Manage Brand Reputation by Monitoring Online Reviews

Monitor Review Sites

Monitoring review sites relevant to your industry and business should be the first step in any online reputation management strategy. Here are some of the biggest and most important:

  • Yelp
  • Facebook
  • Google
  • TripAdvisor
  • Foursquare
  • Yellow Pages

There could always be review sites specific to your industry; therefore it is strongly advisable to research these as well. In niche industries people might also create niche communities on specialized forums.

After you have compiled a relevant list (even the major sites, such as Yelp, Facebook and Google is a good starting point for now), you can begin analyzing the reviews, their volume by looking on these platforms once a week.

Turn Negative to Positive

The best way to deal with customer reviews is by responding to negative reviews. It is an opportunity for you to demonstrate the ability to accept criticism and work towards a solution.

According to a survey, “45 percent of consumers say that they’re more likely to visit a business if it responds to negative reviews.”

It is essential to find a resolution to the issue at hand; however sometimes there is no possibility. Even in this case, it is better to have an appropriate response to the complaint by saying you are sorry for their experience. This will win you points with other visitors that might see the negative review at a later time.

Sometimes negative reviews can be fixed through communication with the disgruntled customer; however at the very least, your audience will take into consideration your effort to solve the issue. This will greatly alleviate the negative effect of a bad review.

Actively Obtain Positive Reviews

Leaving a negative review is easier for upset customers than for satisfied customers to share positive reviews at every interaction with your business. Therefore acquisition of positive reviews should become an active process.

While positive reviews do not have the ability to completely erase a negative feedback, they will certainly impact your potential customers’ purchasing decision positively. One negative review among 100 positive has a lesser effect than among 10.

The best time to ask for a positive review is after a customer has had a great experience and is emotionally inclined to leave a positive review. Various signs like “We’re on Yelp!” or “Rate us on Tripadvisor” that’s visible as they exit can make a big difference.

 

Using Search Engine Optimization to Manage Your Online Reputation

When it comes to managing your brand, previous PR efforts that previously were effective have now been replaced or transformed under the new online economy.

The internet has enabled everyone to advertise their services thanks to the ease of publishing online. While this is a great improvement for small business owners who do not possess a big marketing budget for newspapers and television or billboards; it also comes with downside that it might be lost within the plethora of online advertisements.

In order to get reasonable results from your online efforts, you can use search engine optimization (SEO) to enhance your visibility on the web and reach to your target audience more easily.

SEO is a constantly changing environment; because the algorithms employed by Google or other search engines undergo changes fairly regularly. However, there are some rules that you should know regardless of potential changes:

Keywords

The most qualified person to know about your products is you. That’s perfectly fine and it should be that way. But don’t forget that your target audience should also understand what your product is about.

Always try to put yourself in your customers’ feet and forget everything you know about your product. When you advertise your brand, you should be able to convey your product to your followers in a relatable way. Find keywords that your potential consumer will be searching for (not what you would search for), and mold your content around them. As a result, when someone in your area is searching for a designer, your advertisement or your content will rank high in search because you customized your keywords to the search query of your customer.

Work with Professionals.

There are resources on the internet where one can learn about SEO. However always think about if your time might be better spent leveraging your experience in your domain to move forward the business and let a professional deal with the SEO. There are qualified professionals on the market who focus on managing their clients’ online reputation. Managing a PR mistake or some bad feedbacks online can be easily done with SEO.

Extract Insights

There is plenty of competition in every industry and you will certainly have to battle it out, but SEO will also give you an insight how to move quicker than the competition and work on trending topics. If you see a potential trend forming for a certain area of service, you can capitalize on it with a marketing campaign targeting that specific trend. Your brand will be ahead of the curve and will ascend quicker in the search results. Utilising SEO, its metrics and analyzing the data will help your business find its place within the industry and form a strong identity and solidify its reputation as a result.

3 Ways To Clean Up Your Online Image With ORM

If you have been the subject of negative content on Google or social media sites like Facebook or Twitter, Online Reputation Management (ORM) can help you to repair your image. There are many ways you can use ORM to your benefit and looking for some professional help is a good place to start. If you are new to the world of reputation management, here are a few ways it can help you to bounce back from a negative experience.

Positive Name Placement

Search engines look for data first. If the reputation associated with your name or company has been damaged, integrating it into positive content is a good way to show the online community a different side. Your name can be integrated into positive content, or included on web page names that feature supportive messages. This is an effective technique for turning a potentially negative Search Engine Results Page (SERP) into a way to showcase what is great about your image. The creation of interesting, positive content is key. This method relies on a SERP that returns interesting pages that will attract attention, and hopefully people will share.

A Strong Social Media Presence

Keeping up with profiles on the major social media sites is a must if you are recovering from negative publicity. Social media allows you to associate your brand or personality with popular ideas, and show people that you and your company are much deeper than whatever negativity was the focus of recent attention.

Make SEO Work For You

Just because you have good quality content on the internet, it doesn’t mean that people will be able to find it. Search Engine Optimisation (SEO) will make sure that people will be able to find the positive content that you have created. This is an instance of a strong offense doubling as a good defense, as existing SEO optimised content will usually outrank new information.

If you are having a hard time figuring out where to start, ReputationDefender has ORM professionals that are ready to help you. The longer you wait to start putting positive content online, the more people will see information that doesn’t do you justice. Crafting quality content is the key to repairing your image with ORM, so working with people who know how to get results is a good idea.

Are Americans About to Gain the ‘Right To Be Forgotten’?

The ‘right to be forgotten’ could be incredibly beneficial to people trying to maintain a good online reputation. While the concept has been common in EU law for the last decade, the right to be forgotten had been largely ignored in the USA. However, in March politicians in New York State brought forward a bill that could introduce the right to be forgotten to the USA.

New York Assembly Bill 5323 is a motion brought forward by David Weprin, while the simultaneous Senate Bill 4561 was proposed by Senator Tony Avella. The motions outline a citizen’s right to request certain personal information published about them to be removed from public circulation online.

There are fairly extensive clarifications surrounding what information can or can’t be forcibly removed. Basically, citizens can demand websites remove any information deemed to be “inaccurate”, “irrelevant”, or “inadequate”. If the website successfully argues the information is still relevant to public interest, then they won’t need to remove it.

This right to be forgotten could have a huge positive effect for people seeking to manage their online reputations. For example; a local newspaper article showing you winning a hotdog eating contest might make you look a little silly to potential employers, so, as it’s of no imperative interest to the general public, you could rightfully demand that the article be taken down. On a more serious note, individuals wrongfully convicted of crimes can also request old and inaccurate articles be removed.

For a country whose First Amendment pertains to freedom of speech and expression, it’s perhaps not surprising that the proposals have a number of detractors. Eugene Volokh, a writer for the Washington Post, has argued that the right to be forgotten is tantamount to government sponsored censorship, as it will be up to US politicians to decide what information is relevant or irrelevant to public interest.

Currently, the bill is still in its proposal phase and would only be applied to the New York State area. Considering that the top levels of US government are currently in the process of repealing a number of internet privacy laws, the wider implementation of right to be forgotten laws may not be likely.

Without laws enabling you to control what information is published about you online, the need for professional online reputation advice will become all the more imperative.

3 Common Mistakes Businesses Make Online

For any business, managing a positive online reputation is essential to maintaining a positive brand image. A study in 2015 found that the purchasing decisions of an incredible 52% of consumers had been influenced by Facebook.

One of the great challenges of online reputation management for a business is ensuring that content isn’t just being created by themselves, but by consumers too. As the internet is truly global, businesses can also face the prospect of getting lost amid the crowd.

Here are just three of the most common pitfalls that damage the online reputations of many businesses online:

Local Businesses Getting Lost

Lacking the resources of international corporations, small local businesses can often get lost among the crowd due to poor online optimisation. By utilising key terms relevant to your local area, or by linking your content to other local websites, you can optimise your online presence to reach local customers.

As 30% of mobile searches are for local services, and 78% of those local mobile searches resulted in purchases, well optimised local content can be hugely profitable.

Not Updating Content

One of the key aspects of maintaining a positive reputation online is to keep consumers engaged with, and regularly visiting your web pages. If you never update your website then consumers will have no reason to interact with your brand and will soon forget about it. Equally, a new consumer who comes across your page, only to find it’s not been active for months, won’t be very impressed.

The best way to generate traffic is through regular, high quality content updates. Whether that’s through e-mail newsletters, social media updates or paid advertising, high traffic and user engagement will make your brand more popular.

Not Monitoring Mentions

As we’ve seen, consumer engagement is essential to creating a strong online reputation. Therefore, ignoring when consumers mention you is a big mistake.

Ignoring negative reviews or social media comments can damage your brand. If negative content begins appearing among search results for your business, then consumers will be put off. Positively promoting your own content is one way to obscure negative reviews. Alternatively, engaging with social media complaints and rectifying any consumer’s grievances can actually be a great way to spread a positive brand.

These potential pitfalls don’t just represent challenges. Recognising and solving each problem provides amazing opportunities for growing any brand online.