Understanding that 2016 brings to Online Reputation Management a whole new set of trends that can impact how you manage your company’s online presence. As long as we understand that this is no longer a job for some external expert, but it comes down to every single employee, CEO and of course backed by strategic marketing campaign. Every employee in the company can make the difference in the company’s online reputation, by what they post and share related to their workplace. A current employee’s posts about the company can easily influence a future talent retention strategies or new business leads. This along with consumers voicing their opinions online, will lead towards our business strategies aligning with our social impact. Social profiles and reputation have to be increasingly authentic, real and geared towards trust. Nowadays, customers tend to choose greatly due to the trust factor the company has, and as you know, this comes down to the image you have online. Which is not a one-time strategy that your company can implement. It is an ongoing task, that will constantly have to be growing, improving and updated to the trends in online reputation. A big responsibility of online reputation is being turned over to blogs and content management. A blog can easily help your online presence and even help you spring back from negative posts, feedback or comments.
Why does a blog make a difference?
A blog can generate that trust factor that was mentioned before. It is in a certain way an open door into your company’s thoughts and personality. Through a blog you can show your consumers, potential employees and even competitors what you’re all about and why you should be considered an expert in your field. By blogging you are making presence in search engines and your presence will be felt as an authentic way of getting to know more about your business. It also allows customers to interact with you in a controlled environment. All in all, a blog can help you create a direct link to your audience.
Creating a blog that will improve online reputation
These are some considerations to ensure that you create a blog that really helps you to improve your online reputation.
Make it relevant and keep it separate
Of course, your blog should be relevant to your business. The idea is to create it separately from your official website, where you can focus on a specific topic that will demonstrate that you are a thought leader and influencer in your field. This will also generate separate ranks from your website in SERPs. You will now have two websites that can demonstrate your authority in your niche. Even though it’s separate make sure it’s linked somehow back to your website.
Your posts have to be well thought out, especially since they should in no moment separate themselves from your company’s brand or campaign message. Tag keywords sparingly, making sure that they are connected to truly relevant content, not just to stuff it with keywords. It’s more important to have relevant high quality content, than forcefully filling content with keywords.
Schedule and Promote posts
You want your blog to be constantly updated, so be sure to keep it up to date with a good number of posts in a given period of time. You should keep a balance avoiding posting too little, losing followers due to lack of content, or too many, overwhelming followers with in some cases useless information. Try creating a calendar to keep track of the topics and schedules post dates. The suggested rate is posting one to two posts weekly, but to always keep it relevant and interesting.
In today’s online blog-filled world, getting followers to stay engaged to a blog requires quality content. Make sure you consider all of the possibly turn offs, like writing to the wrong audience, poorly written articles, lack of originality, or out-of-date information.
Make the right references
As mentioned before, independent if you decide to host your blog on the official website or get a separate URL, you will need to make references to your website to increase engagement. Make sure each new post has a least one reference.
Advantages to using a blogs
There are many advantages to using blogs as part of your online reputation management strategy, but among the top ones the fact that you can get to know your audience. A blog allows you to interact with them by letting them comment or even forward relevant posts to other social networks. Allowing them to interact can be tricky sometimes, but just make sure to have a corporate way of handling negative comments by identifying what needs to be filtered. Deleting all negative comments is not always the way to go. Decide which ones could be considered opportunities to express your opinion or set something straight.
Like anything, this will require constant monitoring, besides the actual posting of new pieces. And of course, it’s not foolproof. It may give a platform to those that have negative comments to make, but it really comes down to how those comments are handled by your company, the affect it has on your reputation.