Online Reputation Management - A Guide to Go From Zero to Hero

Online Reputation Management: A Guide to Go From Zero to Hero

Online Reputation Management (ORM) is all about controlling the online conversation. It uses strategies to ensure that people

Perhaps it’s safe to say that online reputation management is the most important practice that brands should develop, maybe even more important than advertising or any other strategies. You don’t think so?

Let us put it this way: When you Google a brand and see a bunch of negative reviews, what is your first impression? Are you likely to do business with that brand? Probably not.

On the other hand, if you see a bunch of positive reviews, you are more likely to be interested in what the brand has to offer.

That’s why online reputation management is so important. It can make or break a brand. If you have a negative online reputation, it can be very difficult to overcome. But if you have a positive online reputation, you will be much more likely to succeed.

In this blog post, we’re going to cover what online reputation management is, what are its advantages, and how you can actually do it for your business. Plus, we cover a real live case study of how online reputation mismanagement.

Let’s get started!

What is Online Reputation Management?

Online reputation management (ORM) is the process of monitoring, influencing, and shaping the public perception of a company, brand, or even an individual online. ORM involves identifying and addressing any negative or inaccurate information that is being said about you or your organization, and promoting positive content that will help to improve your online reputation score.

A good online reputation can help you to attract new customers, build trust with existing customers, and boost your website’s search engine ranking. A bad online reputation, on the other hand, can damage your credibility, lead to lost sales, and even ruin your career.

Your online reputation matters more than ever because the internet’s speed is a double-edged sword. Bad news or negative reviews can spread like wildfire, damaging your brand before you’ve had your morning coffee. This includes electronic word-of-mouth (eWOM), where a single influential tweet or post can make or break your image.

Remember the famous Ad with Kendal Janner offering a Pepsi to a police officer, and how people reacted on social? That would be a great example of a positive brand reputation getting out of hand.

Tweet about Pepsi Ad Kendall Jenner

But don’t worry, there’s a sunny side too. The internet’s speed can be your best friend if you play it smart. Encourage happy customers to share their experiences and write positive reviews — these can circulate just as fast, giving your brand a big boost.

What is Intelligent Online Reputation Management?

AI Reputation Management is the new version of traditional ORM but with the power of artificial intelligence on its side. It’s not just about tracking mentions or responding to comments. It’s about using cutting-edge technology, such as AI and machine learning, to deeply understand what’s being said about you online.

Imagine being able to cut through the noise and pick up on subtle nuances and analyze sentiment, or spotting a trend before it even becomes a trend. Intelligent ORM gives you insights, not just information, allowing you to react with precision and even anticipate what’s coming next.

It’s not merely keeping up with the conversation; it’s staying ahead of it, steering your brand’s reputation in the direction you want it to go.

Keep reading to learn why managing your brand’s online reputation using AI-powered tools is much easier compared to other methods.

Benefits of Managing Online Reputation

Is online reputation management really necessary? You may think people will not search for you online because you are not under the radar. But, chances are they will Google your business for reasons such as the following:

  • Customers search for products and services online;
  • Employees performing research before an interview;
  • Old employees trying to share professional opportunities.

So, regardless of how low-tech you are, people are looking at the information available online. When someone shares a negative comment about you, it can cause you serious problems in the long run.

It’s important to know the sentiment people have about you online to take appropriate steps and correct any inaccuracies.

A few years ago, the Internet was a different place. Companies were only selling products to passive audiences without any interaction with the customers. Since the communication channel was very “top-down;” customers never got to voice their opinions powerfully.

However now, websites are more than just static flyers. Almost every website now contains UGC marketing, which can be positive if you regularly interact with your audience online.

Positive reviews and feedback are a plus, but it does not have the same impact as negative reviews. People tend to prefer reading negative reviews over positive reviews which is the reason online reputation management is so important.

But what are some of the most valuable benefits companies gain by using online reputation management?

Control how your brand is perceived

Statistics show that 99% of consumers read online reviews before visiting a business. Yes, you read that right, 99%!

So, knowing and controlling how your potential customers are shaping your brand reputation is of great importance.

To discover the audience’s thoughts on new products, monitor reviews from review platforms, forums, news websites, and social media platforms.

After getting a general idea about what the audience thinks, try managing your brand reputation. Reply to negative reviews and listen to customer feedback while simultaneously encouraging user-generated content from happy customers (i.e. testimonials).

review requesting by Starbucks

For example, business review requests increase the number of referrals (website visitors that came from clicking on a link).

Closing the Perception Gap: Your View vs. Audience Views

Sometimes, what you perceive as a good product idea isn’t always viewed in the same way by your audience.

To bridge the gap between your audience’s and your own, monitor your brand product’s performance online. ORM tools usually feature complex algorithms, like sentiment analysis, that help answer important questions.

What’s the consensus of your target audience about your products? What do some of the most popular comments among your mentioners say about your brand reputation?

Tip: To avoid creating products that won’t interest your audience, ask them what they think of your ideas on your social media platforms.

Track the misinformation about your business

A point often overlooked is that nowadays, misinformation is common on multiple marketing platforms.

Fake reviews are easily generated but they can harm your brand reputation. What you have to do is to identify them fast and delete them.

You could reply to fake reviews and make sure that the person reading them knows they’re not real. However, most marketers agree that the best policy is to get rid of them as soon as possible.

Improve your product and services

It’s widely known that good reviews increase consumer trust. In fact, statistics show that 89% of consumers are more likely to make another purchase after a positive customer service experience

While this may be true, people often forget to realize that bad reviews aren’t always that bad.

Negative comments can be constructive if you listen to what they say.

For instance, a negative review could imply that while your products were fine, your customer support service wasn’t.

Streamline customer experience for your brand audience and make sure to reply to any negative mentions. Let users know they’ve been heard and that you appreciate the comment.

Getting insight to forecast future success or failure

Businesses need to always be two steps ahead. Therefore, simply tracking their online brand reputation and product performance around the web isn’t enough.

Can you forecast your brand’s future?

Not only does online reputation management create opportunities to evaluate your work but it also provides insights for the future.

Social media platforms are the best place to extract valuable insights for your business’s future. There are many social media metrics to help you make valuable predictions.

For example, the Net Promoter Score (NPS) measures customer loyalty and tries to predict future customer leads. How many of your customers would actually recommend you to their friends?

Want to learn how to actually go through the online reputation management process? keep reading!

How to Monitor Your Online Reputation?

Your online reputation can make or break your personal brand or business. Monitoring what’s said about you online isn’t a vanity project; it’s essential for your success. generally speaking, you can monitor your online reputation using these methods:

  • Manual Monitoring (good);
  • Using Google Alerts (better);
  • AI-Powered Online Reputation Management Services (best)

Let’s go over these three methods one by one.

Method 1: Manual Monitoring (good)

As the name indicates, manual online reputation management and monitoring involves regularly searching your name or your brand’s name on search engines like Google. This also includes keeping an eye on social media platforms, review sites, and news websites. It’s the simplest and cheapest way to track what’s being said about you but definitely not the best one. consuming.

Why? Well, the manual brand reputation monitoring is:

  • Inconsistent, leading to missed mentions or feedback;
  • Considerably time-consuming & resource Intensive;
  • Limited in covering all sources and platforms;
  • Personally biased and prone to human error;
  • Difficult in handling large volumes;
  • Lack of real-time alerts;
  • Difficult to analyze

You can’t put your online reputation in such danger. So, you better move to automated solutions.

  Method 2: Google Alerts (better)

Google Alerts can be your first line of defense. By setting up Google alerts for your name, your business, or even specific products, you’ll get notifications straight to your inbox whenever something new pops up online.

But still, it might not be the perfect solution for managing your online reputation.

Here’s why:

  • Delay in Notifications: Alerts may have delays, hampering real-time response;
  • No Visual Analytics: Lacks visual analytics or trend data for a broader understanding;
  • No Integrated Response Mechanism: No built-in way to respond or engage with content;
  • Keyword Dependency: Effectiveness relies heavily on chosen keywords, affecting monitoring;
  • Lack of Sentiment Analysis: Google Alerts lacks sentiment insights (positive, negative, neutral);
  • Lack of Social Media Integration: Google Alerts may not track mentions on social media effectively;
  • Limited Coverage: Google Alerts covers only indexed content, missing unindexed platforms or sites;
  • False Positives/Negatives: Alerts could include irrelevant info or miss relevant mentions due to keyword matching.

As you can see, using Google Alerts has its limitations. For systematic online reputation management, you’ll need a professional solution by using alternative tools.

Method 3: AI-powered online reputation management services (best)

For those who need a more comprehensive approach, professional reputation management services can provide a full suite of tools and expertise tailored to your needs. In this method, you use online reputation management software to handle all the related tasks.

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These tasks are:

  • Monitoring Mentions: Track mentions across various platforms, including search engines, social media, blogs, forums, and review sites, to have a comprehensive view of what’s being said about you or your brand online.
  • Sentiment Analysis: Understand the sentiment behind the mentions (positive, negative, neutral) to gauge overall public opinion and respond appropriately.
Sentiment analysis report by Mentionlytics

Sentiment analysis report by Mentionlytics

  • Real-Time Alerts: Receive instant notifications when specific keywords or phrases are mentioned, enabling swift response to any potential issues or opportunities.
  • Competitor Analysis: Monitor competitors’ online presence to understand their strategies, strengths, weaknesses, and public perception, which can inform your own decisions.
  • Detailed Reporting & Analytics: Generate detailed media monitoring reports and visual analytics to understand trends, patterns, and areas of concern or success.
Customizable reports to monitor online reputation by Mentionlytics

Customizable reports to monitor online reputation by Mentionlytics

  • Review Management: Respond to customer reviews across various platforms, thanking positive reviewers and addressing concerns raised in negative reviews.
  • Crisis Management: Implement a strategy for handling negative publicity or a crisis situation, ensuring a cohesive and effective response.
  • SEO Optimization: Enhance the visibility of positive content and suppress negative content in search engine results to control what appears when someone searches for your name or brand.
  • Content Distribution: Manage and distribute content across different platforms to maintain a consistent and positive image.
  • Compliance Monitoring: Ensure that all online engagement adheres to legal and regulatory compliance, minimizing risks.
  • Influencer Engagement: Identify key influencers in your industry to build relationships and amplify your message.
Finding influencers via Mentionlytics Top Mentioners feature

Finding influencers via Mentionlytics Top Mentioners feature

  • Customer Engagement: Facilitate and manage direct communication with customers to enhance relationships and build loyalty.
  • Demographic Analysis: Understand the specific demographics engaging with your brand to tailor marketing and communication strategies effectively.
  • Integration with Other Tools: Most ORM tools can be integrated with other marketing, sales, or customer service tools to create a cohesive and streamlined approach to managing your online presence.

Seems like a whole lot of work, but don’t worry. Using a good online reputation management service like Mentionlytics, you have all the tools you want in one single dashboard.

Try Mentionlytics for FREE

How to Use Social Media for Reputation Management?

Social media channels are like the heartbeat of your brand’s online reputation. That’s why monitoring social media platforms is one of the best strategies for managing online reputation.

They’re where customers talk, share, praise, or complain. In this ever-connected world, what’s said about your brand on social media can shape perceptions overnight. A well-timed tweet or a heartfelt response to a Facebook comment can turn customers into loyal fans.

On the flip side, a negative review left unanswered can spread like wildfire. It’s not just about being online; it’s about being present, engaged, and responsive.

You have the power to turn social media into a tool that builds a glowing online reputation. Start by monitoring what’s being said about your brand. Reputation management software and tools can also help you here and keep you in the loop, letting you respond quickly, whether it’s a pat on the back or putting out a fire.

But don’t just react—proactively share stories, successes, and even the lessons learned from failures. Be authentic and consistent in your messaging, and you’ll find that social media is more than a platform; it’s a partnership with your audience.

Building a positive reputation is about building relationships, and there’s no better place to do that than where people are already talking. That’s the magic of social media, and it’s all in your hands.

3 Examples of Reputation Management from Big Brands

It’s time to be more specific. So, here are 3 examples of companies that have taken action to protect and boost their online reputation on social media and review sites.

Example #1: Revolut

Revolut is a British financial technology company offering banking services.

Example of Online reputation management by Revolut

Source: Twitter

Here we can see that they acted quickly, spotted an unsatisfied user, and managed to answer their concern.

The way Revolut handled the situation is a great example of how reputation management tools should work and how to incorporate them into your online business strategy. Social listening will always come in handy if you are looking to increase your brand awareness.

Example #2: Canva

Canva is an Australian graphic design platform used to create graphic social media, presentations, posters, documents, and other visual content.

Example of managing online reputation by Canva

Source: Twitter

This is another example of a company’s quick response. Canva spotted an unsatisfied customer, expressed sincere concern about their comment, and answered accordingly.

So, the key to managing online reviews and comments is to show that you take into serious consideration your audience’s sentiment.

This is a game-changer and eventually, it will make you stand out from your competitors. Simultaneously, this is another benefit of using a reputation management platform as it helps you spot both positive and negative comments as quickly as possible and streamline all reputation activities.

Example #3: Marriott Hotel

London Marriott Hotel County Hall is located on the bustling South Bank, steps away from Westminster Bridge, and seems like it’s doing a good job in hotel reputation management.

Example of Online reputation management done by Marriott

Source: TripAdvisor

It is important to keep in mind that online reputation isn’t solely based on social media, as brands need to monitor the reviews sites they have a presence on.

In this case, Marriott Hotel responded to a negative review on TripAdvisor to protect its reputation as soon as possible. Being aware of customer feedback on every platform so review management software can help you track your customers’ sentiments and deal with any complaints efficiently.

Take Control of Your Online Reputation Now

The most valuable asset for a brand is its reputation. That’s why you need to focus on protecting your online reputation and provide a positive image.

Mentionlytics is an online reputation management service that allows you to monitor, measure, and manage your reputation online through an artificial intelligence-enabled platform.

With Mentionlytics, you can monitor your engagement with online communities, keep track of reviews about your brand, and identify influencers in your industry who can help you achieve success.

We let you know whenever you receive a negative review or whenever there are irregular spikes in engagement, instead of just sending you alerts and notifications for all activities.

Our sentiment analysis system coupled with machine learning enables us to send you warnings about negative content that may harm your brand’s reputation.

To access all these features for free, you can create an account and enjoy two weeks of free online reputation management.

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or, simply enter your brand’s name in the box below.

John Kopanakis

About John Kopanakis

John is a co-founder of Mentionlytics supervising Business Development and Business Processes. He is a Professor of Business Intelligence with interests in Data Analytics and Innovation.

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