Online reputation management (ORM) improves your look on the Internet. In this era of technology, it is one area, business houses, organizations, political parties can’t afford to ignore. It is as essential as having a visiting card.
Every person, who is visiting you online, has his or her own idea about your brand or there are experiences by the person or his circle of family or friends has about your brand. When you become visible online, you also must be ready to handle any adverse experience by your existing customer and you also need to be receptive of the expectations of the perspective customer.
Online reputation management takes care of all such issues. It involves pushing the unwanted content to lower position in the search result and raising the constructive content to higher position. Once done, the next challenge is to maintain the contents position. The key challenge is to create the content that search engine will rank higher and adverse comments are shifted down automatically.
Online reputation management involves monitoring, improving and publicly available online information about business houses, organizations, political parties and individuals. With the advent of Internet, the opportunities were made available to the people for anonymous commentary to be made about anyone, which remain available online forever.
To handle such commentary, online reputation management comes into the picture. It ensures people and organizations that the information about them is accurate and up-to-date. If any one attacks on your image or your organization image, it is counterbalanced with more credible, factual and realistic information. Not only that, it also stops the misuse of the brand by third parties for their benefits, while denting your brands image.
With the introduction of “Right to forget” legislation by European Union, the user gets the right to remove its own contents from Internet. The first step in the process is to identify the information shared by you on various social media, open websites and other forums. You need to identify the information which you want in the public domain and the information that you don’t want in the public domain. If you don’t take an active role in determining what biographical and professional information about youhas to appear online, the automatic programs called “bots”, collect the information and then display it online.
To take the ownership of your brand, you need to secure your brand name on the various social media and other online platforms. We will suggest you to reserve the user name on most important of them or all of them. And make it live for you with the right content and graphics. All your marketing material will then be posted to the various social media and online platforms.
Without the clear policy of your brand identification, you leave the interpretation of your achievements, skills and identity to others people who hardly have any attachment with your brand. The interpretation will usually be based on incomplete and inaccurate information. We will help you create a strong digital footprint by creating a brand guideline, which will be your base for every communication with the outside world. Our team of experts will ensure that any post following your guidelines about your brand stays at the top of result.
The four main tools of ORM include content, platforms, search engine optimization (SEO) and strategy.
The most important of all the tools is effective content which begins with information-rich text that is not available elsewhere online. Our experts will develop the helpful, relevant and well written content for your brand. It will be augmented with professional video, photographs, podcasts and most anything else that can be placed online. The other supporting tools viz. SEO, platforms and strategy are helpless without continuously updated, quality content.
Platforms are the online sites where content is placed: websites, blogs, micro blogs, forums, directories, news sites, Twitter, Facebook, LinkedIn, YouTube and hundreds of other social media platforms.
SEO is the process of improving the visibility of a website or a web page in search engines using frequently-searched-for words, inbound links, effective keywords and other techniques, including the way a website is structured. For more details visit SEO strategies.
Every online reputation is different. Managing them requires a goal, strategic plan and timetable. It is well worth the effort.
At times, it becomes challenging to handle the negative online information or the information that appears to be so. The first reaction to such negative information is to get rid of it at any cost. But that doesn’t happen in most of the cases and the information persists for years together.
To counter such situation, our team will develop new content and use the right technology, SEO strategies and social media platforms to counterbalance the placement of negative online content.
It is important to understand that a content strategy is effective in countering the disinformation but it doesn’t alter facts. In case of neative facts, the best strategy is to own the facts and then share the corrective measures taken to address the issue and ensure it doesn’t happen again.
In many cases, our team suggests to create a new or updated online image that authentically integrates these new facts with the achievements and the goals of your brand. This is expressed in many ways, on multiple platforms, to provide a balanced view without referring to the negative issue in your new content.
If the negative material does not disappear altogether, this new online image will present audiences a far more accurate and comprehensive image of you. Without this tactic, you leave the shaping of your image to your detractors.
Our team of experts will develop a reputation protection checklist to review with top management. Focus on three areas: creating, updating or expanding the online information about them; monitoring that information daily so you are aware of what is being posted about them in online forums, blogs and media; and having a crisis response plan ready to enact – including on holidays and weekends, when many online issues develop.