Digital Marketing Basics – What is Online Reputation?
Your online reputation is not what you say about yourself. It is what other people say about you.
Do you have control over what other people say? Do you have any influence over what other people say?
Your online reputation is the promise you make in the market and people’s views on how you fulfilled that promise.
Let’s call a spade a spade – online reputation management is all about getting those 5-star reviews! *****
Our reputation doesn’t come from how we talk about ourselves. Our reputations come from how others talk about us
Simon Sinek
Click here for the FAQ and here for a definition of online reputation and reputation management.
Do you agree a reputation is what “others say about us”?
The easiest and most visible manifestation is online reviews.
Don’t worry, I am Urban Renström, there is always science and research involved in everything I talk about, teach and demonstrate.
Where Online is your Reputation Found?
Yes, now we’re getting at the meat and potatoes questions. Your online reputation is found on any and all of these sites:
Google My Business, Yelp, Angie’s List, Tripadvisor, TrustPilot, Onetable, Foursquare.
And let us not forget all the social media marketing platforms: Facebook, Twitter, Instagram, LinkedIn etc.
Reputation – is what other people say about you, your brand and your business, good, bad, or indifferent. Your reputation is the promise your brand gives to the market.
Why Does a Reputation Matter?
Reputations matter because people buy from people they know, like and trust.
How do people get to know, like and trust you?
The know and like is from what you do and say online. Published articles, webinars, what you say in social networks, what people find in Google SERP.
The trust you gap is more difficult to bridge.
If we pull the idea string along – so that if your online reputation is what consumers say about you, then how do prospects overcome their fears, questions, worries and trust you will deliver on your brands’ promise?
Online reviews on Facebook, GMB, and Tripadvisor bridge that trust gap.
Keep pulling that string to its end and what is now normal behaviour is people Google, search Facebook looking for and then read online reviews.
Scary or comforting:
People (your future customers) trust these Facebook reviews. People trust these GMB reviews. And people trust Tripadvisor reviews.
What Things Online Affect your Reputation?
- Online reviews are the first, obvious, and main factors
- Misinformation – either deliberate or without malice.
- What is said and not said online is also a factor.
- What people say in Messenger, Whatsapp and SMS affects your reputation.
- Technological problems can cause damage to your reputation.
Maintaining your Personal and Brand Reputation is Never-Ending
ORM is never-ending.
The cycle is winning customers -> delivering a great product or service -> requesting a GMB or FB review or LinkedIn review -> directing website visitors to your reviews.
Then wash, rinse and repeat.
Further Reading: Do you know the difference between online reviews and reputation?
Here is Your Homework
What are three things wrong with online reviews?
Put your best guess in the comment section below and I reply with the correct answer.
