Your reputation is both what you say about yourself and what others say about you. Managing your reputation
is nothing new; what’s new is how the internet and social media have changed the way businesses are being
defined and how fast their reputations spread.
Changing how businesses define themselves
In the past, a business defined itself with what it said in its advertising, but now the customer defines
the business by providing real-time feedback through channels like blogs, social media, forums, review
sites, and more.
To use a phrase coined by Marshall McLuhan, “the medium is the message”. Consequently, forms of media (TV,
radio, Twitter, Facebook, etc. ...) embed themselves in the message, creating a relationship by which the medium
influences how the message is perceived.
So what are the differences between traditional and new media?
Traditional media is institutionally controlled. The message is regulated by
the Newspaper, radio or TV station
Traditional media is one way. The consumer receives the message but cannot
Traditional Media can tell any story that the creator wants to tell
Traditional media can be bought
Social media is a two way conversation
Social media gives consumers an equal voice
Social media messages are no longer purchasable
Social media is no longer exclusively controlled by large corporations
The opportunities that come along with this shift are plenty. For the first time, consumers have an equal
chance to participate in conversations with brands; likewise, brands can communicate on a personal level and
understand the effects that their messages have.
What does new media mean to advertisers?
New media means that the days of creating and feeding generic content to the masses is over. Today, people
trust traditional advertising much less than other avenues available through local and social channels.
The most trustworthy form of advertising is word of mouth, which includes personal recommendations, as well
as consumer opinions posted online.
These insights resonate with small businesses, making many of them reconsider what they’re doing to leverage
online opinions and social conversations. They need to proactively engage with their customer-base, and
software can help them manage that process more easily.
How does reputation management software work?
Reputation management and presence monitoring tools help business owners stay on top of all the information
that relates directly to their online reputation. Vendasta’s software works to achieve a variety of goals
for local businesses, including:
Correct their online listings
Monitor online reviews
Benchmark themselves to their competitors
Monitor employees’ social media activity
Engage with customers through social networks
Stay on top of new conversations with reports and alerts
To read more about the specific features and benefits of Reputation Management, please return to the Reputation Management page.