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Basics of Online Reputation Management |
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| Treat the Symptoms |
| As much time and effort that marketers put into improving visibility within search results, not all search engine ranking pages (SERPs) are good. Increasing numbers of companies are experiencing the sharp edge of the sword from disgruntled employees or customers taking advantage of the amazingly simplistic process of publishing content to the web. |
| Effects |
- Improve customer satisfaction by gaining insights from consumers about what is good and bad about their product or services.
- Increase perceptions of brand by creating opportunities to listen to and engage consumers.
- Gain insights about competitors and their customers’ perceptions about their products and services.
- Maintain shareholder value by mitigating risk by having ears close to the ground where opinions about a business are being formed and propagated.
- Engage in more effective public relations by understanding who the real influencers are.
- Gain understanding of the relationship between user generated content and traditional forms of online media, e.g. news, print, etc.
- Provide early warning systems for reactive and defensive PR.
- Reduce marketing spend by learning how to reach out to customers more cheaply.
- Reduce internal costs by employing services which save time and effort, as well as money.
- Help identify gaps for products and services which can be developed for profitable niche markets.
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