Businesses face threats to their reputation every day. Sometimes these threats are easily managed by ensuring you provide excellent products and services as well as fast and efficient customer service. Other times, threats to your reputation come from unscrupulous actors, even competitors looking for a competitive edge and disgruntled employees with an ax to grind, out to destroy your business without any legitimate failure on your part. Regardless of the cause, online reputation management is a high priority for your business.
Online reputation management
Damage to your reputation causes consumers and business partners to lose trust in your business and businesses with poor reviews drive customers away. A recent study found that 93% of consumers read online reviews and four out of five customers will not buy from a company with negative reviews. The report goes on to demonstrate the cost of poor online reputation management translates into $537 billion in the US alone. This cost holds true regardless of whether the negative review is legitimate or a complete fabrication, according to this report. Surprisingly, another study found that about 80% of us read at least one fabricated review in the last year.
Rather than an aberration, others support the finding. For instance, according to Qualtrics, 94% of respondents say an online review convinced them to avoid a business. To avoid this damage, constant monitoring and quick action are needed.
In a recent study by Deloitte and Forbes Insights, 300 executives (C-suite and board directors) were surveyed. One revelation? They consider brand reputation as the highest strategic risk area for a company. [source]
Thus, business owners need to prioritize reputation management strategies to drive sales and maintain their popularity. In the age of social media, bad reviews spread insanely quickly, and so it’s vital that you have the right tools to manage your reputation; Quickly identifying threats to your reputation and implementing mitigation efforts. To support your business today, take a look at these software tools available to help you to manage your business reputation.
Online reputation management tools
1. Reputology
Reputology is a software program designed to help businesses manage their online reputation by easing the burden and help businesses monitor, respond to. and analyze their online reviews. The tool offers both social listening and monitoring features, to help your company manage your online reputation. This software, used by leading brands including Ashley Homestores, Gold’s Gym, and House of Blues, helps businesses leverage their reviews to grow their bottom line.
The software allows 24-hour review monitoring and helps businesses respond quickly directly from the platform. The software also includes tools to analyze customer sentiment, providing a benchmark of where your company stands. Using the data, you possess the tools needed to enhance your reputation and make adjustments to your services and products. Reputology can help your brand monitor surveys, comment cards, and more. You can access analytics and get tips on improving your online reputation.
2. Bright Local
BrightLocal supports businesses to improve their online reputation with the help of review tracking. Brands like Hilton hotels, IKEA, and Roto-Rooter trust BrightLocal to manage their online business from one easy dashboard that combines Google Analytics, SEO, and aspects of reputation management into a single dashboard. The tool lives up to its local name by helping to track ‘Google My Business’, a free tool to help local businesses gain visibility in search. It’s a popular solution to manage customer reviews, plus there are features to manage and improve your online reputation. A few of the benefits of using Bright Local include:
- Cloud-based software with an easy-to-use interface.
- Organize your GMB listings and boost your local SEO.
- Social inbox to respond to your mentions on every social channel.
- Integrates with social marketing to make life easier.
3. Sprout Social
Sprout Social is a platform for social media management through listening and evaluating consumer sentiment toward your brand over time, thus, helping brands organize and improve their social marketing strategies and online reputation management through monitoring social media. Using the tool, you can also manage your editorial calendar and take care of scheduling posts at optimal times to ease the time-consuming task of content marketing.
The value of the tool for online reputation management is the ability to check and respond to messages posted on any of your social accounts, and employ customer relationship management tools to build valuable relationships with users. Sprout Social also allows you to check your brand mentions on social media and manage your reviews across platforms like TripAdvisor and Facebook. When it comes to marketing your business, it’s important to have a solid social marketing strategy, so why not choose a tool that helps with online reputation management at the same time.
4 . Brand 24
With the help of Brand24, businesses can access social listening features as a means to manage their online reputation. Using this software, you can observe the latest industry trends and monitor how users talk about your brand as a critical step in responding to negative sentiment. Businesses can monitor positive and negative comments about their company, quickly and in real-time. The tool also provides marketing analytics, helping you to gain insights to optimize your digital marketing strategy. Brands can also take advantage of features including influencer score, sentimental analysis, and competitor knowledge.
Protecting your business
When you’re looking to protect and manage your business reputation, there are several other important considerations to make. You’ll need to make sure that you get yourself the right business insurance to protect yourself from reputational damage, financial issues, and legal issues. No matter which industry you operate in, it’s important to research liability insurance for small businesses, to find the right coverage.
Read more: Protecting Your Brand Online
This article was written for Business 2 Community by Angela Hausman, PhD.
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