What are reputation management services? – Magoda – Made in America

As Benjamin Franklin said, “It takes many good deeds to build a good reputation, and one bad deed to lose it..” In business, your company’s reputation matters a lot. Although there is some debate among academics regarding the importance of reputation in relation to consumer behavior, it is clear that brand reputation plays a role in the success of a business.

A company’s reputation serves as its public face even before a potential customer has a chance to hear a sales pitch or view marketing materials. Earning a bad reputation can take many years to correct itself, and even then, past reputation strikes can still come back to haunt businesses.

The effect of the Internet on business reputation

At the heart of the issue of corporate reputations and lawsuits is the speed at which information travels these days. In the distant past, if a company had a bad reputation, they could just pack up and move a few towns with a fresh start. Today’s global internet community and the indelible nature of online information can follow a brand for decades.

Misinformation can also be a problem on the internet. If someone leaves a bad review on social media about a company’s product, someone else may read it and assume there’s a bigger problem. This person may keep repeating the embellishment, and before you know it, an entirely false narrative has been created regarding the product.

Credit: Nenad Stojkovic

What’s worse is that all of this can unfold globally in the span of a few hours, and if the story reaches a media outlet and gets spread more widely, the problem only gets worse. At this point, it doesn’t matter which is true. The only thing that matters is what people think is true. To combat threats to a brand’s reputation, many business owners are turning to reputation management services or reputation marketing solutions.

Does reputation marketing work?

Marketing or reputation management is the act of countering bad PR material with positive material. In some cases, this is done as a purely reactionary gesture, such as when a negative story is published in the press at large. In others, it is a means of building a reputation by take proactive steps to counter the potential for future negative press.

Whether a company’s public reputation can be enhanced through reputation management services is debatable. On the one hand, marketing and reputation management can thwart the visibility of negative stories, and at some level, they can also affect the public perception of a business. The problem arises when you get into the psychology of consumerism and the weight of a negative reputation in the minds of consumers.

The truth is that some negative stories have such a big impact that it can be nearly impossible to change perception just by using reputation management strategies. In these cases, time is often the best remedy in addition to demonstrating that changes have been made. A good PR strategy can also go a long way in changing consumer perception, but again, it takes time to make big changes when a particularly negative story comes along.

Methods to improve the image of a company

In order to overcome web reputation issues, there are a number of solutions that can be attempted. While no one solution is designed to overcome all reputation management challenges, a varied approach can often yield better results.

Perhaps the most common and powerful method of countering negative press online is to post positive content. This can be done through blogs and other forms of content that are indexed by search engines. The goal is to ensure that positive content reaches audiences above negative content when a business is searched for on the web. While posting positive content can be effective, the amount of content required can be significant and the quality of backlinks should be considered in order to overcome content featured by reputable news sites.

Credit: Vilja Tuohino

Leave positive reviews online or respond to negative reviews are other reputation management methods that can be helpful. While you don’t want to leave fake reviews, countering negative comments on review sites or digital storefront product pages can have a beneficial effect. The problem with this method is that most review sites and storefronts require some type of registration and perhaps even verification before reviews or replies can be made. This may take some time if you plan to leave multiple reviews or contrary responses.

Paying influencers can be another strategy to improve a company’s reputation. Social media influencers have the potential to reach millions of consumers, and because they are trusted by followers, their word carries a lot of weight. Influencers, however, can come and go, and attaching your brand to an influencer can be a risky proposition since you may not have as much control over the influencer’s future mentions as you would like.

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