Why Businesses are Realising Company Reputation Management is No Longer Just Crisis Comms
When do you think you need reputation management for your business?
Historically, the view of online reputation management links directly with times of crisis
Online reputation management expands beyond times of crisis
A brand’s reputation and business success may be on the line due to negative comments or customer feedback across various social media platforms, for example.
This is a communications crisis, and it does need managing in order to minimise damage to public perception of the brand, business or individual involved.
But in 2024, reputation management is far more complex. It brings with it vast opportunities to take control of the online reputation of your business.
Definition of Reputation Management
Reputation management refers to the process of monitoring, maintaining, and improving an organization’s or individual’s reputation online. Today, this involves tracking and responding to online reviews, social media mentions, and other digital content that can impact one’s reputation and business success. Effective reputation management helps to build trust, credibility, and loyalty among customers, stakeholders, and the general public. By proactively managing one’s online reputation, individuals and organizations can mitigate the risk of negative search results, improve their brand image, and ultimately create a strong brand reputation. Whether it’s addressing negative reviews or promoting positive content, reputation management is a crucial component of a comprehensive brand strategy and brand perception.
Reputation management strategies should embrace opportunities
Proactive reputation management incorporates an in-depth understanding of communications, data management, review management, and how to shape the narrative through a comprehensive brand reputation strategy.
Businesses are increasingly becoming aware of the potential of brand reputation management and why it’s about far more than getting through times of crisis.
The evolution of reputation management companies
The dynamics of reputation management have evolved since Igniyte began working with individuals and businesses on their brand’s reputation.
Along the way, we’ve adapted, innovated and kept on top of technological advances and reputation management software.
It’s a fast-changing world. In fact, it evolves along with technology and online communications. From review response tools to proper management of social media accounts, reputation management services today encompass complex and cutting-edge strategies.
This is also why reputation management companies are more in demand than ever.
Company reputation is predicated by consumer perception
Consumers today have high expectations of brands, services and products. Customer feedback plays a crucial role in shaping consumer perception and can significantly impact a company’s reputation.
Reputation management is about far more than fielding the odd piece of negative coverage in the media or simple public relations.
If we go back 20 years, media coverage was largely confined to physical publications.
Today, of course, your online reputation amalgamates everything from review sites, Google search results, negative content in online media, business listings and social media pages.
All of this content helps to shape public perception and affects whether a business will retain customers.
Personal brands can also be damaged by negative search results, negative reviews, unwanted coverage on news sites and from media outlets.
More often than not, there is a personal and business crossover that makes it increasingly difficult to manage inaccurate information online, bad press or any damaging content.
Opportunities to use reputation management to craft a positive message
In among the reputation management work surrounding search results and review management, there are enormous opportunities to actively build a company, individual or group’s reputation online.
Effective management of social media, review sites and the entity’s online reputation can actively build a favorable brand reputation.
Companies need to think innovatively to tackle reputation management
Agile, forward-thinking, social media savvy comms and PR teams can contribute to people’s perception of a brand online and offline.
Social media management in particular needs to be on the ball, and online review management is a critical component of this effort. Management of an online presence can succeed or fail based on how switched on the social media team is, and how much they tune into the vagaries of their audience.
By being aware not only of brand adherents and their general social media opinions, but also of the wider media zeitgeist, social media managers will be ready always to maximise the brand’s online presence in a positive way.
Helping businesses boost their online reputation attracts more customers
At Igniyte we work with businesses of all sizes and across every region.
We also work directly with individuals who want to control the online narrative about them personally and in terms of their links to business.
This is obviously a complex job, and entails utilising the right media monitoring tool, managing search results from Google and other major search engines, creating authentic positive content, managing negative reviews and much more.
Buy-in from employees is vital for most businesses and brands to create holistic and authentic positive content, which in turn fosters customer loyalty.
Everyone at a company must take responsibility for their personal reputation too
The biggest multi-nationals can’t feasibly wait for CEO direction on how every employee should react online to changing news, for example.
Employees must feel safe and understand how they can respond in a way that best represents the company and propagates positive messages.
Today’s online world means that every employee of every business is an unofficial brand ambassador.
Whether the business is an online retailer dealing with a negative review, or a corporate firm dealing with bad news online, the whole point of cohesive reputation management is that everyone has a part to play in preventing a damaged brand reputation.
Managing their reputation should be integral to every company’s strategy
Reputation management is not a separate project that is initiated when needed.
Instead, the management good brand reputation should be part of the company’s integral communication and public relations strategy.
Successful reputation management then is about the perfect mix of talent and technology.
In order to create the right kind of positive reviews, responses on review sites, positive sentiment, web content, and social profiles, it makes sense to invest in the people, tools, tech, and reputation management company to make this happen and maintain a good brand reputation.
Crisis management versus real-time reputation management
Many ideas and strategies that go into crisis responses can also be used to real-time online reputation management.
To do this effectively and meaningfully, businesses must keep abreast of the external news cycle, of fast-moving content changes, social media trends, and expectations for the customer experience.
There is a lot of noise out there online. Every day, every hour, every minute, the narrative changes.
Media coverage of external events can lead to unexpected outcomes for a business.
It’s for the public relations team along with anyone else involved with the reputation management of a company to listen hard to what’s going on and act accordingly.
A company’s reputation is spread across a wide range of channels and platforms
Data from review sites, along with changing search engine results, investor responses, client responses, the narrative from customers, and other stakeholders work together to give pieces of the puzzle in reputation management online.
Armed with this knowledge, a reputation management company or internal team can prioritize what matters and what will impact the reputation of the business or brand.
Data science and analysis is a vital part of working out how a brand should respond – or not respond – to external news cycles or coverage.
On some occasions, nearly everything that’s floating on social media matters to a specific brand or business. On others, a brand, management or a company staying silent can be more positive.
The reputation of the CEO is closely linked with the external perception of a brand or company
Brand reputation management is now synonymous with a businesses’ leadership teams.
This necessarily pushes reputation data even further into the forefront of proper reputation management.
Reputation management software can go a long way to create the kind of data and scores that will inform a successful reputation management strategy and prevent a poor brand reputation.
What builds a brand reputation strategy?
Think of the reputation of a brand, business or individual as an overarching picture of their external perception.
It’s not always about who the individual is, or what the brand does – it’s about how it looks online.
Brands need happy customers, good reviews from third parties, peers, and stakeholders, and positive perceptions of their services on various sites.
Social media channels are a major part of the external picture make-up of a brand or business.
Search engine results are just as important, albeit less immediately visible. Anyone searching a brand name will either see five-star reviews and positive links about social responsibility, for example, or they will see outdated news stories about legal action.
These two contrasting results to one theoretical Google search of a company show just how important reputation management is.
Technology, know-how, innovation, and deep-dive data analysis
Reputation management isn’t about massaging data to give inauthentic positive reviews. It’s about utilising the technology available, and the expertise of reputation management companies or internal teams, to craft the kind of reputation that best suits the brand’s reality.
And if that ends up with five-star reviews and glowing Wikipedia pages, then that’s a job well done by the public relations and comms teams.
What kind of reputation management software does the job?
Almost two-thirds (60%) of the global population use the Internet – a lot.
We’re on social networks, we’re leaving positive reviews on platforms like TripAdvisor, we’re buying products and services, researching and following news stories.
Much of this activity takes place on social media networks, as well as endless sites of all kinds.
For businesses then, it’s important to keep track of their reputation among this morass of information.
Software and tech can help with this kind of reputation management. For example, Yoono checks what’s out there online by automatically checking files.
The latest tech powers this automated search, which makes it an ideal tool to facilitate reputation management for the future.
Personal reputations of employees matter too
But as I’ve already touched on, the business reputation is also dependent on employees.
Personal reputations underpin the external perception of a business.
Research shows that almost three-quarters of execs think that their executives inform customer perception.
A separate report shows that almost 50% of a company’s reputation is directly dependent on the reputation of its CEO.
A company’s reputation denotes its market value
Negative ones of the highest level execs permeate through the brand and taint its reputation in the eyes of peers, the media, and customers.
The same report, which is by Weber Shandwick, shows that nearly two-thirds of the market value of a company derives directly from its reputation.
Grab the opportunities that reputation management offer
Reputation awareness and management are integrated into the most successful companies and their strategy.
For example, social responsibility has shifted into the core offering of most businesses. This is an example of the kind of opportunity that reputation management, data analysis and reputation crafting offers every business.
Businesses are increasingly realising the power of their online reputation and bringing it into the general PR fold.
Creating a strong brand identity
Creating a strong brand identity is crucial for building a positive brand reputation. A brand identity encompasses the visual, tonal, and messaging elements that define a brand. It includes the brand’s mission, vision, values, and personality. A well-defined brand identity helps to establish trust and consistency with customers, which is essential for building a strong brand reputation. To create a strong brand identity, organizations should develop a clear brand strategy, define their unique value proposition, and ensure consistency across all marketing channels. This consistency not only reinforces the brand’s message but also fosters a sense of reliability and trustworthiness among consumers, contributing to a positive brand reputation.
Harnessing the power of influencer marketing
Influencer marketing can be a highly effective strategy for enhancing brand reputation. By partnering with influencers who align with their target audience and values, organizations can increase brand awareness, reach new customers, and build credibility. Influencers can help to create engaging content that showcases a brand’s products or services, and their endorsement can carry significant weight with their followers. To harness the power of influencer marketing, organizations should identify relevant influencers, develop a clear influencer marketing strategy, and ensure that influencers align with their brand values and messaging. This alignment ensures that the influencer’s audience sees the brand as authentic and trustworthy, further enhancing the brand’s reputation.
Implementing corporate social responsibility (CSR) for a positive brand reputation
Implementing corporate social responsibility (CSR) initiatives can greatly enhance brand reputation. CSR involves establishing environmentally sustainable practices, reducing carbon emissions, and implementing recycling programs. It also includes community involvement, such as sponsoring local events and supporting community projects. By demonstrating a commitment to social responsibility, organizations can build trust and credibility with customers, stakeholders, and the general public. To implement CSR initiatives, organizations should develop a clear CSR strategy, engage with stakeholders, and ensure transparency and accountability. These efforts not only contribute to a positive brand reputation but also align the brand with the values of socially conscious consumers.
Fostering Brand Advocacy
Fostering brand advocacy is crucial for building a strong brand reputation. Brand advocates are customers, employees, or partners who enthusiastically promote a brand to others. By encouraging satisfied customers, employees, and partners to become brand advocates, organizations can create a powerful marketing force that can drive business success. To foster brand advocacy, organizations should develop a clear brand advocacy strategy, engage with customers and employees, and provide incentives and recognition for brand advocates. This not only enhances the brand’s reputation but also builds a community of loyal supporters who can amplify the brand’s message and values.