You know that having a digital reputation is key to your online existence, but how much energy do you actually put into monitoring and managing it? As an individual professional, small business owner or head of a major company, your online reputation can either help or harm how people view you and shape your future prospects.
In this blog, learn what is digital reputation management is, why it is important, and actionable strategies to protect and improve how you appear online.
What Is Digital Reputation Management?
What is digital reputation management? It is the proactive work to manage the way an individual, brand, or organization is perceived online. To put it simply, it’s the way you mold the way you or your business appears to all others in the digital world.
Your online reputation is comprised of much more than online reviews and social media mentions, it’s also about search engine results and user-generated content. With the 4.9 billion clocking in online, the world is always watching your digital footprints.
Understanding what is digital reputation management is essential to your success in the digital world. It’s about taking control before others define your image.
Why You Need to Manage Your Digital Reputation
Knowing what is digital reputation management is only the beginning. Here’s why it’s crucial for your success:
It all starts on a website
Research suggests that about 65% of us consider search engine results as an important way of deciding trust. In the event someone Googles you and finds negative information, or your name plus other words that don’t reflect your brand, the same thing happens, only in reverse: It scares potential customers away!
It affects business performance
Online feedback matters to your decision-making process. Research shows that 93% of your customers will read reviews before deciding whether to buy from you. Lack of, or negative reviews, can turn away potential clients.
Hiring and career opportunities
As an individual, your online footsteps can make a difference in the hiring process. More than 75% of employers screen their candidates through the use of search engines suo motu.
Crisis control
One social media post or negative review can spread like wildfire and ruin you. There’s nothing better for negative press than preventive reputation management. This is where knowing what is digital reputation management can help avoid lasting damage.
Digital Reputation Management Components
Keep an Eye on Your Digital Footprint
The first rule of what is digital reputation management is to be aware of what’s been said about you or your brand. Here are a few ways to keep an eye on your online presence:
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Google your name/brand
Look up your name or company on Google. Look at the first 2–3 pages of results to gauge how you’re perceived. -
Set up Google Alerts
You should use Google Alerts to monitor whenever your name or brand is mentioned online. -
Social listening tools
Apps such as Hootsuite, Mention and Brandwatch will also allow you to watch social media platforms for any mentions or hashtags linked to your company. -
Search the industry forums and websites
Keep an eye on forums or niche platforms like Yelp, Trustpilot, Glassdoor, or G2, depending on your niche.
Building a Positive Presence
A digital reputation can’t just be tracked; it must be grown. This is a core part of what is digital reputation management and how it works in practice.
Create High-Quality Content
So let’s publish valuable and relevant contents to become an authority in our niche. This includes:
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Your thoughts and knowledge on posts and articles about your subject or skill.
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Examples of your work in case studies
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Engaging social media posts
Optimize SEO
Make sure that when someone searches your name or brand, the search results show you in a good light. Employ search engine optimization (SEO) methods to position favorable content higher in the search results than unrelated or negative information.
Be Active on Social Media
Be omnipresent on all primary social channels. Post updates, interact with followers, and join discussions to increase visibility and credibility.
Encourage Reviews
Good reviews can grow credibility even stronger. Politely ask happy customers or clients to review your business on Google, Yelp, or Trustpilot. This is one of the easiest strategies to apply if you’re learning what is digital reputation management.
How-to Respond to Negative Comments
You can try as hard as you want to be perfect, but nobody is and the criticism will come. The only thing that matters is in how you react.
Stay Professional and Polite
Stay cool and thoughtfully respond to critics. Don’t do something that could potentially make the situation worse.
Acknowledge Mistakes
If the criticism is justified, acknowledge the error and detail the corrective steps being taken. Transparency builds trust.
Showcase Resolution
If relevant, reach out to the unsatisfied party and bring attention to the solution. This gives others an idea that customers come first with you.
Knowing what is digital reputation management gives you a framework for turning criticism into opportunity.
Sophisticated Strategies in Digital Reputation Management
Once you have mastered the basics of what is digital reputation management is, these advanced techniques can take your digital image management to the next level.
Crisis Management
A sudden PR crisis can negatively impact years, decades and even centuries of established reputation. If you don’t have a crisis management plan for these situations, develop one you can activate to respond quickly when the chips are down.
Here are the steps to managing a PR crisis:
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Doing something about it quickly.
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Releasing statements to explain the situation.
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Being open in communication with the stakeholders.
Collaborate with a Reputation Management Agency
For those with high-stakes reputations to hold onto, a professional reputation management company can help make a preemptive move. These professionals can help with everything from creating a robust digital presence to responding to crises.
Leverage Analytics
Data is key in monitoring the development of your reputation. Leverage analytical solutions for quantifying review, social sentiment, or brand mention shifts.
Example Tools to Consider:
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None other than Google Analytics to get the details on your website.
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Software that performs sentiment analysis, such as Lexalytics
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Social media analytics with Hootsuite Insights
Collaborate with Influencers
Work with industry influencers who share the same brand values. When done sincerely you can have their trust from their audience and their trust to you.
Next Generation Digital Reputation Management
Your digital presence is more important than it’s ever been. It may not seem like much in the short term, but the effort to keep your digital reputation under control can pay off in lots of ways, with better customer relationships, trust and more business.
Then begin staying proactive on your online reputation – create good content and manage the inevitable bad news well. If the task of managing your digital reputation on your own feels overwhelming, consider outsourcing to digital reputation management pros.
If someone asks you what is digital reputation management, remember: it’s about shaping perception, taking action, and building long-term trust.
Is your online presence serving your interests? Make sure you actively get out there and turn your digital reputation into an asset today!
