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Introduction to Online Reputation Management
With the swift expansion of the World Wide Web, there has been a growing attention to the image that a company projects. More interest is given to how you are handling your online image and your capacity to please customers.
It can be noted that with the Internet, it has become more and more difficult for companies to outstand themselves. With the immeasurable amount of information available for diverse business, customers get to chose from a variety of similar information sources. Moreover, online searchers usually chose from the first comings and will never wait. One should also note that consumers are very choosy and in case of any dissatisfaction, they will be immediately vocalToday,opinions are easily shared through the proliferation of networking sites, forums, blog sites, chatrooms and other social media sites such as Facebook, Twitter, YouTube, etc. These social media platforms are also being used by business organizations to connect with their clients and attract new potential clients. However, nothing prevents your company from being the target of a negative note. Social media can really affect the reputation of a company. The buzz may be good or bad, but a strategy to interact directly with customers on the Internet and to respond to their inquiries, is absolutely invaluable.
It is crucial to listen to what is being said online, even if it is negative. Listening creates the opportunity to take action and resolve internal problems or deal with malicious information, both of which can negatively influence a company’s brand image and reputation.
What is a Reputation?
In simple words: reputation is “the result of what you do, what you say, and what other people say about you”.
The reputation of a business is based on its image. A positive image brings trust and confidence to the customer. The image of a business is essential for its success and it is also the key that will determine its profitability and revenue.
A good reputation can capture good sale increases along with confidence from customers. However, a bad reputation can lead to a decrease in customers’ confidence, hence provoking a reduction in profits and sales. Today, with the use of the Internet, rumors, gossip, bad opinions and shocking news spread very quickly. It is of utmost importance to keep a high quality profile to please the public. Hence, today businesses are using an online reputation management (ORM) strategy.
What is “Online Reputation Management” (ORM)?
Online reputation management involves managing the search engine results and protecting your company’s brand reputation from negative exposure online. This is very crucial since buying decisions are influenced by what is found on the web. Simply, an ORM strategy combines traditional marketing and public relations with search engine marketing.
Visibility and high rankings for good publicity are the ultimate goals, which will in turn push bad publicity down the search engine listings and out of public view. Keep in mind that online searchers rarely view more than 2 pages of search engine results for any search. Online reputation management enables you to protect and manage your reputation and brand from becoming actively involved in the outcome of negative publicity online.
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