Many companies have already experienced that a negative evaluation can damage their reputation and even their business. Whether the contents correspond to reality is, unfortunately, often irrelevant. This is exactly where Online Reputation Management comes in.
Anyone who wants to present themselves as a private person or company on the Internet should attach great importance to the topic of online reputation management. In addition to monitoring activities in social networks, this also involves controlling the corresponding search results. Reputation management consists of various steps as well as strategies, and is an extremely effective measure for shaping the image that you desire.
How exactly can you manage your reputation on the Internet?
Good crisis management and quick response are essential when reputation is at stake. That’s why active monitoring is particularly important, because you should always keep an eye on your reputation on the net. Searching for yourself in search engines helps you quickly find out about critical content. Google Alerts are also a useful tool for checking how your reputation is doing. To do this, simply enter the keyword that interests you when new content is added and you will automatically receive notifications in your e-mail box as soon as the corresponding content appears. Alternatively, you can of course also use individual web monitoring, although this is usually not free of charge.
2. Search engine optimization
The search results also play a major role in reputation management. Many potential customers or employees search for your company online when considering a collaboration. Therefore it is important that you are found directly on the first page and that the results are positive. Negative search results have a deterrent effect and can lead to the potential customer or employee looking around at a competitor’s business and offers.
For you, this means that you should create a company profile on the usual networks and at the same time place some entries in serious and professionally relevant yellow pages. These positive or neutral entries strengthen your reputation on the net and offer good protection against negative reviews if there are numerous links between them. It may be advisable to create separate, independent websites for some topics, which thus generate new search results by not being directly linked to the company website.
3. Collect bonus points with your own website
Your own website is your business card on the net and thus the central contact point for everyone who wants to receive information about your company. The first impression should be right. So what is particularly important?
Your site should list facts that concern your company, i.e. size, management and corporate philosophy and of course the services offered. What should also not be missing are the successes, show examples that illustrate why your company stands out from the competition. Mention important partners and awards you have won, that creates trust with potential customers. This also includes seals from trustworthy testing agencies.
Have you recently had positive press? Then you should mention that on your website. Links to the article or your own summaries in the news section are useful. This increases the ranking of press articles and can lead to a negative search result being pushed down in the ranking.
4. Dealing with criticism
Being criticized is rarely a pleasure, but dealing with criticism professionally is extremely important. Try to approach the statement objectively and question whether the criticism is possibly justified. Never let emotions such as anger and resentment guide you! Nevertheless, you should react to the evaluation as quickly as possible. If the negative evaluation is justified, stand by it and try to clarify the facts. A public comment can also be very helpful.
Getting positive reviews is not as difficult as you might think. If you know that a customer is obviously satisfied, you can ask them to leave a positive review. Promotions such as coupon codes or discounts on the next order can be an incentive for customers to leave a constructive review.