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It’s a constant battle to manage your brand’s online reputation. You can’t control what others say – and you shouldn’t want to – but you can take charge with brand reputation management techniques.
We’ve all seen the horror stories of brands who lost control of their social media reputation. You know it when you see it: A brand posts an innocent link to their blog, and within minutes the post is flooded with angry comments.
How people perceive your brand is the backbone of your business. 84% of people trust online reviews as much as a personal recommendation (or warning) – and that’s just reviews. People see the opinions of others everywhere they turn online in the comments of every Facebook post and the replies to every tweet.
We can take back some power with proactive and efficient social media reputation management.
Here’s what we’ll be covering:
When we have a serious infection, we can drink teas and try home remedies to improve our symptoms, but the infection won’t go away until we target the infection at its source with an antibiotic.
Our brands will always have naysayers – you can’t please everyone all the time. However, if negative comments about our brand far outweigh the positive, that signals a deeper problem.
If we don’t correct the problem, all the brand reputation management in the world won’t do any good. We’d be in constant damage control mode.
It’s best to begin social media reputation management by tying up any loose ends. Of course, no one is perfect, but improving the factors below can help improve your brand reputation.
Harris Poll developed the Reputation Quotient so we can understand how our brand is perceived as part of a broader culture rather than an isolated vacuum.
Brand reputation management software and tools can help you stay active in the conversation about your company or organization anytime it’s mentioned.
Brand alerts send you a notification anytime your company name is mentioned anywhere online. If someone authors an article and mentions your brand, you’ll get an alert.
You can also sort your brand mentions by different attributes like retweets or Facebook shares. Sorting by engagement is essential because if you’re working with a big brand, the pieces of content with the most shares and engagement should get most of your attention.
Here’s what monitoring alerts look like for Red Wing Shoes with BuzzSumo’s brand reputation management software.
50% of people around the world consider themselves belief-driven buyers. 67% say they’ll spend money with a brand for the first time based on its position on a controversial issue.
We don’t need to go out of our way to spark controversy, but we can use social media reputation management to promote our values.
Consider what matters to your brand – the environment, poverty, hunger, education, worker rights, social issues – and make your stance clear.
A quick Google search of your brand plus “review” will show you what potential customers see on the first page of results.
If you notice some unsavory reviews that slipped through the cracks with your brand monitoring alerts, take it to heart as valid criticism and respond. Correct the issue internally and write your own blog post addressing it and targeting the same keyword, so people see that on the first page of results as well.
Backlinks usually come up in the conversation about SEO, but they’re also crucial for brand reputation management. Many times, someone will link to a page on your website but they won’t use your brand name in the anchor text. However, it’s still useful to know the context of the link, right?
Here we can see some of the top-performing posts from the past year that contain backlinks to the BuzzSumo domain. BuzzSumo can also send brand monitoring and backlink alerts straight to you through Slack.
Sometimes brand reputation management involves more than your company name alone. Most companies have key figures, CEOs, or brand-specific terms associated with them.
Monitoring those keywords across every corner of the web can help you keep your reputation clean and avoid bigger issues. You could also monitor specific keywords like “Red Wing Shoes review,” “US-made work boots,” or “best work boots” to gauge your brand awareness as well.
If you see some negative press or mentions on social media, it’s always a smart idea to address it as soon as possible. Respond calmly and compassionately.
You don’t have to wait for bad reviews and mentions to pop up, though. You can take a proactive approach as well. When you see your brand mentioned in an article, share it on social media and let your followers know. Thank the outlet or author for mentioning your brand.
Followers on social media will notice you’re paying attention, and you care.
While many companies would prefer to ignore it, people care about how brands treat their workers at every stage of the supply chain.
Part of successful online reputation management involves discussing your workplace culture and even your workers themselves. Shine a light on any employee’s personal accomplishments that have nothing to do with work or let them share their stories.
Plus, it’s important to remember that potential employees will look for these types of content when they decide whether to take a job at your company.
BuzzSumo offers in-depth brand reputation management software for tracking not only your brand name but backlinks and other keywords as well. You can also lookup key journalists in your industry with our new outreach tool Journalist Profiles, and check out influencers on Twitter for a proactive approach to online reputation management.
Want to be prepared for all brand reputation scenarios? Read our guide on PR crisis management.
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