If your brand is online, do not worry about its reputation. Today, Online Reputation Management (or ORM for short) does not apply only to all businesses. Ignoring it can cost you money and customers. Here are some of the reasons why ORM should be an integral part of your strategy:
Consumers are increasingly using online research when considering a purchase. 88 percent Buyers are searching for products online before making a purchase (online or in-store); and 86% will hesitate to shop at a company that is being criticized negatively.
Leaving the reputation of the brand at random can lead to a crisis. By watching your reputation and reacting quickly, you will avoid crises and disasters and prevent negative news about your business from spreading.
The online reputation of your brand can affect the ranking of your site. It's official: Google uses an algorithmic solution designed to downgrade sites offering a poor customer experience.
Tracking your online reputation will provide valuable insights to your customers: about what people like about your product, what they want to be able to change and what they lack, about their opinion.
Now that we are familiar with the benefits of the ORM, let's look at what tools can help you facilitate and automate the process.
Watch what people say about your brand on social media and the web, and spot trends with Sentiment Analysis and powerful analytics.
Awario is a social listening tool that facilitates the management of reputation. The platform will track your brand endorsements on major social networks and the web in real time and allow you to respond directly from the application.
To help you locate the mentions that require your immediate attention, the tool proposes Sentiment Analysis . The Sentiment chart in the dashboard shows you how much of your business is positive and negative, allowing you to locate the peaks you need to consider.
In addition to this, the tool helps you to detect copyright violations and find people who steal your content. To get started, simply create an alert with an excerpt of your copy in quotation marks so that the application searches for an exact match.
But the real power lies in the analytical capabilities of Awario's competitors. If you create surveillance alerts for your competitors, you will be able to listen to what their customers like and like, and learn from the mistakes of your rivals. In addition, you can compare your brand's ratings (in terms of volume, sentiment, range, and a number of other factors) with those of your competitors and see where you win and where you are falling behind.
Price: Awario offers 3 plans: Starter for individuals ($ 29 / month), Pro for SMEs ($ 89 / month) and Enterprise for agencies and major brands ($ 299 / month ). If you opt for an annual plan, you will have 2 free months. To try Awario before settling on a paid plan, sign up for a free trial .
Monitor and manage online reviews of your local business in real time.
Reputology Helps local businesses track their online assessments. In addition to common evaluation platforms such as Google and Facebook Reviews, Reputology monitors industry-specific evaluation sites, which is real estate, of the hotel or the health. Of course, you can also respond to these reviews since the application.
Reputology works especially well for multi-site companies who want to keep reviews of each of their sites in one place: they allow you to explain why some sites do not work as well as others and measure the global reputation of your brand around the world. places.
The best thing is that the tool integrates with Hootsuite. The integration allows you to monitor and manage your opinions in the same dashboard as you keep your social networking accounts, which is extremely convenient if SMM and Notification Management are both managed by the same team. your company.
Pricing: A reputology fee of $ 10 to $ 49 / month for each location. You can sign up for a free trial before setting a plan.
3. GoFish digital complaint search
Search more than 40 complaints websites for negative reviews of your business.
The GoFish Digital Complaint Search is a convenient way to check the health of your brand. It allows you to search over more than 40 websites to see if anyone has filed a lawsuit against your company (remember that these reviews could possibly start to appear in Google for your brand name! ).
From there, you can see the most popular reviews, view your brand's ratings and respond to claims filed on most websites monitored by the platform. On some sites, you will be able to flag or delete reviews if they do not reflect reality.
Price : Free.
4. SEO SpyGlass
Watch your backlink profile and avoid poor quality spammed links that will ruin your rankings.
SEO SpyGlass is different from the other tools in this list. Although it is not specifically designed to track the overall reputation of a brand, it helps you to monitor and manage the most important factor in your SEO reputation: backlinks. With a complete new complete index, recently launched in beta (the publication is now public), the tool claims to have the most recent link index of the market.
What is particularly practical is not the data itself, it is the analysis of which the application is capable. It allows you to analyze the authority of each of your links (aka InLink Rank) and to measure the risk of penalty of your backlinks to avoid the potential penalties of the search engines (both algorithmic and manual) .
In addition to this, the tool offers a domain comparison module that allows you to compare your link profile to that of competitors to see what aspects of off-page SEO you switch to and what aspects on which you must work to catch up.
Social media monitoring in real time with customizable reports rich in data.
Grade.us is a tool that allows you to gain more positive reviews from satisfied customers by automating multi-channel acquisition campaigns. e-mail or SMS. The tool also monitors new reviews regarding your business, with a way to answer from the app.
Grade.us provides agencies with white label reports that reveal trends in the volume of your reviews and allow you to measure the ROI of your ORM efforts.
Price: Grade.us offers 3 packages: Professional ($ 90 / month), Agency ($ 200 / month) and Business ($ 1,500 / month). A free trial is available if you want to test the tool before committing to a paid package.
Do a thorough analysis of brand reputation and create powerful, data-rich reports.
Brandwatch is a powerful tool for social analysis and analysis. With enterprise-level features such as image recognition, trend topics and API access, it's also one of the most expensive.
This tool provides a demographic analysis of people who speak about your brand, including gender, interests, occupation and location. The social media coverage of the platform includes Facebook, Twitter, Instagram and local social media sites such as Sina Weibo, VK and QQ.
For those of you who are willing to invest in a data visualization platform, Brandwatch has a handy tool called Vizia. Vizia allows you to view your Brandwatch data and combine it with the information from Google Analytics, Buzzsumo and Hootsuite for a global analysis.
Price: Brandwatch is a tool for businesses. Prices start at $ 800 / month, with custom business plans available on request. The tool does not offer a free trial.
Monitor online reviews and encourage satisfied customers to rate your business.
ReviewTrackers does exactly what his name implies – he monitors online reviews of your business on more than 100 sites. You can configure email alerts to be notified of important revisions and create powerful custom reports tailored to your needs. In addition to this, ReviewTrackers gathers feedback from your customers and indicates which aspects of your business customers are most likely to be mentioned.
The platform also offers a mobile app that allows you to track and respond to reviews on the go.
Pricing: The ReviewTrackers' Professional Plan is available at $ 49 / month; Enterprise costs $ 59 / month. The tool also has an agency plan, with prices available on request.
Configure automated alerts when your brand is mentioned online.
IFTTT can help you for a million things, and tracking your online reputation is one of them. The service allows you to create simple and automated tasks that all follow the "if this then this" model. You decide what that and that represent.
For reputation management, the service offers a number of useful integrations. You can track brand endorsements on Reddit, receive email alerts or Slack notifications when your business is mentioned on specific websites, and automatically thank Twitter users for sharing your content.
The tool is also available as a mobile app for iOS and Android devices.
Take things in hand
The 8 tools above will help you take charge of your brand's online reputation. Regardless of which platform you are settling on, do not expect them to do all the work for you: check your tracking dashboard for unusual peaks and respond quickly to reviews (good or bad) ). And while dealing with negative criticism is an art in itself, remember that speed and a little humility can go a long way 🙂
About the author
Every day, the Web talks about your business. Most brands have a limited understanding of these conversations: only through their own social media feeds. To truly understand their customers, businesses need to have access not only to their mentions on social media but also to the rest of the Web. Awario searches more than 13 billion web pages daily to instantly publish reports anywhere online. Companies can now find all the important conversations related to them and participate in them. For more information and a 14-day free trial visit awario.com .