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What is Online Reputation Management and Why Do You Need It?

What is Online Reputation Management and Why Do You Need It?

If you pay a visit to the online Business Dictionary, you see a pretty expansive definition of the term online reputation management: It explains it as “Activities performed by individual or organization which attempt to maintain or create a certain frame of mind regarding themselves in the public eye…a process of identifying what other people are saying or feeling about you or your business; and taking steps to ensure that the consensus is in line with your goals.”

Now, that seems like a good thing to do, but it is not as accurate as we’d like because it implies a more manipulation-based approach to the process. The very best reputations are those that are an accurate reflection of a company’s ethics, approach to doing business, and overall quality. Thus, authentic online reputation management has a few goals that include:

  • Promoting positive feedback about your service or product and doing so in the places your target audience is most likely to be found on line.
  • Addressing negative feedback in a way that shows engagement, good intention and ethics.
  • Removing any seemingly automated responses from the dialogue
  • Conveying an accurate depiction of your “brand” (which varies widely from company to company, but which typically reflects your overall message, mission and so on)

Why is it important to any business? Twenty years ago, the world was not so focused on the internet as it is today. Now, it is getting close to a 50/50 split between mobile and computer searches, and that means everything is online. Even if you are purely a local entity with a very limited geographic focus, you have an online presence and it needs to be protected, upheld and an accurate reflection of your firm.

You can do all kinds of things to protect it, including dedicating hours to social media, following up on Google Alerts about positive/negative comments, and using all of the different apps or tools that help you see what others are saying. It is vital that you do so, but where do you get the time for all of this monitoring, oversight, and action?

Luckily, you can access online reputation management resources from companies like LotVantage. They have proprietary reputation management software that enables you to improve company listing performance, make the most of ratings and reviews, and become much more engaged with your audience. All of this enhances your online reputation and provides amazing ROI. To learn more about LotVantage, visit their site at You can also visit them on Twitter for more information.

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