Online Reputation Management |
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Online Reputation management is the understanding or influencing of an
individual's or business's reputation. It was originally called as a public
relations term, but advancement in computing, the internet and social media
made it primarily an issue of search results.
Online reputation management (ORM) is the practice of providing
businesses full control over their online search results. As the internet grows
and technology progresses, protecting your good name may feel like a daunting
task. To combat with competitors negative stress, bad reports, social media
attacks, forum posts and other negative search results pertaining to your
ORM (Online Reputation Management) is a good way to go. There are a
number of ways that you can use, but the real value comes out of understanding
what ORM actually means for your business.
Some of them are like:
1. Listening to people feedbacks:
I cannot stress enough how important it is to be in the loop in terms of
what is being said about your business online. Far too often companies which
carelessly disregard the importance of what people are saying are left with
huge crisis management ordeals which could have been avoided.
According to statistics from research company Pew, four out of five
people state that they have received advice via social media regarding what
product or service to purchase. A 2012 graphic from Insight Marketing Group
meanwhile shows that 78% of consumers trust peer recommendations, only 14%
trust advertisement. So what does this mean for your business? They are talking
about you beyond your control and you need to be monitoring the conversation.
2. Talk the talk
Besides being able to listen and pick up what your customers are saying
about your business, ORM also allows you to understand what people are talking
about in context to your business, products or services.
You might pick up that, as a retailer, people are talking about price
comparison and using your stores as ‘showrooms’, eventually making their final
purchase online. Picking up on this kind of insight could help change your
entire business strategy and make you realize that your standalone brick and
mortar store is no longer going to cut it and in order to be competitive you
need to look at ecommerce options.
As a research company or educational institution you may pick up on
trends and issues that suggest people are searching for information on that you
are not covering. This may help you expand your offering and start a niche
sector catering to specific sought after needs.
3. Identify the influencers
One of the biggest benefits of ORM is that it helps you understand what
people are searching for, what they are saying about it, and how this is
relevant to your brand. You can also start identifying those key online
influencers who seem to steer the crowd either towards or away from your
business.
Certain people have greater clout (and Klout) than others and surely you
want to get these people on your team? Use ORM to pick up on what these people
are saying and start engaging with them. Your attendance to them and what they
have to say will only inflate their egos and help put your brand on a pedestal
within their social communities.
4. Business strategies revealed
ORM also allows you to pick up on where your brand is being spoken about
which may open up opportunity for you to start engaging on new platforms.
An old-school, male-orientated insurance company might, for instance,
uncover that some of its biggest competition online is coming from
female-orientated site targeted at a much younger audience. It might therefore
be time to change its strategy.
You might discover that more and more image driven and video content is
being shared about your brand on platforms you are not active on. This may be
an opportunity to work branded visual content into your strategy and start
engaging within these new visually oriented communities.
5. ORM is big data
As we know, big data uncovers consumer and industry insights on a mass
scale. Essentially that’s exactly what ORM is doing, but instead of asking the
questions you’re using the tools to listen to the answers.
There is so much data available it can seem overwhelming, and often the
pure magnitude of this data leads to us missing critical points of interest and
insight.
ORM is a way you can learn to coexist with big data and use it as a
pinnacle tool in understanding the importance of social media for business and
monitoring online conversations about the brands, people or topics that are
important to you.
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