Digital reputation refers to the image that others have of a company, organization, or person on the internet. Today, it impacts the trust that users can feel towards a brand and, therefore, their purchasing intention. That's why we're going to share 5 key elements to consider to manage online reputation and achieving the best results.
1. Social listening
One of the most important keys to managing an online reputation is social listening. This refers to monitoring and social listening strategies aimed at knowing what is being said about a brand and its products or services on various online platforms. In this way, the goal is to have real-time information on what users think about the brand, how products are received, as well as any complaints or issues that may arise.
Through social listening, you can have updated information and provide a quick and accurate response to negative customer comments or complaints. This is essential to prevent such issues from escalating and leading to a reputational crisis. Along with this, it's important to have a good strategy for measuring the information obtained from social listening. This will allow for the classification of comments, mentions, opinions, and complaints, to analyze them and have a real understanding of the situation.
2. Good communication
Today, people expect brands to be clear and consistent in their communication. Careful messaging that aligns with the brand identity will generate greater trust in people. At the same time, it's recommended to generate images of people behind the brands, so users can identify a face and a voice in the messages. This contributes to a sense of transparency and trust, which is essential for people to be guided by a company and its product.
Today, one of the frequent causes of reputational crises has to do with negative comments or reviews that go unanswered. That's why it's important to manage online reputation by not taking comments as personal attacks, but rather responding with kindness and a willingness to provide solutions at all times. The type of response is not the only important thing at this point. It's also essential that the management is fast and effective. That's why a communication plan should be considered, which foresees what to do in such cases and which teams will be responsible for handling such comments.
4. Content generation
Content that provides value and relevant information for users is highly valued today. This includes encouraging customers to leave reviews and opinions about products or the brand. These contribute positively to the trust that potential customers, but also employees and suppliers, can feel towards the company.
5. Crisis plan
Finally, an essential key to managing an online reputation properly is having a crisis plan. While it's not about waiting for it to happen, the plan will generate the peace of mind of knowing how to act in the different phases of a crisis in case it occurs. The crisis plan should include management teams and specific tasks for each case, coherent communications on different media and platforms, and possible solutions to different issues expressed, among other things.
The best way to manage an online reputation is to seek a specialized agency for it. At 202 Digital Reputation, we are a multidisciplinary digital reputation company constantly training to follow the latest trends in the digital world. We develop a 360° management that addresses everything from prevention to crisis management and reputational maintenance. Contact us and find out how we can help you.