![\"\"](\"https:\/\/andrecraveiro.com\/wp-content\/uploads\/2020\/06\/gestao-da-reputacao-online-braga-andre-craveiro.jpg\")
<\/p>\n<\/p>\n
There are many misconceptions about online reputation management. Some people think it's just social media monitoring, while others believe it has something to do with public relations, and others literally have no idea how it can impact business and sales.<\/p>\n
In this guide, I will explain the role of\u00a0online reputation management<\/b>\u00a0in the current business and media landscape. Companies of all sizes can benefit from a clear outline of their key concepts.<\/p>\nThey are talking about you<\/h2>\n
Just a few years ago, the internet was very different. Companies were not interacting with customers, but simply selling to a somewhat more passive target audience; people couldn\u2019t express their voice, and the overall communication scenario was very \u201ctop-down.\u201d<\/p>\n
The situation has changed radically. Today, websites are not static flyers. There is a lot of user-generated content and it has become mandatory. AND\u00a0regular interactions on social media<\/b>\u00a0are vital to any business success.<\/p>\n
Regardless of the size of your business, they (prospects, customers, and potentially everyone) are talking about something. They're tweeting about your latest product, leaving a comment on your blog, sharing a Facebook update about your customer experience, and more.<\/p>\n
If you think you can ignore this, or if you can do it without taking into account people's voices, opinions and criticisms, think again.<\/p>\n
One of the newest business commandments is \u201cBe Transparent.\u201d\u00a0Open reviews and comments<\/a>\u00a0appears to be beneficial for companies that adopt this\u00a0new mode of communication<\/b>\u00a0with your audience.<\/p>\n What does it mean to be \u201ctransparent\u201d? here are some examples:<\/p>\n Easier said than done! Most small and medium-sized businesses don't invest much in communication and struggle with this concept. As a result, their efforts are often incorrect or inconsistent.<\/p>\n Being transparent is risky. But in the long run, not being transparent is riskier.<\/p>\n The risk of transparency has led to many companies failing to strive to be \u201cradically transparent\u201d. Being open, in fact, does not come without a price. If your brand accepts feedback, customer opinions, etc., it should also\u00a0be ready to accept and face them<\/b>\u00a0immediately.<\/p>\n Consider these scenarios:<\/p>\n These are some of the reasons why it is necessary to have a proper online reputation management plan in place before starting a \u201ctransparency journey\u201d.<\/p>\n Here are three famous cases of reputation management failure in the digital age:<\/p>\n What are people saying about you? Good online reputation management is not just about reacting well to what people say about you, your brand or your products and services, but also about whether you should react at all and, if so, when. Sometimes a reaction is not necessary; others, too late, can cost millions.<\/p>\n A proactive approach to the problem is to monitor your public reputation regularly, and not just when you know of a specific event to deal with. How you do it? The magical tools invented to solve this problem are called \u201csocial media monitoring\u201d.<\/p>\n Simply put,\u00a0social media monitoring<\/b>\u00a0allows businesses to collect public online content (from blog posts to tweets, from online reviews to Facebook updates), process it, and see if anything negative or positive is being said affecting their reputation.<\/p>\n Social media monitoring can be either DIY (Google Alert is an example of a free web monitoring tool accessible to anyone) or professional, depending on the size of the company involved.<\/p>\n In the online reputation management landscape, there are two types of negative content that businesses should be aware of. One is represented by complaints on social media. They need to be dealt with appropriately, but unless your company has serious problems, they do not pose a real challenge to your business.<\/p>\n The other is what I define as \u201conline reputation bombs\u201d, which affect your reputation and sales in the long term and can\u00a0seriously damage the business<\/a>. They are very powerful because, unlike social media content, they are prominent in search engine results. What if someone Googles your brand and finds defamatory content? Let's see what they are:<\/p>\n Article 19 of the Universal Declaration of Human Rights establishes that:<\/p>\n \u201cEveryone has the right to freedom of opinion and expression; This right includes the freedom to hold opinions without interference and to seek, receive and transmit information and ideas across any network and regardless of borders. \u201d<\/p><\/blockquote>\n It's obvious that everyone has\u00a0the right to express your voice<\/b>\u00a0about your brand. There are, however, certain limits that need to be respected. In fact, some negative content online is illegal. Why?<\/p>\n How do you react to all this? How do you defend yourself or your company against this type of illegal behavior? Depending on the scope of the problem, several paths can be taken to restore your online reputation:<\/p>\n Calling it \u201conline reputation\u201d is really redundant. Your online reputation is simply your reputation. In the digital age, nothing protects you from criticism anymore. This is good from a free speech perspective; bad if your company has been defamed and attacked.<\/p>\n To conclude, ten practical tips that summarize what we covered in this guide. The world of brand reputation will change in the coming years, but following these simple \u201ccommandments\u201d will definitely benefit you and your brand:<\/p>\n According to several business experts, trust is a perishable asset and\u00a0hard to get<\/a>\u00a0. Making people respect you and your work is more important than any other commandment of online reputation management.<\/p>\n After years of hiding critics, the\u00a0egg suppliers<\/a>\u00a0Mc Donald's\u00a0forced<\/a>\u00a0publicly\u00a0to raise the standard of living of chickens,<\/a>\u00a0in accordance with the request of People for the Ethical Treatment of Animals.<\/p>\n In addition to the above-mentioned reasons to monitor your online reputation, social media monitoring can also bring you business! These days, many people ask questions via Twitter and Facebook because they are evaluating whether or not they should buy from you.<\/p>\n In the case of a customer complaint via Twitter, for example, a quick and simple message: \u201cWe are aware of the issue. We are working on it and will get back to you as soon as possible. It's better than a late response with more information.<\/p>\n In 2009, Whole Foods CEO John Mackey's WSJ published\u00a0an opinion on Obama's healthcare reform<\/a>\u00a0caused\u00a0controversy<\/a>\u00a0among WF customers. Two days later, the company provided a\u00a0response statement<\/a>\u00a0acknowledging that there were \u201cmany opinions on this issue, including within our own company\u201d and invited people to share their opinions on the matter.<\/p>\n First impressions count and we judge many books by their cover. If the words \u201cfraud\u201d and \u201ctheft\u201d are associated with your brand, this is something you should be concerned about.<\/p>\n Criticism can be a chance to learn more about your audience and create a better message in the future. The controversial\u00a0commercial<\/a>\u00a0Motrin\u00a0\u201cmothers who use mothers\u201d<\/a>\u00a0provoked much criticism. It didn't come from competitors or illegitimate attackers, but from people in Motrin's target audience who were offended by its promotional content.<\/p>\n Sometimes we simply have to combat illegal behavior. In 2009,\u00a0Domino's Pizza employees<\/a>\u00a0People who posted disgusting videos playing with food were fired and arrested. Another example is people who post false information on the internet. Sometimes if you don't sue them, they may do it again.<\/p>\n Sony certainly learned a reputation management lesson in 2005.\u00a0The company has put copy protection<\/a>\u00a0(XCD) on their CDs, which created computer vulnerabilities that malware could exploit. Instead of being open about its mistake, Sony withheld criticism and lost millions in lawsuits.<\/p>\n If your online reputation management efforts are not enough to protect or restore your brand image, you can ask for help from a professional.<\/p>\n Discover the case of Melga\u00e7o Radical<\/a> – Rafting in Minho<\/a>. It is one of the examples of good reputation management.<\/p>","protected":false},"excerpt":{"rendered":" There are many misconceptions about online reputation management. Some people think it's just social media monitoring, while others believe it has something to do with public relations, and others literally have no idea how it can impact business and sales. In this guide, I will explain the role of reputation management [\u2026]<\/p>","protected":false},"author":2,"featured_media":1234,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,20,4,9],"tags":[],"class_list":["post-1232","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing-digital","category-seo","category-strategy"],"blocksy_meta":[],"yoast_head":"\n\n
Online Reputation Management \u201cFailures\u201d<\/h2>\n
\n
\n
What's the feeling out there?<\/h2>\n
Online Reputation Bombs<\/h2>\n
\n
Should we call the police?<\/h2>\n
\n
\n
10 Commandments of Online Reputation Management<\/h2>\n
1. Become well respected<\/h3>\n
2. Be radically transparent<\/h3>\n
3. Monitor what they are saying about you<\/h3>\n
4. React quickly and politely<\/h3>\n
5. Address criticism<\/h3>\n
6. Treat your Google page 1 as your business card<\/h3>\n
7. Understand your detractors<\/h3>\n
8. Attack your illegitimate attackers<\/h3>\n
9. Learn from your mistakes<\/h3>\n
10. Ask for help if needed<\/h3>\n
source: NeilPatel<\/h6>\n