How closely are social media linked to online reputation management?
How closely are social media linked to online reputation management?
Posted By
Localyser
February 17, 2020

Before diving into jazz, let’s clarify some basic principles so we’re all on the same page. What is Online Reputation Management (ORM)?
Simply put, ORM means managing the online conversation and owning it; its techniques and strategies aim to ensure that people find the right message you want to convey when they search for your brand online. It involves looking at online reviews—both negative and positive—and social media as well as your potential customers.

How is it different from social media management?
Social media and reputation management complement each other in a harmonious coexistence. Having one without the other is surely not enough. Marketing managers need to address and handle all listing and review sites, brand-owned platforms, and all social media platforms to create a healthy online presence that positively reflects the brand’s image. This is essential for directing and controlling brand reputation at the location level, not just the brand or product level.

Statistically, over 90% of users research a place online before visiting and check online reviews. Now, do the math considering this fact!

In the Middle East restaurant sector, managed by groups operating multiple locations and brands, controlling their online reputation at each site becomes operationally challenging. Imagine having four locations, each with just six review sites (Google, Facebook, TripAdvisor, Zomato, Deliveroo, Talabat). This means the marketing manager must check 24 different review sites every day! They must handle online reviews and customer feedback. Social listening tools help restaurateurs manage their reputation at the brand level, but reputation management must be done at the location level—hence a holistic approach.

There are two ORM cycles: a vicious one and a virtuous one. Obviously, we aim for the virtuous cycle!
The vicious cycle results from ignoring your online reputation, neglecting bad reviews, fake reviews, and risking being caught in a whirlwind of misinformation and rumors about your brand. The virtuous cycle ideally involves controlling your online presence, social media posts, and creating a healthy cycle of quality content that will positively reflect on your brand.

The million-dollar (or dirham) question:
Why should you, as a business owner, care about your online reputation and invest in a tool to manage it?
Online reputation has become so real and daily that it’s time to drop the word “online” and just call it “brand reputation.”
It’s absolutely undeniable that the internet is our first stop for, well, everything! Moreover, people today not only consider the internet as their primary information source but also trust and believe what they find there. More importantly, they make decisions based on their online findings and impressions—even believing fake reviews.

Quick stats:

  • 2 out of 3 people consider social media and reviews on social media credible sources of information about a brand.
  • Over 90% of people have made a purchase based on what they discovered online, whether through positive reviews, review sites, search engines, or simply a brand’s activity on official social media.
  • Over 80% of reputation damage stems from a gap between hype and reality.

Based on these three quick stats, it’s crystal clear that social media and reputation management are linked.

Additional key points:

  • Google My Business is a great way to keep up-to-date. It’s connected to social media. If your customers check your social media, they will also check you on Google. Make sure you create a Google My Business account and set up Google alerts.
  • To generate customer reviews, having a social media presence gives you much more online space for customers to leave feedback.
  • Creating blog posts for your restaurant or brand is a great way to educate your clientele, just like this blog post. Sharing on social media benefits your social media marketing.

Now that you have an idea of how online content is closely linked to social media and online reputation management, it’s time to take charge! Avoid negative content and stay ahead of your competitors. Our team at Localyser is ready to help your business manage its online reputation. It’s time to remove negative content and enhance your online presence. Let our reputation management company take care of your search engine optimization, review sites, and social media platforms. Contact us and schedule a demo today.‍

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Experience the power of our your online reputation today
Our all-in-one solution will organize and optimize your online reputation for every location. Let us show you how.
Get a Demo