Many different people and companies use reputation management strategies in their marketing. Everyone from tech giants, and mom-and-pop shops to doctors and politicians actively manage their reputations.
The crux of all work in reputation management is pushing “bad news” down, and bringing good news up. Down and up refer to a kind of relative “media attention”, for example a bad Tweet exchange being discussed on national news puts that issue up in front of your consumers.
So how do you manage your reputation? There are 3 key areas: conservation monitoring, producing good/popular content, and minimizing negative content.
In this article we’re going to talk a little bit about the 3 key areas and discuss some strategies for each.
The first step to managing your reputation is knowing what’s being said about you.
A practical way to find this out is to open up a private (sometimes called incognito) browser window, type in your company’s name, and look at the first page results. While you’re reviewing the results, you should look at every link and rank it 1. Positive 2. Neutral or 3. Negative. When you’ve done this for the first 10 results on Google, you’ll have a good idea of what the general “public opinion” is of your brand.
Another proactive step you can take is to set up a Google Alert for your company. You may even want to set up Google Alerts for a variety of relevant topics (for example, you may want to monitor the name of your CEO as they can reflect on an organization as a whole).
You can read more here about setting up Google Alerts (link: https://support.google.com/alerts/answer/4815696?hl=en)
You can also search for your company on social media websites like Facebook and Twitter! There are plenty of free and paid software tools to help monitor your reputation on social media, but 2 good ones to start off with are Mention (link:https://mention.com/en/) and Nuvi (link:https://www.nuvi.com/). Here’s a handy article that lists other social media monitoring tools. (link: http://www.socialmediaexaminer.com/tools-monitor-online-reputation/)
Be sure to check back with these results often! Just because the results are good today, doesn’t mean they’ll be that way tomorrow.
Producing Good/Popular Content
If your company has a large marketing budget, you can consult with an advertising company about attempting a viral advertising project like we wrote about [[in our last page.]] <*comment* cross-link to P2 *comment*
If you don’t have a huge budget, one of the easiest things you can do to boost your reputation is to be proactive about sourcing positive reviews!
A quick and easy way to get some positive feedback is to send a survey out to your existing customers. You can use free tools like Survey Monkey, and even Google Docs to make surveys. After you get the results back, you can send a follow up email to customers with positive things to say and ask them to leave an online review!
Some of the most important review sites to pay attention to are:
There may be other review sites that are more relevant to your niche, be sure to get reviews there too!
The bottom line is that if you want positive reviews to dilute negative reviews, you need to ask for them.