Blog post
August 27, 2019

Reputation management: Winning trust in today’s changing mediascape

In today’s ever-changing media landscape, sharing data and information are made easy with the convenient access to social media and the fact that brand’s online reputation is never fully controllable, is what makes it so valuable and trustworthy.

Organizations are using digital content and online search to position their brand. The importance of online presence and how it attracts the right customers are the main concerns of all industries.

But how a brand can exactly look into managing their online reputation? Doing a deep audit of your organization through the digital space and makes the better use of online reviews.

While you can do this auditing manually, digging through search results, images and old social media post, the best way has to be a combination of automatic and manual. Isentia uses machine learning to scrape search results and social media posts to identify possible red flags and to continue the process, we do media monitoring for a more robust brand tracking as review comes in all shapes and sizes and they are important for different reasons.

Social media is a window of opportunity and most of the people turn to online reviews for recommendations. It has direct impact on business-to-business or business-to-consumer models and it is important to showcase an authentic representation of the company through relevant content and positive profile. Start with streamlining a list of social media channels you would want to be on before working on the benefits of keeping the organization top of mind with customers.

Reputation management is a huge piece of puzzle that requires ongoing effort in the social media sphere. It is something that the organization would not want to miss out as part of their business plan. To sum it up, here are three reputation management tips as key takeaways:

1) Drive positive experience and build a base of client testimonials

Most businesses neglect to make it a habit to follow up with customers at the after-service review. This is especially important to build up a wealth of positive reviews for online marketing purposes. Collaborate with sales team and work closely to ask for reviews, or have a series of automated emails to facilitate the process and share support tips to help them through and let customers know where are the channels to share the positive brand experience.

2) It doesn’t just stop at receiving positive reviews

With customer’s permission, brands should look at highlighting customer’s reviews on website or credentials deck to push good stories up on the search rankings. Keep an active digital and social media presence to get more visibility.

3) Establish a process for crisis management for addressing negative reviews

With good reviews, there comes with a possibility of negative experience from customers too. Organizations should always be prepared to make things right with customers and show that they are valued. With the acknowledgement of their pain, it will help to build trust and reputation in the industry.  Are you prepared for a crisis? For organizations who are not, fret not, here’s a short readiness checklist for get you started:

• Do you know your organisation’s key risks and are they audited regularly?

• Do you have operations and communications plans in place to deal with the key risks?

• Does your organisation have a dedicated crisis response team, or could you mobilise an agency at speed?

• Are there clear assessment and escalation protocols in place when an issue is flagged?

• Do you have tested and approved key messages for a range of potential serious issues or questions?

• Have you identified relevant stakeholders to engage with if you are subject to questioning?

Reputation management is an ongoing effort from all departments throughout the company that should not be taken lightly.

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