What You Need To Know About Online Reputation Management

Online Reputation Management (ORM) is a rapidly expanding field, with more people looking to manage their image all the time. The internet is largely unregulated and, even when it is possible to have content removed from a website, people will be able to share information far faster than it can be taken down. This is why ORM is becoming more popular all the time. Any person or company who might be researched via Google or social media needs to get up to date with ORM, and make sure their public image is well taken care of.

How Does ORM Work?

The strategies employed by ORM professionals can take many forms, but the overarching idea is to create positive content that people will see online. When people look for information about a person or company on Google, there are no regulations that govern what might be found. This is why it is important to make sure positive information exists, and that it is presented on easily accessed websites. At its core, ORM is all about creating honest, straightforward content that gets seen by the public.

Keeping Up With Your Image

ORM is an active solution for online image maintenance. There are a number of ways to keep track of what people are saying about you online and you owe it to yourself to keep an eye on what might be trending.

Web services like Google Alerts, Yahoo Alerts, Twitter Search and Social Mention will help you to stay current with what is being talked about, and allow you to create content that engages the ideas that are popular. ORM isn’t only used to defend your image. You can also use it to create media that will associate your image with popular topics.

Why ORM Is Relevant To You

Your image is everything, so using advanced strategies to maintain it online is a good idea. Social media creates the perfect situation for PR nightmares, with users able to share information in near-real time. By the time you realise your image is being smeared, it will be too late to stem the damage. ORM creates a depth of positive resources online, so there will be a defence waiting if negative information starts trending. If you have been ignoring your online image – or just hoping for the best – now is the time to create an effective ORM strategy. Enlisting the help of ORM professionals is a good start and will get you on the right path.

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.

5 Steps to Improve Your Restaurant’s Online Reputation

You might think that a restaurant’s online reputation is built on good food, but today this is only partially true. Of course, satisfying your customers’ taste buds is still a must, but any client experience starts with getting them through the door and this is becoming harder to achieve without a solid presence on the internet.

Today’s consumers make most of their choices based on information they find online, and this is especially true of restaurants. As far back as 2013, a study conducted by Single Platform found that 81 percent of consumers had searched for a restaurant on their mobile phone, while 92 percent had used a web browser, making restaurants easily the top, most-searched industry. Increasingly, consumers are adding detailed filters to their research, including cuisine type, location and price range. To succeed, you’ll need to appear where customers are looking, with a professional online profile that makes consumers want to pick you over a competitor.

Creating A Better Online Reputation

At ReputationDefender we help restaurants and other businesses build an online reputation that will increase their customer base and generate a positive buzz about the establishment. Whether you have just started a new business, or are trying to improve an existing reputation, our specialists can help create an online profile that will reach more people.

ORM for Restaurants

Here are some of the most important steps:

  • Professional Website – The design of your website can really make a difference by helping customers find the information they need quickly. Include pictures that show the ambience of the restaurant and the type of food you offer, but compress the images for a smooth load time, even on mobile. A sample menu helps customers get a feel for what you have to offer.
  • Create an Online Presence – Expand your internet presence beyond the website. Give the restaurant a social media profile on Facebook, Twitter and other popular sites and share news and updates on a regular basis. Write a blog focused on some of the foods and dishes you serve and other topics your customers may be interested in. Link all these pages to the website so it will be easy for a casual researcher to learn more about what you do.
  • Engage with Your Audience – Respond to comments as they appear. Even if feedback is negative, a professional response can help to undo the damage and make other customers realise you take their opinions seriously. People who feel they know you personally online will be more likely to become regular customers.
  • Put Technology to Work for You – There are many different programs which will make reputation management easier and less time consuming. A simple Google Alert lets you know when your brand is mentioned on Google. More sophisticated software, such as Hootsuite, will assist with regular social media updates. Other programs, like Upserve, are specifically geared toward restaurants, helping to manage everything from ordering to a personalised guest experience.
  • Ordering and Delivery Apps – Today many people don’t even want to go out to a restaurant, they want good food delivered to their door with minimal effort. Apps, such as Just Eat, will help you capitalise on this market by letting customers order and pay online. GrubHub research has shown that small restaurants often see a 50 percent increase in revenue when they invest in online ordering and delivery.

Leveraging the internet to create a better reputation will bring more local customers to your restaurant and increase the chances that travelling visitors will try out your cuisine. Even a small, family-owned restaurant or pub can’t afford to depend on people who’ve been coming for years. It’s important to make use of modern technology to attract today’s customers who are used to finding what they want online. For more information or tips on restaurant ORM, contact our experts at ReputationDefender.

Online Reputation – Don’t Forget to Manage Your Review Responses

Reputation management has a lot of similarities to online marketing, but it doesn’t stop there. Building a professional website, writing blog articles, and running an advertisement campaign are all important aspects of ORM. Yet beyond this, companies need a structured plan for building lasting relationships through online customer interaction.

Reviews Are Important

At ReputationDefender, we assist clients with generating and ranking positive content, but unfortunately, a few negative reviews can quickly undo all your hard work. Today’s customers are looking for more than brand generated content. They also want to see what kind of experience past customers have had. Studies have shown that 90 percent of customers read online reviews before trying a business for the first time, while 88 percent will trust these reviews the same as an in-person or word-of-mouth recommendation. This can translate directly into profits; businesses that receive predominately positive reviews see a 31 percent increase over those that don’t, while just one negative review can cost a company about 30 customers.

It’s Hard to Control What People Say

It’s hard to control who writes reviews on the internet, which can leave business leaders feeling somewhat helpless. Customers who’ve had a very memorable experience, either positive or negative, are more likely to take to the internet to express their feelings, and since many people tend to notice negative experiences more often than positive ones, online reviews don’t often represent a good cross-section of a business’s customers.

You can change this, as we mentioned in an earlier post, by generating more reviews. If every customer writes an honest critique, you’ll likely get a lot of positive comments (assuming the business is doing a good job overall) as well as a few pointers about where to improve. But even with the best review campaign, the majority of people visiting the site will still be there to read what others say, not to contribute.

Company Responses Make a Difference

This makes it very important for businesses to participate in the conversation taking place on review sites. Responses posted directly to this page will be read by everyone. Even if you don’t change the mind of the person who originally gave your business a negative rating, you can show other customers that you take feedback seriously and are sincerely trying to do a good job. Professional responses can often make you appear the more reasonable party.

Any serious ORM campaign needs to include a strategy to manage reviews, especially the company’s responses to reviews. The wrong response can generate more negative attention than the original comment, yet the right one offers a way to undo a lot of the damage and build a better, more honest relationship with customers. Managing reviews isn’t a job to be delegated to a college intern who happens to be handy on the web. It needs to be handled by a professional, preferably someone with real experience and standing in the company.

Planning a Response Strategy

Managing reviews is just like managing other aspects of your reputation. It needs a well thought-out plan, good writing and online communication skills, and of course technical tools to avoid missing content. Your response strategy will need to answer these four questions:

  • How do you keep track of reviews? – There are a lot of review sites on the internet and even with a full-time team it’s impossible to keep track of them all. It’s easy to set up a Google Alert for the brand name and any other relevant keywords. Other software is available with more complex capabilities that will let you monitor social media sites as well.
  • Which reviews are you responding to? – Don’t just respond to negative reviews. It’s important that people who write positive feedback feel their comments are also important to you. You should aim to respond to about 99 percent of reviews, even if it’s just a simple thank you.
  • Who writes responses? – Designate a person or a team to write responses. It helps if a high ranking executive or manager responds to at least some comments so it’s obvious the entire organisation is taking part in the feedback effort. Given time constraints, it may not be possible for this person to write every response, but make sure all team members have clear instructions about the style and content expected so the responses have a similar tone.
  • How will you respond to customers who are dissatisfied? – It’s never a question of if you will get a negative review, but when. It’s important to take these comments as constructive criticism and not react defensively. Some customers may bring up real areas where the company could improve, while others may be hard to please in any circumstances. Either way, write a short polite response within a few days. Take ownership of the problem. Explain what happened, and also what action has been taken to prevent to the issue from occurring again. Compensation can be appropriate in some cases if the customer experienced a loss of time and/or money.

If you stick to your response strategy, you’ll be able to build on positive reviews and avoid sustaining too much reputational damage from negative ones.

Knowing you have the ability to dilute the effect of hurtful comments just by how you respond makes online feedback feel far less threatening.

ORM is Vital for Company Success

Online reputation management (ORM) has become better known over the past few years, yet not many people realize just how important it is when building a business. A positive internet reputation boosts credibility, increases sales and improves the overall image of a company. It’s one of the most important keys to a startup’s lasting success. With all this at stake, it’s worth making a considerable investment in reputation management. You can look at professional reputation management services offered by Reputation Defender.

How Does ORM Work?

Why is reputation management so important? Simply put, page one of your company’s Google search has become the modern version of a company brochure. It’s where customers go when they want to find out more about you. Yet unlike an in-house publication, business leaders don’t have absolute control over the content of the SERP. It contains feedback from customers and articles written by independent news sources, as well as the official website. This makes the SERP more vulnerable, but also more powerful. Business leaders often have to work quite hard to influence organic search results in their favor, but once they do, there will be a much higher chance of turning anyone casually researching the brand into a long term client.

The following types of SERP results are crucial to creating a revenue-generating reputation:

  • Credible Testimony – Today’s customers are more likely to trust the opinion of other consumers over what you say about yourself. Positive comments left by genuine clients will reinforce the company image and make it seem more trustworthy.
  • Positive Reviews – Consumers are more likely to buy a product if they can find reviews from other satisfied customers. Drawing four and five stars on well-known sites boosts sales more than any other single factor.
  • Personal Interaction – Even internet customers want to feel a personal connection with the businesses they patronize. Social media posts, blog articles and responses to comments and reviews all help to show there are real people who take pride in their work behind the company logo.
What Constitutes ORM?

ORM today is a multifaceted field that includes regular social media monitoring, responding appropriately to comments, blogging, news and website updates, as well as more technical SEO techniques. Today’s internet no longer functions from the “top down”, with business leaders informing customers about their company. It is a grass-roots environment in which everyone has a voice.

Businesses need to create the impression of transparency, allowing customers to feel involved with all parts of the process. Appropriate responses and honest admission of mistakes or lapses in services can minimize the impact of reputation-damaging material and is much more effective than lying to cover up the issue. Beyond this, ORM is about creating a deep reserve of positive, ranking content so that even when negative material makes it onto the SERP, it will be balanced by informational articles about the company and positive testimony from other customers.

ORM is a big task and businesses shouldn’t be afraid to ask for help. If you’re struggling to establish a positive online reputation for your business, consider working with our team at Reputation Defender.

UK E-mail: uksales@reputationdefender.com

Tel: (+44) 800 131 0700

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Tel: (888) 851-9609