Assessing your brand’s presence online is an important part of maintaining your business. Regardless of the current status of your company, you must monitor your brand for misleading and unflattering information that can appear online and influence how consumers view your business. Content that is inauthentic or off brand-message can impact you or your business. But if you don’t know that that content exists, how can you actively work to minimize it before it does damage? This is where reputation management and monitoring come in.
If you Google the name of your brand or business, you can begin to assess its digital footprint. Everything from news articles to Facebook posts about you or your company are a part of your online reputation. If you find content that doesn’t support the goals of your campaign, you can utilize reputation management techniques to suppress them. But often, content appears without a company noticing, so they are late to act. Using proactive techniques and tools can save you from dealing with a crisis – it is always easier to defend a positive reputation than it is to fix a damaged one. Reputation Management tools and services can make it simple to monitor your brand from day to day so that you can focus on what is really important: growing your company.
There are several approaches you can use to monitor your brand, and it can often feel overwhelming to decide which is right for your company. Repair Bad Reputation breaks down why you may need tools and services for your ORM, and what the different types of products are.
Today, a brand’s success is undoubtedly intertwined with their digital presence. Even if you purposely avoid social media, you can’t escape having an online footprint. Each piece of content about you or your brand that exists on the internet comprises an overall digital reputation. This reflection of your brand includes articles, posts, videos, comments, search engine results, and even the actions that you take when visiting websites. While an inaccurate or unflattering online presence can have a direct negative effect on sales and revenue, a positive digital presence can significantly impact the growth of your business. If you actively monitor your brand for red flags online, you can protect your digital reputation through a defensive and proactive approach. But, who is really paying attention anyway?
We Are Social and Hootsuite’s Global Digital 2019 report recently showed that internet users are increasing by an average of more than a million new users each day. As the number of people utilizing the internet grows, the impact of an individual or company’s online reputation grows with it. The report found that the number of people using the internet has surged over the course of the past year, with more than a million people getting online for the first time every day since January 2018.
Several tools and services can help you manage and monitor your Online Reputation. Depending on the goals of your campaign, you may want to utilize these features when creating a plan for your ORM.
Social listening is the process of monitoring your brand’s social media platforms for client feedback, customer interactions, and public mentions of your company. Social listening tools recognize distinct keywords and subjects and analyze the data to create strategies to optimize content.
What makes social listening services different from basic social media monitoring is that it is a two-step approach. Instead of just collecting information, social listening involves taking action. After collecting data from social media monitoring, the information is analyzed and broken down, and a plan is built for moving forward. Social listening can spur a company to do something as small as making minor changes to its e-commerce site, or as significant as rebranding the entire organization. It just depends on the feedback that is found during the monitoring process. Social listening can also be used to test new approaches. For example, you may want to test a campaign on a new target demographic or assess your ROI. Social listening services can make these processes easier.
It is essential to effectively collect and manage different types of reviews and feedback left by your audience. Look for a tool or system that monitors feedback across all channels and opens the conversation.
Review Management tools allow you to see all reviews for any company or site in one place. They often allow you to set up email alerts, respond to positive and negative reviews, and find review sites that your company is not yet listed on. These tools often can rank your company’s overall review performance online. As you monitor your brand, you may want to make changes to improve your product or service, or the way it is viewed by your audience. For large companies with multiple branches or locations, review management tools can provide multi-level reports for further assessment.
Net Promoter or Net Promoter Score is a management tool that can be used to measure the loyalty of a company’s customer relationships. It can assist in customer satisfaction research and increase revenue.
All kinds of businesses, from new startups to huge corporations use NPS tracking as a measuring tool. NPS puts figures around customer satisfaction – how likely are your consumers to recommend your brand to a friend?
NPS is calculated by surveying customers, calculating respondent feedback, and breaking down the data to factor for passive responses. The resulting score allows you to measure on-going brand performance. It also allows you to find your most loyal consumers so that you can narrow in on the details of your target demographic. Depending on the goals of your company, you may want to utilize NPS tools and services on a regular basis.
These hands-on services involve building a personalized ORM plan that focuses on positive by negating the negative. Proactive reputation services utilize the creation of custom content to foster a brand aligned with the company’s predetermined goals.
Proactive Reputation Management techniques often utilize a hands-on approach that encompasses the above tools and services – a reputation expert, or a team of experts, work to assess the current state of the brand, monitor reputation changes, optimize existing content, build supporting media, and cultivate positive press to build a line of defense. The goal of proactive reputation management is to combine a variety of techniques to get ahead of the curve by focusing on building a positive online reputation that can withstand a crisis. Proactive reputation management is a combination of reputation monitoring, reputation control, reputation repair, and brand building.
However you choose to monitor your brand, utilizing reputation management tools and services can improve your process and make your efforts worthwhile. Take the time to consider your options and choose the reputation plan that is right for you and your business. Taking care of your brand will pay off in dividends!