Why is online reputation management important? Must Know's!

Reputation is the esteem in which a person or an institution is held as a result of outstanding achievements. It is the decisive factor in whether information is disseminated in a positive or negative sense. Basically, reputation is a form of propaganda that determines intrinsic value and is irreversible at a certain point.

In the 21st century, the development of reputation, especially of companies or organizations, has shifted to a large extent to the Internet. The disadvantageous aspect of this is that a negative opinion spreads much faster than before. On the other hand, the Internet opens up ways to manage reputation in a controlled manner and thus bring about a positive development. 

In order to carry out exactly this advantageous course of a reputation in a controlled and purposeful way, the activity of ONLINE REPUTATION MANAGEMENT has come into being. The enormous weighting of this activity, increases with each advancing day of the shift of the trade and entrepreneurship into the World Wide Web.

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Facts - What is Online Reputation Management - ORM?

A market research study by the U.S. company ''Searchengineland'' found that 72% of respondents place at least as much value on online reviews as they do on personal recommendations.

The survey also demonstrates that 52% of respondents are influenced by online reviews even of local businesses.

The same survey was conducted again at an interval of 2 years. The result proves that the trend is increasing exponentially and that online reviews are becoming more and more important. This shows that online customer reviews, whether in Google, Facebook, AMAZON Trip Adviser or other review media, have an immense impact on consumer buying behavior. 

If a negative recession appears in the top comments of, for example, Google "My Business" or "Socials", this can become a serious problem for brands and companies. Therefore, in the advancing Internet age, online reputation management is of inestimable importance for the entrepreneur.

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Function & objective of the measures

Through various measures that simultaneously offer added value from a marketing perspective, online reputation management aims to improve a company's reputation and increase its level of awareness. The aim is to gain unrestricted control over the company's own reputation on the Internet.

The extremely lucrative aspect of this is that an improved conversion rate comes along with it. Even for local businesses, sales increases are achieved through this process.

Solve problems yourself or hire an expert?

Success and a good reputation are strongly linked. Whether you are a private person, a company or an organization, in the information age you should not ignore your online reputation if you want to be successful.

A single critical statement, regardless of the platform, can cause the house of cards of an entire success concept to collapse. Inappropriate content and criticism, depending on the weighting, have the potential for fatal consequences, for the reputation, success and sales figures of a company. 

The solution to this problem is to hire a professional company specialized in online reputation management. Even if an entrepreneur acquires the knowhow on this topic himself, it is difficult to spend the massive amount of time required for this.

The field of activity of online reputation management falls into the category of SEARCH ENGINE OPTIMIZATION and should always be carried out and monitored by an expert in order to create sustainable added value.

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Here we distinguish between 2 different initial situations:

  1. Companies already established in the network
  2. Companies that already enjoy a certain level of recognition on the web and would like to maintain their positive reputation in the long term.
  3. Companies that have a certain level of recognition on the web, but suffer from certain damage to their image.
  4. Companies with a lack of web presence

In this case, online reputation management is used in parallel with awareness building. The aim is to achieve a positive de

Online reputation management strategy

The situation analysis serves as the BASIS for the online reputation strategy. Necessary steps and goals are precisely documented and executed exactly according to plan.

Examples of measures for an online reputation strategy

Ongoing online reputation management

Professional online reputation management is extremely effective and helps eliminate fatal problems. However, in the fast-moving World Wide Web, a reputation can change in a very short time. 

Therefore, online reputation management is an ongoing process that should basically be an integral part of any business. 

Monitoring is therefore necessary to maintain a positive reputation in the long term. Especially since it is a form of marketing, which turns out to be doubly lucrative for the entrepreneur.

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