If you believe online reputation management is just for large companies, reconsider. With the rise in utilization of social media, and the popularity of user-generated review websites like Yelp, SiteJabber, Amazon reviews and even company review sites like Glassdoor, tracking and handling your web-based credibility is a lot more important than ever before.
What is online reputation management (ORM)?
Basically, reputation management is the technique of influencing a business or individual’s credibility. Recently, reputation management has become synonymous with online reputation management; when the term is used today, it’s mainly used to pertain to managing search results for brand inquiries and negative reviews on social media
Reputation management and social networking sites
Power has shifted away from businesses and to users when it comes to articulating a firm’s marketing message. Even though firms used to be equipped to thoroughly build their message and then promote it using conventional advertising methods (billboards, radio and TV spots, etc.), social networking sites means has greatly transferred that control to users.
This, of course, has made reputation management far more challenging for organizations. The large amount of voices involved, and the scattered nature of comments, complaints and bad responses make damage control far more tough rather than it ever used to be.
Effective ways to manage your reputation on social media sites.
A critical initial step in social media sites reputation management is understanding what’s being expressed about your company online. To do this, you’ll have to determine and monitor keywords and hashtags associated with your company, goods, staff members and competitors to monitor conversations that are taking place on public networking sites.
There certainly are a variety of tools you can use to monitor these keywords: Tagboard, Hashtagify.me, SocialMention and TweetBinder are some of my favorites. These resources allow you to go through various social media networks for keywords and hashtags associated with your establishment; you could also establish notifications to make sure that you’re alerted when your company is mentioned. Google Alerts is yet another wonderful, free tool for receiving normal alerts of new brand and keyword mentions directly in your inbox.
When you understand what’s being claimed concerning your company on the internet, you’ll need to respond appropriately. That said, this is exactly where you’ll wish to tread very cautiously. Sometimes, simply knowing exactly what people are talking about will suffice to help guide and educate your customer service-based decisions.
There certainly will be times, however, when a response is sensible as well as necessary. For example, in the event that your company is being slandered or defamed, not taking prompt measures can have serious consequences. A few good general guidelines for responding to adverse reviews on social media include:
1. Reply promptly: Bad evaluations or comments– particularly when left unchecked– can spread like wildfire on social networks. As an example, a particularly defamatory remark on your Facebook Page could be witnessed by thousands of people within the initial couple hours. Responding immediately is the most effective way to minimize the damage created by these reviews, as it helps to ensure that your perspective is also seen by anybody looking at the first review.
2. Don’t erase remarks unless totally necessary: Unless an opinion is racist, offensive, or any other way in very poor taste, removing a bad feedback or review is normally a poor idea. Removing negative remarks can be perceived as concealing an issue or admitting guilt. There are also proven rewards to responding to posts, rather than erasing them. According to analysis by CRM software company RightNow, 1 out of every 3 customers who receive a retailer answer to their web-based grievance end up reposting a favorable review. In addition, 34 % end up removing their negative review completely.
3. Reply as a professional, and take it offline if needed: Generally speaking, this will not signify covering yourself against attacks or criticisms. Your ideal course of action is to rather have the conversation offline as fast as possible, and take care of the issue one-on-one. A fantastic scenario of how defending yourself on social media sites can go terriblly wrong is what happened with restaurant chain Applebee’s last year. When a server took to Reddit to post a customer receipt containing negative remarks, the company fired her for violating ‘customer privacy’.
At JHG Media Group we can help you manage your online reviews and online reputation so you don’t have to worry about it!