What is Reputation Monitoring in Online Reputation Management (ORM)?
Online Reputation Management (ORM) is the practice of monitoring and improving the way that your brand or name is perceived online. Reputation monitoring is a crucial part of ORM, as it allows you to stay on top of what people are saying about you or your business. Reputation monitoring involves searching the internet for mentions of your brand or name, analyzing the results, and taking steps to address any negative content that is found.
Reputation monitoring can be done manually, by searching for your brand or name on search engines and social media platforms. However, this can be time-consuming and inefficient. Many businesses and individuals use automated tools to monitor their reputation online. These tools can track mentions of your brand or name across different platforms and alert you when negative content is found.
Why is Reputation Monitoring important?
Reputation monitoring is important because your online reputation can have a significant impact on your business or personal life. A negative review or comment can dissuade potential customers or employers from doing business with you. On the other hand, a positive online reputation can help you attract new customers or job opportunities.
Reputation monitoring allows you to identify any negative content before it can do any real damage. By addressing negative content promptly, you can minimize the impact it has on your reputation. In addition, reputation monitoring can help you identify areas where you can improve your reputation. For example, if you notice that people are frequently mentioning a specific issue with your business, you can take steps to address it and improve your reputation in that area.
How Reputation Monitoring works
Reputation monitoring involves tracking and analyzing online mentions of your brand or name. This can be done manually, by searching for your brand or name on search engines and social media platforms. However, many businesses and individuals use automated tools to monitor their reputation online.
Automated tools can track mentions of your brand or name across different platforms, including social media, review sites, and news articles. These tools can alert you when negative content is found, allowing you to address it promptly. Some tools also provide analytics and reporting, allowing you to track changes in your reputation over time.
Tools for Reputation Monitoring
There are many tools available for reputation monitoring, ranging from free options to enterprise-level solutions. Here are a few popular options:
1. Google Alerts: Google Alerts is a free tool that allows you to monitor mentions of your brand or name on the internet. You can set up alerts for specific keywords and receive email notifications when new content is found.
2. Hootsuite Insights: Hootsuite Insights is a social media monitoring tool that allows you to track mentions of your brand or name on social media platforms. It provides real-time monitoring and analytics, allowing you to track changes in your reputation over time.
3. Brand24: Brand24 is a reputation monitoring tool that allows you to track mentions of your brand or name across different platforms, including social media, blogs, and news articles. It provides real-time monitoring, sentiment analysis, and reporting.
4. Mention: Mention is a reputation monitoring tool that allows you to track mentions of your brand or name across different platforms, including social media, review sites, and news articles. It provides real-time monitoring, sentiment analysis, and reporting.
Reputation Management Case Studies
Here are a few examples of how reputation monitoring has helped businesses and individuals improve their online reputation:
1. United Airlines: In 2017, United Airlines faced a public relations crisis after a passenger was forcibly removed from a flight. The incident was captured on video and quickly went viral, sparking outrage on social media. United Airlines used reputation monitoring to track the conversation and respond to negative comments promptly. They also issued a public apology and implemented policy changes to prevent similar incidents from happening in the future.
2. Wendy's: Wendy's is known for its witty and humorous social media presence. However, in 2017, a Twitter user challenged Wendy's to provide evidence that their beef was fresh. Wendy's responded with a tweet that went viral, sparking a conversation about the quality of fast food. Wendy's used reputation monitoring to track the conversation and engage with users in a way that was consistent with their brand voice.
3. Taylor Swift: Taylor Swift is known for her carefully curated public image. In 2016, she faced a public relations crisis when she was accused of lying about approving a lyric in a Kanye West song. Taylor Swift used reputation monitoring to track the conversation and issue a public statement that clarified the situation.
Reputation Monitoring vs. Social Media Monitoring
Reputation monitoring and social media monitoring are often used interchangeably, but they are not the same thing. Social media monitoring is the process of monitoring and responding to social media activity, while reputation monitoring is the process of tracking and analyzing online mentions of your brand or name across different platforms.
Social media monitoring is an important part of reputation management, as social media is often where people go to express their opinions about brands and individuals. However, reputation monitoring goes beyond social media, allowing you to track mentions of your brand or name across different platforms, including review sites and news articles.
Tips for effective Reputation Monitoring
Here are a few tips for effective reputation monitoring:
1. Set up alerts for your brand or name on search engines and social media platforms.
2. Use automated tools to monitor your reputation online.
3. Respond promptly to negative content.
4. Monitor changes in your reputation over time.
5. Engage with your audience in a way that is consistent with your brand voice.
Reputation Monitoring for small businesses
Reputation monitoring is especially important for small businesses, as a negative online reputation can have a significant impact on their bottom line. Small businesses often operate in a local market, where word of mouth can spread quickly. Reputation monitoring allows small businesses to identify any negative content before it can do any real damage, and take steps to address it promptly.
Small businesses may not have the resources to invest in enterprise-level reputation monitoring tools. However, there are many affordable options available, including free tools like Google Alerts.
Reputation Monitoring Services
If you don't have the time or resources to monitor your reputation online, there are many reputation monitoring services available. These services can monitor your reputation across different platforms, provide real-time alerts, and help you address any negative content.
Reputation monitoring services can be expensive, but they can be a worthwhile investment for businesses and individuals who want to maintain a positive online reputation.
