermore, because of the malicious activity, the executive and his company suffered from a significant drop in brand status.
Upon being given charge of this brand’s reputation management, RepZe swiftly reacted and applied its optimized technical content eradication tools in order to remove the harming figures about the firm on cheaters’ reporting pages. The elimination of adverse and disparaging information enabled the search engine findings to be modified positively for the executive, gradually bringing back his and his firm’s positive image. What RepZe did was to eradicate the harming information from all the online platforms that eventually led to the permanent removal of this broadcast, hence washing it off from the root. RepZe reacted swiftly to this spreading news and streamed it down the drain in just a petite time duration to help them recover from the overall damage.
Because of our prompt retort to the problem, the executive was capable of rapidly refurbishing his image, hence limiting any future hurdles for the firm. The executive and his firm are now secure from the defamatory data and can progress seamlessly irrespective of any obstacles (RepZe LLC, 2020).
Case Study: Financial Firm Secure It’s Reputation
A leading financial firm was confronted with several aggressive messages that overpowered all the positive reviews and ratings they had accomplished by now. These comments remaining on a famous rating website had been gaining more and more exposure – weakening the firm’s overall recognition and customer regard.
RepZe evaluated their corporate recognition and turned up with a plan to get it back in real-time. Our content eradiation experts took charge of the case and supported the firm to bring down the unwanted, damaging comments to tweak the challenge promptly. We functioned in harmony with the client firm to accelerate their constructive recognition by our positive reputation services and gave their brand a superfluous momentum.
RepZe brilliantly detached all the harmful criticism regarding the firm from the page and revives their label to ensure enhanced results over online search engines. We brought back in action their positive image by managing the transition of supreme quality and sound content to deliver them a vital push.
Our proactive response to the brand crisis heightened their overall recognition and the public preference for the firm, which was radically reinstated. Evidence of this is the current status of the firm; a year into our all-inclusive resolution, the firm yet remains free of any online criticism and is doing way better than prior.
What’s RepZe and How Can It Manage Your Case?
RepZe is a product of a passionate team of experts thriving with the ambition to empower companies and people with their brand that could support them in the long run.
The company was established on the ideology of effective reputation management and safeguarding the digital confidentiality of businesses as well as people.
Our dynamic service portfolio achieves and preserves a strong brand image, whereas the exceptional team of in-house professionals serves 24/7 to fulfill your business needs.
At Repze, we prioritize customer satisfaction and always remain in the quest of supporting businesses gear up their reputation for an enduring triumph.
By RepZe’s dynamic portfolio of reputation management services, your firm can develop an enduring, sustainable and unmatched plan to illustrate the best of your brand.
In a nutshell, it will be certainly advantageous to keep a constant check on the web and monitor your online reputation. However, hiring someone who can do it for you more optimally is even rewarding.
After all, the likelihood of flying a negative review below or radar or missing out on key customer posts falls to zero as your brand remains under vigorous expert command.
Contact us now for our services through our Email, [email protected]. You can reach us through this line (970) 458 8143 or at 9615 E County Line Rd-Ste. B#444, Centennial, CO 80112.
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