The Most Important Thing: [Online] Reputation?

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We’ve all been told that your reputation is the most important thing you have. But for a company, what about their online reputation? It can certainly have a huge impact on how publics perceive an organization, and can often impact that company’s bottom line depending on the industry.

But with good PR, managing an online reputation helps ease the impact of negative online publicity. Thanks to this article from PR News Online, “How to Wrangle Your Reputation Online,” we can gather a few important tips on how to handle this.

Let’s discuss their three main points.

1) Checking the brand online daily. In order to effectively manage an online reputation, the organization has to be completely tuned in to what people are saying, who’s saying it and why. A once a month glance at the Twitter feed won’t cut it. Tools like site rankings and SEO tactics can help keep the organization’s website at the top of the list for users online, ensuring that more of the information publics are receiving about the organization is coming straight from the horse’s mouth and less from secondary sites. It’s also a good idea to see what is coming up when users search the company or related specifics via search engine. It’s good know what information they’re getting and how easily they’re getting it. Even monitoring more general keywords related to the company or its industry can be helpful.

2) Manage customer reviews. It’s important to take note of what people are saying in customer reviews. Especially the negative ones, but rather than ignore them, the best tactic is to respond, and do so quickly. A lot can be said for a company that actually works with complainants instead of shutting them out. Also, use of SEO techniques can ensure that the positive reviews and comments rank higher than the negatives. That way, people searching for the organization don’t get negativity as their first impression.

Last but not least…

3) Maintain social media sites. This is absolutely vital to managing an organization’s online reputation! Any company that has a Twitter, Facebook, etc. but doesn’t use it, or doesn’t use it enough, gives the impression that they know they need to connect with publics online, but they just don’t care enough to put the time necessary into it. The last a good PR person wants to do is make their publics feel like they don’t actually care. Good social media activity includes daily posts, as well as responses to posts made by publics. This not only gives publics an opportunity to communicate with you, but it also shows others that you’re willing and eager to communication with them.


3 thoughts on “The Most Important Thing: [Online] Reputation?

  1. I love that this is a 3 step way to a solid online reputation! Especially because every day people and small businesses need to know how to have a clean online reputation without having to hire someone or not knowing how to stay on top of their online image. I really like that your article suggests keeping an eye on customer satisfaction via the internet. It is really easy for someone who doesn’t have very much social media experience to be unaware of what people are saying about his or her company via the internet. I also like that you emphasize the need to not only HAVE social media but to USE it often so it is to an advantage.

  2. I really liked your three step process too! With any organization there is always going to be negative online publicity. I think it very smart to check what comes up online when a customer looks up a specific business. I know for me, if I google something and immediately see negative feedback, I will most likely move on. I also really liked the suggestion of keeping up with customer satisfaction. There are always comments and opinions flying around the internet about specific people and businesses. Organizations can use this feedback to keep their social media sites keeping the public happy!

  3. I agree with Hannah and Taylor! The three-step process is an easy way for companies and organizations to check their online credibility and presence. I like that you mentioned keeping up with customer feedback online because some companies will make their comments private on Facebook so other customers won’t see their negative comments. I don’t think this is the way it should be handled. They should respond to those complaints and not hide them from others in the first place. Also, a HUGE problem with the internet and social media today is the fact that they aren’t being kept up-to-date once they are created. This has been said over and over because it’s true, people don’t like to see Twitters, Facebook pages or websites that aren’t even being used.

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