The growing importance of the Internet is now forcing businesses, but also individuals, to worry about their reputation on the Web. The image of a brand or a product on the Internet is at the heart of any marketing strategy of a company. Thus, it is important to recognize, evaluate the comments, and thus to audit in a timely manner to ideally support your reputation and this in the long term. The management of e-reputation offers different approaches to avoid obtaining a negative reputation on the Web, we also speak of online reputation management (ORM). To be able to react to a bad review tsunami, we explain the different techniques of good online review management (e-reputation management) and offer advice on how to improve your cyber reputation.
What is online review management?
E-reputation is today a subcategory of public relations while becoming a discipline of its own. The role of public relations is above all to maintain contact with the media and to provide new information that brings positive value to the image of society. The traditional tools of public relations are press conferences as well as press releases. However, the Internet has become a powerful medium in which it is increasingly difficult to distinguish between producers and recipients of content. There is no need for relationships in news agencies or going through traditional media to affect and influence the image of a business. Using social media, it is indeed possible to quickly write a sharp comment, for example to an existing message, and to share it, which can spread it at lightning speed especially if the comment finds sufficient resonance. Thus, opinions can spread quickly without the public relations department being able to really react. It is therefore the role of e-reputation management to devote itself to the management of social networks and the World Wide Web in general and to take up these new challenges.
Why is online review management important?
Good e-reputation management guarantees a company a positive image in the long term. The benefits are obvious and numerous, but what are they based on? In which areas do opinions play an essential role in businesses? From an economic point of view, the following benefits result from a positive image or a good online reputation:
- Increase reach: a good reputation rarely remains confidential and the best publicity is often word of mouth. With a positive reputation, customers are the best ambassadors for a brand in order to attract new customers to your online channels.
- Increase sales: reach alone is not enough, it must be supplemented by prospects and sales. A good reputation will guarantee more prospects and sales because it will bring and strengthen confidence. For example, undecided potential customers who know little or nothing about your brand can be convinced by reading positive comments from other customers about your products or services.
- Recruitment: Not only does a good reputation on the Web help to reach new customer groups but also to attract qualified workers and talents. So reputation on the web has an impact on the human resources department. Positive online comments about your company will also influence the image of your company in the eyes of potential candidates to fill vacancies and can also sometimes be an asset in recruiting new talents (talent war).
- Market value: the reputation of a brand obviously has an influence on its value. Investors are interested in the image of a company and its reception to an audience. The search for investors is often vital for many companies and especially for start-ups.
Now that you know the importance of online review management and some techniques on how to go about it, get in touch with experts in the subject to leverage your review strategy.