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Building a brand’s reputation doesn’t happen overnight. Those who have been in business for a while know it takes significant time and effort to establish a positive image in customers’ eyes.
That’s why online reputation management (ORM) is a must, whether your business is new or multinational.
Want to learn more? Keep reading this article.
What is Online Reputation Management?
Online reputation management involves a series of processes to keep your customers’ perception of your business positive.
Generally, ORM involves three main steps: (1) providing essential information on the proper channels, (2) conducting information audits to ensure accuracy, and (3) responding to customer comments and feedback.
Reputation can be built from many sources, so the scope of ORM is broad, especially in online media. Unsurprisingly, large companies invest heavily in reputation-building on social media, news portals, online forums, and websites.
Examples of Online Reputation Management Cases
In theory, the importance of ORM is unquestionable. But theory alone isn’t enough, so let’s examine some genuine cases where ORM played a vital role.
1. Case of BSI’s Ransomware Incident
In mid-May 2023, the internet was shaken by a ransomware attack by the LockBit group on Bank Syariah Indonesia (BSI). Millions of customers could not access banking services, and the hackers threatened to release customer data if BSI didn’t pay a ransom. Ultimately, no agreement was reached, and the hackers reportedly released the data. It took around two weeks for BSI to restore normal customer operations.
This incident severely damaged the reputation of Indonesia’s largest Islamic bank, sparking a flood of negative comments on social media and in the news.
2. Environmental Scandal Involving Nestlé
In 2010, Nestlé faced an environmental scandal triggered by Greenpeace. The international NGO released a YouTube video criticizing one of Nestlé’s brands for using unsustainable suppliers, which endangered the habitats of endemic animals in Indonesia.
Nestlé responded by requesting YouTube to remove Greenpeace’s video. Unfortunately, this backfired, as even more people became aware of the issue and criticized Nestlé.
How to Manage Online Reputation Effectively
Here are steps you can take to maintain a positive brand reputation:
1. Conduct a Brand Audit
Review all your branding materials and content on online channels, from websites and blogs to social media and third-party platforms. Ensure that all information is current and accurate.
Check for content that might harm your brand’s image. If you find any, develop a strategy to address it.
2. Monitor Brand Mentions
Use brand mention tools like Google Alerts to respond quickly to content related to your brand. This saves time by eliminating the need to monitor multiple channels manually.
3. Respond to Negative Reviews
Did you know? 60% of consumers say they won’t buy from a business with negative reviews. However, a negative review doesn’t spell the end for your brand. You can still save your business by responding to these reviews.
Show customers that you value and appreciate their feedback. If possible, offer compensation to encourage them to continue using your services.
4. Use SEO Strategies
Although this might not seem related initially, SEO can help ensure that keywords associated with your brand remain positive.
For example, ensure that keywords related to your product reviews are populated with positive testimonials so potential customers feel more reassured.
5. Public Relations (PR)
Public relations is a common way to build a brand’s reputation. PR can be implemented in various ways, such as holding community events, sending press releases, and guest postings.
6. Encourage Customers to Write Reviews
About 85% of people read online reviews before making a purchase. Therefore, you should encourage your customers to leave reviews on available review platforms.
These reviews make your business look credible and reputable rather than appearing as a fly-by-night operation.
7. Showcase Positive Testimonials
If you have positive testimonials, turn them into promotional assets by displaying them in strategic locations—such as on your website’s landing page, promotional slideshows, pinned tweets, etc. You can even use these testimonials in ads.
Ready to Implement Online Reputation Management?
Managing an online reputation isn’t complicated; it just requires consistency and the correct mediums.
To build a reputation through media coverage, consider using a seedbacklink service. This service lets you distribute positive news about your brand across leading news portals.
The good news is that you can choose the media, and the news goes live in 1-3 days. Were you interested in trying it out?
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