Online reputation is the company's image in the web environment, including user ratings and social networks.
Today, companies consider it a priority to have a strong and positive brand image or branding, but at the speed at which information circulates on the Internet, going from a positive online reputation to a negative online reputation is a matter of seconds. It all depends on the marketing strategy followed.
Online reputation is the impact or prestige a company has on the Internet. It's generated thanks to the company's own strategies but online user opinions as well as their activity within social networks also count as a key factor.
Everything counts when creating a brand image and its online reputation. From minor spelling mistakes to unfortunate comments posted by a disgruntled user. That's why taking care of brand branding must be a joint action where offline actions (outside the web environment) and online strategies are related, where every written word must be considered and cared for, directing it toward the same goal: strengthening online reputation.
Users, fundamental
When creating an effective marketing strategy, you must take into account different factors and set fixed goals. But you also have to count on surprise elements: consumer opinions. They're the ones who dictate the verdict and transform a company with positive online reputation into a company with negative online reputation and vice versa.
What state is our reputation in?
To establish an effective marketing strategy, the first step is to do an analysis of the corporate image (SWOT Analysis) to know what reputation the company has. Those factors that favor positive online reputation must be maintained and strengthened. However, you must change those actions that have led the brand branding to have a negative online reputation.
Keys to turning a negative comment into a positive image
Being honest with users. We all make mistakes and this is something users can understand because they also make them. What they never tolerate is deception or lack of information. Therefore, in a crisis situation generated by a customer's anger you must treat them with respect by explaining the situation and, if necessary, apologize.
Faced with a problem, a solution. A negative comment becomes positive if an alternative is offered. That's why if someone criticizes some of the actions taken, you should take it as constructive criticism and show that. All this accompanied by a solution and, depending on the case, compensation for the damages generated.
Reflect before writing. Both in the creation of website or blog content and in posts and comments on social networks, you must think a lot about what you want to say and how it's going to be expressed. Although it's true that the Internet is immediacy, it's necessary to take a few minutes for reflection as well as review what you've written before putting it online. Considering all consequences can prevent misunderstandings.
Preventing bad reputation involves good customer service and creating quality content. There's no better marketing strategy than creating a product that responds to user needs. That's why the content of the website, blog and social networks must add a plus to the user. This can be related to the product itself but can also appeal to entertainment as it will strengthen brand branding. We all like to smile.
When in doubt, the competition
Both to find actions to improve the company's reputation and to reverse a negative crisis, an analysis of the competition can provide the keys to success. It's obvious that the mirror to look at is always those companies that are superior. Another valid option is to count on the services of an external company specialized in online marketing that can advise the company in terms of brand branding.
Tools to know a company's reputation
There are tools (free and paid) to know the impact of a brand on its users and their feelings and/or trends:
- Social Mention: Free tool that lets you know the trends and mentions about a specific term.
- Topsy: Similar to Social Mention, this one also allows you to create email alerts.
- Rankur: Global trend analysis. Offers data on potential customers and opinion leaders.
- Alerti: Stands out because it allows you to monitor social networks and create statistics about them.
Related reading
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