What is reputation management?

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

  • 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 reply
  • Traditional Media can tell any story that the creator wants to tell
  • Traditional media can be bought

Social Media

  • 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.

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