A 10-Step Guide to Better Online Reputation Management

Every business, no matter how big or small, faces the possibility of negative online comments or reviews. This is where online reputation management (ORM) steps in. Also referred to as digital or internet reputation management, ORM is the ongoing practice of tracking and shaping how your business is seen online.

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What Does ORM Do?

The goal of ORM is to reduce the impact of negative comments and emphasize the good things people say about your company. Typical strategies include:

Responding thoughtfully to bad reviews: This shows you care about customer concerns.

Managing search results: ORM aims to make positive information about your business more visible.

Correcting false or misleading information: Setting the record straight helps protect your image.

1. Know Your Audience

Understanding your audience is the foundation of strong online reputation management (ORM). Knowing the people you serve allows you to tailor your responses, address concerns effectively, and anticipate potential problems. Here's how to dive deeper into who your audience is:

• Consider factors like age, location, gender, and income level. This information helps you understand where your audience spends time online and what their general expectations are.
• What keeps your ideal customer up at night? What solutions do they search for online? Knowing this allows you to create content and messaging that resolves problems, making your business the obvious choice.

2. Analyze Negative Reviews

Negative reviews are unavoidable for any business. But, when handled correctly, they can be a valuable opportunity to improve your reputation and showcase your customer service skills. Here's how to approach negative reviews with a strategic mindset:

• Acknowledge and address negative reviews promptly. This shows potential customers that you care about their experience, even when things go wrong.
• Read reviews carefully to identify the root cause of the issue. Was it a product defect, poor service, or incorrect expectations? Understanding the problem is the first step to finding a solution.
• Avoid generic apologies. Take ownership, personalize your response, and offer a way to make things right.

Sometimes, going above and beyond with a solution can turn a negative experience into a positive one and may even encourage the reviewer to update their feedback!

3. Online Reputation Management Tools

ORM can be a time-consuming task, especially for larger businesses. Luckily, various tools can make the process easier and more efficient. Here are some popular categories:

• Software like Google Alerts, Mention, and Brandwatch track mentions of your brand online, alerting you to potential issues or conversations you need to join.
• Choosing the right ORM tools depends on your business size, industry, and specific needs.

4. Improve the Customer Experience

The best defense against negative online feedback is to provide an exceptional customer experience in the first place. This proactive approach is at the heart of effective online reputation management (ORM). Here's how to make the customer experience a priority:

• Focus on ease and convenience: Can customers easily find what they need on your website? Is the checkout process smooth? Eliminate friction points at every stage of the customer journey.
• Empower your employees with excellent product knowledge and a focus on customer service – from frontline staff to online support teams.
• Offer FAQs, tutorials, or a knowledge base. This allows customers to help themselves and feel in control of their experience.

5. Encourage Customer Reviews

Positive reviews are a compelling form of social proof. They build trust and credibility for potential customers. Here's how to encourage authentic, positive reviews:

• Provide clear instructions on where to leave reviews (your website, Google, relevant industry sites). Include direct links whenever possible.
• Ask for reviews after a positive experience, such as a successful purchase or resolved issue, or simply after a period of using your product/service.
• Small discounts or loyalty perks can encourage reviews, but be transparent. Avoid tactics that could make the reviews seem biased.

6. Monitor Brand Mentions

Effective ORM means you need your finger on the pulse of online conversations about your brand. Proactive monitoring allows you to address potential problems quickly and participate in positive discussions.

 Use tools like Google Alerts or social media monitoring platforms (e.g., Hootsuite, SproutSocial) to track mentions of your brand name, products, slogans, and even key personnel.

Monitor industry forums, review sites, and even competitor mentions, as these impact your brand's reputation.

7. Monitor Your Reviews

Regularly monitoring reviews is the backbone of your online reputation management. It lets you catch negative comments early, celebrate positive feedback, and gain valuable insights into how customers perceive your business. Here's how to build a robust review monitoring system:

• Identify the sites that are most relevant to your business. Prioritize general review platforms (Google, Yelp, and Facebook) and industry-specific sites (Tripadvisor for hospitality, Houzz for home services, etc.).
• Use monitoring to get real-time notifications when new reviews appear. This allows for a quick response, which is essential for managing potential problems.

8. Addressing Customer Feedback

How you handle feedback, both positive and negative, can have a significant impact on your reputation. Here's how to tackle input in a way that safeguards and builds your online image:

Positive Feedback:

• Thank the reviewer! A simple acknowledgment strengthens the relationship.
• Share positive reviews. Feature them on your website or social channels.
• Look for insights: Were they surprised by something delightful? Can you replicate that experience for others?

Negative Feedback:

• Respond promptly: This shows commitment to customer service.
• Acknowledge the issue and apologize genuinely.
• Move offline when necessary: Offer to take the conversation to a private channel (phone, email) for complex issues.
• Offer solutions: If possible, propose a way to make things right.

9. Reputation Repair Strategies

Sometimes, despite your best efforts, your online reputation takes a severe hit. Here's a toolkit for reputation recovery:

• Analyze the cause and scope of the reputation problem. Is it false information, a wave of negative reviews, or a crisis?
• Develop a detailed strategy, including internal communication protocols, messaging templates, and a transparent chain of responsibility.
• If your company is at fault, take ownership with a sincere public apology. Transparency can go a long way in rebuilding trust.
• Highlight good news, customer testimonials, or charitable activities to counteract negative sentiment.
• Work with specialists to optimize positive content and potentially push down negative search results that are inaccurate or unfair.
• Consult with a lawyer if you are facing defamation or severe false accusations.

10. Respond Promptly and Professionally

How and when you respond to online comments is as important as the content of the response itself:

• Address issues promptly, especially negative ones. A fast response demonstrates you care and can stop problems from escalating.
• Avoid generic template responses. Refer to the reviewer's name or specific issue for a genuine feel.
• Even when facing harsh criticism, maintain professionalism. Don't get defensive or engage in online arguments. Acknowledge their feelings and frustrations. If there was a misunderstanding, respectfully explain the situation without placing blame.