How to Deal with Online Reputation Management and Search Engine Reputation Management?
By Viktoriia Dorofeieva
Usually, people think about managing a reputation when they have negative reactions to the company. When the company wants to improve the level of service – it uses different platforms for communication with the audience. It’s better to take care of the reputation from the beginning than to shovel out the negative in the future.
What are ORM and SERM?
Online Reputation Management is the practice of developing strategies to shape and influence the public perception of an organization or individuals on the Internet in essence this helps to form a positive public opinion about the business, its products, and services.
Using ORM, a company can:
- try to soften the impact of negative viral video;
- create proactive marketing strategies;
- expand its area of influence online;
- improve the perception of the company in the online space.
The main goal of ORM is to detect and neutralize existing negative content on the network. Besides, it searches, generates positive mentions, and optimizes them to improve the position in the search output.
Search Engine Reputation Management is the pledge of a favorable information field for a company, brand, or public personality on the Internet.
Clients, partners, and employees google your company’s name, and the result shapes their attitude towards you. It’s important to maintain a positive perception of your brand in the eyes of future partners and clients. More than 60% of users read reviews about your company from experts and customers before placing an order.
Reputation in search engines is the basis on which to build advertising and marketing campaigns.
When you need a reputation management service on your network
A negative appearance on the Internet. when the main issue (first page) consists of negative reviews and articles about the company or person.
Strong competition. The competitive struggle has intensified and it is important to maintain a positive information field around your company.
You care about your reputation. That is to say that you or your company need to maintain a positive image on the network and work with any negative on time.
Areas of work
- company’s website;
- social networks;
- blogs and forums;
- thematic sites and portals.
One of the quality criteria of reputation monitoring service is the share of information about the object studied during the work from the total volume of information. The main information search tool is search engines. For example, Google. They index a significant part of the content on the Internet. Search engines also cover some content on social media.
Stages of work on reputation management
Each stage solves specific goals and therefore requires different methods and tools.
- Analyze the information field, collect data on reviews and publications.
- Develop a strategy to work to eliminate the negative and the formation of positive background in SERP.
- Prepare positive materials for sowing at relevant sites and recalls.
- Work with reviews, crowd out negative references from the first pages.
- Place PR-materials on authoritative resources.
- Monitor new mentions in the network.
- Evaluate the results and form recommendations for further work with the brand.
- Reporting, analysis of results.
Methods and tools
ORM includes several areas of work:
Mention monitoring – tracking the sources and nature of the person/brand/product mentioning. The purpose –
- to determine the frequency and dynamics of mentions of the object, identifying popular sources, analysis of socio-demographic characteristics of the audience, and info-guides.
Work with comments – a response to feedback, neutralizing the negative, resolving conflict situations. In other words the goal is to remove conflict from the information field and suppress negative outbursts.
Legal interaction with authors and sites that disseminate negative content. Objective – removal of outright slander from the network, blocking resources that denigrate the object.
SERM (search engine reputation management) – Above all search engine reputation management is to consequently increase the number of controlled resources at the top of search engine output therefore to develop and promote positive materials meanwhile pushing out the negative content from the first page.
SMRM (social media reputation management) – Similarly reputation management in social networks and thematic communities is used thus to promote positive content and neutralize negative content.
Working with feedback
Once most of the reviews, comments, reviews, posts, and articles have been found, they need to be analyzed – broken down into categories:
Neutral reactions. For instance it is possible to ignore or find out why the response did not become positive.
Positive reactions. Above all it is worth answering them with gratitude, at the very least leave them unattended.
Negative reactions. Moreover checking the described situation for reality, please, specify specific circumstances: order number, manager’s name, check. We respond to real negative reactions, apologies, offer solutions, tell you what changes have been implemented.
Defamation. We ask you to remove negative comments that are not confirmed. You can address both the author and the administration of the resource, in the extreme case – bring the case to court.
Next, it is necessary to record the type of reaction to each type of mention.
The real negative can usually be neutralized – to solve the client’s problem: with compensation, bonus, discount. After that ask him to remove the negative feedback. The most problems can arise with black PR from detractors. You can fight them by removing the negative or squeezing it from the first pages of search engines and sites.
You can improve the situation with additional positive feedback: ask loyal customers and partners to leave them or use the agency services. Artificial comments and reviews should be used only as an extreme measure when the level of negative is off the charts and urgent measures should be taken.