To avoid PR crises and the effects of bad reviews, you need to properly manage your brand’s online reputation.
Here’s how to do online reputation management in nine steps:
1. Audit your online reputation
Before you launch any ORM telemarketing data process, perform a thorough online reputation audit.
The goal is to find out how your customers see and talk about your brand online. Doing so will give you insight into what’s working well and what challenges you may need to overcome to make important changes.
You can do this by looking at Google results:
- Open an incognito browser window
- Search your brand name on Google
- Review your Google Business Profile , if you have one (ratings, reviews, comments, images, etc.)
- Take note of the results that appear on page one
- Note which sites you can control (such as social profiles) and which you can’t (such as third-party sites) – this will help you strategize later.
For example:
Also look for your brand on audience & influencer demographics the following types of sites:
- Social networks
- Online communities (e.g. Reddit)
- Review sites (e.g. Trustpilot)
Once you’ve gathered enough information, you should have an idea of what the average consumer sees when searching for your brand.
2. Establish an online reputation management strategy
Now that you know the current situation of your brand, it is time to establish an online reputation management strategy.
First, decide what you want to prioritize.
Prioritize tactics and tasks
Prioritizing which ORM tactics to apply and which mentions to respond to first will help you better manage your online reputation.
You can use the Impact Matrix to decide how to prioritize your tasks:
- Quick wins are easy to achieve and have a big business impact
- Big bets require more effort but have a big business impact
- The fillings are simple but have a low business impact
- Thankless tasks require a lot of effort but have a low business impact
An example of a “quick win” might be responding to a negative review. It won’t take you much time. But a well-crafted response can have a positive impact on your online presence.
That said, you need to address critical tasks first. If you have an ORM crisis on your hands, address that first.
Once you have established your prioritization goals, create clear documentation to keep things organized.
Establish guidelines
Develop policy guidelines, communication guidelines, and a defined tone of voice to maintain consistency in your messages to customers.
Managing comments, reviews, and mentions across multiple channels can be overwhelming if you don’t set some ground rules.
Political Documentation
Writing down policy guidelines can help you prioritize tasks and streamline communication, especially when multiple people are working on managing your brand’s online reputation.
To start, here are some things you can include in your documentation:
- Who is in charge of which channel . If sault data it is everyone’s responsibility, it is no one’s responsibility. Clearly define who is in charge of each channel and try to stick to it. If multiple people work on the same channels, clearly define their responsibilities so that nothing falls through the cracks.
- Response templates . Create response templates for frequently asked questions. This will save time and help your brand sound more unified.
- Who’s who in your field . Do you have any influential partners that all team members should know about? Is there a particular troll that you no longer respond to because it would only make the situation worse? Keep this information in your policy documents.