Nearly every detail you’d need to know about a business can be found online. From hours of operation to location, featured products and current promotions, information is just one click away. Along with customers finding general business information online, reviews play a role in not only how they view your brand – but how they decide to do business.
With consumers relying heavily on online reviews to make purchasing decisions, developing a thoughtful online reputation management strategy is paramount. In fact, 88% of consumers perform online research before making a purchase, so maintaining a positive online presence can leave a good impression for business. In this blog post, Buckingham will provide insights on verifying review platforms and accounts, discuss how often reviews should be monitored, and share best practices for responding to reviews – all with the intent to maintain a positive, impressionable digital reputation
What Is Online Reputation Management?
Online reputation is the digital reflection of your brand’s credibility and trustworthiness. It is what customers see and consider when deciding whether to engage with your business. Positive reviews can boost your brand, while negative ones can tarnish it. Thus, an effective online reputation management (ORM) strategy is indispensable for businesses of all sizes. It enables you to influence the narrative surrounding your brand and ensures that your online presence accurately reflects your real-world qualities.
How to Develop a Digital Reputation Management Strategy
- Verify Review Platforms and Accounts
In the digital landscape, not all reviews are authentic. Whether your business receives reviews on social media platforms like Facebook, search engines like Google, or employee review websites like Glassdoor, you’re bound to receive a mix of positive and negative reviews. Some may come from pleased customers, while others may come from competitors, trolls, or bots. To maintain a credible online reputation, it’s crucial to verify your business accounts. This gives you the opportunity to respond to, and sometimes report, reviews. Check for signs of fake reviews, such as repetitive language or suspicious profiles. When in doubt, report suspicious activity to the platform administrators.
- Regularly Monitor Reviews
Frequent monitoring of online reviews is essential for staying on top of your online reputation. Set up alerts and notifications to keep you informed whenever a new review is posted. Depending on your industry, daily or weekly checks may suffice. Regular monitoring not only helps you identify and address issues promptly but also allows you to gauge customer sentiment over time. This data can be invaluable for fine-tuning your products or services.
- Respond to All Reviews
Responding to reviews, both positive and negative, is a critical aspect of ORM. When you receive positive feedback, express gratitude and enthusiasm for the customer’s satisfaction. For negative reviews, it’s vital to respond with empathy, understanding, and a commitment to resolving the issue. Avoid being defensive or confrontational; instead, take the conversation offline if necessary. A thoughtful and genuine response can turn a dissatisfied customer into a brand advocate.
In conclusion, online reputation management is an ongoing process that can significantly impact your business’s success. By regularly monitoring reviews, responding effectively, verifying review platforms and accounts, and keeping an eye out for early signs of online defamation against your brand, you can build and maintain a strong online reputation. Remember that a positive online image can lead to increased customer trust, loyalty, and ultimately, business growth.
