Monitoring your web reputation has become a complex and delicate activity, because of the growing complexity of the Internet.
The new services and new trends that are borning every day in the web, while it represent new opportunities, on the other hand are a source of potential problems if not handled in a timely manner.
A negative comment on Google, for example, is immediately perceived by readers as pernicious, and can remain on the web for years and years, damaging the image and reputation of a name.
The term web reputation means an activity of collecting and monitoring considerations, judgments and opinions conveyed and published online and via web in relation to a specific brand (product, service, project or event).
Therefore refers to the perceived image of the corporate brand or person that is obtained from an analysis of the information on the network, on blogs and social networks.
Analyze web reputation means knowing perfectly the dynamics of production and dissemination of content on line and have the scientific and technological expertise to extract critical data.
Internet is a reality where time assumed a relative connotation.
A low opinion as an excellent review feels its effects in the long term, and especially through the search engines it continues to arrive users often do not know the actual date of the content.
Everything hinges on the perception that it is often rapid and careless. The increased visibility on the web, in conjunction with the strengthening of online reputation, are the objectives to be achieved in the creation of digital identity.
THE WAY FORWARD
How to monitor opinions
The key role of reputation, technically, is independent of the presence of a company on social media as consumers are free to express themselves on the Net: however, they have their own web space for dialogue (or GooglePlus Facebook Pages, Twitter accounts …) helps circumscribe the perimeter where opinions can be expressed and monitored more easily.
Besides opening up social channels is recommended to activate alerts on Google News Alert or to save particular searches on Twitter to have more control over the comments referring to yourself or your brand, but also on competition. So as to punctually, if necessary, to take action!
How to improve the web reputation
The increasing spread of the reviews but most of the comments online is part of a change in the buying behavior of the user/consumer that tends more and more to check the present opinions on the net about a company, its competitors and its products and services and, downstream of the purchase, to share the experience with contacts on social networks and other contexts in which it is possible.
That’s why it is crucial to not only monitor what is happening, but above all to take action because talking is not only those who have criticisms to advance but also users satisfied, the majority usually silent but that, if properly stimulated, could provide a more truthful and exhaustive of our effective presence on the web and offline.
For this reason, do digital marketing means more and more aggregate community of customers are able to express themselves and potentially to “defend” the face of inappropriate comments or unsubstantiated. The reputational challenge is also an organizational challenge to ensure that people trained and sensitive to the conversation can quickly interact with customers.
How to manage the web reputation
The steps of a good strategy of reputation management are therefore:
- Activate web alerts to monitor quotes and comments on blogs, forums and social media reference;
- Instruct dedicated resources to interact on the Web by creating a filter which follow with appropriate interventions (customer care, sales, marketing);
- Consider not only those who left the comment but the other users who read it, showing a company able to listen to the problems of its customers;
- Use these devices not only to defense but also to attack, providing suggestions and reporting services where there is a request for help from a user;
- Study a social media marketing strategy that focuses on dialogue with customers and its active participation.
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