A Guide to Reputation Management Strategies

Creating and maintaining a good reputation has been challenging for a long time. Nowadays, with information spreading quickly, how we manage reputations has changed a lot. The tools that used to work well in the past face new challenges in today’s fast-paced world full of information. The rise of mass media in the 1900s made information more public.

Even though we used to focus on being transparent, correct, and positive to build reputations, the real world isn’t always perfect. The internet sped up how information spreads, and now a business’s reputation can be made or broken with just a few clicks.

In today’s digital age, businesses deal with intentional attempts to harm their reputation from rivals, unhappy employees, or clients. Jeff Jarvis’s “Dell Hell” blog in 2005 shows how the internet lets people impact a business’s reputation instantly. Google, a powerful tool, can either help or hurt reputations by providing information, but sometimes it may not be entirely true.

In this article, we will look at the difficulties of creating and keeping a good reputation in both the regular and online worlds. Managing a business’s reputation has become more complicated than ever, and we need smart strategies to handle the challenges of the modern information age.

Fundamental Concepts of a Company

Here are the three important fundamental concepts of a company:

Image

Let’s talk about two important things for a company: corporate identity and image. People often mix them up, but they’re not the same. Corporate identity is like a company’s soul. It’s how a company shows itself through different things, making a complete picture of what it is. It includes history, philosophy, vision, values, and how the company looks. It’s like a virtual-real package of everything the company does. Corporate identity is crucial for a company to fully function and be unique, just like each person is unique.

On the other side, there’s the image. It’s how people see the company from the outside. It’s the public side of the company’s identity. To simplify, corporate identity is about how a company defines itself, while image is about how others perceive it.

Now, let’s dig into the image a bit more. Different people see a company in different ways. Some might see it as a mix of impressions, thoughts, and feelings. Others might see it as how customers see products or organizations, which may not always match reality. Some say that image is something a company earns over time and is often seen by customers as goodwill and trustworthiness linked to the brand.

Considering all these ideas, we understand that an image is a complex thing, made up of both tangible and intangible aspects. Tangible things are the real, touchable parts, like product quality and how the company’s places look. Intangible things are the not-so-touchable parts, like how the company talks to the public, its design, and what actions it takes.

Now, all these perspectives are true for both the regular world and the online world.

Trust

Trust is closely connected to reputation. These terms often overlap in literature, but how do we define trust? Simply put, trust is like a bet on something unknown. It’s compared to a parent-child relationship, where a child trusts a parent’s answer based on goodwill and the parent’s desire to seem wise, even if they don’t know the answer.

Trust is about relying on someone or something’s ability, power, character, or truth. In simple terms, when trust increases, things happen faster and it costs less. For example, when people believe in an organization, they work better together, expecting positive rewards.

Management — *Trust is the foundation of any strong reputation.* Source: BrightGauge

Trust is a force that brings people together, creating a sense of predictability in behavior. It’s an expectation in business that partners will act in a way that’s mutually acceptable. Trust can come from goodwill, common interests, or even force, and it plays a crucial role in various areas of life.

Now, without trust, cooperation becomes challenging. Businesses and transactions heavily rely on trust. Trust is an oriented relationship, expressing the connection between two parties based on their resources and objectives. There are two basic types of trust: one based on reputation and the other despite a bad reputation.

Models based on trust, reputation, or a combination of both are used to understand and classify these concepts. These models consider factors like the origin of information, authenticity, and irrational factors.

Reputation

Reputation is a crucial business asset, and it’s considered fragile. Unlike trust, which is often seen as an oriented state, reputation is more complex. It’s how an organization is perceived or judged by individuals, reflecting its overall quality.

In the past, reputation was mostly a concern for marketing, but now it’s integrated into the company’s strategy. Reputation isn’t just about fulfilling corporate goals. It can be affected by various factors, like informal expressions of personnel, customer complaints, or media statements.

Reputation is seen as the most comprehensive business asset. Understanding reputation involves looking at its dimensions. There are three primary dimensions:

Primary Dimension

Reputation based on personal contacts and interactions with the organization. It’s immediate and personal, forming initial attitudes.

Secondary Dimension

Also called indirect reputation, formed through media or reference groups. It’s impersonal and can be affected by prejudices.

Cyclical Dimension

It involves adapting communication based on perceptions. Organizations adjust communication, behavior, or products based on audience reactions.

Measuring reputation is challenging but crucial. Harris and Fombrun developed the Corporate Reputation Quotient (RQ), consisting of criteria like emotional appeal, product quality, financial representation, vision and leadership, working environment, and social responsibility.

Reputation is a result of consistent activities, focusing on central topics, maintaining identity, and being transparent. It’s a significant advantage in industries with assets like innovation and high-level customer service.

Reputation management involves four key determinants: responsibility, trustworthiness, reliability, and credibility. These factors play crucial roles in managing and maintaining a positive reputation.

Reputation Management

Corporate reputation is increasingly vital in today’s competitive business world. A well-planned reputation strategy can enhance overall business success and influence market value. Success in building reputation goes beyond technology or quality products; it involves various strategies.

Corporate reputation has multiple definitions. It is described as a value that sets a company apart, is linked with strategic measures, and is hard to imitate. It can also be seen as consumers’ perceptions of a company’s past actions, results, and expectations. Reputation influences opinions and credibility among interested parties.

Building reputation relies on consumers’ perceptions, emphasizing reliability and trustworthiness. A good reputation can boost customer confidence, reduce shopping doubts, and increase satisfaction and loyalty. The Reputation Institute identifies seven factors affecting business reputation: products, innovation, workplace, governance, citizenship, leadership, and performance.

Leadership involves how a company leads, and performance indicators impact reputational success. Quality products and consistent service delivery are crucial. Innovation and workplace culture also contribute. Governance, stakeholder support, and corporate social responsibility play essential roles. These factors form a pyramid, with product quality and integrity at the foundation.

While quality products and services matter most, commercial variables alone aren’t enough for a strong business reputation. Understanding these aspects is crucial for navigating reputation management in different environments, including the internet.

Strategies

Here are a few strategies on how to manage a company’s reputation:

Data From External Sources

To effectively monitor your reputation, utilize data from three key sources:

Keep track of what people are saying about your brand online and on social media platforms.
Gain insights into your competitors’ online performance and how their brand is perceived.
Monitor reviews from platforms like Google, Yelp, and Glassdoor to understand how your brand is being reviewed.

Brand Experience

After gathering internal and external data, thorough analysis is essential. Focus on key performance indicators (KPIs) to assess your current standing and set future objectives.

Determine the quantity of reviews, mentions, or comments your brand receives. Identify any notable spikes or declines.
Understand the overall tone of reactions towards your brand. Is it predominantly positive or negative?
Assess how many conversations in your market your brand actively participates in or controls.
Identify the content people share about your brand. Recognize common questions, comments, and complaints from customers and employees.

Success Stories

There’s nothing quite as convincing as the praise of satisfied customers. Their testimonials carry more weight than your own words. Actively seek positive feedback through reviews, testimonials, or upbeat social media posts. Incentivize this feedback with rewards for those who share their positive experiences.

reputation — *Encourage satisfied customers to share positive experiences.* Source: LinkedIn

Content Marketing Plan

A thoughtfully crafted content marketing strategy is a powerful tool to establish your company as a credible authority in your industry. This plays a crucial role in shaping your brand’s reputation. Consider the following when devising your marketing strategy:

Build an authentic, lasting brand image and reputation
Identify your target audience and competitive strengths
Take control of the narrative through high-quality content
Ensure all messaging aligns with a clear mission and vision
Solicit feedback regularly and offer solutions
Stay vigilant for reputation issues and promptly and professionally address any online concerns

Public Relations (PR)

Public Relations (PR) proves to be a potent strategy for upholding a positive image and enhancing brand awareness. A robust PR campaign has the ability to mend a tarnished reputation and propel an unfamiliar brand into the spotlight. If you’re contemplating a PR initiative as part of your reputation management strategy, consulting with an industry expert is advisable. Additionally, reputation management software can be employed to monitor the progress of PR campaigns and overall reputation management plans.

Maintaining a vibrant and positive social media presence not only positions your company as a reliable source of information but also amplifies your brand’s reach. In today’s corporate landscape, there are dedicated roles focused solely on social media management, underscoring its substantial impact on brand reputation.

Conduct a Brand Evaluation

Initiating a brand audit is a crucial preliminary step in your online reputation management strategy. Conduct a comprehensive assessment of your entire online footprint, encompassing your website, blog, social media profiles, and third-party business profiles. Scrutinize your Google search results as well. Evaluate what individuals see when searching for your brand name and related keywords. Identify any off-brand or negative outcomes and strike a balance to ensure positive articles remain predominant, guarding against a sudden shift to negative mentions.

Address Negative Reviews Effectively

While the temptation may arise to disregard negative online reviews, this would be a misstep. Negative reviews present an opportunity for your brand to confront issues directly, showcase customer care, and establish a more genuine connection with potential customers.

Respond promptly to all reviews, whether positive or negative. Express gratitude for feedback, even if critical, and consistently provide tangible solutions to problems.

When a customer has encountered a negative experience, offering a mere 20% discount coupon for their next purchase is insufficient. Such an approach risks eliminating any possibility of a subsequent purchase. Instead, go the extra mile to demonstrate your unwavering support for your brand, assuring customers that you are committed to making things right.

Tools

Here are some of the best tools and software for reputation management:

Yext

Yext is great for customization. You can personalize many aspects of the tool, from reviews to analysis, using your programming skills for advanced customizations. However, it lacks a good tool for tracking customers and encouraging repeat business. Yext allows extensive customization within the app and the content you send to customers.

Key Features:

Acts as the source of truth for public facts about your brand.
Connects with various digital services like Amazon Alexa, Google, Apple, Bing, Facebook, Yahoo, and Yelp.
Helps your marketing team control brand landing pages for accurate and consistent brand information.
Manages customer reviews by monitoring and analyzing them across the knowledge network, generating authentic reviews, and engaging with customers.

It starts with an emerging starter package for $4 per week, with limitations. Pricing increases based on the top sites for listing and the analytics provided.

Qualtrics

Qualtrics is a tool that helps brands gather customer feedback using survey templates. These surveys can be sent through various methods, like chatbots, web-based Q&A systems, in-app features, and mobile devices. By collecting this feedback, brands can understand what customers think about their products and how to enhance their services. Qualtrics is particularly useful for market research on marketing and branding, but it doesn’t have features for social media management or competitive analysis.

Brand24

Brand24 is an online reputation management tool that effectively monitors and analyzes what people say about your brand online. It keeps you informed about brand-related keywords on social media platforms like Facebook, TikTok, Instagram, and Twitter, as well as reviews on sites like the Google App Store, Yelp, and TripAdvisor. Brand24 includes tools for analyzing keyword performance through social media reach and sentiment analysis.

Mention

Mention, another tool, offers The Brand Grader, dedicated to monitoring and analyzing online reputation management across various websites, review platforms, and social media. This broad reach makes it a reliable source for valuable insights and timely updates whenever your brand is mentioned. However, access to sentiment analysis features requires a pro plan with additional costs.

Remember, a positive reputation not only attracts customers but also helps your business grow. So, keep listening, adapting, and shaping your brand’s story for a brighter online presence.

Have a vision for your business? Let us help you get started! At EvolveDash, we’re passionate about helping businesses grow and evolve in the digital world. Our team is here to help every step of the way, from developing custom mobile apps to creating personalized websites.

With a proven track record of helping over 100 satisfied customers and 450 completed projects, we’re confident we can help you achieve your goals too. Let’s turn your business vision into success!