One of the key concepts in public relations is managing a brand’s online reputation. A positive brand image has the power to influence a consumer’s decision to buy a product. A negative brand image has the power to restrict sales. In fact, businesses risk losing up to 22% of their customers when users find just one negative article about the company.

In today’s world, a reputation largely comes from social media and online review websites. Consumers need to read an average of 10 online reviews before they feel they can trust a local business. Unsurprisingly, it’s vital that you monitor your online reputation frequently.

Monitoring and influencing your online reputation can be quite a daunting task. However, there are a number of software tools available designed to make this important job easier than ever. Let’s take a look.

How to Protect your Brand’s Online Reputation

Reputation management is the process of analysing and monitoring how customers perceive your brand. It also involves taking strategic actions and measures to control and rebuild your brand’s reputation.

Reputation Management Software

Reputation management software is a great way for small-to-medium sized businesses to manage their brand’s online reputation. It’s particularly useful where PR and marketing budgets are limited.

1. ReviewTrackers

ReviewTrackers collects online reviews from over 100 third-party review sites, including Facebook, TripAdvisor and Google. One of the great features of this platform is that it sends a notification whenever a customer leaves a review, ensuring you’re up-to-speed on customer feedback.

The cloud-based software also allows you to track trending topics to factor in the bigger issues affecting customers and even provides competitor tracking analytics.

How much does it cost? Custom depending on your size and business needs (request a demo here).

Image courtesy of ReviewTrackers.

2. Yext Reviews

Inconsistent information can negatively affect your local SEO so it’s critical to ensure your business’s information is listed consistently across every site. Yext has been designed to spot inconsistencies and help you to correct them quickly and easily.

The software also enables you to manage your brand’s social media accounts and respond to authentic customer reviews. This is perhaps one of the best ways to truly get an understanding of your brand’s online reputation. Yext is ideal for small-to-medium sized businesses as well as major enterprise companies such as T-mobile.

How much does it cost: Starts at $199/year

Image courtesy of Yext.

3. BirdEye

BirdEye is an SaaS reputation management tool used by over 50,000 businesses.

It collects feedback from over 150 online review sources so you can be sure of having a fully informed overview of your brand’s online reputation. Reviews can be monitored and responded to within the platform’s intuitive dashboard. You can also request reviews from customers and send reminders to ensure you gather even more feedback.

How much does it cost? Custom depending on your size and business needs. (Ask for quote here).

Image courtesy of BirdEye.

4. Cision

The Cision Communications Cloud is used by PR agency professionals around the world. It lets you track your brand mentions across millions of online stories including on social media.

Cision incorporates traditional platforms too so you’ll get insight from print media as well as social and digital outlets.

The PR outreach features of Cision are widely championed by the industry. The extensive media database is great for finding specific media contacts or outlets, and is ideal for nurturing media relationships and interaction.

How much does it cost? Custom depending on your size and business needs. (Ask for quote here).

Image courtesy of Cision

5. Podium

For many small-to-medium sized businesses, the idea of managing their reputation across multiple sites is rather daunting. Software like Podium is a great way to see all customer interactions and online reviews in one handy place. Your employees can use Podium too to request reviews in real-time and interact with potential customers.

How much does it cost? Custom depending on your size and business needs. (Ask for quote here).

Image courtesy of Podium.

Our Top Tips for Stellar Corporate Reputation Management

Here’s an essential list of ways to protect your brand’s online reputation.

(1) Make sure your brand’s owned channels all reflect your current branding, imagery and values. Be sure to delete any old logos or defunct company descriptions.

(2) Run a regular audit on any sites your brand may be listed too, to be sure your branding is consistent.While all of the above tools above are great for carrying out regular audits, Yext is arguably the best for identifying inconsistencies.

(3) Ensure the language on your website is clear and your brand guidelines lay out how others can use your brand assets.

(4) Respond to negative feedback in a constructive, pro-active and positive manner. This is vital to maintain trust and loyalty from customers. A negative review isn’t the end of the world. In fact, 45 percent of consumers say that they’re more likely to visit a business if it responds to negative reviews. Provide actionable solutions wherever possible and avoid getting defensive!

(5) Remind yourself of your customer needs regularly and ensure you’re providing a positive and seamless experience, start-to-finish. Customer experience is a big deal. After all, your customers are your biggest asset.


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