If you’ve heard of online reputation management, you’ve probably wondered if it’s something your brand needs. After all, the multi-million dollar reputation management industry has blossomed into a global phenomenon, and companies large and small have started adopting the best practices contained within it.At its core, the intent of online reputation management is to defend a brand from potentially damaging, negative information that may crop up on the internet. This information can take the form of negative customer reviews, competitors statements or references, content on public forums, and posts on social media sites. Each of these areas needs its own approach, and not all businesses need equal effort in each one.
So, Does Your Brand Need Reputation Management?To determine if you might need reputation management, consider what it’s done for other small- and medium-sized companies:
- Reputation Management can help to build credibility. When potential customers search the internet for the products or services your company provides, you want to be sure they’re getting a good impression of you and your authority in the market. Attacks against your quality, business processes, or level of customer service can affect how someone new to your brand might perceive it.
- Reputation Management can increase sales. By staying engaged with the conversations your customers are having about you online, you’re proactively setting the stage for sales growth. Reputation Management seeks to preempt negative information before it becomes a problem, through a multi-disciplinary approach that spans multiple online platforms. A cleaner online profile yields bigger, more sustainable sales.
- Reputation Management provides deep insights into your brand. One of the best ways to get at the reality of how your customers are perceiving your brand is to analyze what they’re saying about you online. Because of how vast and complex the online landscape can be, this takes a detailed, well-planned strategy. But, once it’s in place, the insights gained can help you make informed decisions in an ever-changing marketplace.
- Reputation Management is beneficial for recruiting and employee retention. When a potential employee is considering going to work for your company, they’re very likely to conduct their own research. This is where negative reviews, harsh customer feedback, and disparaging competitor information may impact the candidate’s decision. A smart reputation management solution can reduce this negative impact through precise, targeted actions aimed at making you look professional and trustworthy.
- Reputation Management shows you where to spend your resources. After the successful implementation of a Reputation Management program, it’s likely that you’ll learn about areas for improvement in your brand. By analyzing what is being said by your customers and in what context, you can allocate your resources more strategically, resulting in more return on your Reputation Management investment.