{"id":148686,"date":"2019-02-21T15:50:57","date_gmt":"2019-02-21T10:20:57","guid":{"rendered":"https:\/\/www.digitalvidya.com\/blog\/?p=148686"},"modified":"2019-02-28T16:48:52","modified_gmt":"2019-02-28T11:18:52","slug":"online-reputation-management","status":"publish","type":"post","link":"https:\/\/www.digitalvidya.com\/blog\/online-reputation-management\/","title":{"rendered":"Why Online Reputation Management Is The Key To Marketing Success"},"content":{"rendered":"

Online reputation management is a tough nut to crack. Many people ignore it altogether because they\u2019re not sure where to start. But online reputation has become a major factor in people\u2019s purchase decisions today. <\/span><\/p>\n

In fact, according to Localbright, \u201c85% of consumers trust online reviews as much as personal recommendations\u201d and \u201c49% of consumers need at least a four-star rating before they choose to use a business.\u201d <\/strong><\/p>\n

So being aware of and managing your brand\u2019s online reputation is the first step in any digital marketing effort. <\/span><\/p>\n

<\/span>What is Online Reputation?<\/strong><\/span><\/h2>\n

The best way to understand what is online reputation is by doing a google search of your brand. You will see many different things, some of which may be unexpected. Apart from your website and content generated by the brand, there will be other things too.<\/span><\/p>\n

Your Google My Business listing will have many online reviews with users outlining both positive and negative experiences. You will also be able to see employee reviews on Glassdoor where people talk about what it\u2019s like to work at your company.<\/span><\/p>\n

You will also probably see posts on your company\u2019s Facebook page, tweets mentioning your brand or comments on Instagram posts. These mostly revolve around your users\u2019 experience with your company. <\/span><\/p>\n

All of these things together give someone a first impression about your company. Since<\/span> 81% of online shoppers<\/span> do online research before making a purchase, this reputation starts to matter.<\/span><\/p>\n

<\/span>Why Does Your Online Reputation Matter?<\/strong><\/span><\/h2>\n

Until recently, it was almost possible for there to be a wall between you and your customers on the internet. Websites were mostly static and functional, information flowed one-way from you to your customers, and communication was almost always top-down.<\/span><\/p>\n

The scenario has changed dramatically in the last few years. Today, customers are eager to engage with brands whose products they use. And they have access to online platforms that enable them to do this. <\/span><\/p>\n

Many brands today proactively encourage participation from their customers. From online communities to user-generated content, customer engagement has reached a whole new level. Many brands aspire towards greater transparency so that they can be real and authentic for their consumers.<\/span><\/p>\n

While this is great in many ways, it also has a flipside. Customers are now used to sharing their experiences online. Whether it\u2019s in a tweet or on a Facebook post, chances are customers are already sharing their experience of your product. <\/span><\/p>\n

The fact of the matter is, you cannot just ignore this online chatter. Even if you decide not to be proactive about involving customers, people will still talk about you online. If you choose not to engage, then you will have absolutely no control over the narrative. <\/span><\/p>\n

That\u2019s why it is important to focus on your online reputation. In today\u2019s connected age, your online reputation is nothing but your reputation. And because information is now accessible so easily, a bad reputation can actually destroy your business. <\/span><\/p>\n

To understand what is online reputation management, you need to have an insight into what constitutes your online reputation. Luckily, most threats to your online reputation can easily be managed. Being prepared and proactive is key. <\/span><\/p>\n

<\/span>Threats To Your Online Reputation<\/strong><\/span><\/h2>\n

For successful online reputation management, you first need to understand some of the major threats to your brand\u2019s online reputation. These are also known as online reputation bombs.<\/span><\/p>\n

<\/span>1. Negative Reviews<\/strong><\/span><\/h3>\n

Reviews have almost become a part of consumers\u2019 psyche. Whether it\u2019s writing a restaurant review on Zomato or writing about a product on Amazon, customers don\u2019t shy away from sharing their opinions. <\/span><\/p>\n

These peer reviews also have a huge influence when it comes to customers making buying decisions. In fact, 95% of buyers read customer reviews before making a purchase. There are even sites dedicated exclusively to express your frustration with a product or service. Negative reviews can have a long-lasting impact on your brand reputation. <\/span><\/p>\n

\"Online
Combat negative reviews<\/figcaption><\/figure>\n

<\/span>2. Unfavourable Media Stories<\/strong><\/span><\/h3>\n

When it comes to brands and companies that sell products based on trust, there is such a thing as bad publicity. With any number of media sites online and a 24-hour news cycle, unfavourable media coverage can really dent your reputation. Nestle\u2019s recent crisis with safety issues around it\u2019s instant noodles brand Maggi is probably the best example of this. <\/span><\/p>\n

<\/span>3. Hate Sites<\/strong><\/span><\/h3>\n

These are a very extreme form of online negativity that can harm your reputation in a big way. Hate sites often contain extreme opinions, abusive language and even illegal content. A hate site which calls your product a \u201cscam\u201d can make customers run in the opposite direction.<\/span><\/p>\n

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