Reputation Management: How to Keep Your Business Name in the Clear
Reputation management is the act of endeavoring to shape open view of a person or association by affecting data about that entity, essentially on the web. What creates this need to mold or control shopper perceptions in any association is the reality of how much if disregarded these opinions may hurt an organization’s execution at any moment of the year, a hazard no business person or organization official can afford.
In particular, reputation management includes the observing of the notoriety of an individual or a brand on the web, tending to content which is conceivably harming to it, and utilizing client criticism to attempt to take care of issues before they harm the person’s or image’s reputation. A noteworthy piece of notoriety administration includes stifling negative query items, while featuring positive ones. For organizations, reputation management more often than not includes an endeavor to cross over any barrier between how an organization sees itself and how others see it.
Online Reputation Management
There is a great deal of misinterpretations about reputation management. A few people believe it’s recently online networking checking, while others trust it has a comment with advertising, and still others actually have no clue how it can affect business and deals.
Power has moved far from organizations and toward purchasers with regards to voicing an organization’s promoting message. While organizations used to have the capacity to painstakingly create their message and after that advance it utilizing conventional publicizing strategies. Web-based social networking has generally exchanged that energy to buyers.
This, obviously, has made reputation management much more troublesome for organizations. The sheer number of voices included, and the diffuse idea of remarks, grumblings and negative criticism influence harm to control substantially more troublesome than it at any point used to be.
Offline Reputation Management
Offline reputation management is a way of overseeing open impression of a said substance outside the advanced circle utilizing select obviously characterized controls and measures towards a coveted outcome in a perfect world speaking to what partners think and feel about that element. Wherein, the most well-known controls for disconnected reputation management incorporate social duty, media perceivability, official statements in print media and sponsorship among related channels.
About 80% of individuals report that the web is the primary spot they look when they require data, and more than half are utilizing web crawlers to investigate. While you might want potential clients to associate with showcasing channels you control like your site or web-based social networking accounts, web crawlers enable them to get to an assortment of other data that you don’t control including surveys, web-based social networking posts, purchaser photographs and the sky is the limit from there.
How You Should Deal with Complaints
Friendly organizations have a more noteworthy stake in dealing with their online reputations than any time in recent memory. Potential clients are being influenced by outsider data that a business has no immediate control over. Be that as it may, there’s a distinction between not having direct control what’s more, not having impact. This is where online reputation management becomes an integral factor.
Currently dealing with your online reputation causes you to shape clients’ Impression of your business, impact their choices in your favor and, at last, place more money in your pocket.
Affecting clients’ decisions is best done earlier, investigation illustrates. Web reputation may direct influence the success of your business.
Truth be told, there are a lot of reasons why dealing with your online reputation is basic to your business’ money related well being:
Gathering feedback from all customers gives you a window into your triumphs and deficits. Benefit from the positive remarks and utilize the less shining ones to move forward.
The proverb of “the client is always right” may be true. But, be that as it may, few out of every odd client remark is appropriate for your business. Reacting to criticism from your clients can enable you to feature your business’ distinction between different kinds of feedback and draw in more prospects from your most beneficial target audience. In other words, you can show your clients the way you would like issues to be addressed and influence their feedback and at the same time create a layer of trust between you and your clients, by reacting to the right kind of feedback.
Offer how you’ve upgraded your administrations in light of client input. Indicating you grasp their feelings energizes rehash visits, and draws in new supporters.
Paid ads can only take autonomous organizations up so far. In any case with legitimate online reputation management, you can turn each explorer survey, post and photograph into a free ad to your target clients.
Only a couple of years ago, the web was altogether different. Organizations were not drawing in clients but rather simply pitching to a detached crowd; individuals couldn’t express their voice intensely, and the general correspondence scene was exceptionally “top down.”
The circumstance has fundamentally changed. Today, sites are not any more static pamphlets. Client created content is an unquestionable requirement. Also, standard associations on interpersonal organizations are key to any business achievement.
Regardless of the measure of your business, people are discussing you. They are tweeting about your most recent item, leaving a remark on your blog, posting a Facebook review about their client experience, and considerably more.
Managing Online Reputation
Basically, reputation management is the way toward impacting an organization or person’s reputation. As of late, reputation management has turned out to be synonymous with online reputation management; when the term is utilized now, it’s principally used to oversee query items for mark questions and negative reviews on social media and on the web in general.
Research Your Reputation First
Before being able to manage your online reputation you must first know what kind of reputation you already have and where exactly is the damage done? This can be done through extensive research on your own company or private name.
1. Anonymous Google Search
The initial phase in surveying your online reputation is to scan for your name. However, you need to do this the correct way.
If you essentially open your program and begin writing, you’ll most likely get results that are unique in relation to what other individuals see. That is on the grounds that your indexed lists are affected by past searches and different variables identified with your search history.
You can never foresee precisely what another person will see, however you can begin from a clear slate, which will give you a feeling of what individuals who don’t have any acquaintance with you extremely well are probably going to discover. Here are a few ways to do that:
Open a browser you don’t typically use
For instance, on the off chance that you typically use Chrome, try using Opera or Safari or Internet Explorer.
Visit google.com and look at the upper right of the program window. You will either observe a “sign in” catch or a round picture or symbol. You need the “sign in” catch. In the event that you don’t see it, tap on the round picture and select “sign out”.
Clear your program cache
Marking out diminishes the effect of customized data, however following treats and other information put away in your program can in any case impact your indexed lists. To dispose of those, you have to clear your program store. Guidelines shift contingent upon your program, however there’s an up and coming rundown of directions for every single significant program at RefreshYourCache.com. Take after those guidelines previously proceeding to the subsequent stage.
Scan for your name on Google
You’ll need to begin with the most normally used variant of your name. For example, if your name is Arthur however you pass by Archie, at that point search for Archie. Investigate the greater part of the connections on the initial two pages, yet abstain from tapping on them. Be particularly cautious not to tap on any connections that look possibly negative or spammy.
Count the outcomes
Record what number of destinations you control, what number of are quality wellsprings of data, and what you think the conclusion of each site is.
2. Look for Different Keywords and Other Sites
That underlying hunt will give you a general outline of what’s associated with your name. All things considered, a few people may look for you in other ways.
You ought to likewise direct some time to search on other outlets and websites, counting up the outcomes for each as you did above.
You’ll have to decide whether these search engines are important to you. Statistically, they get less than one third as many searches as Google. That said, maybe the people searching for you use Bing more than Google, so it’s worth at least taking a look to see if there’s anything new or significantly different there.
Search for different versions of your name, including misspellings. Also search for your name along with your profession or some other pertinent detail about your life that other people are likely to know or care about.
Find Related Keywords
In the searches you’ve done so far, are there words or ideas that come up regularly? For instance, let’s say you gave a presentation at a conference or trade show, and references to that event show up frequently in your results. This is a sign that people associate your name with that event. Search for “your name + event” to see what other materials appear.
Look at Other Types of Websites
If you run a business, you should check out professional forums, review sites, and other non-search resources that people might access directly.
3. Check Search Volume
By this point, you have made two lists:
- Terms that people use to find information about you.
- The most common results that people find, as well as how positive or negative they are.
You now need to find out how many people are searching for you. This gives you a sense of how difficult it will be to influence your search results.
To estimate search volume, use a keyword research tool. There are many of them out there, mostly designed for online advertising. Among the easiest to use is Google’s free tool, part of its Adwords program. Of course, we’re not planning on running any ads, but we can still use the tool for our purposes. Here’s how:
Sign-up at adwords.google.com
Google will ask you to fill out some information that is not really important to your goal here, since Adwords is designed for online advertising. Simply select anything and click next. There’s no need to enter a credit card number or fill out additional payment information.
Go to Keyword Planner
You’ll find this under the “Tools” menu. Google will give you a few options to choose from, including “Get search volume data and trends.” Choose that option.
Enter your search terms
Input all of the name variations you uncovered above, one per line, then click “Get search volume.” Google will give out a spreadsheet of results. The column that matters the most is “average monthly searches.” The numbers displayed here will give you an idea of how much interest there is in the names you looked for. Record these numbers.
Assess the Search Competitiveness
Unfortunately, the column called “Competition” is not really useful for you, because it measures how many people are bidding for ads on the search term. Unless your name is a brand, whether you’re a celebrity or well known, there’s probably nobody advertising on your name. The better measure of competitiveness for online reputation purposes is average monthly searches, which we recorded in the last step. Here’s how to interpret your results:
- LESS THAN 50. Either there is too little data to measure, or you have a very non-competitive name. It should be easy to create changes related to that name
- BETWEEN 50-200. This is a moderately competitive search term that people often search for, but still it can be relatively easy to influence or change.
- OVER 200. For anyone other than a public figure, this is a very high volume and will prove to be quite difficult to change or influence.
The search volume numbers you’re likely to see as an individual are very low compared to search volumes for more generic terms, companies, or products. That is a good thing when it comes to affecting online reputation, but it also means you need to follow specific strategies to reputation management, not just general SEO tactics.
4. Understand The Situation
You now own enough input to analyze the general picture of your online reputation. The next step is to take that information and use it to answer the following questions:
- How many of the top sites in your search results do you control?
- What are the types of websites that appear in your results?
- How many people are looking for you online?
- Do most people find you through search engines or other third-party sites?
- Is the general tone of your online reputation positive or negative?
There is no one formula to determine the “right” balance of control, content, and sentiment. Your online reputation needs will, to a certain extent, be determined by the specifics of your professional and personal life.
However, there are some general categories of online reputation that most people fall into, each with certain advantages and vulnerabilities. Which is closest to your situation?
Little Online Presence
If your online reputation is relatively subtle, that isn’t bad but also isn’t good. On one hand, there is little negative or misleading information about you. On the other hand, your search results are not very trustworthy. If a post would to appear that is negative or untrue, it will probably shoot straight to the top of the search results. This means you are very susceptible to reputation damage, but also to reputation management.
If most of the search results are about your professional life or business in general, that means you can control these results.
This type of online reputation is perfect. It makes it easy for people to see your business accurately. Check the diversity of your results: are most of the links from similar types of sites, or are they from a range of sources? For example, a lawyer’s search results would ideally include their website, a few different review sites, some professional listings, law education videos, and perhaps a licensing entry. Search engines like to see a diverse range of content, so if all of your sites are more or less similar, that’s a problem. Any negative or misguiding link may be able to make it to the first page because it’s simply different.
Unclear or Variating Presence
If one or more of the results are damaging or misleading, you control some sites in your results.
This type of online reputation happens when another person uses your same name. If that person has been portrayed negatively in the news, arrested for example, or appears untrustworthy in any way, their reputation can affect you on you.
These results can also be yours, because some aspect of your life is misunderstood or no longer applies, for example, a past job choice or childhood mistake. This variety of search results can stain your online reputation for a long time, you might even have forgotten about them.
If you have pretty damaging search results, very little control over the top sites.
An online reputation of this kind is normally caused by a media outrage, controversy, or even a personally targeted cyber-attack. This type of reputation is really tough to change, and takes time, strategy, and effort to change.
How to Improve Your Online Reputation?
Online reputation management means being in control of the online conversation regarding your name; simply, it means influencing what information arises about you or your company, when someone searches for your name.
This can be done by two main methods:
1. Creating a Good Image:
Your online reputation is basically a compilation of whatever is on the internet. For most people, that consists of mainly search engine results, plus your social media profile. However, for professionals and any business owners, online reputation also contains third-party websites that might get direct traffic.
That’s why the first step in online reputation management is establishing the proper presence on platforms and websites you are in control of, like:
- Your personal or business websites
- Profiles on social media like Facebook and LinkedIn
- Forums or Blogs
- Websites like Flickr, or Youtube, that are rich in media.
- For professionals or business owners, industry-specific listings.
- Press related websites and online news outlets.
2. Make Sure It Gets Found
When you, for example, search for something, how many search results do you normally check? Probably not that many. For any given search, less than 10% of people go past the first page, and less than 1% go past page two.
That’s why, reputation management is not just concerned with publishing blogs and photos. You also need to encourage search engines to put important content on top of the search results, where they can be found by most people.
There are many factors that influence the ranking of search results. Some of the most important ranking factors, when it comes to reputation management are:
- Relevance to the search query (Relevance to your name or business name)
- The authority of the website
- The presence of backlinks
- Click numbers from people who searched that name
- How recent or up to date the content is
- What people do on the website (Do they linger? Or do they exit? How long do they stay? Etc.)
Creating a Management Strategy
Before proceeding with something as delicate as reputation management it’s important to make a conclusive strategy, or a check list, to make sure you don’t let anything slip through the cracks.
1. Determine your first target
From the research you completed above, you should have a sense of which search terms people use to find you most often. You should also have a sense of which search terms bring up the strongest or weakest reputation.
2. Set a preliminary reputation goal
Let’s say our search brings up four negative items on the first page, with two in the top five and two in the bottom five. A realistic reputation goal might be to introduce one new positive site onto the first page within two months, with a bonus goal of displacing one of the lower ranking negative results.
Why not try to knock out the top threats? Well, you’ll get there eventually, but online reputation progress is incremental.
You need to build up a base of success before you can tackle entrenched threats. By taking care of easier links first, you’ll increase the number of people who are clicking on positive materials, simply because more people are seeing those positive materials.
In turn, this sends a signal to search engines that your positive materials are more relevant than the negative ones. It’s a self-reinforcing cycle, but it starts by building up momentum with “small wins.”
3. Choose appropriate tactics
Your approach should be particular to your circumstance and your objectives. In case you’re making a notoriety for a discharge online nearness, at that point you can do any number of little things and see a major effect. In the event that you have genuine dangers, in any case, you’ll have to contribute significantly additional time and assets, and you’ll need to concentrate on particular methodologies.
All things considered, when you’re beginning it’s imperative that you pick exercises that you have a fondness for, that you can practically keep up long haul. In case you’re not enthusiastic about composing, at that point keeping up a blog presumably isn’t the correct answer for you, in any event at first. You may be in an ideal situation concentrating on Twitter, or making YouTube recordings, or opening a Pinterest account. Whatever you do, it should be something you will really have the capacity to stick to.
The following are the primary classifications of substance to consider. Some are pertinent no matter how you look at it; some will just apply to specific individuals. For the time being, pick a few that are a solid match for your interests and capacities. These will shape the premise of your first online reputation battle.
On the off chance that you don’t have YourName.com, you ought to get it. Furthermore, if it’s not accessible, get something close, as YourNameYourProfession.com. If you own a business, you presumably have a website, yet ensure you have an “about us” page on the site that notices you by name.
Facebook, Twitter, LinkedIn, and Google+ are the greatest web-based social networking systems and you ought to have a rich, strong profile on each. On the off chance that you have a partiality for online networking, you can consolidate consistent web-based social networking production into your reputation management plan by openly posting topical materials.
Photos and Videos
YouTube, Vimeo, Flickr, Instagram, and Pinterest are a portion of the greatest photograph and video destinations on the web. In the event that your advantages are more visual in nature, you can utilize any of these locales to fabricate an assorted online profile. Web indexes like diverse sorts of substance, so in the event that you can give them a few pictures and recordings rather than just content, it will help your online reputation.
Forums and Professional Sites
In the event that you are a specialist or a legal counselor or another person with specific mastery, odds are there is an open gathering where you can contribute your insight. Answer inquiries on points that intrigue you and that you know something about. In the event that distribution is more limited, connect with the proofreader and offer to compose a visitor post.
Document Sharing Sites
Slideshare and Prezi are two websites that enable you to upload intriguing presentation for open utilization. In the event that you have materials that you’ve officially created for proficient purposes, transferring your reports to one of these locales can be a simple approach to relate positive, significant substance to your name.
There are many destinations that basically give index administrations to specific ventures or areas. Cases incorporate EZ Local, American Towns, and numerous others. Some of these locales are brilliant, some of them less so. Many are free however require some genuinely muddled loop bouncing keeping in mind the end goal to join. All things considered, in the event that you can get onto a few many these locales, they can be a valuable approach to point web indexes toward quality data about your business.
Search engines tend not to put enduring positioning force on public statements, for the straightforward reason that most PR is time delicate and doesn’t age well. Be that as it may, public statements can be valuable in the event that you do have newsworthy achievements to share and will approach news outlets. In the event that you haven’t done this sometime recently, littler, nearby distributions will probably give you a shot than standard news. Simply ensure you’re sharing something of authentic open intrigue that will make for a decent story.
Reputation management has become one of the newest but most used services you can purchase from agencies around the globe.
Although it may be exciting to learn that you can control the conversation or the content related to your name, it can be unsettling to know that others have the same access to do just the same, even if it’s in your name.
Online reputation management (ORM) helps you fix PR disasters or completely prevent them in the first place. These services also work to establish and protect your brand once the crisis has been identified. ORM can have a huge impact on your personal success and that of your business; Don’t forget that reputation management goes well beyond simply improving your search results.
Whether you’re an individual or a business entity, reputation management services can help you protect your professional image. However, you must first make sure you know what ORM companies can and can’t do and what makes a service a good ROI or reliable.
What Do Online Reputation Management Services Do?
Reputation management services are far reaching, covering significantly something other than emergency control or negative online surveys. They can dissect, build up, secure and reestablish your image’s picture online through various procedures. Here are a portion of the principle highlights to consider while picking an ORM firm:
Search Engine Optimization and Management
Search engine optimization (SEO) is the procedure by which your online substance will rank higher in famous web indexes like Google. It includes systems and procedures to build guests to your site. Reputation management firms will cover SEO so web clients hunting down themes identifying with your business will probably discover you. Website design enhancement can likewise be utilized to underscore the positive data and consign the terrible to the more distant compasses of the web. On the off chance that there is negative data about you in your list items, your ORM supplier can strategize approaches to utilize honest, positive substance to take away from any negative substance by driving the terrible stuff back in the rundown of query items. Along these lines, individuals who look for you or your business won’t be instantly welcomed by negative outcomes.
Content Development and Management
To rank well in search engines and assemble a decent reputation, you need amazing substance. This includes guaranteeing your site and blog is efficient, extraordinary and that the substance is elegantly composed. Most reputation management agencies will enable you to enhance your current substance and make new material so clients won’t just discover positive outcomes about you or your business immediately however will likewise observe that the substance you share is pertinent and worth perusing. This adds greater validity to your image and your reputation.
Social Media Management
Social media has become an everyday practice, both for individual utilize and business. While such stages as Twitter, Facebook and Instagram would all be able to enable you to develop your business or individual brand, it takes just a single wrong picture or remark to cause a PR bad dream. Most ORM administrations can enable you to tidy up your interpersonal organizations to ensure they’re business-fitting, and ORM administrations can screen how your web-based social networking profiles influence your reputation.
Obviously, your sites and web-based social networking channels are things you can control, yet there are additionally outsiders that can harm your reputation without your assent. This incorporates previous representatives and disappointed clients. Negative surveys on sites, for example, Yelp and Glassdoor can be especially harming. Likewise, it’s not troublesome for a disappointed individual to make another site or blog to decry your organization. For instance, on the off chance that one of your representatives was to leave on terrible terms, there’s nothing preventing that individual from composing vindictive blog entries or spreading false data about you in audits. Reputation management services will screen the web for this sort of substance to perceive what individuals are saying in regards to you.
Orchestrating each of these means is vital to an effective ORM battle, so it’s vital to pick an organization that can utilize every methodology.
Do you need an ORM service?
There is no doubt that constant reputation management is vital for any business. But do all businesses need to hire a reputation management firm just in case? what if your business is in the clear with a pretty good and sustainable reputation? The fact is as long as there is Internet you will always be liable to attacks or negative reviews. There are three main benefits to hiring an ORM company.
1. Protection Against Attacks
It takes the expressions of only one client to represent the moment of truth your online notoriety. ORM administrations can help you strategize to ensure against any potential negative circumstances.
One harming review, complaint or negative blog article can harm an individual or business inside months, or even weeks. Reputation management firms can help with building up a zone of legitimate, positive media that can help secure and relieve the harm done by negative client criticism.
2. Gaining Exposure
New companies have a ton to concentrate on, and each minute is valuable. For those independent ventures that don’t have sufficient energy to build up and secure their brands on the web, ORM organizations can deal with it.
While you would in a perfect world utilize a reputation management firm to keep negative circumstances from regularly occurring in any case, ORM administrations can help reestablish your great name when things turn out badly. The correct firm can utilize positive substance to redesign your reputation and drive down negative data.
3. Dealing With a Present Crisis
Running harm control amid a reputation emergency may change the way you select a notoriety administration benefit. Building a brand is unique in relation to safeguarding one from a PR bad dream, so you’ll need to discover an ORM benefit that will work with you to build up a protective technique.
Actually, if you take a look at a reputation or emergency administration design, you need it altered to address your issues, and you have to comprehend the profundity of your issues.
A decent approach to ‘test’ an Online Reputation Management service is to approach them for an exceptional investigation of your business’ circumstance. If they offer an institutionalized model, it may be a clue that the organization essentially utilizes a one-measure fits-all approach that won’t not be reasonable for your circumstance.
Truly investigate how they anticipate tending to that issue. In the event that they have a scripted approach, it’s most likely not going to be what you require.
It’s occasionally simpler to deal with an emergency circumstance on the off chance that you’ve just been working with a notoriety administration benefit since it implies you can screen your online reputation and act quick when the circumstance emerges.
How to choose the right ORM service?
Many ORM companies offer similar basic services, but it’s important to find out what sets each company apart in order to benefit the most. You need to make the right selection for you and your business.
1. Figure Out Your Needs and Goals
It’s vital to have a reasonable perspective of your particular objectives before you search for an ORM service. Is your essential target observing and enhancing your online nearness? Would you like to tidy up your online networking channels? It is safe to say that you are more worried about your SEO positioning? Organizations’ objectives shift, thus do ORM administrations, so obviously explain your targets previously reaching an organization.
If, for example, you are a current college alumni, you will be best served by an organization experienced in evacuating wrong or obsolete photos and data via web-based networking media stages. Specialists, dental practitioners and lawyers, and also customer facing facade organizations like eateries, observe online audits to be their greatest test. They may get best outcomes utilizing a survey administration firm.
On the off chance that you are a prominent industry pioneer, VIP or have a rising nearness in business, you confront distinctive issues and will need a firm that represents considerable authority in that segment.
2. Think about customer service
Much like some other administration you contract with, it’s critical to guarantee an ORM organization conveys first rate client benefit.
While the way toward building and keeping up a positive online nearness is tedious, generally, it isn’t a muddled one. Try not to give a notoriety a chance to organization befuddle you or beguile the procedure.
Your picked ORM supplier ought to be straightforward about your battle constantly. In addition, the organization ought to convey fair criticism and keep you educated, in this manner exhibiting that you are an esteemed customer and that the supplier thinks about your worries. On the off chance that you feel like “simply one more number,” at that point you’re presumably not accepting the individualized treatment you deserve.
Each and every reputation management campaign is unique and requires a tweaked way to deal with your image methodology. So if you get the inclination that you’re accepting canned reactions or institutionalized systems, you may not get the sort of thorough and customized service that you require for your crusade to be powerful.
You should feel just as your battle gets the essential care that your specific destinations require.
3. Do your research
Once you’ve built up your objectives and considered client benefit, it’s an ideal opportunity to search for ORM organizations that oblige your requirements. In any case, don’t simply verify that they maintain a strategic distance from what is known as “black hat strategies.” Do your own particular research to guarantee the organization has a decent not. An ORM organization that can’t ensure its own particular reputation most likely won’t be of much help to you.
How Can You Tell if a Company is Reputable?
- A solid organization will have photos and life stories of their founder or potentially top officials on their sites, not only a telephone number to call
- They are perceived specialists, highlighted on predominant press stages. Or, on the other hand they are dynamic in their groups, leading web related associations or teaching people in general about advanced issues
- You can discover a great deal about a reputation management agency by perusing the substance the organization shares on its site
- You can pick up a great deal of understanding into a firm’s procedure and perspective by perusing their web journals and articles. That can enable you to assess the best administration for your necessities.
- Meet with delegates from the ORM organizations or converse with different customers who utilize the organizations you’re thinking about.
Finding a Trustworthy Reputation Management Service
A decent reputation management firm will let you know whether it utilizes white hat or black hat strategies. You’ll need to run with a supplier that utilizations white cap strategies, as these are the adequate procedures that hold fast to Google’s prescribed procedures. White hat strategies, similar to those recorded above, are totally straightforward and depend on having quality substance and utilizing legitimate SEO systems. Other white hat strategies incorporate setting aside the opportunity to react proactively to any negative circumstances and getting trustworthy sites to expound on or highlight you or your business.
A reputation management campaign that utilizations white hat strategies will take a considerable measure of time however will take no chances and furnish you with long haul comes about.
Black Hat methods, then again, may work rapidly, yet they are forceful and hazardous. Web indexes may even boycott you on the off chance that they get on to your black hat strategies. In the event that an ORM benefit you’re thinking about utilizations any of the accompanying procedures, remove that organization from the running.
In this practice, an organization will make counterfeit records on review sites and utilize them to compose positive surveys, or it will pay clients to do as such with a specific end goal to help appraisals and take away from other negative surveys.
Creating Fake Websites or Content
Some firms create fake websites and blogs to create more search results to cover up any negative results people may find when searching for you or your business.
With this strategy, you pack whatever number of keywords as could reasonably be expected into your site’s metadata to build your rankings in look.
This is another strategy that includes making however many connections as could reasonably be expected to positive substance with the goal that web indexes rank that positive substance above negative ones.
This includes setting additional keywords on your site. For this situation, they’re composed on the page itself however are covered up by making the content an indistinguishable shading from the page’s background.
Using Spam Bots
Some reputation management companies use spam bots, denial-of-service attacks and hacking methods to target negative content and make it difficult or impossible for other users to access that content.
Choose Clean, Sustainable Results
Quality, honesty and transparency are the keys to a good online reputation. Some reputation management campaigns employ questionable black hat practices, but they fall into an ethical gray area and can ultimately do more harm to your brand than good. Make sure that the ORM agency you choose avoids shady practices and is clear about what it can and cannot do for you.
In this day and age, with everyone having access to social media and the internet, there is no way to not do reputation management. There is only doing it wrong. Because people will always have an opinion on you or your business no matter what you do. In other words, if you’re not watching what you’re doing, someone else probably is. Your reputation WILL be affected whether you have a say in it or not. This is why you must monitor your online rep; to safeguard you and your company’s name. But how?
There are several guidelines you could stick to, to avoid a PR crisis. Of course nothing is guaranteed, and nothing can prevent those who mean your name harm from speaking. You can, however, dilute their influence on your business to the point where they cause minimal to no damage.
Don’t Make Mistakes
Simple, right? No. The first thing you have to do is keep in mind that you are under a spotlight at all times. It may be a virtual spotlight, but a spotlight nonetheless. Just keeping that in mind and reminding your employees of that can prevent many disasters from happening. The core of any PR problem is carelessness or unpreparedness.
Make constant quality audits on every product or service you produce. Check your employee performance if you have any. Quality control is key when it comes to reputation management. In the end no one can have something on you if you keep your error margins low. Increasing product quality is the safest bet, even if it costs more money, it’s money well placed if you think of the damage a single review on Yelp can do to your business.
Use Google Alerts
Google provided a helpful tool that helps track mentions anywhere on the internet for certain keywords and notifies you when someone searches them. This can be useful for you personally or professionally if you use it right.
Set up alerts to mentions of your name or the name of your company, even your individual products. Monitoring what is being said about you is key when it comes to reputation management. This helps learn if something extremely negative is said about you online, or if there are a series of complaints happening. Knowing about the problem quickly offers you time to respond before it gets out of hand. In the end word of mouth travels fast, and word of keyboards travels faster.
Listen to Complaints and Take Action
If there is one thing that’s true about customers it’s that they are always weary of the products they buy. That means they are always in a rush to complain. This doesn’t mean their complaints are anything but legitimate. On the contrary, think of them as an extension to your quality control process.
The fact is most PR crisis can be contained if they were met with a proper, prompt response. The way you deal with a complaint can turn it around into a positive experience for both you and the customer. If you feel like the service provided to you or product was sub-par and file a complaint or leave a negative review, you would expect some action to be taken, or at least contact by the establishment to correct the situation. The bottom line is that reputation management starts by listening to customers and validating their opinions.
Constantly Generate Positive Content
The problem with negative reviews or badmouthing is that they are contagious and they travel fast. This creates a momentum of negative reviews that flood a business and can sometimes even run it to the ground.
Customers that already have a bad impression of an establishment or business, are much more likely to complain or give bad reviews. This is because they walk in with a negative prejudice of your business and expect bad service or products or treatment. Once your business has a certain reputation, it’s near impossible to go back from that. Much like a stain on a white shirt, everyone will have their eyes on it.
The best way to keep these negative reviews from piling up is to flush the internet with positive content on your company name, that way the bad is just a faulty thread in an otherwise handsome shirt. You can do that while keeping your integrity by three ways:
- Generate content through social media pages, your website, blogs, or basically any platform you can get your hands on. Content combined with smart keyword usage is guaranteed to help you dominate Google search at least.
- Good Media Coverage by inviting influencers and celebrities to use your products or services to shine a good light on them. You would be surprised by how influential influencers can really be in the real world, so earn their trust.
- Be Good. Simply being the best at what you do and keeping a good quality standard is guaranteed to generate natural good reviews and subsequently good reputation