THE checklist to optimize your online reputation 2020 Guide -

It’s time to take charge of your e-reputation! It is a fact, today everyone inquires on the web about a product or service before going to the act of purchase. In particular for products and services exceeding a certain tariff level. Reviews on blogs, customer reviews, conversations on forums and social networks, exchanges with contacts, review of influencers’ opinions … There is no shortage of ways to learn online. Here are 15 concrete actions to work gradually but surely on your e-reputation…

 

Set up monitoring of your e-reputation

Before even taking action to work on your e-reputation, it is essential to set up the widest possible monitoring in order toidentify all the messages related to your brand or your offer. Follow this checklist!

1: Check your social networks

A basic but it is better to remember. Checking your social networks on a regular basis is essential. People can potentially leave reviews, ratings or just comments. So set up a monitoring of your networks at least twice a day to be reactive if necessary. Always respond to comments using positive communication!

Special mention if you have Facebook advertising campaigns, check even more regularly the messages that people can leave under your ads because they are, by nature, much more visible.

Likewise federating and animating an active community on social networks will help you to work on your e-reputation at the same time. So remember to take care of your subscribers and other followers on different social networks!

2: Check what is said about you on social networks

Beyond your own social media, people can also leave reviews, messages, and more on their personal accounts, in groups, or through comments on posts.

Consider integrating this monitoring to the missions of your community manager or social media manager to speak in these spaces, if necessary. In practice, you can use the various search engines integrated into social networks.

3: Check what is said about you on blogs, forums and other online chat platforms

Your brand can be cited positively or negatively on blogs, forums and other online conversation platforms. It is therefore important to check these spaces regularly to check what is said about you.

For this, you can also help Google to do specific type searches: “blog + your brand”, “forum + your brand” … Some tools also help you monitor this part.

Another important thing: map the main influencers and blogs in your topic in order to have a view of these spaces by subscribing to their social networks or to their newsletters.

4: Check the review sites

Yelp, TripAdvisor, Verified Review… Many review sites exist. Some are generalists and others specialize in a given theme.

Start by listing all the notification sites that relate to your activity and then set up a watch on them. Some offer brands specific access to respond to reviews. If so, consider creating an account to officially speak.

Regularly check all of these sites to be as responsive as possible in your responses.

5: Check what is displayed on you on search engines

By doing research on the search engines one can have surprises … find bloggers’ opinions, conversations in forums, misappropriated images or even identity theft. It is therefore important to check his online reputation regularly on Google.

Just type in the name of your brand, products, leaders or other company spokespersons. Remember to check all the different types of results: classic results, images, videos, news … in order to have the widest possible overview.

In addition, consider working on your natural referencing / SEO so that your site is displayed on the keywords related to your brand or to your activity.

6: Set up Google alerts

To help you on the previous point, you can set up Google alerts. For this, go here (Google alerts). Then create as many alerts as necessary. You can choose the reception frequency.

For my part, I have an alert on my name and another on the name of my site.

It’s very simple and quick to set up, don’t hesitate.

7: Establish a general watch

To go further, I encourage you to put a general watch on your brand, your products, your competitors and the key subjects of your field of activity.

You can do it with or without tools. There are many e-reputation tools sometimes coupled with a CRM to have direct actions.

Examples of e-reputation monitoring and monitoring tools: Meltwater, Social Mention, Mention, Alerti, Hootsuite, Synthesio, Radarly, Talkwalker, Owler…

In parallel, you can also use rss feeds and a typical service feedly to do your watch.

8: Delegate to an e-reputation management agency

If you do not have the time to manage the monitoring of your e-reputation internally, it is still possible to call on providers / agencies. Examples: Reputation VIP, Netwash

Amplify positive opinions and decrease the number of negative opinions

Once your monitoring is in place, you will be able to take action by amplifying the positive opinions and by reducing / managing the negative opinions. Follow this checklist.

9: Encourage satisfied customers to leave a note on Google My Business

Satisfied customers, I’m sure you’re not lacking … Yes, but lo and behold, dissatisfied customers are often the first to speak, satisfied customers are often satisfied…. in the dark !

Take action by getting your satisfied customers to speak up through Google reviews.

Google My Business is a good tool for this.

If not yet, create a Google My Business account for your business. Thanks to it, you can appear in Google’s results, offer Internet users to leave a review on your establishment and much more. When you have an account, Google provides you with a link to return to the page to leave a review.

Once you have this link, share it with your satisfied customers. It can be to your old customers and then systematically to all of your new satisfied customers, you will gradually improve your e-reputation!

Example, in our case, at the end of each of our training sessions, we suggest that people who have followed our programs leave a review on Google.

These notices appear when we type our brand or when we type requests related to our services (example: webmarketing training).

When we type webmarketing training, we see our establishment and its note:

Google Reviews

And when we type our mark:

Google Reviews and E-reputation

10: Encourage satisfied customers to leave a recommendation on Linkedin

If you are in B2B, you can also use Linkedin recommendations to improve your e-reputation. By asking, for example, recommendations to satisfied customers.

This is what I also do at the end of each of our training sessions, I suggest that people, at their choice, leave a review on Google (see previous point) or a Linkedin recommendation.

As a result, I also have positive opinions on Linkedin:

Linkedin positive opinion and e-reputation

To request a recommendation, go to the person’s profile then click on the “More” next to the “Message” button at the top of the profile, then on “Get recommended”. Of course, you have to be in contact with the person beforehand.

All of these reviews will be a great way to work on your brand image.

11: Publish opinions and testimonials on your site and your social networks

In addition to the reviews left on the various online platforms, you can also publish testimonials on your site. Put in place procedures to gather as many opinions as possible in order to have material. These notices can appear on your sales pages or on a specific page. Example, our testimonials page.

Do the same on your social networks.

For our part, the multiplication of testimonials whether on the site, on Linkedin, Google … has allowed us to have a positive word of mouth effect as well as a reinsurance tool. At each session, we now have registrants who have gone to contact on Linkedin or elsewhere people who have already followed the training to verify that it was of good quality.

Do not underestimate this effect on your activity!

12: Establish a relationship strategy with influencers

Influence marketing is a precious ally for working on your e-reputation, it will allow you to boost your e-reputation in a positive way. So do not hesitate to integrate this type of campaign into your community management actions.

Identify the main influencers in your thematic, for that use Google and social networks.

Once identified, get in touch with influencers to offer them various types of partnerships. Among the basic but effective actions: product tests, sponsored articles and other publications on social networks.

The advantage of blog posts is that they remain visible in search results. If a person searches for your brand in Google and comes across a positive article about you, this positively impacts their vision of your offer.

13: Manage negative consumer reviews

It is very important to manage a maximum of negative opinions.

Wherever they are, take the time to provide a constructive response.

Also see these negative reviews as a way to improve your offer.

Take note of all the remarks that can be made to you, especially those that come back regularly. If the situation requires, consider providing compensation for customers who have had a bad experience with your offer.

Beyond the management of its opinions, you absolutely must take concrete measures to improve yourself and thus ultimately reduce the number of negative opinions. Be sure to continuously work on your customer experience and thus preserve the reputation of your brand.

To help you take account of feedback, do not hesitate to regularly set up satisfaction surveys.

14: Set up crisis management and bad buzz processes

In terms of brand e-reputation, prevention is better than cure!

It is important to think about a predefined process in case of crisis management or bad buzz. If all your processes are defined in advance, the day a crisis arrives, you are able to respond quickly and thus have effective communication.

Who should intervene, what actions must be implemented quickly, what levers to activate to communicate … So much information to integrate into this type of document.

Set up additional e-reputation actions

15: Work on your Employer brand

If you are part of a large company and need to regularly recruit new employees. You must also set up a communication and reputation management strategy for your employer brand. Check that your employees and former employees convey a positive image of their experience in your company. Make sure to communicate regularly and manage any negative opinions …

It’s your turn !

As you will have understood by reading this article, it is now essential to integrate e-reputation into your digital strategy. If not yet, it’s time to get started 😊

Do not hesitate to share your best practices via comments!