[et_pb_section fb_built=”1″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.17.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Introduction” _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
As the old saying goes, reputation is everything. In fact, the World Economic Forum reports that more than 25 percent of a company\u2019s revenue relates to reputation (RM Magazine<\/a>). It\u2019s no wonder businesses take their brand reputations seriously. Online reputation monitoring and management have become even more vital in recent years. Consumers have more power and influence than ever. It\u2019s easy to leave a review\u2014positive or negative\u2014or to put a company on blast with just a few clicks.<\/p>\n Download \u201cWhy reputation management matters: A churn study\u201d for data-based strategies on retaining clients longer using online reputation management.<\/a><\/p>\n This reality also means reputation management<\/a> has become a bigger job. Most business leaders are aware of this fact, too. At the same time, very few have the tools they need<\/a> to make significant change. As a result, reputation monitoring and management often get the short end of the stick.<\/p>\n That\u2019s where agencies can step up to the plate for their customers. They may not have the resources to track their reputation 24\/7, but with the right tools, your agency does.<\/p>\n Of course, strategy also plays a role. Check out these seven online reputation monitoring strategies to track clients\u2019 online reputations in the most effective way possible.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”1. Centralize client listings across locations and platforms” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n You and your team have already answered the question \u201cwhat is reputation management?<\/a>\u201d Now you want to move toward better online reputation monitoring. The first step in effective reputation monitoring is getting everything under one roof.<\/p>\n Online reputation monitoring is a time-intensive job because it\u2019s split across platforms. You need to pay attention to Google, Yelp, Yahoo!, Bing, Google Maps<\/a>, Apple Maps<\/a>, and more. You also need to make sure you\u2019re keeping tabs on Facebook, LinkedIn, and other social media platforms.<\/p>\n Centralizing all of a client\u2019s mentions, listings, and reviews simplifies the process. Instead of checking each platform, say, once a day, your team can track every review and mention as it comes in. Updating information across platforms is also easier. Instead of changing information on every platform, you can do the update once and make the change everywhere at once.<\/p>\n Working in a more centralized way removes challenges like staying up to date and ensuring timely responses. By streamlining, you can be more effective in monitoring the conversation around your clients\u2019 brands.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”2. Keep your ear to the (digital) ground” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n This next strategy is often called \u201csocial listening\u201d (Business2community<\/a>). It allows you to tap in to every mention of your client\u2019s brand or business across various platforms.<\/p>\n Social listening allows you to see who is saying what and where. That, in turn, can offer insight into how people perceive your client’s brand.<\/p>\n Keeping tabs on the conversation across platforms helps your team see how many mentions the client has. It might also provide a look at the tone of the conversation. People might be saying a lot, but are they talking about the brand in a positive way? Maybe you\u2019re running an ad campaign that\u2019s stirred a lot of chatter. Social listening can tell you if you\u2019ve hit a home run with the campaign\u2014or if you\u2019ve struck out with customers.<\/p>\n This strategy can also give you advance warning of brewing crises. If the tone of the conversation isn\u2019t positive, then it might be time to call a meeting. A \u201cdamage control\u201d workflow might be the next step.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”3. Be responsive (not reactive) in online reputation monitoring” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Social listening doesn’t cover every aspect of reputation monitoring. Responding to mentions or reviews, for example, is beyond its scope. Listening is more of a data-gathering activity.<\/p>\n At the same time, responding to what you hear is another important strategy in online reputation management. Every mention and every review should garner a response from the team (BusinessNewsDaily<\/a>).<\/p>\n Having a framework for how to respond<\/a> is helpful, even when the chatter is generally positive. It\u2019s also helpful when a negative conversation or review might spark a poor response from the client. The framework can guide the response to a positive resolution. At the same time, it can keep the tone of the conversation positive.<\/p>\n Responding may not seem like \u201cmonitoring,\u201d but it\u2019s part and parcel of it. On a platform like YouTube or Twitter, even a positive conversation can turn negative in just a few comments. You might feel it\u2019s better to ignore negative reviews. Without a response, though, your client loses control of the conversation\u2014and their reputation. Responding the right way can influence other customers. They want to see how a brand responds to negative feedback.<\/p>\n What if the idea of responding to every review overwhelms your team? Then it’s time to team up with a white-label reputation management service. Their experts can help you develop a framework for responding. They can also ensure responses are delivered in a timely way.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”4. Make sure you include a review strategy” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n As you know, responding to reviews is only one part of the online reputation management role. Another key part is monitoring how many reviews your clients have and working to get new ones for them. More reviews\u2014and positive reviews especially\u2014can help them win over would-be customers.<\/p>\n Reviews boost consumer confidence, but they also help local SEO<\/a>. This bump makes your clients\u2019 brands more visible<\/a> to people searching on Google. In turn, these people are more likely to seek out your client\u2019s brand or products.<\/p>\n Just like you need a strategy for responding to reviews<\/a>, you should also invest in one for keeping tabs on reviews. This strategy should include ways to encourage customers to leave reviews. In turn, you can watch the numbers rise.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”5. Leverage technology for better online reputation monitoring” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Technology is the greatest resource you have for online reputation management monitoring. The sheer number of platforms that allow customer conversation makes it unwieldy to respond to everything.<\/p>\n It\u2019s the number-one reason your clients don\u2019t have time to manage their reputations themselves. Even your team may feel overwhelmed. It\u2019s more than likely that they\u2019ll miss a mention or a review every now and then.<\/p>\n Automation might be one of the best friends you have here. You can set up various tracking to keep better tabs on platforms. You can zero in on certain conversations or hashtags.<\/p>\n In some cases, automation tools can help you respond automatically to particular customers. It\u2019s easy to leave an automated \u201cthank you\u201d response for a customer who gives you a good review. You can even automate responses to some negative messages. You could automate a response expressing regret when a customer posts about having trouble with a product. The message can invite them to get in touch with the team.<\/p>\n You can also use technology to power insights into your clients\u2019 brands. You can use social listening to help quantify how people perceive the brand.<\/p>\n A business intelligence tool can take things a step further. You can crunch the numbers and see how customer perception has shifted over time. You can then tie that information back to events, such as rolling out a new ad campaign or launching a new logo.<\/p>\n White-label reputation management software<\/a> combines many of these tools and centralizes your efforts. It also gives your clients access to an expert team that can help them stay on top of their reputations.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”6. Keep tabs on the competition” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Another strategy for monitoring your clients\u2019 online reputation is to keep tabs on their competitors. You might not think watching the competition can tell you much about your clients\u2019 brands, but there are plenty of insights to be gleaned. How are their brands stacking up against other players in the industry? What does your client do that\u2019s different from the rest?<\/p>\n You might notice that one company in particular is knocking it out of the park. You can examine what they\u2019re doing and take lessons from their strategy. Maybe they engage their customers in a real and authentic way. Maybe they\u2019re good at delivering their brand message.<\/p>\n You might also be able to find weaknesses that your client\u2019s brand can capitalize on. Another company might be the market leader, but they aren\u2019t as innovative. Could you help your client position themselves in a new way in the market? Are they in a better position to respond to what competitors\u2019 customers are looking for?<\/p>\n1. Centralize client listings across locations and platforms for effective online reputation monitoring<\/h2>\n
2. Keep your ear to the (digital) ground<\/h2>\n
3. Be responsive (not reactive) in online reputation monitoring<\/h2>\n
4. Make sure you include a review strategy<\/h2>\n
5. Leverage technology for better online reputation monitoring<\/h2>\n
Using AI to drive better brand insights<\/h3>\n
6. Keep tabs on the competition with reputation management monitoring<\/h2>\n