A lot of people are throwing around the phrase “reputation management” these days. Maybe you’re somewhat familiar with the concept of rep management or online reputation repair, but do you actually know what it entails? How does one go about managing a reputation?
The Basics of Reputation Management
According to TechTarget, reputation management is “the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.” The strategies used for rep management are similar to the ones used by public relations agencies with a few differences.
Reputation management focuses solely on your online presence as a company. The majority of PR firms are focusing on this as well with the changing times, but some are still using traditional outlets like magazines, magazines, and newspapers. Rep management has a focus on web-based resources like social media, email, and online Yelp/Google reviews.
The First Step of Reputation Management is Monitoring
When you invest in the services of a rep management professional, their first priority will be to monitor your current online presence. This can be done in several ways, but the focus will be on your social media business accounts. The pros will perform social media analytics to give you an in-depth analysis of your current reputation according to your target audience.
Countering Negative Perceptions with Content
If the initial snapshot of your brand name showed that there is some negative perception, measures will then be taken to correct it. This is commonly done through the creation of original content from a web content developer within the reputation management agency. This content will either talk directly about your business or mention it more indirectly throughout an article, but always in the most positive way possible.
Other Methods for Improving the Company Reputation
Creating content isn’t the only way to help repair or manage a rep. Rep management can include a number of different methods, including social media marketing and maintenance. If you have a social media presence, an expert will be assigned to counter any negative comments or feedback on these accounts.
They will also be responsible for making posts to keep your company relevant. They’ll respond to tweets and comments, post about upcoming promotions, or share relevant videos, photos, and content. You brand’s most important asset is its reputation, and social media can make or break it.
Choosing a Reputation Management Agency
The need for reputation management has increased exponentially within the past decade. This increase in demand means that there are numerous agencies to choose from that specialize in online reputation management. Having one of these agencies on your side is vital, but the choice can be difficult since there are so many to choose from.
To help with the decision-making process, try to schedule a consultation with a few rep management companies. This will give you a lot of insight on their experience, cost, and whether their goals align with your own. Ask questions during this consultation to get a feel for their overall reputation management game plan.