Reputation management definition guide

With the constant changes in technology, it’s no surprise that reputation management has become an essential part of running a successful business. But what exactly is reputation management and how can businesses make sure they’re making the most out of their online presence? From monitoring reviews to utilizing SEO, this guide will provide you with all the information needed to understand and implement effective reputation management strategies. So let’s jump in and explore the vast world of reputation management!

What Is Reputation Management?

Reputation Management is the practice of monitoring, influencing and managing an individual or business’s reputation. This can include responding to customer reviews, optimizing search engine results, improving brand perception and addressing any negative press. Reputation management also encompasses crisis management and proactive strategies to ensure a positive public image. It’s important for businesses to have a well-thought-out reputation management strategy in place in order to maintain their credibility and trustworthiness with their customers. 

Unsurprisingly, businesses shell out tens of thousands of dollars a month to preserve or improve their reputations. If you knew you could prevent a potentially devastating crisis, wouldn’t you pay the comparatively small price for a good reputation?

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Benefits of Reputation Management

Reputation Management is essential for any business to succeed in today’s digital world. It can help businesses improve their customer service, build customer trust and loyalty, increase brand recognition, and boost sales. Having a well-thought-out reputation management strategy in place helps businesses stay in control of their online presence and maintain a positive public image. 

Types of Reputation Management

The types of reputation management that businesses utilize vary depending on the size and scope of their organization. For small businesses, the focus is often on managing reviews and customer feedback, as well as responding to any negative press. Medium-sized businesses may also need to manage online campaigns, use social media monitoring tools, and create content to reach target audiences. 

Hutton, James G.; Goodman, Michael B.; Alexander, Jill B.; Genest, Christina M. (2001). “Reputation management: the new face of corporate public relations?”.Public Relations Review.27(3): 247–261.doi:10.1016/S0363-8111(01)00085-6.

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Online Reputation Management

Online Reputation Management (ORM) is a critical component of any business’s marketing strategy. ORM helps build and protect a company’s online presence by monitoring and responding to customer reviews, optimizing search engine results, creating content to reach target audiences, and engaging with influencers. It also enables businesses to be proactive in addressing potential risks or crises that could damage a company’s reputation. 

Monitoring your online reputation can also be a great source of inspiration for your marketing initiatives. In a tool like SentiOne, you can check how your audience reacted to your past content and marketing campaigns. 

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Offline Reputation Management

Offline Reputation Management is an essential part of any business’s overall marketing strategy. It involves monitoring, managing, and protecting a company’s offline presence by addressing customer complaints, ensuring positive customer experiences, and creating content to reach target audiences. By investing in ORM strategies, businesses can create a positive image and build trust with their customers. 

Pro tip: Save time with automations that send follow-up texts to request reviews after each deal closes.

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Social Media Platforms for Reputation Management

Social media platforms are becoming increasingly important for reputation management. Companies can use these platforms to monitor online conversations, respond to customer complaints and inquiries, and promote positive reviews and experiences. Additionally, social media campaigns can be used to reach target audiences and build a strong online presence. 

Strategies for Managing Your Online Reputation

Effective reputation management is essential for businesses today. With the power of digital platforms, it’s never been easier to spread information about your brand, both good and bad. That’s why it’s so important to take steps to actively manage your online presence. Here are some strategies for managing your online reputation:

Monitor Your Online Presence: Regularly monitor what people are saying about your business or brand on social media and review sites. This will help you catch any negative comments or feedback early so you can address them promptly.

Khang, Hyoungkoo; Ki, Eyun-Jung; Ye, Lan (2012).”Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010″.Journalism & Mass Communication Quarterly.89(2): 279–298.doi:10.1177/1077699012439853.S2CID143272082.

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Monitor Your Online Presence

Monitoring your online presence is essential for effective reputation management. With the power of digital platforms, it’s important to stay up-to-date on what people are saying about you and your brand. To do this, regularly monitor social media accounts, review websites, and forums for any comments or feedback about your business. Respond quickly and professionally to any inquiries or complaints in order to maintain a positive image. 

And if you get it right, it’s everything: In their 2020 Local Consumer Review Survey, Brightlocal found that 87% of consumers read online reviews for local businesses (up from 60% in 2020). 

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Create Positive Content and Encourage Positive Reviews

Creating positive content and encouraging positive reviews is an important part of reputation management. When people are searching for your business or brand, it’s essential that they are presented with content that paints a positive picture. To do this, create blog posts, articles, and other forms of content that highlight the best aspects of your business. 

A whopping 94% of customers admit that a negative online review can prevent them from choosing a particular business.

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Respond to Negative Feedback Promptly and Professionally

Negative feedback can be tough to handle, but it’s important that you respond promptly and professionally. When customers have an issue with your product or service, they’ll likely post a review or comment on social media. Ignoring this feedback will only make matters worse. Instead, take the time to address their concerns and explain what you are doing to rectify the situation. 

And if you get it right, it’s everything: In their 2020 Local Consumer Review Survey, Brightlocal found that 87% of consumers read online reviews for local businesses (up from 60% in 2020). On average, internet denizens read ten – yes, 10! – reviews before trusting a business enough to make a purchasing decision.

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Utilize SEO and Google Alerts to Stay on Top of Your Online Presence

Utilizing SEO and Google Alerts is a great way to stay on top of your online presence. Search engine optimization (SEO) helps boost the visibility of your website in search engine results, making it easier for people to find you. Additionally, using keywords in web content and optimizing page titles and meta descriptions can help increase traffic and engagement on your website. On the other hand, Google Alerts can notify you whenever someone mentions your brand online. 

Invest in Public Relations as Needed

Investing in public relations is an important tool for managing your online reputation. PR firms can help you craft a message that promotes your brand and counters any negative press. They can also help you build relationships with influencers, journalists, and other key members of the media who may be able to spread positive messages about your company. Additionally, they can create campaigns or content that will engage potential customers, which can lead to increased sales and brand recognition. 

Measuring the Success of a Reputation Management Strategy

Measuring the success of a reputation management strategy is key to ensuring that it is working. The first step is to set measurable goals, such as increasing brand recognition or reducing the amount of negative press. Once these goals are established, tracking metrics like website traffic and social media engagement can help gauge progress towards those objectives. 

Sentiment Analysis

Sentiment Analysis is a powerful tool that enables businesses to monitor and analyze customer sentiment towards their brand. By leveraging this technology, companies can track customer feedback across multiple online channels and gain valuable insights into how people perceive their products or services. It can also be used to identify areas for improvement, give more context to customer reviews, and ultimately help optimize the customer experience. 

Review Sites

Review sites are an important part of any successful online marketing strategy. They provide customers with an opportunity to voice their opinion and share their experiences, while also giving businesses valuable insights into how they are perceived by the public. By monitoring review sites, businesses can get a better understanding of what customers think of their products or services and use the feedback to make improvements. 

Examples of Effective Reputation Management Strategies

There are a variety of strategies businesses can use to manage their online reputation. One of the most effective is responding quickly and appropriately to customer feedback, both positive and negative. Companies should strive to respond promptly to any reviews or comments left about their business on review sites or social media, as this shows customers that their opinions are valued.

Airbnb’s Response to a Bad Experience

Airbnb is a great example of how to handle a bad customer experience. When the company received negative feedback about a customer’s stay, they responded quickly and apologetically. They offered the customer an apology and a refund, as well as additional help to ensure their next visit would be more enjoyable. Additionally, Airbnb took steps to address any issues that may have contributed to the poor experience, such as improving communication with guests before their arrival. 

Amazon’s Use of Customer Feedback to Improve the Customer Experience

Amazon is a great example of how to use customer feedback to improve the customer experience. The company uses customer feedback to constantly refine their services and offerings. Amazon encourages customers to provide reviews and ratings for products, as well as leave comments about their experiences. This feedback helps Amazon identify areas for improvement, allowing them to better serve their customers.

The Role of Professional Reputation Managers

Professional reputation managers are essential to businesses of all sizes. They are responsible for managing and maintaining the public perception of a company or brand. This includes monitoring and responding to customer feedback, improving search engine visibility, developing content strategies for social media platforms, and creating positive relationships with influencers and press contacts. Reputation managers must stay on top of current trends and be able to quickly respond to any negative publicity or issues that may arise. 


In conclusion, professional reputation managers play an essential role in maintaining a positive public image for businesses of all sizes. By monitoring customer feedback, improving search engine visibility, developing content strategies for social media platforms, and creating positive relationships with influencers and press contacts, they can help protect your brand from any negative publicity or issues that may arise. 

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