For a business, building up a reputation as a trustworthy, customer-satisfied service is a top priority. Before people choose to seek services from a business, they want to know if it’s worth their time and money. With the development of the internet and social media, this has become easier. At the same time, businesses must now work harder to encompass a reputable image on all related platforms.
Online Reputation Management. What is it?
Online reputation management, or ORM, originally under the jurisdiction of public relations, has evolved to be the main practice in every business model. It consists of taking the image and values of the business and trying to stay consistent in all marketing presences online. It necessitates that a business stays up to date with customer perception using feedback and fix any missing pieces keeping them from their full potential.
Managing search results is critical to know what types of associated pages come up when someone is researching a business – are they positive or negative? ORM allows for maintenance through engagement with customers and placing attention to things that need correction.
The Importance of ORM
Having a negative reputation can be damaging. Anyone from college students looking for a job to politicians would agree that posting on the internet should be done carefully. Once a post or picture is released onto the web, it can circulate forever for anyone to find. As such, reputation management is incredibly vital to a company’s possible earnings.
ORM stems from public relations, which aims to mediate communication between the public and organizations. It has now become a specialized job due to its increased importance. It serves as a response to nonprofit sites like Better Business Bureau, a database of companies’ information, history of engagement, and customer opinion. Online reputation management uses digital marketing and search engine optimization to defend businesses from long-term reputation losses.
How to do ORM
The general idea of ORM is to focus on the great aspects of the company and hide the potentially harmful. Most ORM work targets search sites, mainly Google, since most people turn to it for digging up business information. The algorithm focuses on popularity regardless of accuracy, so the biggest thing to remember is to override the bad and increasingly put out more conducive posts related to the business.
Other sites to look out for include any platforms for reviews like Yelp. Websites like Better Business Bureau which try to garner trust between customers and companies. These sites can be helpful or they can dramatically sabotage a business depending on the type of comments people are making. Here is an example of perfectly managed listing — HubShout Reviews on BBB.
The internet is a broad place, so it’s difficult to know where to start. The essential thing to remember is that you can either increase the good traffic or suppress negative content. Here are some ways to manage online reputation:
- Search Engine Optimization is generally used to give websites or pages an upper hand in search results. Taking advantage of the keywords and tagging of business-related pages allows them priority in relevant search results.
- Try to override any negative search results with an influx of positive posts on social media. Platforms like Twitter and Instagram make it possible to clearly portray a brand’s image while connecting with viewers. A social media manager is responsible for regularly posting to keep up engagement.
- Promoting the brand through other websites or authoritative figures on social media can give legitimacy to your image.
- Remove any risky material. Sometimes businesses can contact a host site to retract posts that may damage their reputation.
- Feedback, good or bad, exists for a reason. It opens the doors for companies and customers to have a conversation. Responding to dissatisfied customers, rather than ignoring, can greatly improve resectability. People prefer an honest business that prioritizes their needs.
- Many companies offer deals and services to customers in exchange for reviews, as seen on shopping sites on Amazon.
The portrayal of business online can make or break its reputation. Taking control of how it is perceived is necessary for better consumer relations and overall growth.