So, what is your online reputation management strategy?

Have you ever noticed some negative reviews about yourself on the web…? You are a business and doing rather well for yourself. Your clients are also satisfied with you, and everything seems to be doing fine. Then suddenly you notice that someone has posted some negative comments about you/your company on the internet.

What do you do now, as these negative reviews attract a lot of traffic and at times, these negative reviews rank better than your own website…

This is where Online Reputation Management helps out. It takes ages to build up a good image but it would take few seconds to destroy it.

Definition:

Online reputation management in a lay man’s term refers to creating and maintaining a positive image of the company, organization, its products or the services through the web on the minds of the people.

Maintaining a good image for oneself or for one’s company/organization on the Internet is a big challenge because of the interactive and dynamic nature of the medium. More than a billion users login to the online medium for varied purposes.

Also, with the introduction of the User Generated Content (UGC), the Internet has given a platform to the visitors to speak their mind freely. Hence, the web advertisers and marketers have to make consistent and ardent efforts to build up a positive image on the web.


How to track the negative reviews against our company/brand?

It is true that the unsatisfied customers are bound to give a negative feedback but the problem arises when your competitors spread negativity about you or your company on the Internet. It is important to list out names of the websites that carry negative reviews about your company/brand, products or services. Search your company’s name on different search engines like: – Google, Yahoo, Bing etc. Once you are able to figure out such websites, then try and analyze whether it is a complaint from an unsatisfied client or perhaps a competitor.

This is the stage when you need to manage and maintain the online reputation of your company. This can only be done by writing influential content.


What do we do as a part of our reputation/online PR management?

In order to overshadow the negative image of your brand or company, it is important to spread the positive word all around the Internet. Write the key word rich content and integrate all positive things about the company.


Ok great, we have prepared a list of such websites, what is the next step? How to monitor the online reputation of our company/organization?

In order to monitor the online reputation of your company, sign up for Google alerts. Google alerts provide you regular e-mail notifications whenever any user search for your company’s name or your products/services. This is an easy way to monitor your online reputation.


Now, what are the tools used in the online reputation management?

  • Social Media
    Use all your social networks like LinkedIn, Twitter, Facebook etc. to try and instill the trust and confidence amongst one and all in your network. This would also help in the positive mouth publicity for you.

    Social media is an informal platform to stay in touch with everyone in your connection. You can promote your products/services and create a positive brand identity by interacting with your contacts.

  • Blogs
    Write unique and effective blog articles and keep updating your blogs on a regular basis. Share the knowledge about your industry and let the readers share their thoughts.
  • Link building
    Exchange your website link with as many websites as possible having good page ranks. For example: – there are some negative reviews about a website named as www.example.com and to eradicate all negativity, it is advisable to exchange the website’s link targeting the keyword/s that has been used in the negative reviews.
  • Press Releases
    Write press releases about the new services, products, brands, offers etc. Your prospects should know about the new launches in your organization.
  • Latest News
    Let your target public know what’s new in your company/organization. By doing this, you can update your prospects of new developments in your company/organization and try and eradicate the negative buzz about your company/organization.
  • Newsletters
    Send newsletters to all your contacts. Make them learn good things about your company. This is one of the most personal mediums to reach out to your prospects and inform them more about yourself.
  • Directory submissions
    Drive traffic to your site by submitting articles on directories and let others know more about you or the services you provide. You can attract the interest of the readers from across the borders.
  • Discussion Forums
    Participate in the independent discussion forums. There are several advantages of participating in discussion forums:-

    • You can earn back links for your website.
    • Once your signature gets approved in the forums, your discussion gets more weight-age and is regarded as authentic.
    • You can do viral marketing here.
    • You can create a group and then interact with your group mates.
    • You can also discuss about several issues that you may be find doubtful. You can get expert comments.
  • Add Comments
    Let the positive comments and reviews pour in. Develop trust amongst your customers so that they help you earn or maintain a better reputation by writing positive comments for the articles you write.
  • Wikipedia profile
    Create your company profile on Wikipedia. Wikipedia is a free encyclopedia wherein the registered members can add and edit articles free of cost. The content is non promotional. It is the most read source of information.
  • Testimonials
    A positive testimonial written by satisfied clients can help you build positive image about your company/brand. This can also attract other prospects in search for the services you provide. Third party recommendation always grabs the attention.

All these are the basic tools that are used on the web for building a good reputation for the company but the crux is to write positive content and promote and optimize it on the web as much as you can…

-By Neha Gulati


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One Response to “So, what is your online reputation management strategy?”

  1. One helpful tip when launching an ORM campaign: be more proactive rather than being reactive. This way, you avoid any backlash.

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