Written by: Richard Fong
Published on April 16, 2013
Published on April 16, 2013
The manner in which you manage your online reputation will play strategically into the overall success of your business efforts.
From an internet professional’s definition, online reputation management (ORM) is the way your brand is perceived based on internet search results.
Plain ‘Reputation Management’ has been around in the PR world a long time, but is usually applied to big brands with the big-budget for advertising-agency led mediums of print-tv-radio.
In the Internet age, where brands and companies of any scale are given a once-over by their audience from a 2-minute Google search, the online identity has become the more important reputation that needs managing.
The scale does not matter as virtually anybody now has an online reputation. If huge organizations (multinational brands, government entities, celebrities) hire their own team just to manage their social media), a small to midsized business will do well to come up with its own online reputation policy.
It’s not so difficult after all. Grounding all these is a simple value for common sense.
As one begins, an examination of both internal and external activities is necessary to shape the kind of reputation that will equal positive mindshare within your audience. Keep the following recommendations in mind:
Pinpoint areas where opportunities to affect your reputation happens
Though there are some general ORM principles applicable across the board, every business requires a unique strategy tailored to its individual needs and activities.
Three essential ORM questions to get you going, no matter the scale or industry:
For instance, do you run a customer-centered business, such as a place where people go for food or frequent service (examples: a restaurant or salon)? Then you need to be conscious what your audience says about your brand on review websites like Yelp or Google Local. Personal blog reviews also count here.
On the other hand, if your brand involves a team that delivers customer service (a nursing home, a car repair facility, a call center) then you need to be careful that your team members make use of social media in an appropriate manner.
This step will consume a chunk of time. Take an entire afternoon to determine your actual reputaton on the internet, warts and all. Start by searching the following:
Go beyond a Google search. Key in the same on Twitter, Facebook, popular review sites, and blogs.
Rule of thumb: Good regard for customers is the centerpiece of great ORM
Before one even busy yourself with social media or anything that takes place online, make absolute sure your customer support operation is well oiled. The best impressions (both offline and online) come from satisfied customers.
Below outlined are a couple of ORM steps you can take from the outside:
As I end, I’d like to cite the one important ORP strategy you need to cultivate from inside.
Carefully craft social media policies for employees.
Empower your team members by offering a social media policy that underscores the positive things they can do. Too often, employees are told to veer away from social media with the threat of regulation. Do the opposite and encourage your internal team members to use the medium to bring good to the brand, of course within appropriate limits.
This business approach also lends itself well when applied to personal reputation management. Modified accordingly, they do a double job of keeping your online as well as personal reputation in good stead. Learn more Los Angeles search engine optimization.