In today's world, every business has an online presence, even if they don't have a website or social media profile, though that's rare. Due to this, having a solid online reputation has become crucial and can affect a business's success. According to Brightlocal research, 98% of consumers used the Internet to find information about local businesses in 2022. These numbers clearly show how important it is for companies to look good online.
When a frustrated customer has a smartphone in hand, a minor issue can escalate, potentially causing a significant impact on a business's online reputation. However, it is a misconception that a single negative review or poor service experience can completely ruin a company's online presence. In reality, mistakes can happen, and customers often understand that.
Problems start when a business disregards negativity online or is entirely unaware of its existence. It's important to note that over 50% of customers anticipate brands to address negative reviews within a week, while about 33% expect a response within three days.
Are you wondering about your business's online image and how to check your reputation? Conducting an online reputation analysis can provide you with the answers. This article explains the analysis, how to use it to your advantage, and common mistakes to avoid.
What is an Online Reputation Analysis?
Your company's online reputation is determined by what people say about it in all corners of the Internet, such as search engines, review sites like PissedConsumer, and social media networks, including Twitter, Facebook, Instagram, LinkedIn, YouTube, and TikTok. Examining any online content related to your company that potential customers may encounter to ensure a positive reputation is essential.
Now, let's take a closer look at the key components of reputation analysis. Conducting analysis, our experts decompose the online reputation management report into four pillars:
- Review sites analysis
- Search engine results analysis
- Social media analysis
- Third-party mentions analysis
As a deliverable, you get an online reputation report detailing your problems, if any, and practical recommendations for solving them. Finally, the cherry on the cake is valuable advice on improving the company's online brand presence to avoid future reputational issues.
A few words about each component of online reputation analysis.
Review sites analysis
According to Statista, nearly 70 percent of online shoppers typically read between one and six customer reviews before purchasing. Consumer advocacy and review platforms such as PissedConsumer are common places where shoppers read reviews.
Our platform alone is visited by millions of users looking for information about companies they are interested in. Add to this the number of visits to other review platforms. Now, imagine how many potential customers may see negative reviews and the reputational and monetary damage this can cause.
Receiving negative reviews is not a hopeless situation. PissedConsumer offers numerous solutions for businesses to transform a one-star review into a positive 5-star review and even convert an unhappy customer into a loyal supporter of your brand.
When companies disregard their customers' opinions, it leaves a negative impression on visitors. Customer reviews are often the last resort for getting a company's attention, and ignoring them shows indifference toward customers, which is unforgivable. Brighlogical reports that 88% of consumers are more likely to use a business if they respond to both positive and negative reviews.
So why do online platforms have such an impact on a company's online reputation?
According to the study, only 20% of consumers trust reviews posted on company websites. In contrast, review platforms are considered more trustworthy because they offer unbiased opinions from other customers.
That's the benefit of review analysis, you'll be informed in time, and if there's a problem, you can solve it in the best possible way. This is why analyzing review sites is an essential part of online reputation reports, mainly if you do not regularly keep track of you
Search engine results analysis
Did you know that in 2022, 87% of people used Google to research local businesses? It's true! Most people have already made it a habit to type their queries into Google. As a result, people tend to trust the search results they get. When our team of experts monitors a company's online reputation, we first look at the Google search results for any queries related to that company.
We don't just focus on the site's ranking. Instead, we pay close attention to what a user sees around the title and description in the search results. We look at links above the company website and whether they create a positive or negative image in the eyes of potential clients. All of these factors are crucial in analyzing a company's online reputation.
For example, negative feedback on a review platform or social media ranks higher than your site or site with positive reviews. In that case, users will likely click on it first. Humans are wired to pay attention to negative things to protect themselves. In today's world, negative reviews signal to our brains that there may be a danger or a negative experience ahead, causing potential customers to avoid your company altogether without even visiting your site.
Online reputation analysis can identify harmful or misleading content circulating on the Internet. Moreover, It helps to understand what's driving negative reviews — and what factors result in positive feedback. Learn how to respond to negative reviews on real examples.
Social media analysis
An online reputation report also includes a complete picture of the brand precedence of the company, shaped in social media. A lot of companies don't monitor what people say about them on Facebook, Twitter, and Instagram or how often they mention the brand in stories or posts. So an angry post by a distraught user can get lost in the information flow, and no one will pay attention to it. On the other hand, the same post can go viral and spread among millions of users, causing irreparable damage to a company's online reputation.
As mentioned, consumers are more forgiving when making mistakes, but ignoring their perspective is unacceptable. Unlike review sites, social networks require companies to respond more quickly. If you neglect a negative signal today, responding tomorrow could be too late.
Regularly monitoring the social media landscape is the key to avoiding such situations, developing brand awareness, and building a community around the company.
Our experts recommend monitoring on an ongoing basis as part of online reputation management to achieve the best results and use only the positive aspects of social networks.
Third-party mentions analysis
Finally, it is important to analyze content that mentions your brand on third-party resources such as news portals, personal blogs, and even competitors' sites.
As part of online reputation analysis, checking what impression the audience gets when they consume such content is crucial. For example, if it's a comparative article, does it objectively demonstrate strengths and weaknesses, or is it someone else's attempt to appear better by diminishing the merits of the competition? Companies should monitor such cases regularly and never ignore them.
Benefits of Online Reputation Management Report
When discussing the elements of online reputation analysis, you may have already emphasized the advantages a company obtains by reviewing its digital presence. But before we delve further, let's check the primary benefits.
Objective assessment of strengths and weaknesses
Online reputation analysis allows businesses to gain valuable insights into areas where they excel and, on the contrary - need improvement. Based on this knowledge, companies can fine-tune their products or services, and boost overall customer experience, ultimately leading to enhanced competitiveness.
Improved customer satisfaction and retention
Reputation analysis helps businesses gauge customer satisfaction and identify customer experience issues. By identifying patterns of dissatisfaction, companies can quickly address the problems and make necessary improvements. This proactive approach can lead to increased loyalty, higher customer retention rates, and long-term success for the business. If you want to know more about improving customer satisfaction, read our article How to improve customer Service: 9 strategies to identify and resolve issues.
Businesses can compare their performance with competitors by analyzing their online reputation. Thus, reputation analysis helps them to identify the areas where they are lagging and where they can gain a competitive edge. This information contributes to making strategic decisions and stands out in a crowded marketplace.
Crisis management and reputational damage control
By monitoring and analyzing clients' feedback and sentiment, сompanies can take proactive measures to handle problems, reduce reputational harm, and develop strategies to regain trust and repair their reputation.
Analyzing data about a business's online reputation can provide valuable information for making important decisions. By examining the insights gained from reputation analysis, a company can better plan marketing strategies, improve customer service, develop products, and overall plan for success. By understanding how the target audience perceives a brand, a business can make changes to meet their expectations, increase brand value, and achieve long-term growth.
Top 5 Mistakes Companies Make Conducting Online Reputation Analysis
We always recommend turning to professionals when it comes to online reputation. However, you may want to perform a reputation analysis independently. In that case, our experts have compiled the most common mistakes you should avoid.
Ignoring or selectictive considering of reviews
When conducting online reputation analysis, companies should avoid selectively ignoring reviews. Even if a review seems fake, treat it as if it came from an actual customer because many potential consumers consider both reviews and the company's responses. According to Trustmary, customer churn can increase by 15% if you do not respond to feedback.
Blind trust in automated tools
While automated tools can help collect and analyze online data, relying solely on these tools without human involvement can be a mistake. Automated tools may miss nuances, context, and sentiment that require human interpretation. Therefore, combining automated analysis with human review is crucial to ensure a comprehensive understanding of online reputation and to make informed decisions based on the insights gathered.
Failing to consider multiple platforms and channels
Companies should focus on the right platforms or channels when analyzing online reputation. Consider information from various sources, such as social media, review websites, forums, and blogs, even if they may seem unimportant for your audience. Failing to do so can lead to incomplete data and a distorted perception of the company's reputation.
Overlooking competitor analysis
Analyzing the company's online reputation without considering the importance of competitors is another mistake to avoid. Understanding how customers perceive competitors and how they manage their online reputation provides valuable insights for benchmarking and strategic decision-making.
Not using the results of the analysis
Companies need to take action based on the insights they provide. Simply analyzing the data is insufficient to improve the company's products, services, and overall customer experience. Acting on the issues identified is necessary to ensure that the analysis is a valuable use of time and money. It's important to remember that analysis alone won't solve reputation problems - it's only a tool to identify areas that need improvement.
Sum It Up
We hope this article has shed light on online reputation analysis and dispelled the doubt about its usefulness. If you have never monitored your online presence, it's time to start. Contact our reputation management experts if you need help. Don't let negative reviews and misleading content harm your business. Act now to enhance customer satisfaction, stay ahead of competitors, and make data-driven decisions. Don't wait – your reputation matters.
1. While every effort has been made to ensure the accuracy of this publication, it is not intended to provide any legal, medical, accounting, investment or any other professional advice as individual cases may vary and should be discussed with a corresponding expert and/or an attorney.
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