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kaizenreputation · 3 years ago

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The Development of an Effective Brand Reputation Management Strategy

Reputations don't happen overnight, but they can change in an instant - particularly in this day and age. While traditional media, PR, and advertising have traditionally played a large role in shaping a brand's reputation, social media has changed the game entirely. A growing number of companies are investing in brand reputation management.

Describe the concept of Online Reputation Management.

Online reputation management (ORM) is the process by which companies attempt to control and improve how their brands are perceived by others. Companies can handle these efforts internally or hire an outside firm to help. The management of reputations is now playing a crucial role in company strategies, with studies showing three out of four consumers trust a company more if it has good reputations.

Furthermore, there are countless social media horror stories (which have cost companies their reputation and bottom line). Combined, these factors have transformed brand reputation management into a thriving industry.

A Model for Managing Your Brand's Reputation

According to Gini Dietrich's marketing and public relations blog Spin Sucks, the PESO model identifies the four types of media that help brands build identity and authority in today's digital landscape. There has been a surge of interest in the model in marketing and brand management. Not only does it show how each channel works independently, but it also shows how each channel works with other channels within the model.

Here's some additional information regarding the four types of media found in the PESO model.

Publications paid for by advertisers

Marketing that a company pays for is called paid media. This used to be only traditional media such as television, radio, and print, but nowadays it is mostly digital media such as PPC ads, social media ads, and search engine marketing (SEM).

Paid Media

Earned media is also known as publicity. These types of free media aren't paid for. Instead, their actions (whether good or bad) earn them this attention. It may take the form of news coverage or reporting, or the mention of and link to an online story.

Publications shared online

Content shared on social media is shared media. It is mostly user-generated content (UGC), such as images, videos, and text (such as reviews) attached to a company or its products that have been posted by other users on various online platforms. The term "shared media" also refers to content shared between multiple owners (e.g., co-branding).

In-house media

An owned media channel is any content controlled by a brand, such as a website, blog, or social network. An organization with more owned media channels will have a larger digital marketing footprint, which means more ability to reach and influence consumers.

Below is a PESO model that has become widely accepted by the brand management and marketing industry. In addition to showing how each channel operates individually, it also shows how they interact with other channels in the model.

It's Important to Manage Online Brand Reputation

It wasn't so long ago that people's opinions about a company generally had to travel by word of mouth (a conversation between people). Thanks to social media, opinions travel faster than ever before, and get to a wider audience. A brand can benefit from positive messages, but a negative one can be a PR nightmare. Due to people's freedom to post anything they want, companies can lose control of their brand's reputation.

By creating content and building domain names, you can improve your reputation on search engines like Google and Yahoo. Social media, however, is uncontrollable," said Juda Engelmayer, president and partner at HeraldPR, a full-service public relations and communications agency based in New York. "People can tweet whatever they want, or they can post something negative on Facebook or Yelp. Such a change can have a profound effect on search engines."

In contrast to its Google search ranking, a company cannot control individuals who post negative comments about its brand on social media. This is why online reputation management is vital; studies indicate that 54% of digital marketers consider ORM “very necessary” for their success.

ORM is not only about monitoring social media. It's also about developing an engagement strategy for customers, how to inspire conversation around your brand, how you will position your brand online, and what content you will create to attract customers.

Ten Online Reputation Management Best Practices

Neil Patel, entrepreneur, web influencer, and New York Times bestselling author, is at the top of the chart when it comes to understanding digital marketing. We have compiled a list of ten commandments he created for Online Reputation Management services in Canada.

1. Have a good reputation

Trust is a perishable asset that is hard to acquire. For this to happen, you should be able to create an emotional connection with your business by providing valuable content and knowledge for free.

2. Be radical in transparency

Transparency means allowing employees to talk about products and services publicly, honestly answering customer questions, asking for customer feedback, and not hiding criticism – but addressing it publicly.

3. Keep an eye on what they are saying about you

In addition to letting you know when your brand has been mentioned, and allowing you to respond if the comment is negative, the alerts can also generate business. People today often ask you questions on social media before making a buying decision. There's no better time than that to jump in with your solutions.

4. Respond promptly and politely

Complaints can be handled easily in some cases. Others may require more thought and research. Regardless, you should respond quickly. We are working on the problem and will contact you as soon as we can." is better than a late response that offers more information.

5. Dealing with criticism

You are bound to receive criticism when you put yourself on social media. But how you handle it will determine your brand reputation. The Startup illustrates five ways to deal with negative comments.

Be humble and make fun of yourself

Refuting the criticism in a playful way (the customer is wrong, so you'll want to refute it - but lightheartedly so that you don't enrage them more)

Excessively gracious (this encourages people to feel heard, rendering them ineffective if they are trolling)

Keeping a positive attitude about the situation (as long as you offer a solution),

Admit your mistake, apologize, and offer your solution (probably safest).

It will depend on the situation, of course, so check out their blog.

6. Use your Google Page 1 like a business card

There is a tendency for people to judge a book by its cover. The page one of a search for your brand can be severely damaged by negative reviews and words such as "scam" or "rip off" (more about this in a bit).

7. Learn to understand your detractors

Even when consumers criticize, it is a chance for consumers to learn. You may be able to refine your marketing messages, alter your manufacturing processes, and more by listening to your detractors. Such actions can help you to build your brand and profit.

8. Counter-attack your illegitimate attackers

The right to free speech online certainly exists, but defamatory language, false information, and threatening language can sometimes be taken too far. You may want to seek legal counsel and conduct a cyber investigation in these cases.

9. Acknowledge and Correct Your Mistakes

Taking your mistakes as stepping stones to learning will help you avoid repeating them in the future. For example, some companies simply hand off social media duties to a young intern (after all, they’ll understand this stuff). Throughout the years, this has led to many social media gaffes. Afterwards, the company is forced to spend time and money on damage control. It's a wise decision to hire a social media expert who understands your brand!

10. Don't be afraid to ask for assistance if needed

You can request help from a top ORM company in Canada to maintain possitive reputation, if your efforts are not sufficient to protect or restore your brand image.

#reputationmanagement #orm services #brand reputation #kaizenreputation

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