Online reputation of a brand: Tips and good practices for efficient management
Posted: Wed Jan 22, 2025 5:00 am
A decade ago, online reputation management was a task reserved for big brands. Small and medium-sized businesses had little to do about it, as there was little room for customer feedback. Consumers could buy or ignore products, but beyond that, little could be known about their perception of the business.
Now that's changed. People are expressing their opinions online about brands, products and services all the time . This makes it much easier to find out what they think about your company. But it's also much easier for the bad things said about your business to be amplified.
The problem is that the user's purchasing journey starts with an online search . This means that if someone is interested in your products, they can easily access everything that is said about them on the web. If negative information linked to your brand appears in the search engine results, this impacts the perception that person has about your business, which reduces the chances of conversion.
Another example of this is what happens with reputation on Belgium Phone Number Lead social networks , where users share their impressions about brands on a regular basis. This is very common on Facebook or Twitter. If there are unfavorable comments about your company, this speaks volumes and leaves a bad image and, therefore, distrust in your business appears .
Online reputation management appears to be the way to remedy all these negative opinions. But fundamentally, it is a method to properly manage what is said on the Internet about a company .
Therefore, in this article we will share good practices to manage the online reputation of your business .
How to manage a brand's online reputation?
First of all, what we need to keep in mind is that nowadays having a company or business with a presence on the web implies having an online identity . The opinions surrounding that identity are what we understand as reputation on the Internet . And both —identity and reputation— exist, whether you like it or not.
That is why it is essential to have some control over these aspects and create an online reputation that is functional to your business objectives . To do this, you have to take a much more proactive approach. This is how online reputation management comes about .
If you are wondering how to do this, the first recommendation would be to take care of your brand image online and to do so, there are three key principles.
1. Have empathy
A brand without empathy can hardly transmit positive feelings about itself. An empathetic company is one that has the ability to listen and truly understand its audience . This allows it to put itself in their shoes at all times and understand what they expect from the business. This way, it can provide an appropriate service both in the purchasing process and in the after-sales process .
Today, users expect brands to be available to them at the required time. What they are looking for is immediate responses, in order to be able to move forward in their purchasing journey . To demonstrate empathy , it is key to be able to provide quick responses to their queries . Clearing up their doubts at the moment they need it on the one hand improves their experience and on the other, increases the chances of selling.
In this sense, one way to show empathy, addressing the needs of users and customers when they have them, can be through the incorporation of chatbots .
A bot can be integrated into the brand's different channels , whether it's the website, the eCommerce chatbot or social networks. With this tool, you can resolve users' queries instantly and thus guarantee an experience that meets their expectations .
Now that's changed. People are expressing their opinions online about brands, products and services all the time . This makes it much easier to find out what they think about your company. But it's also much easier for the bad things said about your business to be amplified.
The problem is that the user's purchasing journey starts with an online search . This means that if someone is interested in your products, they can easily access everything that is said about them on the web. If negative information linked to your brand appears in the search engine results, this impacts the perception that person has about your business, which reduces the chances of conversion.
Another example of this is what happens with reputation on Belgium Phone Number Lead social networks , where users share their impressions about brands on a regular basis. This is very common on Facebook or Twitter. If there are unfavorable comments about your company, this speaks volumes and leaves a bad image and, therefore, distrust in your business appears .
Online reputation management appears to be the way to remedy all these negative opinions. But fundamentally, it is a method to properly manage what is said on the Internet about a company .
Therefore, in this article we will share good practices to manage the online reputation of your business .
How to manage a brand's online reputation?
First of all, what we need to keep in mind is that nowadays having a company or business with a presence on the web implies having an online identity . The opinions surrounding that identity are what we understand as reputation on the Internet . And both —identity and reputation— exist, whether you like it or not.
That is why it is essential to have some control over these aspects and create an online reputation that is functional to your business objectives . To do this, you have to take a much more proactive approach. This is how online reputation management comes about .
If you are wondering how to do this, the first recommendation would be to take care of your brand image online and to do so, there are three key principles.
1. Have empathy
A brand without empathy can hardly transmit positive feelings about itself. An empathetic company is one that has the ability to listen and truly understand its audience . This allows it to put itself in their shoes at all times and understand what they expect from the business. This way, it can provide an appropriate service both in the purchasing process and in the after-sales process .
Today, users expect brands to be available to them at the required time. What they are looking for is immediate responses, in order to be able to move forward in their purchasing journey . To demonstrate empathy , it is key to be able to provide quick responses to their queries . Clearing up their doubts at the moment they need it on the one hand improves their experience and on the other, increases the chances of selling.
In this sense, one way to show empathy, addressing the needs of users and customers when they have them, can be through the incorporation of chatbots .
A bot can be integrated into the brand's different channels , whether it's the website, the eCommerce chatbot or social networks. With this tool, you can resolve users' queries instantly and thus guarantee an experience that meets their expectations .