Reputation: what is it and how to work with it
Posted: Sun Jan 12, 2025 6:30 am
Online Reputation Management (ORM) is the process of managing online reputation, which involves creating and maintaining the image of a company, product or person online. ORM tasks vary depending on the current state of the brand: if the reputation is negative, it needs to be improved, and if it is positive, it needs to be maintained. For a new company, it is important to create its image from the very beginning.
Online brand reputation plays a key role in interactions truemoney database with consumers and has a significant impact on their purchasing behavior. Research shows that the majority of users (45%) turn to search engines to find information about new brands, and for 65%, the presence of reviews is a determining factor in making a purchase decision. The lack of information and positive reviews can alienate up to 50% of potential customers.
Negative blogger reviews can significantly reduce the attractiveness of a brand to 41% of the audience. Therefore, it is important to actively manage the company's online reputation to form a positive perception and attract new customers.
The reputation management process includes analyzing the current state of the brand, developing a strategy, implementing it and monitoring the results.
At the first stage, analytics are carried out, during which the company’s strengths and weaknesses are identified, user comments on social networks and reviews on various platforms are analyzed.
At the next stage, an action plan is developed, including the selection of the optimal format for communication with the audience, content creation, selection of publication platforms and development of a content plan. Criteria for responding to reviews and comments are also determined, and a response matrix is developed.
At the third stage of implementing the set tasks for managing the brand's reputation on the Internet, the team of specialists works at full capacity. Optimizers build a search engine promotion strategy, researching the market and forming a list of key queries for the semantic core. Analysts carefully analyze data about the company, products and managers to create an effective content plan for copywriters. Online reputation management specialists actively participate in registering the company on various resources, create and actively manage accounts on social networks, interact with the audience, stimulating the posting of positive reviews and fighting negativity. And the team of content managers, editors and copywriters creates high-quality, attractive content about the company, its values and products every day to attract attention and improve the brand image. Project managers are responsible for coordinating all the team's efforts and adjusting the strategy if necessary to achieve the desired results.
At the fourth stage - monitoring, online reputation specialists actively monitor brand mentions. Every day, they analyze the company's positions in search engines, study changes in the number and tone of mentions, study user reviews of the brand and its rating in search results. Based on the monitoring results, the project manager can decide to adjust the strategy or continue working according to the approved plan. Let's take a closer look at the existing ways to track brand mentions and what tools help automate this process.
Online brand reputation management is an ongoing process that requires careful analysis, strategic planning, and prompt response to changes in the online environment. It is necessary to constantly work on improving the company's image and maintaining a positive public opinion about it.
Thus, the following conclusions can be drawn:
Online brand reputation management is an important strategic task that requires precise planning and execution. A team of specialists, including optimizers, analysts, SMM and ORM specialists, content managers and project managers, work together to ensure successful brand reputation management.
Optimizers and analysts develop a strategy for key queries, while SMM and ORM specialists register the company in various services, create accounts in social networks and interact with the audience. Content managers and copywriters create high-quality content that reflects the positive aspects of the company.
Project managers play a key role in coordinating the work of specialists and adjusting the strategy if necessary. Monitoring the results of work allows you to evaluate the effectiveness of actions and take the necessary measures to improve the brand's reputation.
Automated monitoring tools such as Cribrum, Medialogy and Brand Analytics help optimize the process of tracking brand mentions on the Internet and quickly respond to changes in attitudes towards the company. Brand reputation management requires constant attention and a professional approach to ensure a high positive reputation in the eyes of consumers.
Online brand reputation plays a key role in interactions truemoney database with consumers and has a significant impact on their purchasing behavior. Research shows that the majority of users (45%) turn to search engines to find information about new brands, and for 65%, the presence of reviews is a determining factor in making a purchase decision. The lack of information and positive reviews can alienate up to 50% of potential customers.
Negative blogger reviews can significantly reduce the attractiveness of a brand to 41% of the audience. Therefore, it is important to actively manage the company's online reputation to form a positive perception and attract new customers.
The reputation management process includes analyzing the current state of the brand, developing a strategy, implementing it and monitoring the results.
At the first stage, analytics are carried out, during which the company’s strengths and weaknesses are identified, user comments on social networks and reviews on various platforms are analyzed.
At the next stage, an action plan is developed, including the selection of the optimal format for communication with the audience, content creation, selection of publication platforms and development of a content plan. Criteria for responding to reviews and comments are also determined, and a response matrix is developed.
At the third stage of implementing the set tasks for managing the brand's reputation on the Internet, the team of specialists works at full capacity. Optimizers build a search engine promotion strategy, researching the market and forming a list of key queries for the semantic core. Analysts carefully analyze data about the company, products and managers to create an effective content plan for copywriters. Online reputation management specialists actively participate in registering the company on various resources, create and actively manage accounts on social networks, interact with the audience, stimulating the posting of positive reviews and fighting negativity. And the team of content managers, editors and copywriters creates high-quality, attractive content about the company, its values and products every day to attract attention and improve the brand image. Project managers are responsible for coordinating all the team's efforts and adjusting the strategy if necessary to achieve the desired results.
At the fourth stage - monitoring, online reputation specialists actively monitor brand mentions. Every day, they analyze the company's positions in search engines, study changes in the number and tone of mentions, study user reviews of the brand and its rating in search results. Based on the monitoring results, the project manager can decide to adjust the strategy or continue working according to the approved plan. Let's take a closer look at the existing ways to track brand mentions and what tools help automate this process.
Online brand reputation management is an ongoing process that requires careful analysis, strategic planning, and prompt response to changes in the online environment. It is necessary to constantly work on improving the company's image and maintaining a positive public opinion about it.
Thus, the following conclusions can be drawn:
Online brand reputation management is an important strategic task that requires precise planning and execution. A team of specialists, including optimizers, analysts, SMM and ORM specialists, content managers and project managers, work together to ensure successful brand reputation management.
Optimizers and analysts develop a strategy for key queries, while SMM and ORM specialists register the company in various services, create accounts in social networks and interact with the audience. Content managers and copywriters create high-quality content that reflects the positive aspects of the company.
Project managers play a key role in coordinating the work of specialists and adjusting the strategy if necessary. Monitoring the results of work allows you to evaluate the effectiveness of actions and take the necessary measures to improve the brand's reputation.
Automated monitoring tools such as Cribrum, Medialogy and Brand Analytics help optimize the process of tracking brand mentions on the Internet and quickly respond to changes in attitudes towards the company. Brand reputation management requires constant attention and a professional approach to ensure a high positive reputation in the eyes of consumers.