Business
reputation management has become a hot issue in doing
business, but the concept is not new. Reputation
management has always been a part of public relations, and
businesses have always made it a priority to protect their good standing. However,
with the advent of the internet, business
reputation management has suddenly become a much bigger task than it used
to be. It has spawned the new business of online reputation management that no
company can afford to ignore.
The exposure of a business to both positive and
negative publicity has increased dramatically because of the tendency of online
consumers to actively participate in social networks and blogs. Traditionally,
businesses only had to worry about providing professional media reporters with
the right information to disseminate to the public. Media professionals knew to
check on facts and information before publishing anything. This included
announcements, press releases, interviews, and news
Pros and Cons of the Internet
However, the internet has given the power of
dissemination to the general public, and they have been very proactive about
using this power. This is both a boon and a bane for companies seeking to grow
their business by increasing their exposure and cultivating awareness. It is a
boon because it has never been easier or cheaper for businesses to market their
brand to a global audience. It no longer matters if a business is small; as long
as they have a marketing expert who knows buyer psychology and the various
tools available, they could effectively promote their business.
The internet is also a bane because businesses now have
to worry about more than a handful of media professionals. They now have to
contend with millions of online consumers, many of whom could just as easily rant
as rave about a company, which could affect the online reputation and sales of
the business.
Online consumers are notoriously impressionable.
They tend to believe what they see on the internet, and a majority
of them let negative reviews from strangers influence
their buying decisions. This is obviously an issue of concern for businesses,
and many address this by employing reputation management strategies.
Reputation Management for Business
Reputation management may be done in-house, but many
businesses hire a resolution management company or consultant to handle this
task. Essentially, business reputation management is focused around two tasks:
monitor and defend. Reputation managers
keep their ear to the ground to detect, identify, and analyze any new content
that may appear on the internet that has connections to the business or the
brand. This process has no end point. As long as consumers participate online,
there will always be a constant need for monitoring. Reputation managers also
employ strategies to encourage positive comments, feedback, and reviews while
countering negative content.
Reputation managers typically use and target Google
for search engine optimization (SEO), data analytics, and reputation
management strategies. This is because most people use a
search engine to find pertinent information about products, services,
companies, and people, and Google is currently the largest and most effective
search engine on the internet. When a search is made for a particular business
on Google, the top results are usually the ones that will have the greatest
influence on the subsequent behavior of the searcher.
For example, if an individual wants to see where to
get Brand X products, a search is made for “Brand X” and results are shown. If
the first 5 or 6 results show positive content for Brand X such as the pursuit
of a happy client, then this is good. However, if the first entry talks about
how Brand X does not work and no one should buy it, the business has a big
problem.
Negative search engine results can have a big impact
on public perceptions. A business may see one or more of the following if their
online reputation is mostly negative:
- Lost sales
- Lower employee morale
- Discouraged investors
- A drop in the price of their stock
Businesses simply cannot afford to have an
unfavorable online reputation. Ignoring these negative reviews and articles
would be tantamount to self-destruction. Fortunately, there are several
strategies an experienced reputation manager (or a reputation management
company) can use to address these issues.
Strategies for Online Brand Reputation
Management
As mentioned earlier, reputation managers focus
mainly on Google. Reputation management strategies that address negative search
engine results on Google include the following:
- Pushing down negative search engine results by flooding the internet with good reviews, positive feedback, and current news and information
- Targeting influencers for online promotions
- Filing a lawsuit to force sites to remove libelous posts or comments
- Cultivating authority sites to increase exposure though back links
- Actively participating in popular social networks
- Creating websites to increase awareness of a company’s brands
- Addressing issues raised in negative reviews and poor feedback in a constructive manner
- Using spam bots or denial-of-service software to target sites that contain undesirable content
- Guest blogging
- Improving search engine optimization (SEO) by increasing the quantity and quality of website content
The Internet Can Be Friend or Foe
The effectiveness of business reputation management
depends on if a business owner believes that a poor online presence has a
significant impact on commercial success. Many experienced business
professionals are unable to keep up with the changes that have rapidly
overtaken the commercial sector because of the internet. They realize that the
internet has opened up great potential for growth and expansion because of its
open communication infrastructure and global reach. However, these advantages
come at a price.
It is important to remember that the online
reputation of a business is only as good as its last review or article.
Unfortunately, not all content, reviews, or blogs, are created in good faith,
and it would be a mistake to presume that the typical customer will check on
the facts before making a decision. Many accept what they see or read at face
value and consider themselves informed.
No business can afford to ignore the importance of
an effective reputation management campaign, and it is never too late to create
a management plan. However, do not wait until negative reviews start coming in.
Consult with a reputation management company specializing in business
reputation management as soon as possible to have strategies in place to deal
with negative search engine results.
For affordable pricing on your business's reputation management campaign, call 503-890-6663. We are experts in the field.
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