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Develop your Online Reputation Management Strategy

Online reputation management is a critical component to many businesses branding. With so much online chatter happening, the ability to keep a positive vibe about your business is crucial. You should know what is being said about you, your brand and your business.

Online reputation management is a critical component to many businesses branding. With so much online chatter happening, the ability to keep a positive vibe about your business is crucial. You should know what is being said about you, your brand and your business.

Developing a strategy to stay on top of your online reputation management is important and following this 3 step strategy will ensure your business stays ahead of the game.

  • Track and monitor – As a business the first thing to do is to learn what is being written and said about you and get a feel for how others view your business. Google your company’s name and the names of the heads of your business. Also search for keywords that relate to your business and see if your business features on the results. Check out sites like Twitter, Facebook, YouTube, and blogs to see if there is any buzz about your company.
  • Evaluate and interpret – it is easy to miss this step and react to positive and negative content on the internet – but it is important to read through the results and try to interpret them before reacting. Setting up a process that identifies key statements and with these statements, discuss them with your team and try and interpret what is really being said. The discussion may also help to provide you with the right solutions and how to react to what is being said about your company. It can be really useful to put content found into categories that you will address in the next step. Some of these categories might be:
  • Positive content
  • Negative content
  • Genuine complaints
  • Brand information
  • Personnel
  • Industry related
  • Engage and act – now that you have broken down the content found into a list of categories you need to address what you have found. For each of your categories identified you should plan a specific action you will take to address them. For example, you may want to directly comment on a blog post or you may wish to write your own blog that addresses a specific concern. There are two main approaches to consider, reactive and proactive. Reactive is to have a quick response to conversations (positive or negative) that come up. Acting proactively is an important part of any reputation strategy, do this by publishing positive messages, articles and press releases to insure you have a constant flow of content that you have planned in advance.

Remember that this 3 step process is not a one off strategy and your business needs to constantly monitor the online activity and stay up to date.

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