Reputation is everything for personal and business brands. When people want to know about you or your business, the first thing they do is go online to see what’s being said. First impressions count, and if your brand’s online reputation is off, it will affect your ability to get hired or grow your business. This is where online reputation management comes in.
The following article covers the ins and outs of online reputation management and how to manage your reputation as an individual and business.
What is online reputation management?
An online reputation is how people view an individual or business based on their digital footprint and activities. It is shaped by third-party opinions, including positive reviews and negative comments, brand mentions, articles in the press, and posts on social media platforms that come up in search results.
Online reputation management (ORM) is the process of monitoring, influencing, and maintaining a positive public perception of individuals or businesses online. It involves managing reviews, social media presence, search engine results, and overall online content to develop and enhance a brand’s image.
Negative Reviews
Online negative reviews or comments can impact a company’s business growth and discourage a company from hiring an individual. Reviews on third-party platforms like Google My Business, Yelp, Open Table, and others are critical for businesses to survive and thrive. People read comments on review sites to determine whether to buy a product or use a service. When reviews go unchecked, a brand’s online reputation suffers.
Brand Mentions
Brand mentions are when an individual or entity references an individual, company, or its products and services. These mentions can be positive, negative, or neutral and impact one’s online reputation.
Negative Search Results
Online search is critical for a successful brand image. It lets us find what we need when we need it and shapes how we feel about a brand. Negative Google search results come up when there are bad reviews, damaging articles, harmful social media posts, and other content harmful to a brand. Pay attention to your brand’s SERPs (search engine results pages) to stay on top of
How to Manage Your Online Reputation as an Individual
You can manage your individual reputation with a tailored strategy that addresses your needs.
Online Reputation Management Strategy
An online reputation management strategy includes creating valuable content, building a personal website, and creating and managing social media accounts. SEO (search engine optimization) strategies are essential so that Google can find your content.
Create Valuable Content
You’ve heard the phrase, “content is king.” That’s true, content reigns online. By writing and distributing positive and valuable online content, you’re not only telling your story and conveying your achievements, values, contributions, and aspirations but also controlling the narrative. The more valuable content and positive articles you create and post online on your website and in publications, the better your search results. This helps build a positive reputation.
If you have no digital footprint, creating content is a way of establishing one. You can establish yourself as a thought leader with articles relevant to your industry and career.
If your reputation is tarnished due to misleading information or a misstep, a consistent content strategy can help you push down harmful information and repair what is online.
Build a Personal Website
Having a personal website showcases who you are and your accomplishments to your target audience. In addition to including your background, career experience, volunteer and charity work, personal interests, and other pertinent information, the site should include a blog. This is where you can post relevant content with keywords and phrases to help with search results and drive traffic to your website.
The blog articles can be shared on social media channels like LinkedIn, Facebook, and others. Sharing your content also helps with increasing visibility. Additionally, likes, shares, comments, and follows can signal to search engines that your content is valuable and helpful.
Create Social Media Accounts
Creating social media channels is a critical component of an ORM strategy. You will enhance your personal brand visibility for career and business opportunities, help control your reputation, build a positive reputation, and engage with your target audience and industry.
Social media lets you curate your online story, showcase your strengths, values, and passions. It helps counter any negative information on search and builds a positive reputation.
These platforms also enable you to demonstrate your expertise with valuable insights. You can engage in industry discussions and online communities to establish yourself as a leader in your field.
Social media engagement can also help you find new business opportunities, collaborations, and job offers.
Online Reputation Management Services for Individuals
ReputationPrime helps C-suite executives shape and manage their digital reputation. Our CEO reputation management services include crafting and promoting authentic, compelling stories and articles that foster positive, high-impact content, build trust, credibility, and long-term success.
We can also help with harmful, offensive, and false search results that can impact your career and reputation.
How to Manage a Business’s Online Reputation
In today’s environment, all brands should be managing their business’s online reputation. One misstep can cause a PR nightmare and compromise consumer credibility and trust. Negative reviews can result in revenue loss.
Digital reputation management involves monitoring brand mentions, tracking and addressing online reviews, and turning customers into advocates.
Monitor Brand Mentions
Brand mentions occur when a specific brand is referenced, discussed, or alluded to on any digital platform through reviews, social media posts, news articles, press releases, blogs, or forums. They play a critical role in your brand’s visibility and reputation among the public.
Tracking brand mentions is crucial in responding to any conversation about your brand. Sometimes you can further favorable public perception and public relations by sharing a positive review or commenting on a complimentary thread. In contrast, you can mitigate the spread of negative press and the damage it can cause to your brand.
You can monitor mentions and customer sentiment with Google Alerts and other available tools.
Remove (or Respond to) Online Reviews
No business wants to be the subject of negative reviews. You and your staff work tirelessly to deliver excellence, so any negative feedback feels like a gut punch. However, it’s important to address negative feedback. When possible, address the complaint and take accountability if appropriate. Often, customers appreciate honesty and transparency and will neutralize negative comments with positive ones when they feel heard.
In some cases, you can remove harmful reviews if they violate the platform’s guidelines.
Encourage Brand Advocacy & Positive Reviews
Review management also involves encouraging customers to write positive reviews. Take the time to thank your customers for their positive sentiment and experience. Respond promptly to their comments and share them on social media. Use these reviews as testimonials on your website.
The more you engage with your customers, the more you gain brand advocates. Advocates help you build visibility and cultivate trust and credibility. A great customer experience goes further than any other marketing tactic in elevating a brand and gaining new customers.
Online Reputation Management for Businesses
When lawsuits or negative press rank on search engine results, ReputationPrime can help you with a tailored ORM strategy that includes consistent positive content and other tactics to help bury the lead and take control over your online reputation.
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