Are You Protecting Your Reputation?

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.

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