With almost all business being conducted online, it’s no wonder that businesses, not just individuals, are concerned about what the online world is saying about them. From sites where employees can review their managers to social media reviews speaking about brand experience, businesses today need to consider adding online reputation management to their marketing mix.
Reputation management, or online reputation management (ORM) as it’s also referred to, controls how others see you when they look for you online. It allows you to take control of the online conversation. A multi-pronged process, reputation management analyzes, establishes, protects, restores and monitors your brand’s image online. Negative items online can seriously impact your company’s reputation. Reputation management can bury the negative material found on the internet, defeating it with more positive material to improve your credibility and customers’ trust in you.
The importance of online reputation management
Reputation management should be a top priority for any business. You’ve worked hard to build your business, but one negative review can negatively impact your company’s reputation and bottom line. We all know that your buyers turn to the internet when looking for a business and/or to read reviews about your business. And they believe what they read. Take a look at these stats:
- When looking for a local business, 97 percent of people read online reviews (BIA/Kelsey).
- 92 percent of users will use a local business if it has a four-star rating (BrightLocal).
- 84 percent of consumers say they trust online reviews as much as personal recommendations (BrightLocal).
- 74 percent of consumers say that positive reviews make them trust a local business more (BrightLocal).
- Two out of three people (63 percent) see search engines as one of the most reliable sources of information about a person or a business (Edelman).
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