Reputation management is a complex of works. You can do it yourself or with the help of experts, but the main thing is to do it systematically and regularly.
There are four main ORM tools.
1. Monitoring brand mentions
Any work with reputation begins with monitoring: by studying user opinions about the brand in different online sources, you can training directors email lists determine further steps.
Monitoring allows:
- monitor the quality of the product;
- prevent crises;
- manage brand 5 examples of email marketing engagement campaigns impressions;
- attract leads;
- increase sales;
- compare yourself with your competitors;
- gain industry insights.
Data sources for monitoring :
- VKontakte, Odnoklassniki and other social networks;
- open channels and chats in Telegram;
- Yandex Maps, 2GIS and similar geoservices;
- review sites (otzovik.com, irecommend.ru and similar);
- Media.
Monitoring can be done manually or automatically. It is more effective, of course, to track mentions through special automatic monitoring whatsapp data systems that not only collect large amounts of data, but also help analyze the information.
This is what the interface of one of these social media monitoring systems looks like
2. Working with feedback
Monitoring will not yield significant results without responding to mentions: the brand must respond to questions, positive and negative customer reviews.
What does working with feedback give you :
- trust and loyalty . Users see that the brand cares about its customers and is ready to solve their problem or answer their question;
- touch points . Every comment, review or question is a chance to tell about the product again;
- competitive advantage . Fast and high-quality feedback will show that the brand cares about customers more than competitors;
- Engagement : Dialogues with users increase organic interest in your content and increase the interaction rate with your accounts.
Feedback should be provided by an official brand representative, while remembering the Tone of Voice (ToV) – a communication style that matches the brand image.
An example of working with positive and negative reviews of the same event:
Source
3. SERM (Search Engine Reputation Management), working with search results
The goal of SERM is to bring positive content about a specific brand to the top of search results and displace the negative.
To do this, they use SEO tools, such as selecting keywords, optimizing meta tags, and increasing the number of high-quality backlinks to positive content.