If
you are in the process, or thinking about setting goals for your company in
2015, make sure you have Reputation Management
factored into them. At its core, Reputation
Management is online brand management. While it is commonly thought
of as the method in which to downgrade or hide unwanted negative reviews (or
conversely upgrade and highlight positive ones), with the pervasiveness of
digital marketing it has evolved into so much more.
I
like to think of Mediaura Reputation Management
team as part technology experts and part PR gurus. While we often have clients
come to us in the midst of a PR storm that needs quick resolving, we also work
with organizations that want to make sure they are always being shown in
the best light. It is this latter group that is able to take proactive measures
to anticipate any potential issues. Why? Because they're always acutely aware
of their public persona and are immediately made aware of any issues the minute
they occur. These issues are then immediately resolved, circumventing any
potential fall-out.
We
have also had clients come to us when their previous attempts to rebuild their
reputation after fallout have failed. Let's say that your company experienced a
problematic, yet true, situation years ago. While your organization may have
made every effort to fix the situation and move on, it's still lingering in the
digital ether. If you're not working with an organization that knows how to put
your company back into a positive spotlight, you're always going to be
haunted by that event.
Protecting
Your Reputation Is Important
A
US survey by Burson-Marsteller found that 95% of chief executives surveyed
believed that corporate reputation plays an important or very important role in
the achievement of business objectives. Yet only 19% had a formal system in
place to measure and monitor the value of their corporate reputation.
With
the rise of digital utilization amongst consumers, your number one marketing
priority should be developing an online reputation that exceeds the
competition. Why do I say this? It's because all of your other marketing
efforts, whether they be Search Engine Optimization (SEO), social media,
digital marketing (PPC), or offline such as print, radio, or TV will ultimately
lead the consumer to learn more about you online.
It
is in the digital realm that a less-than-sterling or non-existent reputation
will drive potential clients and consumers away. Most business owners fail to
realize that what consumers want is information that will help them feel
confident they’re making the best, most well-reasoned purchase. A great deal of
that confidence comes in the form of online reviews, digital presence, online
branding, etc.
Both
individuals and organizations will see benefits from investing in Reputation Management, and I cannot stress this
enough. You have most likely spent years in your career and/or building your
business, but there are now many factors that can quickly make all of that blood,
sweat, and tears for naught. The way people speak of you or your brand online
is quickly becoming the single most important reflection of your company's reliability,
skill and quality - and this applies across all industries.
In
Nielsen’s most recent Global Trust in Advertising study, 70% of global
consumers indicated they trust online reviews from strangers when making
purchasing decisions or deciding to do business with a company.
Source Link: http://bit.ly/1uHp9lE
