Reputation management - priority number 1?

Reputation management it is something that cannot be overlooked in any business. We all know that today's customers search for products and services online. They use review platforms, social media, browse the company website. All this to form opinions about the product they are looking for. Ultimately, they often buy the one backed by the company whose reputation will convince them the most.

A favorable opinion of customers about the company is not something that is gained permanently. It may change for reasons such as where a business is displayed in search results, the layout and content of the site, presence on social media, and the influence of opinions or rankings posted on the web. Whether companies know it or not, their reputation matters. The good news is that it is manageable.

Reputation management - definition

The company's reputation is built over many years, and unfortunately it can be lost very quickly. That is why proper reputation management is so important. The definition explains that it is the practice of influencing the perception of the company and its brands by potential customers and the entire environment. Tasks focus primarily on the constant monitoring of opinions, reviews and the use of opportunities to improve them. 

Some people consider it a public relations activity, although in fact it is a separate category. For this reason, every company should implement reputation management. The definition emphasizes the importance of reputation in companies. It is thanks to her that you can constantly attract new customers and keep those loyal ones with you. Reputation management is nothing more than working in the areas of customer experience, social media, online ratings and reviews, and customer satisfaction. It is based on constant monitoring of how consumers perceive you in order to improve the image of your brand. Nowadays, it mainly concerns opinions on the Internet - on Google or other online platforms.

Importance of reputation management for the company

Ironically, the term reputation management does not have the best reputation. Many brands and companies treat them a bit like crisis management. It's not something they think about until there is a problem. Imagine, the reader, that you have been building your business for years. You invested time, sweat and tears. You missed going out to party and Netflix evenings, but you fought bravely for success. You finally feel you've reached the point where you can finally relax ... until the day the phones go silent, new customers are gone and you can't understand why?

You still seem to provide a great product and your existing customers love you, but your business is having problems. Finally, you learn from one of them that there are a lot of negative reviews on the web about your company. You realize that an online company's reputation paints a distorted picture of reality. Unfortunately, this "illusory vision" kills your business quite realistically. While this scenario may seem far-fetched, it turns out that such a situation applies to hundreds, if not thousands of companies in the country.  

In a world where consumers have immediate and full access to information at their fingertips, there is a huge shift in the way people think about reputation, both personally and professionally. Much depends on the company's approach to reputation management. The mentions, comments, recommendations and reviews that make up it do not have to be the center of the problems. They may as well be a value center for brands and companies. Online reputation is a major differentiator for an organization in the marketplace, whether the company sells vegetables locally or exports clothing worldwide.

More and more entities are aware of this fact: each day their reputation opens up new opportunities for them or directs potential customers to their competitors. So companies cannot view reputation management as it does crisis management - we will react as it happens. They should think of their reputation as a permanent competitive advantage. It is, after all, the engine of their growth and prosperity, a strategic asset. Reputation management must therefore become one of the key elements of a marketing strategy.  

Reputation management - what tools to use? 

What people say about an online business becomes the most important reflection of its quality, reliability and skill no matter what the business does. In the latest Nielsen Global Trust in Advertising study 66% global consumers indicated that when making a purchasing decision trusts internet reviews. Even though these come from strangers. Therefore, it is worth repeating - reputation management should be the No. 1 marketing priority of any company.  

Most business owners are unaware that consumers want information to help them know they are making the best, most legitimate purchase. Today, much of that trust comes in the form of online reviews reflecting the experiences of others. Companies have social media monitoring tools at their disposal to "measure" online reputation. They allow you to track public statements containing specific keywords, which is why they are also called social listening tools.

It is obvious that it would be impossible to manually scour the Internet for unflattering posts, articles, tweeds or other types of entries and judge what the general opinion about the brand is based on. Fortunately, the most advanced social media monitoring tools today are equipped with tone analysis features. They can automatically detect the overtones and the message of each of them. Thanks to this, the company is able to quickly identify its strengths and weaknesses - or rather, how the environment perceives them. 

How to manage your online reputation? 

When it comes to playing an active role in developing, building and protecting your online reputation, there are five things to keep in mind. One of them is range. While it may seem that a few positive reviews on Google are enough, a comprehensive approach to managing online reviews will bring much better results. Think of a well-known company or person who does not currently have the best ratings. Google it and you'll understand what I'm talking about. You can find entries about it in many corners of the web.

Another thing is to make sure they are online real reviews real customers. Even if it seems tempting to cheat the system by posting a few flattering reviews. Not only is it unethical to manage your reputation in this way, it will certainly be exposed, and this could have unintended consequences. Encourage your clients to be as specific as possible in their assessments. The hallmark of fake reviews is vagueness and laconicism.

It turns out that the date of publishing an opinion is also important for search engines. For this reason alone, it is worth taking care of a constant stream of new, positive reviews. In addition, newer entries are a stronger social proof for potential customers than older ones. Timeliness is one thing, and the number of opinions is another. Ask yourself: If one dentist has 25 reviews with an average of 4 stars, and the next best has one 5 star review, who will you call? On the other hand, everything should be balanced. Of course, the better the opinions, the better, but everything within reason. A company with nothing but five-star ratings may look dodgy, but generally speaking, the more favorable the reviews, the better. 

Reputation management - the most common mistakes

There are 3 common mistakes companies can make when trying to manage or repair their reputation. One of them is the previously mentioned paying for posting positive reviews. You don't have to look far to establish cooperation with a company that will take over the management of the client's reputation for a fee. It will create multiple social media accounts and post positive but fake reviews online. This strategy fails, also because of public relationsbecause, in fact, it will most likely damage the company's reputation eventually.

In addition, the law provides for penalties for dishonest opinion-forming Internet users, both if the opinions are negative and positive. This type of scandal will certainly not benefit any company. Another error is the so-called feeding the trolls. Internet users who are constantly looking for opportunities to post harmful or defamatory comments are known under this name. What for? To provoke a reaction from other people. Therefore, it is not worth entering into a discussion if the comment seems particularly scathing.  

Many reputations have been ruined when company representatives write too much on social media or on another site. Doing so makes them and the company look unprofessional and people start to turn away from them. Instead, it is better to encourage the author of the comment to contact the company directly, e.g. by private message. On the other side of the scale is reputation management based on ignoring the customer. And after all, it's customers who decide whether a company is to be or not to be, so this tactic means a shot in the knee.

If the client is angry or upset, ignoring it is not the right thing for the 100%. Then it looks as if the company just doesn't care about his problem. It is worth reacting and always try to answer dissatisfied customers. As a result, people will be more likely to see the company in a more positive light, which will translate into a better reputation. 

What is the purpose of corporate reputation management?

Before we get down to the main goals of the corporate reputation management process, it's worth explaining what reputation actually is.

The term reputation covers all subjective perceptions consisting of objective opinions, views and judgments of individuals, groups, institutions, organizations, etc. There are two forms of understanding reputation in the literature. The first identifies reputation with the concept of image. According to the second, reputation is something that influences the image (according to some, there is no connection between the two concepts). In marketing terms, reputation is defined as a trait that determines the associations a person has with a brand. Reputation expresses what others think about the company - about its activities, etc. Opinions are based on the individual experiences of recipients and information from other people associated with the company.

The concept of reputation can be understood as its measurable value - a value that helps (or makes it difficult if it is tarnished) to achieve sales and marketing goals, build an advantage in the market and increase competitiveness.

Reputation management is about building and maintaining a positive opinion of recipients about the company. These are activities aimed at developing a good image of the company, its modification when it is tarnished and defense in crisis situations.

Reputation management consists of four processes:

• developing the identity of the company that will have a positive impact on its image in the eyes of customers,
• effective management of relationships with recipients (in this case with customers),
• gaining their trust, meeting their expectations,
• maintaining a constant dialogue with the target group.

The identity of the enterprise it is his personality, all the norms, values he adheres to, organizational culture, internal rules and other elements that create them. Identity largely determines how customers will perceive the company. The image has a significant impact on the company's reputation. It is therefore important to take care of a strong corporate identity that will create a positive one brand image in the eyes of customers.

Managing relationships with customers is about defining target groups, choosing the language, form and channels of communication, and creating strong ties.

Another element of reputation management is gaining the trust of recipients by implementing specific activities. The company should pursue its goals, act in accordance with its mission, and at the same time take care to meet the expectations of its recipients.

The company should maintain a constant dialogue with its customers at all times. Listen carefully to their needs and expectations. The aim is to understand their intentions, get to know and accept their suggestions, and then modify the identity, organizational culture and other elements of identity in such a way as to maintain the reputation at the highest possible level.

Reputation management on social media

Creating an image in social media is a demanding, time-consuming process. However, it is definitely worth getting involved in. Social media - due to their popularity, global reach, interactivity and variety of forms of communication - are an inseparable element of functioning on the market. Through them, you can reach a wide range of potential customers, create brand awareness and build competitiveness.

Social media can play an important role in managing a company's reputation. Social media is the easiest and fastest way to reach your audience - and as we mentioned before, building relationships and maintaining dialogue with customers are important elements of reputation management. Efficient communication of the company with customers via social media is one of the foundations of shaping the company's good reputation.

Reputation management on social media is a complex process that consists in carrying out specific, deliberate actions, constantly monitoring the situation and introducing improvements to your strategy. How to manage your reputation in social media?

• Professional, direct communication.

The first important element is to conduct an open, direct dialogue with customers. Many audiences believe that social media is the fastest way to contact a brand. This is where customers leave their opinions, as well as report problems and complaints.

Comments about the company

Especially in the second case, you should take care of thoughtful, direct feedback. Adverse comments should not be ignored. You have to focus on customer problems. Each entry must be answered by directing a conversation to an e-mail or private message. A 1-on-1 dialogue with a dissatisfied customer is a sign of professionalism. Moreover, a face-to-face conversation is a chance to prepare informed answers.

• Positive image.

When creating an image in social media, what counts is commitment, regularity and constant interaction with the target group. The company that fosters relationships with its clients and cares for consistency and uniformity of the content created has the best chance of achieving success and efficient reputation management.

• Bigger idea.

Selling should not be the main focus of the business. A brand with a deeper idea behind its activity will be better perceived by its recipients. How to use social media for this? For example, you can get involved in social and charity campaigns, use the power of the Internet to "sow good", promote activities for the local community, etc.

• Recommendations.

Implementing a recommendation system in social media is a great way to manage your online reputation. It is worth encouraging customers to leave their opinions and share their positive experiences in contacts with the brand. A large number of favorable reviews can positively affect consumer confidence in the brand and, consequently, improve its reputation and keep it high.

Recommendation marketing as a form of company reputation management

Recommendation marketing can be an effective tool for the effective management of a company's online reputation. According to the data, opinions about a brand on the Internet have a huge impact on its image. The way the company is perceived by others depends to a large extent on whether the brand will win new customers and thus be successful on the market. Research shows that most consumers read online reviews before deciding to buy a specific product, use a service, or start working with a brand. Internet users believe in the authenticity of the recommendation. Why? Because they were published by "real" people who took advantage of the brand's offer, had contact with it. Their opinions are credible, based on real experiences.

Positive comments prove that it is worth trusting a given company. However, how to motivate customers to leave positive feedback?

Customer Recommendations can be divided into two groups of opinions. One of them is "organic" opinions, ie comments posted by customers of their own free will. On the other hand, "generated" opinions are comments issued after the brand encouraged the customer.

"Organic" opinions are nothing more than spontaneous reviews of satisfied (or dissatisfied) customers. For the recipient to voluntarily express a favorable opinion, their experience with the brand must be positive. The key to achieving such a state is offering products / services of the highest possible quality, taking care of excellent standards of customer service, immediate response to all inquiries and problems of consumers, fast execution of orders / orders.

Unfortunately, it often happens that, even despite the highest standards of service and taking care of positive experiences of all customers, there are not many spontaneous opinions. In this case, it is worth implementing thoughtful marketing of "generated" recommendations. Various techniques and tools can be used for this.

The most popular is the system of automatic messages to customers with a reminder to issue an opinion about the product / brand / service. An incentive to leave your review may be, for example, a discount code for subsequent purchases or services. Other forms of recommendation marketing are: affiliate programs, ambassador programs, or social marketing (creating relationships between the company and the audience).

Why is reputation management profitable?

Managing a company's reputation requires strategy. You need to have a system for entering and collecting reviews, develop a reputation marketing culture and processes. Investment in these areas will pay off in the form of new customers attracted by the brand. However, there is one more "hidden" benefit of having an excellent online reputation: defending the price of the products/services offered. Almost every company has been fighting for it for years in a world of ubiquitous competition. Imagine how easy it will be to answer the question "Why should I pay more for your product/service?". You can then simply reply "Have you looked online to see what our customers are saying?" 

Companies must be able to harness the power of a five-star reputation. Especially if this one was earned through hard work. Can it be allowed to be forgotten by one dissatisfied customer or competitor? How to prevent it? Reputation management is all about developing a system to make your brand's biggest fans louder than your biggest enemies. 

Regardless of the size of your company, everyone - potential customers, accidental recipients, competitors - is talking about you. Operating for years as PR agency we are convinced of it. They tweet about your latest product, leave a comment on your blog, post on Facebook, share their experiences, and more. If you think you can ignore it, or that you can get by without considering other people's votes, opinions, and reviews, think again.