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Online reputation management
Marketers spend great amounts of time and large sums of money ensuring their brand is perceived in the correct light. Surprisingly, few practice any type of reputation management online. If you aren’t familiar with it, online reputation management involves being aware of, and participating in, the perception of one’s brand online. Three factors which have propelled online reputation management to the forefront of digital marketers’ minds: 1. The power of search engines as an efficient way to research companies, their products and services
2. Search engine affinity for user generated content, and
3. The increasing amount of confidence consumers pus on the opinion voiced by other consumers, whether they know them or not. The power of consumer opinion
While the first two points above are largely accepted, the third—the amount of confidence consumer put in the opinion of other consumers online—is both powerful and highly relevant. An October 2007 Nielsen survey (Trust in Advertising - a global Nielsen consumer report) concludes that “consumers around the world still place their highest levels of trust in other consumers.” Included in the studies breadth of platforms and sources were: - Ads before movies
- Brand Sponsorship
- Brand websites
- Consumer options posted online
- Email [the consumer] signed up for
- Magazines
- Newspapers
- Online banner ads
- Radio
- Recommendations from consumers
- Search engine ads
- Text ads on mobile phones
- TV “Recommendations from consumers” topped the survey with 78% of respondents indicating “they trusted - either completely or somewhat - the recommendation of other consumers.” Clearly monitoring how your brand is being perceived (and participating in that perception) is valuable to any organization. Depending on your need, online reputation management can be handled in house or a digital marketing firm can be engaged. |
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