by: Dana Chen Fischer
Building an online reputation is quite a challenge but maintaining a good reputation is even more challenging. It involves a lot of doing and that includes effective online reputation management.
There are 3 steps that cover an effective ORM. These are elaborated below:
Step 1: Monitoring
The first step of reputation management includes monitoring of what is happening in and around your brand. The advent of social media allows anyone to give honest feedbacks about products and services that easy without having to worry on restrictions. However, not all you get are good feedbacks. Online discussions (particularly the negative feedbacks) about your brands must be monitored. And because these discussions could be so wide and complex that would take a lot of labor, it is a great help if you have an early warning system of all the news relating to your brand so that you are able to address any feedback easier when needed.
Some monitoring tools you can use:
- Google Alerts
- Social Mention
- Radian 6
- Reputation Defender
Step 2: Analyzing Feedbacks
Because it is not enough to monitor what people are saying about your brand, there is a need for you to analyze carefully the feedbacks as this gives you an opportunity to improve your brand. It is not appropriate to disregard comments particularly when it is negative.
Step 3: Influencing
The last part of online reputation management is influencing. Once you have identified negative feedbacks you need to influence the way people think about your brand. This involves the following approaches:
- Respond to a negative comment with a positive one;
- Select the right social technologies to connect with them;
- Let your company’s tone show you care and that you value their opinion;
- Participate in online discussion - because you can interact with them real time;
- Healthy conversations comprise of both positive and negative feedback.