Everyone knows the importance of a good digital reputation. But let’s face it: what does it really mean, and what does it cost you?
Digital reputation, if you haven’t been paying attention, means how many people find you trustworthy, trustworthy enough to engage with, and trusted enough to provide business.
I recently put together a list of the most common online branding mistakes to stay away from. In all, it’s pretty depressing.
Even a quick scan revealed many issues. Your digital reputation is a critical part of your personal brand and may give you or others a great idea of how trustworthy or trustworthy you are.
But it’s not always as positive as we want to believe.
There are a few strategies you can use to improve the reputation of your digital footprint. There are also a few specific things you can do to enhance the reputation of your brand.
Your digital reputation needs to go beyond digital.
Some might argue that having a digital reputation isn’t enough. Your digital reputation needs to be more than just what people see on your social networks or in search engine results.
People also need to see it in their day-to-day interactions with you.
When you send an email, it can be compared to your social media posts. When you receive an email, it can compare to your social media posts.
But these are no substitutes for the real thing. For example, people may take an open-minded look at your social media posts, but when you open their email and see that you send occasional “trolling” tweets, they may get defensive.
A digital reputation is established based on your actions.
An action is a digital action:
- Blog post
- Website content
- Facebook post
- Comment on a blog
- WordPress post
- Response on social media
Digital reputation is essentially the reputation your company or brand leaves online. It comprises social proof, consumer appeal, digital ubiquity, user input, responses and evaluations, and actual social interactions.
Digital reputation is a key part of your business’s marketing strategy. One of the core principles of modern marketing is stakeholder management, and the existence of digital reputation is one of the critical tenants of stakeholder management.
What does digital reputation consist of?
Digital reputation comprises four areas:
- Brand awareness (online & offline)
- Brand trust (online & offline)
- Social proof (online & offline)
- Consumer appeal (online & offline)
Each of these is influenced by what you do and how you do it. As you grow your business, you can observe these four areas change.
The digital footprint of your company grows and evolves. The more influential people see you, the greater your online reputation will become.
They don’t have a great reputation, which may be why they have the greatest online reputation of all brands – 79% of people said they trust them. In any market, the primary way of measuring reputation is trust, which is why Amazon is such a big player.
They don’t come across as anything less than trustworthy. The real value of their brand, and the secret to their brand’s success, lies in the company’s incredible knowledge of customers and the products they buy.
Their trustworthiness is due to their products, which have high standards that users expect – Prime is a subscription that offers fast delivery, Amazon Prime Day is their annual flash sale, there are usually super deals in the US, and the Kindle e-readers are known for their durability.
Amazon has a core value of trust in their product, and people are willing to pay a premium for that trust. Amazon is a highly desirable brand because of this.
Toyota’s reputation and trust score has increased considerably in recent years. From the inception of their new reputation management program, ‘NVC Program,’ it has increased 16% and is second only to Google.
The program focuses on several things, including better understanding customers and providing a positive consumer experience.
Their visibility in the US continues to rise. They also invest in social media, but this mainly communicates the brand and why they are different.
Social media engagement has risen as a result, and their posts often get hundreds of thousands of likes and comments.
Toyota’s core business is to make cars. This is what their brands are all about – Toyota cars are known to be reliable – they are reliable.
Toyota has a reputation for value, quality, and build. They are known to have many service options, which also has a positive effect on the brand’s reputation.
Coca-Cola has an amazing online reputation. People often describe themselves as addicted to Coca-Cola, people put their photographs with Coca-Cola and Coca-Cola logos, and people put information about the drink.
Most interesting is the average rating, which is 5.8. No one has a higher rating than this.
And on the current scorecard, Coca-Cola is ahead of Google in terms of the trust.
The Coca-Cola brand is regarded as being trusted and reliable. The brand has a strong reputation. There are a lot of reasons why this is the case.
The Coca-Cola brand recognizes how influential the internet is. It is a global comp with has a good online reputation which enables them to stand out from the crowd.
Coca-Cola uses these insights to position itself in the market. Coca-Cola capitalizes on the success of its brand through its strong online reputation.
This is also useful when communicating to their audience in other markets. Coca-Cola is transparent in how they handle their brand.
They create great content for their audience. They invest in educating their audience on how they operate and why their products are better than others.
They pay close attention to trends in the industry and their audiences. Coca-Cola uses its brand on the internet to connect with its audience.