The evaluation of your brand’s online reputation is fundamental to the life cycle of your business. The results will determine the perception that customers, users and visitors have of your brand. But it is especially important because both the management and assessment of online reputation will proactively influence the building of that perception and image.
For example, the use of specific techniques and strategies can help you “bury” harmful content found in Google’s search engine results pages (SERPs). And, at the same time, boost the content that makes your brand attractive. Among them, your content with more engagement on social networks.
Do you know why you need to work on it? Because the first five results of Google pages receive approximately two thirds of all clicks. However, online reputation assessment is not only about managing content in search engines. It also feeds into managing negative reviews as well as driving happy customers to leave positive reviews.
5 Tips For Building A Good Online Reputation
Before moving on to evaluation, would you know what factors to optimize to start building a solid and powerful reputation? Have you been concerned about building a consistent and good reputation for your business? Maybe it’s time to take it seriously:
1. Decide what you want your reputation to look like
For a proper online reputation assessment, the first step is to decide what you want it to look like, what brand personality you want to convey.
Would you like to be perceived as an authority in the industry, adopt a leading position in the market, or be known for your responsiveness and excellent customer service?
2. Evaluate your current reputation
What do people think of you? Does your digital presence match the reputation of your in-person network? In this case, the best thing to do is to use different tools to evaluate your reputation. And choose the most appropriate one according to the focus of your digital strategy.
3. Create an effective social media policy
This refers to the way in which a company and its employees interact online. To do this, you should take into account the following factors:
· Don’t allow your team members to freely post whatever comes to mind about the company. Especially if the content is associated with critical aspects of your business. You need to protect your reputation and have some accountability.
- Confidential data should never be shared in public.
- A captivating reputation is about being professional. This involves your content strategy in networks.
4. Design a social media content strategy to promote your ideal reputation.
A good social media content strategy outlines the topics your business wants to focus on, the use of keywords and the types of content you share. It also defines who is responsible for creating and implementing the content.
5. Manage your own reputation
Now that you have the basics to take care of your online reputation, it’s time to put all the tips into practice. Participate in social networks, publish the most appropriate content on your blog and use the most appropriate tools for your business. This is the only way to effectively assess your brand’s online reputation.
Online Reputation Assessment Tools
To perform an analysis of your reputation, digital tools are one of the most important, decisive and effective agents to help you get results.
Online reputation assessment tools generally fall into two categories: monitoring and measurement.
Monitoring tools provide data on a brand’s coverage instantly. They are perfect for companies operating in fast-paced environments. In fact, in cases such as reputation crises, product launches or one-off events, they work perfectly.
Measurement tools, on the other hand, are perfect for long-term evaluation of online reputation. Continuous measurement of online coverage allows companies to assess reputation issues as they change and evolve over time. So brands can benchmark themselves against competitors, measure changes in the tone of coverage and assess how perceptions have changed, campaign by campaign.