Today, companies can consciously decide whether they want to actively do something for their reputation — the Internet offers endless possibilities. Since by far the majority of orders are based on recommendation and trust, reputation is the most successful strategy for gaining or retaining customers and winning them back.
Listening is the basis for reputation management
The website is the heart of communication for every company. But it’s important to have multiple channels around the website such as social media accounts, perhaps YouTube and an email newsletter. In any case, you should also keep an eye on the rating portals.
There are countless tools to monitor the market, your own company and competitors. But with social alerts such as Google Alerts, even small businesses and freelancers can keep an eye on their business’ reputation for free. Various social media platforms have in-built insight tools that can help you monitor what, how and when people are talking about your company.
Reputation management, social media and content marketing
You could say that after the first few years of digital corporate communications, traditional press and public relations, social media marketing and content marketing are now converging. The press release is still important, but it is supplemented by online news portals and contact with the press via Twitter and the like.
Only if you post valuable content can you secure a top place on search engines, even before the rating portal results. Only if you share and spread blog articles via social media platforms and newsletters, you will achieve high visibility, and thus optimal reputation management.
Reputation management in social media through quality organic content
If you have an editorial plan, take the time right now to take another look at it. Be sure to double check your already planned content for the coming weeks. So it’s absolutely justified and necessary to keep publishing good content. It’s just that it’s important to do so wisely.
The best thing you can do is listen, understand what other people, businesses and brands are saying and doing online — trust is huge on the internet.
Your focus should be completely on your target audience, not your brand. Think of it as an opportunity to provide your audience with the value your company offers. You can generate this added value through:
- Help: what resources, products, services or support can you provide?
- Information: do you have meaningful and usable tips, best practices or information that only you can provide in a particular way?
- Leadership: understand your target audience. How can you offer them confidence or help or even inspire them?
- Positivity: how can you celebrate the people in your community, your employees or others?
Get clear on what sensitive and polarizing topics are already out there and look for gaps you can fill with your communications. In any case, monitor what’s being talked about in your field on a daily basis. Look at hashtags that are relevant to you, read your competitors’ feeds, and most importantly, monitor the conversations on your own channels.
Building a deserved good reputation
How can you prevent a bad online reputation? The simplest and most direct answer, of course, is that you should not give customers and users any reason for negative reviews. Deliver a good product, convince with good service and create transparency so that prospective customers always know what’s going on and that they won’t be taken advantage of.
You’ll get the most reassurance by working on your online reputation long before the first bad review. Build earned good reviews so that the criticism then has to compete for attention with the positive feedback later. Engage in constant dialogue with your customers online and communicate your commitment to service not only on the website, but also on the social web.