A brand is a kind of label. When a product or service first appears on the market, consumers form a certain perception of them - negative or positive. Regardless of what the “first impression” will be, the parameters of the associations have already been set, the “settings” have been given, the “label has been hung up” - the initial formation of the brand has taken place.
If from the very beginning a positive image (image) is formed in the brand, then its maintenance and development is required. In the case when this was not achieved initially, certain measures are required to correct the brand's reputation. abbreviated as "Branding". This is a very broad concept. Just creating a brand - making a short-term impact on the public that creates certain impressions - is one thing. But brand reputation management also involves solving a number of other important tasks:
- brand promotion;
- increasing the degree of loyalty of the audience of users;
- constant work on quality improvement;
- in some cases, a detailed analysis of the dynamics of the development of the brand may indicate the need to reposition it in the market.
Studies carried out in Western countries regularly confirm that the entry and long-term retention of brands in the leading market positions is due to a stable consumer base.
Image or brand image - brand image , is an associative chain of thoughts and images that has a decisive influence on the decision to purchase. To create the desired image, its reputation must be managed. Brand reputation management on the Internet and offline is essential, because, under the influence of various factors, its image is constantly changing. In just 1-2 weeks, if this process is not controlled, the degree of consumer loyalty can go from "Absolute loyalty" to "Complete distrust".
Online Brand Reputation Management Methods
The Internet provides unique opportunities for reputation management and branding. Being a public and the fastest channel for the dissemination of information, it (the Internet) is actively used by private entrepreneurs and big companies. In most cases, Internet marketing is the main way to build an image and reputation. Proper use of the capabilities of the global network makes it easier to cope with the main tasks of the business - increasing the loyalty of the consumer audience, increasing the number of regular customers, profit growth. To do this, various reputation management techniques can be used:
- continuous monitoring of brand awareness;
- brand presence strategy in the market;
- hidden marketing;
- feedback management.
Which of the methods to resort to in a particular case, reputation management specialists determine based on the factors influencing the process of brand image formation in this particular situation: where the threat comes from, the specifics of behavior target audience, and others.
How high is the need for brand reputation management?
In any case, it is necessary to form and monitor the development of brand reputation, regardless of the direction and scale of the business. This is evidenced by the statistics of many years of research by marketers around the world. However, some of the business areas are more susceptible to reputational “attacks” than others and, accordingly, need services to prevent them. On the Internet, the products of such companies are studied by users in more detail, often commented and discussed. Thus, potential consumers seek to protect themselves from senseless investment, reduce the likelihood of getting into conflict situations with the manufacturing company regarding the quality of goods or services, etc. These categories include:
- companies engaged in the production or sale of goods and services with a high value (construction and sale of real estate, production and trade in cars, etc.);
- services and goods that are directly related to human well-being, beauty of the body and the health of the body as a whole (beauty salons, gyms, restaurants, companies providing tourist services and related to the organization of recreation);
- service industry with a high likelihood of fraud. Fraud does not necessarily mean the failure to provide a service, but also the absence achieved result. We are talking about advertising services, real estate transactions, banking and legal services.
Taking care of the reputation rating of your brand and the company as a whole, you not only win over a potential consumer, which, in itself, is already a lot, but also provide yourself with a “Good name” on the entire Internet. Frequent controlled mention of a brand on the Web leads to an increase in its “authority” in front of search engines as well. Occupying TOP positions in search results for certain queries, they push competitors out of the consumer's field of vision, attracting more and more new customers to the company.
Turning to special agencies for the formation or management of the reputation of your brand, you are making a sure and far-sighted step towards the successful prosperity of your business as a whole.
There are many different concepts in the world of online marketing, one of which we can get acquainted with in the framework of this article, namely (ORM). This acronym hides the term Online Reputation Management or online reputation management. And you've probably heard of this, you just didn't know the correct name.
The job of ORM is to form the reputation of an object or person on the Internet. Reputation refers to an assessment in society assigned to someone or something. To put it simply, this is exactly the idea of us in society. Public opinion is the opinion of potential customers, buyers, reviewers and other persons on whom our profit in the future depends.
Description of the concept of ORM
ORM is a whole complex of measures necessary for carrying out aimed at eliminating negative signals regarding a company, website, product, person or brand. This is a common technology, which includes such a large concept as SERM (Search Engine Reputation Management).
It is worth defining the difference between SERM and ORM, and here it is important to understand that the first term is narrower, since it only concerns the issuance of search results, and the second applies to all networking features of the Internet, that is, blogs, comments on sites, social networks, reviews , forums, and more. All this together also has a significant impact on reputation.
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Who needs reputation management and why?
On the Internet, reputation management is relevant for: specific products, entire brands, websites, companies or individuals who are public figures. In this case, we can give the most common example from SERM. You are the owner of an online business that brings good income from online activities. You develop quite intensively, actively invest in various tools: SEO, SMO, SMM, crowd marketing, use high-quality content promotion, contextual advertising. All this allows you to "cross the road" to all competitors. Nobody likes this, so they are looking for a solution, wanting to put you in your place. And here the question concerns reputation, because it is easier to spoil it than to try to surpass all your investments in promotion.
Free reputation analysis
Marketing research of mentions of your brand on the Internet and development of a strategy to improve reputation in case of negative.
How to ruin your online reputation?
Damage to reputation is not difficult process. This requires a number of specific steps:
- it is required to form a group of high-quality articles that are dedicated to a product, brand, website, person or company. The content of the article should be indirectly "gray" or "black", depending on the desire of competitors. In eyes potential clients such a context would discredit the victim indirectly or directly;
- articles will be posted on different resources, as well as optimized for search requirements;
- further, the promotion of articles is required to get into the TOP for a specific request. It can be the name of a company or brand, or something even more specific.
In the search results, sites will be displayed, as usual, only those where the reputation of the brand or product is defamed will be displayed in the first positions. In this case, the ORM starts by first removing the negative. It is required to monitor resources in order to find those on which the company's reputation is frankly defamed, and then remove reviews or oust these sites from the first pages of the search, replacing them with positive information. And after that, carefully monitor the image of the company.
The need for ORM
The need for an ORM should be clearly understood. A few examples of why you need an ORM:
- Sales depend on the network image of the company;
- Reputation affects how a brand is perceived in society, as well as sales in the future;
- Reputation can increase sales for a set of tips from users who have already made a purchase.
ORM is ongoing process, which is vital if you want to be recognizable in the current competitive environment.
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"Commercial Director"
IN Lately The market for services aimed at creating a positive image of a company or an individual product has grown significantly. These services include reputation management. The service is aimed at improving the reputation and eliminating negative comments or reviews about the company and its products. This requires a set of measures and tools. The service is called ORM. In translation, the abbreviation means - reputation management on the Internet. The service involves A complex approach. To do this, promotion and whitewashing of reputation is carried out with the help of numerous social networks, review sites, blogs, forums, etc. Thus, it is possible to remove negative feedback left behind by competitors or dissatisfied customers, increase brand or product awareness, influence public opinion and, as a result, increase sales. At the same time, it is important not only to create a reputation, but to maintain it. This is only for professionals.
"Money"
The volume of sales and the number of customers directly depend on public opinion. It so happened that before ordering any services in the company, a person wants to get to know her through reviews. And it’s good if only good things are written about you, but what to do if there is negativity? Today, online reputation management or ORM is an important nuance in forming the right opinion about a company. You can resort to such a solution by contacting a specialized agency. Its specialists carry out a full range of work to create the right opinion of a potential audience about a brand, company, service or person. If earlier reputation management was not possible, today with a number of specific measures: posting positive content on various platforms, interacting with the audience and crowding out the negative, this is real.
"Director"
Online reputation management is a new effective service aimed at creating a positive company image. It consists of a number of steps and methods, among which is the removal of negative reviews on the network. The service is also called ORM. In this case, an integrated competent approach is important. It is almost impossible to cope with the task on your own, especially without a lot of experience and knowledge of all the subtleties. Better trust it specialized companies who most effectively apply their knowledge in practice. Thanks to certain mechanisms, any negative that negatively affects the reputation of the company and, as a result, its profitability is removed or displaced from the leading positions. Thus, the recognition of the product or company increases, the level of sales increases. The work does not stop even after the achievement of the result. The image must not only be created, but also preserved, and this is not an easy task, which only a specialist can handle.
"Power"
ORM is a comprehensive online reputation management. This service is provided by large PR companies that have a full-fledged staff of specialists capable of forming a positive image of a business or a person in all areas. The concept of ORM or Online Reputation Management really includes a lot. Here and search engine optimization of correctly submitted information about your business, which is necessary for customers to see only positive characteristics about you on the first pages of search engine results. Here and the removal of slander and negative reviews by absolutely legal methods. Here and the development of your site and pages in in social networks- direct platforms for live communication with customers, answers to their questions and claims. Thus, full-fledged reputation management on the Internet - The best way achieve a high level of customer confidence in your business.
"Profile"
The presence of negative reviews on the network plays a very important role for modern companies. After all, before contacting a particular company, the client must make sure that his choice is correct, so he will definitely study both positive and negative reviews. They form an opinion about the work of the company. But, it is worth noting that not all reviews are reliable - often negative ones can put the organization in a bad light, which means that the number of potential customers will decrease significantly. To avoid this situation, you need to conduct reputation management on the Internet. You can do this on your own, but for those who do not have free time, there is a great alternative - contact an agency that will conduct reputation management at the highest level. ORM specialists will constantly monitor the emergence of negative statements and immediately remove them. It is not worth risking your reputation so as not to lose business and lose customers.
"Marketing"
Online reputation management (ORM) is a multi-stage but highly effective process of increasing consumer confidence in a brand or service. Public opinion, which is expressed in the form of reviews, comments on social networks, articles on various sites, directly affects the company's competitiveness and profit. If for some reason a lot of negativity appears on the Internet, consumers react to it by refusing the services or goods of the “defamed” company owner. And it is useless to explain to them the true reasons for the appearance of custom reviews - sales can plummet in a matter of days. Reputation management restores the image of an individual or company by working with social networks, reviews, SEO content and implementation on various platforms necessary information about the client. If all the negative cannot be removed, it is simply “squeezed out” from the first pages of the issue, replacing it with new optimized content.
"Business magazine"
It is difficult to overestimate the power of public opinion on the Internet, according to one of the research companies, the number of Internet users in 2016 amounted to 84 million people, it is not for nothing that the Internet is called the fifth power. ORM or online reputation management effective tool formation of added value. Opinion about the company in the network affects the overall image and reputation of the organization. The key feature of reviews as an online marketing tool is high level confidence in them, which is actively used by competitors. Indeed, when a partner reads a comment that the company he is determined to work with is not keeping up with his obligations, the thought of competitors' atrocities will not come to him immediately, if at all. First of all, a person will want to protect himself at the stage of making a decision on cooperation. Therefore, control of the information field of the company on the Internet and reputation management is one of the priority tasks of the company. Responsibility for its implementation can be assigned both to employees and specialists of specialized agencies.
"Business Quarter"
The image of the company on the Internet is no less important than the reputation in everyday life. According to statistics, from 30 to 70% of customers find a company through the Internet. Based on this, competent managers understand that a decrease in the level of trust in the online sphere will necessarily lead to a decrease in sales. To prevent this unpleasant outcome, it is necessary to carry out reputation management in a timely manner, to control and edit the emerging negative. A set of measures to correct an existing or create a new image is called SERM. It involves creating a positive relationship with customers, partners and robots. Additional measures that include reputation management on the Internet include monitoring sites with negative information posted on them and promotion in social networks. Save your time, contact a professional with good experience in the field of ORM.
There are many misconceptions about online reputation management. Many people think that this is just social media monitoring and have no idea how it can affect business and sales. Online reputation management means controlling the company's image on the web by monitoring all web resources and creating conditions for a higher rating. Online management reputation ORM is a collection of methods and modern technologies to attract the attention of potential customers by creating a positive method, bringing the company's website to the first page search queries. Constant monitoring of Internet resources allows you to track negative comments and remove them by legal methods. Regardless of the size of your business, reputation management allows you to make your company visible in a positive way to the consumer.
Over the twenty years of its development, the Internet has managed to move from the rank of an environment “for the elite” to the rank of a communication space for billions of people. And of course, after consumers, sellers rushed to the Network and made it another means of communication with real and potential buyers. And now online branding is taking over marketing plan organizations one of the most important lines. However, before talking about branding, it is worth deciding on the very concept of a brand.
Brand and branding
When a product first appears on the market, it leaves a special impression in the eyes of consumers, no matter what it will be - positive or negative. The label has already been put up, the associations have been created, the brand has been created. In order for the product to leave only the right impression about itself, large-scale works to create and develop a brand, which is called branding. Brand reputation management, in other words, branding, is a set of measures aimed at creating, developing or re-positioning the image of a product in order to increase audience loyalty to it. As a result of studies conducted in Western countries, it was revealed that it was a stable consumer base that provided companies with a leading position in the market.
Brand Properties
The brand includes not only the tangible characteristics of the product (price, packaging, advertising), but also psychological (the impression created), so the process of its creation cannot be equated to a certain set of techniques. Branding is more like art, when a sculptor (marketer) in the process of his work first molds a sketch (idea) from clay, thinking through its concept (plan), and only then brings it to life and creates a masterpiece from an ordinary block of stone ( successful brand), correcting the initial shortcomings in the course of their work. Consider the main characteristics of the brand, which should be based on when drawing up a further work plan:
Brand Attributes (brand attributes) - the main associations of buyers when they see a product. They can be either negative or positive.
Brand Essence (brand essence) - the main idea of the brand, which should be the decisive factor in the choice of the buyer this product. For example, entity Volvo car- safety.
Brand Identity (brand uniqueness) - each product must be individual, stand out from other brands.
Brand Image (brand image) - associations that arise in the consumer at the sight of this product. image can be formed advertising company conducted both in the traditional promotion environment - off-line, and in the new one - on-line. Brand image is a characteristic that can change every minute, starting from the low end (complete distrust) to the high end (absolute loyalty).
Online brand reputation management
The Internet is a communication channel that opens up unique opportunities for branding. Therefore, today more and more organizations use Internet marketing technologies as one of the main ways to create and develop the image of their products and services. To promote the brand, various paths and methods can be chosen, which, if properly approached, will lead to success and increased profits. Consider the basic methods of branding on the Web.
Recognition monitoring
To keep abreast of everything that buyers think about your company and brand, it is worth "combing the Web." It is here that the lion's share of information is concentrated, which can be used to your advantage. A well-designed monitoring strategy will allow you to see reputation issues early on, so ongoing monitoring electronic publications and forum posts are an important part of online branding.
Network monitoring is a time-consuming process that requires not only attention from a specialist, but also the ability to read between the lines. Search for news, viewing the content of the main Network resources, forums, blogs, e-books complaints, etc. Texts that are somehow related to the brand are copied and transferred to the report, which eventually falls on the table of analysts.
Development and implementation of a presence strategy
Before starting any promotion activities on the Web, an organization should make a choice - to use only individual Internet marketing tools, or an integrated approach. When building a strategy, one should not forget about the off-line promotion complex used. It probably already exists, so marketing on the Web should not be divorced from offline. The elements of promotion in the classical market are slightly transformed, however, despite this, the idea remains the same.
For positioning a company on the Web, the following can be used: a website, social networks, Internet media, forums, blogs, banner advertising, commercials etc.
Hidden Marketing
Modern man is already tired of the constant flickering of advertising and most of it is simply not trusted. If he is interested in something, he seeks information from his acquaintances or on forums and social networks on the Internet. That is why the value of hidden marketing is so high today. Hidden marketing is the introduction of agents of influence into thematic communities, forums, blogs, online review resources, etc. under the guise of an ordinary consumer in order to increase the loyalty of the target or potential buyer.
The beauty of covert marketing is that with the competent work of agents in the "zone of trust" of the consumer - forums, blogs, etc., the company can talk about all its advantages, and regular users will not even understand that it was an advertisement. The use of hidden marketing allows you to achieve the following results:
- increasing brand awareness
- introduction to new products/services
- increasing consumer loyalty
- display of all product advantages
- increase in sales
Also, hidden marketing can be used to combat "black" PR, when negative reviews from competitors appear on Network resources, designed to belittle the dignity of another company.
Feedback management
There are several reputable sites on the Internet whose work is based on posting consumer reviews about a particular company or product. One of the most famous services is Yandex.Market. In addition, reviews can be seen on various forums and blogs. According to statistics, 90% of buyers make the final choice in favor of a particular product, based on electronic reviews on the Web.
Review management is also part of the work of hidden marketing, but more complex and time-consuming. The fact is that many services are equipped with automatic filtering systems that block the placement of reviews from one IP. Therefore, to carry out this work, agents of influence have to use various programs to hide their real network address. The complexity of the work lies in the constant monitoring of various network resources for the emergence of new reviews about the company / product and a quick response to them.
However, reviews can be posted not only by consumers, but also by the personal staff of the company. For this, there are also special services and forums. In order to preserve the reputation of not only the company, but also management team covert marketing is used to manage feedback on the director's reputation. This step does not directly increase sales, but it greatly helps in the selection of new personnel. The fact is that today, before getting a job, a person is looking for information about a company of interest to him on the Web. And having found a negative one, most likely, she will not go to the interview. Negative information can appear for various reasons - the actions of competitors, an offended employee, etc. Finding and quickly responding to them will provide the company with a positive image and increase the chance of selecting a highly qualified staff.
Instead of a conclusion
Recently, the Nokia brand has begun to actively use various Internet marketing technologies for its promotion on the Runet market. To increase brand loyalty, the company constantly uses such communication channels as forums, social networks, RuTube, etc. Here is an example of several interesting and successful advertising campaigns.
Cyberquest on RuTube. To promote the N8 phone, Nokia launched a quest in which users had to find codes hidden on videos and website pages. The special project was promoted through mailing lists and interactive banners on the web. Needless to say, quests are interesting in themselves, and if you have the opportunity to win a prize, their popularity increases significantly. Therefore, many users of the resource both played it with pleasure and advised their friends.
New Year's caps in LiveJournal. The company launched an exciting social network LiveJournal new year game, allowing users to win mobile content by clicking on Christmas tree balls. The highlight was that with a certain order of clicks, a New Year's cap appeared next to the name of the network account, when clicking on another combination, the cap disappeared. For users actively looking for gifts, this cap appeared almost inevitably, and as a result, they electronic friends started wondering where to get one. Thus, the circle of participants in the action was constantly expanding.
Nokia also actively uses music applications to advertise the brand in the most popular Internet services, ranging from social networks to dating sites. As a result, according to a study by OMI and the Marketing Management magazine, it can be seen that if in 2008 and 2009 Nokia remained only in the 3rd place in the TOP, then in 2010 the company became a leader.
Reputation management in the network is a complex of works that representatives of any brand sooner or later think about. The very concept of reputation management is denoted in different ways - SD, ORM, SERM, reputation marketing.
It is not so important how the brand marketers will call the work package at internal planning meetings, it is important that reputation management work brings benefits to the brand.
If this is your first time facing the challenge of reputation management, then this article is for you. As part of the article, we will consider the main reputation management tools that can be launched relatively quickly and for free.
1. Monitoring system
Before you start managing the reputation of your brand, you need to understand what people write about it in general. As practice shows, users like to write about a brand on neutral sites that are not controlled by the brand itself. If there is a burst of mentions, it can happen anywhere, but the key discussions will most likely appear somewhere on the user pages, on the forums. Therefore, the frequent phrase from marketers “come on, we only work out in our group” is erroneous.
To identify brand mentions in real time, a monitoring system is used. There are many monitoring systems on the market. Personally, I advise you to try the very affordable Brand Analytics Express (the starting balance is issued immediately) or Youscan (they will give a trial period). In addition to them, there are several more systems on the monitoring market that you can try - IQBuzz, SemanticForce, BrandSpotter and others.
If you are interested in looking for leads in parallel with reputation management, you can try the free Leadscanner monitoring system for leads. Also, we must not forget about free systems Yandex.Blogs and Google Alerts.
2. Analytics
We started monitoring mentions, we find mentions of our favorite brand. However, monitoring alone is not enough to manage reputation on the network. It is necessary to seriously analyze and properly adapt the data that is collected through monitoring for further work.
At a minimum, you need to understand:
- where they write about the brand,
- Who writes,
- how many write
- what coverage,
- positive or negative
- what kind of audience engagement,
- similar analysis by competitors (see next section).
Some monitoring systems support automatic uploading of reports. However, sometimes it is necessary to manually recheck the monitoring settings in order to correctly identify tags and sentiments.
3. Play on competitor mentions
Recently, battles between brands like Tinkoff vs. Rocketbank have become a normal thing.
No one forbids monitoring negative mentions of competitors and introducing their theses into discussions. Moreover, you can collect not only negative mentions of competitors, but all mentions of competitors in a specific context.
For example, two options:
- bank A monitors all crops of bank B about mortgage lending and covers it with its posts or comments. Bank B writes about a cool promotion at 12% per annum, and bank A will introduce its posts and comments everywhere that it has 9% per annum. Moreover, as indicated above, you can also embed your posts in the same groups and forums, as well as start guerrilla marketing directly under the posts of a competitive brand. Benefits – The brand will have a reputation for being more accessible.
- users write negative about mobile operator B. Marketers of mobile operator A in this case can infiltrate all discussions and offer their services to dissatisfied customers of operator B. For example, if a user complains about the frequent lack of communication in a particular area, or about the high cost of mobile Internet, then a competitive brand can offer such a user to deliver a SIM card to a convenient address with free mobile internet for 1 month. Benefit - the brand has a reputation as an active brand, besides offering gifts at the very beginning of cooperation.
In both cases, users will see which brand has more favorable conditions, or even a free distribution of freebies. At the same time, not only the user involved in the discussion will see what is happening, but also just observers and subscribers. Such a reputation management tool is especially useful at the stage of brand entry into the market. competitive markets, for example, the same market of cellular operators.
4. Respond to your customers
Unfortunately, about absolutely any brand, sooner or later there will be negative mentions. If there is no negativity about the brand at all, the question immediately arises - is this brand present on the market at all? Therefore, dealing with negativity is integral part a set of works on reputation management in the network.
Here are just some of the options for dealing with negativity:
- answer on behalf of the brand, as an option - support service;
- work as brand advocates;
- park the negative - let's look further.
It should be noted that sometimes the most correct decisions are either to remove the negative (if the provocateur is completely inadequate), or not to answer at all (for example, if the negative on a neutral site is trolling).
5. Parking negative
In online reputation management work, it is imperative to keep in mind the difference between reach and engagement. In short, reach is the number of users who have seen a post, and engagement is the number of users who have somehow become involved in the discussion. Moreover, engagement can be called both comments and likes with reposts.
The goal of negative parking is to minimize the development of outreach by diverting the discussion to a non-public channel of communication. Offer clients to resolve a negative issue in personal correspondence, by email, by phone. Avoid the practice of having long discussions on “debriefing” as much as possible in your brand group.
6.SERM
A set of measures for reputation management in search results is usually referred to as SERM - search engine reputation management. The goal of the reputation management team in this case is to squeeze out unwanted sites for branded queries like “brand”, “brand reviews”, “brands reviews of employees” and the like. If we are talking about a person as a brand, then queries can be “first name last name”, “first name last name mayor city”, “first name last name corruption”, “first name last name diploma”.
The main SERM tool is most often a change in the tone of sites, which can be done on sites with negative content. Establishing a stream of appearances of good reviews about the brand can be done by conducting stimulating promotions among customers. Some of the negative sites can be removed from the search results by applying the law of oblivion (no guarantee of success) or by correspondence with the owners of sites that host negative content - see the next paragraph.
7. Digital law
One of the actively developing trends in online reputation management is digital law. And there are many reasons for this. It is not always possible to squeeze a negative site out of the search results using traditional tools. Hosts of sites with negative content may start demanding big money for removing content that is unfavorable to you. It's not worth giving up. To solve such problems, there is digital = jurisprudence. In fact, this term refers to the work of lawyers to solve the problem of removing unwanted content through legal procedures.
Examples of work on digital law include the following:
- competent preparation of filing applications for the application of the law on oblivion;
- drawing up justified claims to the owners of sites (sites);
- pre-trial and judicial work with site owners
- legally justified communication with hosting and domain registrars - sometimes it is possible to remove a page with unwanted content at this level;
- domain delegation - subject to a number of conditions, you can remove domain delegation.
It is difficult for ordinary marketers to work at a legally professional level, and digital law has appeared to solve such goals.
8. Statistics and trends by industry
In the issue of further positioning of the brand and in assessing its prospects, it is necessary to use holistic and competent analytics on the situation in the industry as a whole. You need to know what are the current trends, what are the statistics of the growth or decline of the industry. What are the success (or vice versa) stories over the past years. All this can affect the positioning of the brand, which means it will have an impact on brand reputation management.
Actually on this stage there is no need to assemble a separate team of analysts and order a study from scratch. Every year there is a lot of research in the public domain. Examples include research being done by associations such as ACAR and RAEC. Also, studies from analytical and consulting companies like Nielsen and Deloitte. On their sites you can freely find the necessary research.
9. Content Islands
Content islands are sometimes referred to as a tool for multi-channel SEO implementation. Content islands are all those platforms that you create in addition to your official website. Content islands can be used both as an SEO strategy and as a section of SERM work.
In addition to the official website, most brands create by default official groups in social networks. However, for online reputation management, you can also create feedback cards, where you can then bring a loyal audience. Most reviewers create brand cards for free. And some brands even create their own reviews.
You can make several official sites - one large portal, one business card site about the owner of the brand, a separate site for collecting feedback and complaints, and so on.
In addition to reviews and additional sites, reputation management agencies often create cards for brands on various encyclopedias and company directories. Try to do the same for your brand. The same Wikipedia allows any user to try to create their own article. The direct benefit of working with content islands for reputation management is that as a result, you can occupy search results pages with controlled sites.
Conclusion
As a result, I want to note that reputation management on the Internet is an integral element of the marketing tasks of any brand. While there are many reputation management tools, and we've covered just a few of them, even a novice marketer can try managing their brand's reputation using the tools described above without spending significant budgets.
