What is online reputation management?
Reputation management is about taking control of how and what others think of a brand, a small business, a business leader or individual.
The reputation of a business is shaped by various factors, including online reputation, social media presence, media coverage, and any negative feedback.
While reputation can be shaped by traditional media like TV or radio, people are more likely to gain insight from online content, including negative material.
Speak with Simon our online reputation management expert, in complete confidence.
The importance of online reputation management
The Internet, and more specifically what people say about you online, is perhaps the single biggest influence on the success of you, your business and brand.
New customers browsing Google for services will take notice of what people are saying about you and your brand.
This remains true for businesses of all sizes and across every industry sector in the world.
When people Google your name, what they see in the results collectively influences their perception of you. In other words, the perception of strangers browsing the Internet is your online reputation.
Managing your reputation is about taking control of the bigger picture.
The benefits of online reputation management
Here are just some of the benefits of effective reputation management:
- Credibility– positive links, comments and high visibility online makes you credible in the eyes of customers, stakeholders, employees, influencers and peers.
- Trust – people trust a company, brand or person with a good reputation.
- Profit – companies with higher star-ratings, reviews and positive content and PR get more business.
- Talent – brands with a positive reputation earn better employees.
Search engines, such as Google, Bing and others, don’t care about your reputation. They don’t filter results based on what’s negative and positive, but on relevance and popularity. And that's why Internet reputation management is especially relevant.
Taking control of your online presence enables you to present the best possible image of your business, brand or senior figures to the online community.
As an individual, you’ll also control what people see when they search for you, and for businesses, you’ll help prospective customers notice you before your competitors and convert them into sales.
Google yourself, do you like what you see? It is true and fair?
We're all influenced by what we see online
Pretty much everyone is influenced by what they see online about a brand, business, or person.
Let’s face it – if you search for something and all the online chatter about it is positive, you’re going to want to get in on the act. On the other hand, if all you see are negative comments on websites or customers relaying their bad experience, the chances are you'll go elsewhere.
Online reputation management works to counter, weaken, or eliminate negative material online in the long term. Effective reputation management also generates and promotes the positive.
In an ideal world, when potential customers from your target market search for you online they immediately your business in the best light.
Why online reputation management matters for businesses and brands
The more search engine results you ‘own’ on the first two pages of an online search the better for your reputation.
This is because it enables you to control what people see and influence their decision-making process. As well as your website, you want them to see positive reviews (which are very important for trust and credibility), social media, profiles and PR.
A study conducted by Chitika reveals that the front page of a Google-branded search for your firm’s name attracts 91.5% of traffic from an average search.
Credibility, trust, profit and attracting talent are all linked to your search results.
Google yourself, do you like what you see? It is true and fair?
A comprehensive approach to reputation management is key
Reputation management today includes offline and online reputation management strategies.
Businesses and individuals who understand the importance of their online reputation often choose to work with a reputation management company. This serves to ensure that their online reputation is in hand and is under a professional reputation management plan.
Just think about how much information there could be out there about you and your brand. From review sites to customer feedback, any online customer interactions to negative search results, there are so many potentially actionable insights to be managed.
Your reputation matters
People search people, whether they’re looking for a potential new hire, or want to know more about you before choosing to do business with you.
It's in our nature to Google names before making purchasing decisions, and sometimes just to see what other customers think. Depending on your profile, who you are and why people might be interested, they may go as far as your personal social media profiles.
At the end of the day, the content people see in the first 2 pages of an online search forms their opinion.
And you may well feel that this opinion is either unfair or unwarranted, which is why controlling your online reputation is so important.
Speak with Simon our online reputation management expert, in complete confidence.
Do you need a reputation management company?
It is possible for individuals to take a DIY approach to their reputation management online. And perhaps for those of us without much at stake, this is enough. Think of your Instagram feed and the filters you might select, or your LinkedIn page.
These are examples of the DIY reputation management that can just about do for some people. However, anyone who has a higher profile - or wants to create one - working with the experts is the way to go.
Take strategic control of how you're seen
This is where a strategic approach to online reputation management works best. Business owners know that we are all living in the age of constant feedback, and a brand reputation management strategy can absolutely protect your business from being adversely impacted.
As our statistics and examples show, if your reputation is poor then your business will suffer. Prevention is always better than cure, and effective brand reputation management goes a long way to ensure that any crisis can be averted.
Word of mouth may have given away to starred reviews on Yelp, TripAdvisor et al, but your reputation is controllable. It may seem that there are so many channels online that the job is impossible, but as any reputation manager will tell you, it's not.
It is, however, complex, time consuming and often difficult, which is where the professionals (like us!) come in.
A reputation management company can carry the reputational load
Many businesses overlook the need to tend to their reputation management side, busy as they are with other aspects of managing the process of staying afloat.
This is unsurprising when we consider the fact that to manage a reputation takes knowledge, insight, tools and time effectively and usefully.
How many businesses have the manpower to stay on top of review sites, online profiles, Google reviews, Wikipedia changes, website updates, social media noise and everything else out there that combines to form a reputation?
There is no single approach to good reputation management as it depends on specific needs of the business, the industry sector, target demographic, media coverage, profile of those involved and much more.
Take control of your reputation today
Your reputation matters, and managing it effectively requires expertise. From social media to review sites and news platforms, there’s a lot to navigate.
At Igniyte, we help you develop and implement strategies that protect your business and ensure the right message is seen online.
Contact us today for a tailored solution to safeguard your reputation.
