Reputation management, is the process of tracking an entity's actions and other entities' opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.
The reputation management definition can be separated into three different categories. Obviously, it is managing the reputation of a company, but it can be for a company of any size, whether it is a larger company who wants to self-promote, or a just-established company which wants to get its name out there. With the help of Brick Marketing, you can use any of these types of reputation management:
• Building – This type of reputation management has to do with building the reputation for a business that is just getting started. It includes building a good reputation to maintaining it for your business.
• Maintenance – Reputation management meant to just keep a company’s good image superior in the public eye is called maintenance. This is meant for companies that are already established, and have a good reputation already.
• Recovery – If your business has gotten a bad reputation for any reason, then the recovery portion of reputation management is for you. Brick Marketing works to hide the bad reputation with good marketing and self-promotion.
There are two sides to reputation management:
• Monitoring what people are saying
• Controlling what people see
Monitoring what people say
How often have you had a meal at a restaurant and thought the food was not up to standard, but when the waiter asks how your meal was you say "great thanks". You leave the restaurant vowing never to eat there again and at the same time the restaurant manager thinks you're a happy customer who will come back again. Sound familiar? The Internet is a great way to judge what people think of a particular service or product. People tend to be more honest, the only downside is you are more likely to get negative feedback rather than positive ones as people who have received a very good service very rarely write about it where people who have received a bad service will tell everyone and also write about it.
Controlling what people see
If you can control what people will read this will help manage your reputation online and also help with damage limitation. Damage limitation as you may have guessed is about dealing with negative results on the Internet and reducing the damage it can do to a individual or company.
What are the steps to reputation management?
1. The first step is to see what the actual negative content is and does it have any truth, is it someones opinion or is it a lie or libelous? If it is then hopefully the website can be force to take it down quite quickly.
2. Start a strategy to start pushing out positive content about the company or individual.
3. Monitor the results and improve.
4. Implement measure to stop negative content reaching or staying long on the first page of the search engines.
Depending on the severity of negative content and the key phrases that need protecting will determine how much work and costs are involved. To date we have not lost one client which I think speaks volumes of our Reputation Management service. If you need help please get in touch, all conversations and email are treated in complete confidence.
Online Reputation Management is a very labor intensive process. Any approach that is subtle and yet effective will take time, at least three months, before any progress is really seen. This includes many different strategies, which include social media such as:
• Blogging – Blogs that are updated every day
• Directory listings – Listing a website in directories using optimized keywords
• Direct reviews – Hiring someone to write good reviews of the company on websites
• Online publicity – Syndicated article writing, links, and banners
• Social networking – Posting pages on MySpace.com and Facebook.
Every plan should define reputation management, but it should also be unique to your business. What works for one company may not work for a different one, so be sure to keep your mind open, and accept that with a customized plan of attack, your reputation management will take some time to come to fruition.