HOW TO WORK THE ONLINE REPUTATION?
The Management of your Reputation Online happens through different phases and it work that must be precise and permanent, based on the importance of the company, product or person.
First stage always consists of knowing all the content related to that company, product, and/ or person who is mentioned on a third party review site(phase of monitoring). To learn, really, the number and sites where related information appears. Then, add as many more as you can.
The second phase consists of analyzing the nature of the existing information on those sites, prioritizing the negative messages and if they are true or someone trying to make you look bad (phase of identification and contrast of the messages on those sites).
The third phase consists of working on the negative messages, with a process that either makes them disappear from those sites or are considered irrelevant by those that may be searching for you or your services(phase of positive recognition). This is a mixture of communication, customer relations and positioning simultaneously.
Based on the importance of the company, person or product, it may require a more permanent and ongoing process of managing your Reputation Online.
WHO CAN HELP IN THE MANAGEMENT OF THE REPUTATION ONLINE?
Communication agencies, Publicity Managers, consultants (Like YESOnline) that understands positioning and marketing on the Internet.
COSTS THE MANAGEMENT OF THE ONLINE REPUTATION?
The costs of this type of services vary much due to their complexity, sector, number of messages or volume of information to follow and to manage, location (country versus the International), etc.
Being fair and precise can help you understand as the process moves forward. However, considering the losses attributable to the negative impact of a bad online reputation are always very superior.
HOW TO PREVENT THE NEGATIVE MESSAGES?
We are in a democratic society and the of freedom of expression is strongly protected. However, there are those that have been unjustly attacked by using third party review sites. These can come from one bad customer that would never have been pleased no matter what company they used, unhappy past employees, or even your competitors. Also, these third party sites on the positive side have given all your customers a voice that may have never been heard before. Meaning, there is a better chance to get your happy customers to engage these sites than the unhappy ones. In the end though, you will never be able to avoid the presence of negative messages if there are people who wish to generate them. You just better be watching for them and addressing the quickly.
In summary, your must begin to work all aspects of Customer Relations into your online reputation management strategy. Begin with, good communication with your customers, good marketing that makes you different from the business down the street, and it is imperative that you capitalize on all good publicity nowadays.