Manage your Brand's Online Reputation

how-to-manage-your-brands-online-reputation

[[p]]Our April Team Talk was streamed live on Facebook and YouTube and hit a note of interest with many people keen to know how to check their online reputation.&nbsp;Sean helps our students every day, across all our courses, including the&nbsp;[[a href="https://digitalmarketinginstitute.com/students/courses/professional-diploma-in-social-media-marketing" target="_blank"]]Social Media Marketing Course[[/a]]&nbsp;and&nbsp;[[a href="https://digitalmarketinginstitute.com/lp/advanced-course-in-digital-marketing" target="_blank"]]Advanced Course in Digital Marketing[[/a]].[[/p]]

[[p]]Online Reputation Management (ORM)&nbsp;is all about monitoring and managing your brand&rsquo;s reputation across the web. Let&rsquo;s look below at 4 key areas:[[/p]]

[[ol]]
	[[li]]Paid Media[[/li]]
	[[li]]Earned Media[[/li]]
	[[li]]Shared Media[[/li]]
	[[li]]Owned Media[[/li]]
[[/ol]]

[[p]]Check for competitors who are advertising &ldquo;against&rdquo; your brand. Comparative Advertising. Below is an example from Wendy&#39;s.[[/p]]

[[p]]Earned media includes:&nbsp;[[/p]]

[[ul]]
	[[li]]External articles[[/li]]
	[[li]]Press coverage[[/li]]
	[[li]]Blogs and Vlogs[[/li]]
	[[li]]Forums&nbsp;[[/li]]
	[[li]]Review Sites like&nbsp;Trustpilot, Google My Business, Social Reviews, Glassdoor[[/li]]
[[/ul]]

[[p]]Shared Media refers to any content posted to social media regarding your brand.[[/p]]

[[p]]Social Listening is key for tracking mentions of your Brand on other business pages. Learn more about Social Listening in [[a href="https://digitalmarketinginstitute.com/resources/lessons/social-research_audience-listening-tools_32ho" target="_blank"]]this lesson[[/a]].[[/p]]

[[p]]Personal user accounts that negatively portray your business also need consideration.&nbsp;[[/p]]

[[p]]Examples of [[a href="https://digitalmarketinginstitute.com/resources/lessons/strategy-and-planning_owned-research_70ct" target="_blank"]]Owned Media[[/a]] include your Website, Blog, Podcast, Whitepaper, Webinars etc[[/p]]

Manage your Brand&#8217;s Online Reputation

[[p]]It has an impact on buying decisions[[/p]]

[[ul]]
	[[li]]81% of buyers do some online research before making a purchase[[/li]]
[[/ul]]

[[p]]EWOM - Online version of word-of-mouth[[/p]]

[[ul]]
	[[li]]The American Airlines PR disaster is an example.[[/li]]
[[/ul]]

[[p]]There is no &ldquo;Delete&rdquo; button for negative reviews[[/p]]

[[ul]]
	[[li]]70% of customers will come back if a complaint is handled reasonably[[/li]]
[[/ul]]

[[p]]It&#39;s a chance to get valuable feedback[[/p]]

[[ul]]
	[[li]]Monitoring is critical.[[/li]]
[[/ul]]

[[p]][[strong]]Brand Monitoring and Auditing[[/strong]][[/p]]

[[ul]]
	[[li]]Search your own company on Google and through key channels.[[/li]]
	[[li]][[a href="https://www.google.com/alerts" target="_blank"]]Google Alerts[[/a]] - Set up alerts and mentions:&nbsp;[[/li]]
	[[li]][[a href="https://www.social-searcher.com/" target="_blank"]]Social Searcher[[/a]][[/li]]
	[[li]][[a href="https://brandmentions.com/socialmention/" target="_blank"]]Brand Mentions[[/a]][[/li]]
	[[li]]Monitor your social media reviews, forums and review sites - dedicate a team member to use something like [[a href="https://www.reviewtrackers.com/" target="_blank"]]Review Trackers[[/a]].[[/li]]
[[/ul]]

[[p]][[strong]]Establish an Online Reputation Management Strategy[[/strong]][[/p]]

[[ul]]
	[[li]]Set up your online reputation management goals[[/li]]
	[[li]]Define your boundaries and limitations[[/li]]
	[[li]]Prioritize tasks[[/li]]
[[/ul]]

[[p]]Have a Crisis Management Strategy in Place[[/p]]

[[p]]Dominate SERPs for Brand Searches[[/p]]

[[p]]Encourage Positive Reviews Online[[/p]]

[[p]]Respond to Negative Online Reviews[[/p]]

[[ul]]
	[[li]]Check your name in Google Images and Videos. Do you feature there?[[/li]]
	[[li]]Audit your own personal social channels and check if they are set to private.[[/li]]
	[[li]]Seek LinkedIn recommendations from past employers/clients.[[/li]]
	[[li]]Create your own website or blog[[/li]]
[[/ul]]

[[p]]1) You&rsquo;ll get more customers.[[/p]]

[[ul]]
	[[li]]5% of new business comes from referrals.&nbsp;[[/li]]
[[/ul]]

[[p]]2) It helps your local SEO.&nbsp;[[/p]]

[[ul]]
	[[li]]Overall ranking factor: 9.8% important&nbsp;[[/li]]
	[[li]]Localized organic results: 7.2% important[[/li]]
[[/ul]]

[[p]]3) It improves your branding.[[/p]]

[[ul]]
	[[li]]Relevant to top of the funnel and customer loyalty.[[/li]]
[[/ul]]

[[p]]Use the DMI&#39;s [[a href="https://digitalmarketinginstitute.com/resources/toolkits/how-to-manage-your-online-reputation" target="_blank"]]Online Reputation Management Toolkit [[/a]]to get into all the details of checking and fixing your online presence. It can be applied to help you with your personal profile as well as that of your brand.&nbsp;[[/p]]

Manage your Brand's Online Reputation

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