5 Steps for effective omnichannel reputation management

How important is reputation management? Well, you tell us:

A survey found that online reviews influenced the buying decision of 93% of consumers. Businesses generate 62% more revenue from consumer testimonials, and a company with more than nine recent reviews earns 52% more than average.

Testimonials and reviews are the biggest representers of a business’s reputation online, and it’s evident that it heavily influences business growth and success.

Of course, an online reputation is more than just reviews. An online reputation is a brand’s reputation online across all digital media. That includes the website, social media sites like Facebook, LinkedIn, Twitter, forums like Reddit, Google My Business Listings, marketplace platforms like Amazon (if the brand is also selling via a marketplace), etc. 

This is why omnichannel reputation management is essential. Brands have to monitor their reputation across all digital platforms, even ones they may not be active, and take steps to increase positive views and fix negative ones.

Developing an omnichannel reputation management strategy

1. Monitor and track brand mentions through automation

The first step in building an online reputation is tracking your brand mentions.

A brand mention is any online thread that tags or mentions your brand, like a comment, review, tweet, post, hashtag, etc. When you track brand mentions, you stay on top of every conversation that involves your brand.

Of course, you cannot scour the internet every day to check if someone has mentioned your brand. Here are some tools that you can use to automate the tracking of brand mentions:

Google Alerts – This is a free tool that lets you enter a keyword and then lists articles with that term.

Social Mention – Similar to Google Alerts, you enter a keyword, and it returns a list of all the pages that contain that term.

Brand Mentions-This is the best of the lot and is made specifically for online reputation management. You can track brand mentions across search engines, social platforms, etc.

2. Work on getting customer reviews for all your digital platforms

Once you start tracking brand mentions, you will actively respond to comments, tweets, etc. This is reactive reputation management.

You have to get reviews across all your platforms. This process becomes the proactive piece of brand reputation management.

3. Respond to negative reviews & mitigate damage

You are bound to get a few negative reviews as your business grows. There is no escaping it. It could be an honest review posted by a dissatisfied customer or a fake one posted by a rival brand.

In the latter case, all you can do is flag the review (if it’s on an external platform like Google My Business) and post a reply stating it’s fake so that customers are aware it’s not an honest review.

In the case of the former, you should make it a point to post a response apologising, stating the reason for the failure from your end, and working towards solving the customer’s problem. An apologetic response mitigates the negative review to a certain extent. If you solve the customer’s problem, there is a chance of them removing the negative thinking altogether.

Always make it a point to respond to negative reviews, whether legitimate or not. Customers will perceive silence to be an admission of guilt with no remorse.

4. Involve your customers in business decisions

A great way to build an online reputation and customer loyalty is by involving the customer in business decisions.

Ask customers to suggest improvements and then work on implementing them if it works for your brand, take surveys and polls on social media to get your customers’ opinions on design decisions, etc.

5. Maintain transparency at all times

Lastly, be upfront about any business decision or situation that affects customers, whether positive or negative. In today’s highly connected world, it’s pretty much impossible to hide any PR situation.

Roll out emails and other forms of communication to ensure all your customers are aware of any situation so that they hear it straight from your PR team and not through third-party sources. This way, you limit the spread of any false news

Conclusion

When you tie together all platforms by implementing tools for social listening, you gain control over any brand-related conversations happening in the digital world. This control is key to creating omnichannel brand reputation management. The only other piece of the puzzle is actively participating in these conversations.

Manage Online Brand Reputation

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