November 7, 2022
Before the internet, information used to travel slowly due to the limitations of the available media. It takes days for telegrams to arrive; newspapers and other periodicals are scheduled; and you have to be on time to catch the announcements broadcast over the radio and television.
But now, information disseminates at an alarmingly fast pace, complete with higher stakes and a bigger audience. As they say, nothing out on the Internet is ever truly deleted. Even something as simple as a mere typo or that ignorant Facebook post you made 14 years ago can have far reaching consequences.
The expansion of social media only added to the online information vine, a tangle of interconnections of people from all around the globe. While these connections help in increasing your online presence, that same factor can also be the downfall of your reputation.
Your reputation carries your brand. The trip back after a fall from grace is not as easy as the first time around. So how does online reputation management work? Here’s a guide.
Also known as e-reputation, online reputation is described as a company, person, or business’ reputation that is seen in digital form. It is the consensus of public opinion impacted by their online presence and swayed by the thoughts of netizens.
The difference between online reputation and online image is the fact that the latter is the product of advertising, branding, and the actions of the PR personnel. Reputation, meanwhile, is the product of interactions with the public. Basically, it’s a matter of how customers are treated and how one projects themselves in the media.
Building your online reputation takes more effort. It’s fickle and it can crumble with a sharp gust of wind. Take initiative and bolster your online reputation with these five types of online reputation management.
Does your content allow customer interaction? Do you talk to your audience? Adding a personalized touch to brand content can encourage interaction and cultivate genuine social media engagement.
Engagement is the easiest business online reputation management you can do. Reactions and comments, including the number of followers, could all be counted as engagement. Engagement comes in two forms: organic and transactional.
Organic engagement is when someone visits and interacts with a page of their own volition. Transactional is the opposite, in which the audience is prompted to engage.
On the path to establishing the brand’s image and expanding your audience, ideally, organic engagement is the kind of engagement you want to focus on. Organic engagement is more likely to generate genuine interest and brand patrons that love your content and help earn your reputation. Then, for promotional purposes, you can pull the transactional bit to motivate the audience and spread the word.
Although this has been a known strategy since 2020, this is one of the trends in reputation management online that endures because of its effect in pulling in new clientele.
Marketing campaigns with recognizable faces, not necessarily by name but even by similarities with the target demographic, add a relatability factor and improve credibility. People nowadays are more likely to trust the people they know than whatever a company guarantees.
Take Red Bull’s long-running ambassador program, coupled with its association and sponsorship of extreme sports, for example. Their recent campaign involves employing college-aged students to become ‘Student Marketeers’. These student marketeers then use their local knowledge to create tailor-made marketing plans to promote the brand.
People often say that two heads are better than one. Teaming up with another brand can help boost your exposure, sales, and open doors into new markets, ultimately adding value to your products and services.
This partnership doesn’t have to be between big influential brands either; it can work with small independent businesses and influencers as well. Come to think of it, the people’s distrust of most large businesses makes this option currently preferable, reputation-wise.
Of course, doing your research and conducting a thorough dive into your potential partners is essential in managing your online reputation. Because it makes no difference how big the rival brand is, if it is not trusted or if the common consensus is bad. By association, your own brand's reputation may suffer.
No matter the case, as long as there's mutual trust and agreement to help each other, the partnership can ensure growth and stability.
The development of technology brought with it the development of digital reputation management. Online reputation management software programs assist businesses in monitoring online reviews and promoting positive experiences. These tools provide the means for brands to interpret their online reputation.
An online reputation management software is distinguished by being able to provide the following services: monitoring negative reviews; interpreting online reviews through a management platform; generating reports regarding the state of the brand’s reputation; and providing a channel to garner new online reviews.
The globalized nature of the Internet and—with it—social media allows people from all walks of life to mingle. It’s imperative to keep this in mind that customers come from different parts of the world, each with different experiences of their own.
There should be an element of empathy when communicating with customers, especially irate ones. It’s inevitable that you will eventually encounter miscommunications, misunderstandings, and cultural differences. The best you can do is put yourself in their shoes in an effort to adhere and provide what they need.
Empathy should always be a trend, not just when you manage online reputation. Understanding and feeling what your clients need helps make you the best provider and listener for your audience.
In the words of the famous philanthropist and legendary investor Warren Buffett, “It takes 20 years to build a reputation and five minutes to ruin it." If you think about that, you’ll do things differently. "
An online reputation is a house of cards that you build over time, carefully planning every step and taking note of every movement. All it takes is a single mistake for everything to come tumbling down.
You can use the listed trends above to improve your reputation and reach a broader scope of audiences and clients. Tailor it to your brand’s own style and marketing plan. There might be several pitfalls along the way, but it’s best to acknowledge them and learn from them.
To decrease the likelihood of these mistakes, you can also outsource a reputation management team. New Media Services can help with our content moderation services, which have the added benefit of protecting your brand and viewers from inappropriate content.
Teamwork is a dish best served with empathy and knowledge. Let’s work together to build a solid reputation for your business. Contact us!
Help us devise custom-fit solutions specifically for your business needs and objectives! We help strengthen the grey areas on your customer support and content moderation practices.
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