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While very big companies can get away with a casual approach towards online reputation management simply due to their market dominance, smaller companies have to be more careful about protecting the goodwill of their brands from unexpected negative events as they can really suffer far more due to market fluctuations.
Just like one engages in SEO to boost search engine page rankings, it is also very important to engage in online reputation management so that visitors do not encounter negative publicity about the company in the initial pages of the search. According to experts at Visionsmash, it is far better to act proactively than reactively because not only does it reduce susceptibility to harm but also augments all other promotional activities to boost organic rankings and deliver superior visibility. Some professional tips on effectively managing online reputations:
Set Up a Business Twitter Account
Since Twitter represents a direct and effective way of interacting with the target audience of the business, it is very important that you set up a Twitter account and continue to nourish it so that you can use it to fight negative publicity should you encounter it. Many companies make the mistake of either not having a Twitter account at all or keeping it so underdeveloped that it might not have existed for all practical purposes. Many companies are also guilty of featuring Twitter logos on their websites but failing to link them to their accounts. Twitter has emerged as one of the principal sources of information for people conducting name searches on Google so if you are not achieving a page 1 rank on Google, it is a signal that you need to develop your account further.
Strengthen the Facebook Page of Your Company
A properly developed Facebook page can assist in the company getting superior rankings in Google organic search. A vibrant Facebook account that effectively engages the target audience with news, views, and developments within the company and the brand, as well as the competitive environment, can provide a positive stimulus to search engines in the matter of page rankings. The Facebook page should invariably have the name of the business, its location, and details of what it offers along with photos of brand logos and products, as well as a link, to the official website that will help in information dissemination.
A well-constructed “About Us” section in the website should not only detail what the company does, why it should be a force to reckon with, as well as, the credentials of its promoters and the top management. The profiles of the top team members should be as detailed as possible and have their photos. There should be proper information about whom to contact regarding various aspects like product information, corporate and financial information, customer service, careers, etc. A properly detailed “About Us” page also helps Google to understand what the company is all about and factor it in its rankings.
Build and Manage the Online Presence of Key Personnel
Even in this connected world, there are many high-flying executives who simply do not have a properly managed online and social media presence simply because either they have never got around to doing it or simply couldn’t care less. If the company has key management personnel who are the face of the company, it is very important that their online profiles across the various social media platforms, as well as, the company website is properly built, curated, and managed to prevent any negative publicity from harming the brands of the corporate image. Not only should each of these high-profile employees have a detailed profile on the company website but also their social media accounts on LinkedIn, Facebook, Twitter, YouTube, etc. must be properly set up and populated with current information and updates so that it is very easy for the public to check them out for their views on a negative event as it happens.
Have an Optimized Press Kit of the Business
There are a lot of occasions where people from the media and researchers are looking for backgrounders on the company, its brands, and products, as well as its performance for using in news reports or research report compilation. The company website should have a properly compiled and informative press kit about the company, its products, brands, its achievements and presence in sectors, its financial information, etc. Add in a gallery of curated photographs, high-resolution company and brand logos, historic timelines, as well as videos to ensure that you satisfy every possible need along. Also, provide the contact details of a senior resource in charge of corporate and marketing communications that can be accessed for additional details.
Optimize Your Company’s Google My Business Listing
With Google Maps becoming a primary source of information, it is vital for you to pay attention to your presence on Google Maps so that people can find your office or its sales outlets at a glance in a very attractive and intuitive manner. Make use of the facility that allows you to add photographs in your listing for added appeal; also think about including videos now that’s allowed as well. Be sure to claim your businesses and verify them so that not only can you avoid the hassle of someone else having claimed them or letting incorrect information confuse users. You can also associate your business with specific categories that facilitate user searches and increase your visibility when someone searches for businesses of your type.
It takes a considerable time to build an online reputation that users will trust. It is therefore very important for you to take all steps to safeguard it from negative impact. Since it is not possible to anticipate when negative incidents will occur, it is better to be proactive and build several solid lines of defense that will allow you to not only preserve your goodwill but also actively promote it by elevating your online visibility.
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ABOUT THE BLOGGER
Ralph "Rap" was born and raised in the Philippines. A Financial Literacy Advocate. An I.T. by Profession. An Investor. A Business Minded. An Introvert. A Photography Enthusiast. A Travel and Personal Finance Blogger (Lakbay Diwa and Kuripot Pinoy). A Traveler. An Adventurous. A Mountain Hiker. A Dreamer.
Currently works his way towards time and financial freedom.