Well, there are two key to manage online reputation, reactive and proactive. Despite the fact that proactive online reputation management is not something that we constantly want to contemplate, but it is necessary for the success of the brand.
Following are main four reasons that PROM is better than waiting to respond to a negative circumstances:
- You spend most of time working on a great reputation rather than defending a poor one.
- It costs less in the end.
- You are less influenced to get engaged in dappled tactics to “fix” your online reputation
- Endeavoring to improve bad customer service is bit harder that simply catering good service from the beginning.
Actively handling your online reputation is one of the most significant things you can do for the wellness of your brand. What you can do to keep up and ameliorate your reputation? This is essential not only to defend your brand, but also to secure top organic search engine rankings.
Arrange Brand Monitoring Process
The foremost thing you have to do is start the monitoring process. There are ample numbers of tools available in the market that can do this for you, however we would recommend best two of them, first, Google Alerts (the free option) and second, Trackur (paid option). Here you can monitor your brand name, company executives’ name and top services or products’ name. Be sure to actually think this and add each variation of word your brand is linked with, by doing so will get an opportunity to proactively check negative content that displays online.
Arranging a Review Schedule
Most of the companies usually don’t check their monitoring tools daily. But well-established and famous brands like Nike or Dell has to check their monitoring tools on a daily basis (at times even hourly basis). If we talk about Dell, they have Social Media Command Center where they check their brand around the clock. By setting up a review schedule, you will have to make a decision on how frequently you want to sign in and make out what is being said about you.
After you have set up your review schedule, the very next step is to search for opportunities. Well there are two main different opportunities you are seeking and they are:
- Content that is not favorable toward your brand
- Link opportunities
- Brand mentions devoid of a link back to your website
- Using digital asset, image and video with no credit given
The moment you get an opportunity, you will have to set up a strategy to address it. Certainly, the in what manner you address it will rely on the situation (either link opportunity or negative). If in case, you are doing outreach for a negative content, you will have to put on your customer service cap, possibly you get somebody from the client services team to aid you with messaging. Here your goal is to rectify the situation and get the negative post removed or modified. On the other hand, you are doing outreach to defend a link back to your website and then you have to put your marketer hat on. Relying on the situation, you will have to draft a message explaining why you like them to link back to your website. Most of the time, this is one of the most simplified forms of link building.
So that’s all about Proactive Online Reputation Management that we laid out for you. Is there anything that we missed? Do share your thoughts and ideas with us in the comments section below.