In today's digital age, a company's online reputation can make or break its success. With social media, online reviews, and forums, customers have more power than ever before to shape the public perception of a brand. That's why it's crucial for companies to have a solid online reputation management (ORM) strategy in place.
In this article, we'll share some tips and tricks to manage your brand's online reputation effectively. We'll cover everything from monitoring your brand mentions to responding to negative reviews. Let's get started.
Tip #1: Monitor Your Brand Mentions
The first step in managing your online reputation is to monitor what people are saying about your brand online. You can use tools like Google Alerts, Social Mention, and Hootsuite to track mentions of your brand on social media, forums, and other websites. By doing this, you'll be able to quickly respond to any negative comments or reviews before they escalate.
One company that does an excellent job of monitoring its online reputation is Airbnb. The company has a team of social media managers who monitor social media channels for any mentions of their brand. They use a variety of tools, including Hootsuite and Sprout Social, to keep track of what people are saying about their platform.
In one instance, a customer tweeted about a bad experience they had with Airbnb. Within minutes, the company's social media team responded to the tweet and asked the customer to DM them with more information. The team was able to quickly resolve the issue, and the customer ended up tweeting about how impressed they were with Airbnb's customer service.
Tip #2: Respond to Negative Reviews
Negative reviews can be detrimental to a company's online reputation, but how you respond to them can make all the difference. It's essential to respond to negative reviews promptly and professionally.
One company that does an excellent job of responding to negative reviews is Starbucks. The coffee giant has a team of social media managers who monitor reviews on sites like Yelp and Google. They respond to negative reviews by apologizing for the customer's experience and offering to make it right.
For example, one customer left a negative review on Yelp, saying that their order was incorrect and that they had a bad experience with the staff. Starbucks' social media team responded by apologizing for the customer's experience and asking them to DM them with more information. They then offered the customer a free drink to make up for their experience.
Tip #3: Encourage Positive Reviews
Encouraging positive reviews is an excellent way to boost your online reputation. You can do this by asking customers to leave reviews on sites like Yelp and Google. You can also incentivize customers to leave reviews by offering discounts or other rewards.
One company that does an excellent job of encouraging positive reviews is Amazon. The e-commerce giant sends follow-up emails to customers after they make a purchase, asking them to leave a review. They also incentivize customers to leave reviews by offering discounts on future purchases.
Tip #4: Be Transparent
Transparency is key when it comes to managing your online reputation. If something goes wrong, it's essential to be upfront and honest about it. Don't try to sweep negative news under the rug, as this will only make the situation worse.
One company that does an excellent job of being transparent is Domino's Pizza. In 2009, two employees posted a video on YouTube showing them doing unsanitary things to food at a Domino's location. The video went viral, and the company's online reputation took a massive hit.
Instead of trying to hide the incident, Domino's CEO, Patrick Doyle, made a public apology and promised to do better. The company also launched a new ad campaign, "You Got 30 Minutes," which focused on the company's commitment to quality and safety. As a result, Domino's was able to turn the negative situation around and rebuild its online reputation. The company's transparent approach and commitment to doing better resonated with customers, and its online reputation improved significantly.
Tip #5: Build a Strong Social Media Presence
Having a strong social media presence is essential for managing your online reputation. Social media allows you to connect with your customers and address any concerns or issues they may have.
One company that does an excellent job of building a strong social media presence is Wendy's. The fast-food chain is known for its witty and humorous tweets, which have helped the company gain a loyal following on social media.
Wendy's also uses social media to address customer concerns and respond to negative comments. The company's social media team is known for its quick responses and willingness to go above and beyond to make things right for customers.
Tip #6: Monitor Your Competitors
Finally, it's essential to monitor your competitors' online reputation. By doing so, you can see what they're doing right and what they're doing wrong. You can also stay ahead of any potential issues or negative news that may affect your industry as a whole.
One company that does an excellent job of monitoring its competitors' online reputation is Coca-Cola. The beverage giant has a team of social media managers who monitor social media channels for any mentions of its competitors. They use this information to stay ahead of industry trends and address any potential issues that may arise.
In conclusion, managing your brand's online reputation is essential in today's digital age. By monitoring your brand mentions, responding to negative reviews, encouraging positive reviews, being transparent, building a strong social media presence, and monitoring your competitors, you can ensure that your online reputation remains strong and positive. Remember, your online reputation can make or break your success, so it's crucial to take it seriously and have a solid ORM strategy in place.