It is definitely becoming harder for companies to control and monitor their brand online.
The overall feeling that customers have regarding your business can be influenced by a vast range of factors, not least of which is your online presence. It is more difficult than ever to manage a brand online due to the influx of blogs, social media and review sites.
It seems that any person with a computer can now publish opinions on your company or products, which can then reach millions of other internet users within a matter of hours.
Another vital consideration is search engine results. Google, not you, controls which sites are ranked ahead of yours when people search your company name. If an influential blogger or reviewer posts something negative that receives better ranking, this can be devastating for your online reputation.
This is why media monitoring is so important for businesses in the digital landscape. The ability to track how individuals are referring to your company and products can be invaluable for reputation and brand management.
To help, here are three quick tips to get you started.
While social media is dominating much of the internet's overall reach, it is important to keep track of the many other platforms being used by consumers.
Review sites, blogs and online newspapers are just a few of the potential locations your brand could be discussed. Fortunately, it is simple to stay on top of the many options when you invest in media tracking software.
Search engine optimisation (SEO) is a vital consideration when managing a brand’s online presence. Great SEO helps to ensure that your pages are the first ranked when people Google your company name.
Actions like starting your own content marketing blog or creating multiple online profiles can help boost your SEO.
Just be aware that SEO rules and algorithms change in Google regularly, so it pays to become familiar with SEO and keep up to date with the changes.
Sometimes, the comments being made about your company online are by people who have had no real interaction with your brand. So it is important to encourage your satisfied customers to post about their positive experiences.
The best way to do this is to create a social media profile and start engaging customers in ongoing conversations.