Understanding Online Reputation Management (ORM)
The Internet and social media have made online reputation management a very real concern because there are so many online platforms are available today to publish positive or negative content to influence the overall marketing strategy of a brand.
Today if you have a business, you can’t afford to ignore the online conversation about you or your business. It becomes inevitable to establish conversation parameters while defining social media strategy for your brand.
Why ORM should be a key part of any Online Marketing Strategy
Here are some common benefits of effective online reputation management for E-commerce brands
- Customer Satisfaction- Improve satisfaction of customers by gaining feedback about the pros and cons of products and services from other customers and relevant actions taken by the brand.
- Develop Brand Advocates – Better social listening and optimal response helps to increase positive feedback of brand by initiating opportunities to discuss and listen with consumers on web.
- Competitor & Consumer Analysis – Provide valuable insights regarding the competition and increase awareness about the perception of customers about a particular product or service.
- Strengthen Company Internally – Increase value of stakeholder by significantly reducing potential risk of not being aware about the public opinion of the business.
- Marketing Integration – Integration of different marketing channels and develops relation with traditional form of online media with user-generated content.
- Helps in Public Relation – Online Reputation Management helps a lot in Public Relations because it can give early warning signals and you can control the overall brand message on almost all marketing channels.
- Minimize Internal Cost – Effective utilisation of ORM tools can significantly reduce the internal cost of identifying loopholes for products and services that can be modified at early age depending on demand and consumer behaviour.
Examples of ORM Failure in Digital Era
- Dark Horse Café received a tweet criticising their lack of electrical outlets for laptops. Their response was something like: “We are in the coffee business, not the office business. We have plenty of outlets to do what we need.” Needless to say, this kind of defensive/aggressive behaviour doesn’t work in the online world. Many blogs reported the fact as a negative public relations case.
- Nestlé received negative comments about their environmental practices a few years ago, and they did not address them. People started becoming aggressive and posted altered versions of the Nestlé logo, forcing the company to close their public page. Takeaway? Do not pretend people are not talking, and address criticism as soon as possible.
- Amy’s Baking Company fought fire with fire against a one-star Internet review. Their insults against the reviewer eventually were picked up by the local news. It is obvious that negative attention is not good publicity.
The good news is that there are effective and measurable tools that can help with reputation management. Considering the time it takes time to repair a blemished reputation and remove unwanted content from the web, it’s important to take early steps and efficiently co-relate online reputation management with the overall marketing strategy of a brand.
Essential Tools for Online Reputation Management
Radian6 is an amazing tool that allows you to effectively listen and engage with conversation on social media space. If you are a well-known brand and a lot of social media conversations are going on around the world or a specific region about you and if you would like to measure market sentiments about your brand, then this is an ultimate tool that offers so many interesting features.
Radian6 is a paid tool and considering the cost factor it’s not the best bet. However, if you have a requirement for large scale monitoring and you also have the budget then surely go for it.
Sentiment Metrics is another tool for online reputations management that gives you deep insights of what is being said about you on various platforms in a compelling visual form.
The core benefits of using this service is that you get email alerts sent to you whenever you have bad press. It’s a paid tool
Mention is one of the most usable on lie reputation management tool. It scans whole web including all social media channels and let you know on real time whenever someone mention your brand name or even target keywords.
At Scroll Mantra we are using mention to track online conversation out our brand, our clients brand and most targeted keywords or even competitors. Its user-friendly interface makes it very easy to use.
Alternatively you can get daily summary alerts, which show you the mentions for a particular day. It has various plans a free plan and the other plans are the paid ones (lite, pro and enterprise).
You can call it a social engine or social search engine. It helps you monitor real time updates from social media space including tweets, links, photos, videos and more.
Topsy enables to track mentions from the past days or even all time results. You can filter out the results language wise (certain languages). Interestingly topsy shares free analytics data from analytics.topsy.com which displays the aggregated number of mentions occurring every day. It also offers email alert option.
You need to understand that people are attracted to social networking sites because they do not want to get involved with “sales” centric conversations. It’s time to learn to listen and take maximum positive action to answer queries and offer valuable inputs to develop trust and confidence among viewers and potential existing clients.