Tools For Online Reputation Management

By Tiara Ogabang

According to the Forbes article, “Is It A Waste Of Time To Manage Your Online Reputation?”, following are the five tools that online reputation management can be classified into:

Reputation management services

Reputation management is one of the services that various organizations offer to other organizations.

The key benefit of such a service is that it helps businesses identify and mitigate the bad reputation that their organization has and manages it to prevent negative publicity.

As per Econsultancy’s 2016 Reputation Management Services report, reputation management solutions enable businesses to anticipate and avoid negative publicity and internal or external rumors by:

  • Bringing businesses with the reputation management problems on board and negotiating a commitment for future work while uncovering the key causes and getting them to resolve them
  • Promoting all positive content (as well as removing bad content) to online media, providing it for free
  • Establishing a custom reputation monitoring system

Goodwill signing

Startups mainly use this method to reach out to non-users/non-customers/public to gain or retain their customers.

It allows the new business to implement some of their strategies and become well-known.

Reputation impact measurement

This is one of the most reliable tools of online reputation management. It focuses on the question, “Can a positive change made about our organization’s reputation be confirmed by reputation research?”

The results of this measurement may indicate the following:

  • Strong evidence that a positive change was made on the company’s reputation
  • If no evidence of a positive change is found, it means that there was a negative impact on its reputation.

Social listening

Social listening is another reliable tool that can help businesses become better informed about the organization's online reputation.

It helps businesses monitor social media, search for the keywords that trigger the search, and monitor social media to see what’s happening in the forums.

It also helps in learning from and acting upon the comments made by the customers about the business.

Marketing and public relations

Well, this is a part of PR and marketing as well.

One of the best ways to manage your brand’s reputation is to engage with your customers. This means that you need to be available to the customer whenever they may need you, regardless of whether they are a brand evangelist or a customer representative.

Moreover, the customer has to feel that the brand’s voice is heard.

Internet monitoring

An Internet monitoring service helps companies see the potential impact of bad PR. It helps organizations find the best way to handle negative reviews, survey/poll results, discussions, emails, etc.

How to measure it?

There are various ways to monitor internet presence. One of the best and easiest ways to track online presence is to use several tools that one can use to find the results of your Internet monitoring process.

This helps in identifying the primary sources of your bad reputation and learning how you can improve them.

Privacy protection

Privacy monitoring is a crucial aspect of online reputation management.

By privacy monitoring, a business tries to identify how its users perceive its website. This allows the business to understand better what kind of content and perception is driving the impressions.

It helps the business understand the reasons behind the negative and positive reviews and determine the best way to deal with them.

It gives an excellent framework to respond to negative reviews and makes good reviews more effective.

Market research

One of the most critical aspects of online reputation management is knowing who the people are making the negative or positive reviews of your business. This helps in engaging with them and learning the best way to improve their experience.

Social listening

Using several social media monitoring tools, we can identify the sources of the business's positive and negative reviews.

It helps in getting a better picture of what the customers are thinking and doing about the business. It helps the business in making better decisions.

Analysis of reviews

One of the best ways to understand your customer’s thoughts and perception is by analyzing their reviews.

In analyzing the reviews, it’s helpful to ask:

  • Did the review compare the product with similar items of the same type?
  • Did the review provide information about the product’s functionality, technical specifications, and pricing?
  • Did the review make other similar comparisons or offer other comparisons?

Consumer research

Another important aspect of online reputation management is to conduct surveys.

A survey is the best way to gather the feedback of consumers. A survey is also the most cost-effective way to analyze and understand the customers’ perceptions.

Surveys give you a chance to get to know your audience and consumers better, as here, they will express their needs and preferences.

Understanding the competition

It helps in understanding the customers’ perception of your competitors.

By analyzing the social mentions, the company gets a better idea of its competitors’ strengths and weaknesses.