As we have pointed out on other occasions, Online Reputation is the reflection of the esteem of a person or brand on the Internet. It refers to how users see you on the web and is something vital nowadays for any business, in addition to being a point that all companies should include in their digital marketing strategies.
According to this definition, the formation of Online Reputation is not built by companies, but is generated when third parties talk or contribute their opinions about a particular brand on platforms such as blogs, forums and social networks. This makes it a double-edged sword, as it can quickly bring you success and take it away.
All kinds of comments flow on these platforms: positive, negative and neutral, to which all consumers have access. Just as a positive comment can boost your brand, a negative or unfortunate comment can seriously damage it in the medium/long term. This is the power of social networks.
In this post we offer you six tips to take care and improve your Online Reputation based on time, strategies and effort. We must keep in mind that this can be a long process and that it will not always have the expected results.
Look for information about your brand on the net. Review the comments on different platforms such as social networks, blogs, forums to know the values with which your brand is identified. From this research, you will obtain the terms with which users relate your brand and it will help you optimize SEO.
It is essential to monitor social networks and the Internet to collect and analyze all the data that will allow you to see how the image of your brand evolves over time in the networks. Knowing at all times what is being said about your brand and who is saying it, will allow you to prevent possible online reputation crises.
3. Analyse and act
Once the searches and comments have been analyzed, you must define the strategies to be followed to clean up possible negative comments from users, as well as to boost the positive ones.
4. Generate and publish interesting content
Implement content marketing in your company. The creation of positive and quality online content will contribute to mitigate possible negative consequences derived from attacks against your brand. It can be signed by the brand, users on behalf of the brand or anonymous users. In any case, the objective is to position these contents in Google searches and improve SEO positioning.
5. Design an online crisis plan
Prevention is better than cure. It is therefore essential to design an online crisis plan beforehand in case you have to resort to it on occasion. It should detail all the necessary actions to manage a crisis in social networks.
6. Manage criticism
If you are finally involved in an online reputation crisis, take advantage of the potential of the web to interact with users. If the negative comments are well-founded, take responsibility and apologize. If not, you can always resort to your brand’s action protocol to react quickly to any emergency situation. In any case, focus criticism in the long term and, if possible, transfer it to private media.
In short, to have a good Online Reputation it is essential to monitor your brand to collect and analyse all the data that will allow you to see how the image of your brand evolves over time in the networks.