Online Reputation - The What, The How and The Why (2024)

Online reputation is a concept we often use, but without really knowing how to take control of it, as it is impacted by so many factors, from a brand's activity on social networks to the interactions with readers, users, etc.

When we hear the word 'reputation', we immediately think of something positive, rather than something negative. Or is it the other way around? When you hear about a brand’s online reputation what is the first thing that comes to your mind?

To remove any ambiguity, let’s focus on understanding online reputation first.

  1. What Is Online Reputation?
  2. Why Is Online Reputation Important?
  3. How to Manage Online Reputation
  4. Online Reputation Tools

Let's jump straight to the action!

1. What Is Online Reputation?

Online reputation is the image that a brand, product or service has on the internet (web and digital platforms).

The online reputation is impacted by the inside information the brand shares as well as by users’ interaction.

Often time, customer reviews, news and facts about the brand weigh more than what the brand communicates and promotes.

There is also online misinformation, and it can be easily widespread all over the internet. It is important to stay ahead and be informed of what people say about your brand. If you actively monitor your brand mentions, you can manage your online reputation easily, since you are aware of what’s said about your brand.

Your brand reputation determines how people perceive your brand.

2. Why Is Online Reputation Important?

Online reputation is important because it can help you to better manage what people say about your brand, offer information when customers ask for it and avoid a brand crisis or stop the spread of fake content and misinformation.

Yes, you might be thinking that it is a long ride to think about and it might never happen to your brand. It’s better to be safe than sorry. You don’t need a crisis management plan, but rather a brand monitoring plan.

Online reputation management (ORM) doesn’t mean only tracking reviews and responding to comments and answers on your social media channels or website.

The online is a big world, there are lots of social media platforms, websites and forums where people can talk about your brand, where you might not have visibility even though you search for your brand online. So, it is basically impossible to find out on your own what customers and competition say about you.

When somebody asks a question, they often expect an answer. A study by Clutch shows that 83% of people expect to get responses on social media comments in less than a day. If it takes longer, people tend to get frustrated and post negative feedback and attack the brand. In these cases, it is important to show empathy and help customers.

It only takes one bad experience for someone to give negative feedback, no matter if in the past the person had positive experiences. And customer service can easily tip the scales in one direction or another.

A positive customer service communication is putting the customer first.

Various studies showed that U.S. companies lose more than $62 billion annually due to poor customer service.

In the example below you can see how customer service can save the day:

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3. How to Manage Online Reputation

Given the fact that news spreads fast and there are lots of social media channels and websites where your website might be mentioned, you can follow the tips below to manage online reputation easily.

Answer promptly and be helpful

Whenever somebody makes comments, gives feedback or asks for information, time is of the essence. Everybody wants the answer yesterday. Everybody is in the rush. We live in the speed Era, no joke.

Of course, the tone of voice and empathy matter, too. The customer services team needs to be prepared, answer professionally and give support. So, one of the first things to remind yourself and your team is to answer fast and provide helpful information.

A private message can easily become a negative public statement if it doesn’t get answers.

Pushing down negative reviews and not responding to people's claims is not the answer. You should always address online negative feedback upfront.

You never know how people react and it's best to address the situation promptly and offer solutions. If that is the case, even apologize to the customer to conclude the situation, otherwise, you might be dealing with other issues. That comment or feedback can be easily indexed in search results and you don't want people to see negative things when they first hear about your brand.

Monitor your social mentions

To be aware of what people say about your brand, you can’t just look through the search results because you won’t find all the bits and pieces. So, it's better to have helpful tools to track your social footprint and manage the options that suit you.

Not all the time people tag your page when they talk about you, so having an automated tool or plugin that helps you track any keyword you want is pure gold.

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Respond to negative feedback

If you close your eyes and ignore negative comments and reviews, it will only come at your disadvantage. When people don’t get answers and don’t get help when they need it, they might go somewhere else to ask for help. You can be blindsided with consumer rights complaints and things can escalate.

Not to mention that other potential customers might read those negative reviews and influence their decision to buy. There are lots of people that trust online reviews as much as personal recommendations.

Always address negative comments, but be very carefully how you do it.

Responding to negative reviews can follow the next guideline:

  • Address the customer by name
  • Apologize to the customer
  • Sympathize with the problem
  • Ask more questions if needed to clarify the situation
  • Offer solutions and help or other services in return (if possible)

Below you can see an example of an answer for a negative review.

Online Reputation - The What, The How and The Why (3)

Be transparent

Even though it might sound like a contradiction, transparency remains the best policy. People will always appreciate honesty and online communication between the brand and its community.

If you try to avoid, hide or delete the conversation, you’ll only make it worse. It will be like you pour gasoline on fire. Millions of eyes might be watching and it will make it look like something is indeed bad or much worse.

4. Online Reputation Tools

If you want to manage or build your brand’s reputation, you don’t necessarily need a reputation management company. You can use online tools that track the mentions of your brand and give you insights.

Looking on the search engines or manually tracking all brand mentions is practically impossible and insane. That’s why we have tools, to make our life easier. Below you can find helpful online reputation management tools.


BrandMentions is a social monitoring tool that tracks mentions about brands, businesses, and individuals from any website or social platform and it also shows sentiment analysis.

Sentiment analysis is the way to identify emotions and listen to the voice of the customer through written online communication.

If a person is angry, you can see that by the way that person wrote or used the words. BrandMentions can identify what types of mentions you get (positive, negative neutral sentiment) based on people’s language and words used.

Analyzing sentiment analysis can give you directions and insights on your brand’s online reputation. If most of the mentions are positive, that means people appreciate your brand and you have a positive online reputation. You can take advantage of it and use that in your content strategy or digital marketing campaign to connect with that audience and give back to your fans.

If, on the contrary, you have lots of brand mentions with negative sentiment analysis, then it means something is wrong and people are not satisfied.

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Google Alerts

A simpler option for business owners with small brands isGoogle Alerts. You can add the terms you want to track and the tool gives you newly published online content about your business based on the mentions for those specific terms.

Google Alerts works very well if you have fewer mentions. Based on the media content you get, you can drive overall conclusions if you look at what people say about your brand.

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Talkwalker Alerts

Talkwalker Alerts is promoted as an alternative to Google Alerts. The tool has a similar setup and allows you to add a keyword, enter your email address, choose the target language, number and results type and select the frequency of the notifications (daily or weekly).

You can track mention for your brand or monitor your competitions and find gaps you could fill.

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For large enterprises with hundreds or thousands of locations, is a handy option. The platform is focused on online reputation management and customer experience management and provides lots of solutions for tracking and improving online reviews, social media profiles, and local search visibility for businesses.

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Building and managing online reputation is an ongoing adventure. People will always find ways to talk about your brand online. You just have to see them. Track brand mentions, and turn customers into local advocates by building your online reputation.

The online reputation of a brand can be built from the inside or can be easily expanded from the outside, based on people’s opinions and experiences with the brand.

It takes time and patience to build a brand’s online reputation. Usually, the focus should be on honesty, good delivery, good products and services, and good customer service. A team of trained and professional customer service can save the brand from a lot of awful situations. Online reputation management involves transparency, answering promptly, empathy, apologies when it is the case.


Online Reputation - The What, The How and The Why (2024)


What are the four 4 tips to manage online reputation easily? ›

Here are four easy steps that your can take to not only protect and build your online reputation, but to market it too.
  • Set Up Profiles on Social Media.
  • Build Links.
  • Get Online Reviews.
  • Google Business Profile ( previoulsy Google My Business)
Oct 12, 2022

What makes up your online reputation? ›

The things online that you have liked, shared and commented on, as well as what others have shared about you, may shape what other people think about you; this is your online reputation. Your online reputation could affect how people think about you or even behave towards you.

How do you measure online reputation? ›

Metrics are quantitative indicators that help you measure the performance and impact of your online reputation. You can use metrics like web traffic, social media followers, engagement rate, review score, net promoter score, or customer lifetime value to evaluate your online reputation.

What is online reputation and why is it important? ›

Your online reputation is the overall perception of you or your business that is formed based on the information and opinions that are available online. A positive online reputation can help attract new customers, build trust and credibility, and improve your overall brand image.

What are 5 things you can do to protect your online reputation? ›

Here are some things to consider to safeguard your online identity and reputation:
  • Remember that nothing is temporary online. ...
  • Mark your profiles as private. ...
  • Safeguard your passwords and change them often. ...
  • Don't post inappropriate or sexually provocative pictures or comments. ...
  • Don't respond to inappropriate requests.

What determines your reputation? ›

Reputation is often based on the perceived quality of an individual's or group's actions, character, and accomplishments. A person or entity with a good reputation is generally seen as reliable, trustworthy, and worthy of respect.

What makes up reputation? ›

The reputation or prestige of a social entity (a person, a social group, an organization, or a place) is an opinion about that entity - typically developed as a result of social evaluation on a set of criteria, such as behavior or performance.

What is the impact of online reputation? ›

Online Reputation Management Statistics for 2023

85% of consumers trust online reviews as much as personal recommendations. Nearly 3 out of 4 consumers trust a company more if it has positive reviews. 75% of consumers say that negative reviews made them not want to use a business.

How can your online reputation affect your real life? ›

Your digital reputation can affect your friendships, relationships and even your job prospects for the rest of your life, so it's very important that you are careful about the picture you paint of yourself online.

What is an example of a good reputation? ›

This means saying what you mean and doing what you say. Being true to your word, not overcommitting yourself, and staying on top of your work are traits that are highly regarded in all professions. However, if you cheat, lie or gossip, for example, you can't expect to have a good reputation.

What is the fourth step of online reputation management? ›

4. Design a social media content strategy. A social media content strategy highlights the topics your business wants to focus on, the keywords you want to use and the types of media (video, podcasts, articles, etc.)

What are the steps in online reputation management? ›

Step 1: Monitor your online reputation. Step 2: Build a Reputation Management Action Plan. Step 3: Handle Negative Comments Delicately. Step 4: Build On the Positive Comments and Reviews.

What are the 3 categories of tactics for reputation management? ›

In the field of online reputation management, there are three main building materials — earned, paid, and owned content.

What are the key elements of reputation management? ›

Here are the components of a reputation management strategy:
  • Content marketing.
  • Social media marketing.
  • Social listening.
  • Customer reviews.
  • Brand advocates.
  • Employee satisfaction.
  • Customer experience.
  • Customer satisfaction.

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