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Reputation Management

What does reputation management mean?

Reputation management is a systematic practice which targets to positively shape the public's opinion about an individual or brand. A reputation manager uses social media monitoring to monitor every reference made about the brand. Part of reputation management is developing a campaign strategy to mitigate any consistent negative issue which might hurt the Brand's image.

As a brand, public opinion will affect every aspect of your business. Therefore, your reputation is something you will have to take seriously. To do so, there are both organic and artificial means of protecting your organization's reputation on social media and the cyberspace generally. However, human communication is crucial in both but more emphasis is made on the natural techniques because their results are more authentic and long lasting.

Reputation management strategies are employed alongside public relations campaigns to ensure positive aspects of the brand is highlighted while opinions on the problematic issues are decreased in the public sphere.

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What does a reputation manager do?

An online reputation manager or specialist is trained to improve and protect the online reputation of a public figure or brand. His or her job include monitoring every existing data relating to the brand, creating credible and quality content which helps highlight the positive public opinions of the brand, conducting analysis, providing reports, and so on.

Why is reputation management important?

There are many reasons a sound reputation management is a must for your business.

  • Higher credibility and customer trust

While positive reviews is a strong ranking signal which will help your website's search engine optimization, the more important thing a good reputation does is to increase the trust your customers have for your brand. Once a customer becomes loyal to you, they will most likely want to tell their family and friends about you. Sound reputation management can easily influence reviews and help your brand gain the trust of customers and attain credibility. This simply means that customers in your market trust your business more than your competition.

  • Helps maintain thought leadership

It is true your reputation consists of what others think and say about your brand. But part of it is what you say about yourself- including every content you create. With reputation management, you get to ensure everything you put out is in line with your company ideals. For instance, it helps scrutinizes every social media conversation you want to join and hastag you want to use to ensure it's associations and origin won't hurt your business.

  • Sales

Investing in reputation management will increase your revenue by driving sales. It is now common practice for prospective customers to do extensive research on your brand with emphasis on online reviews before purchasing your products. Once they are able to differentiate you from your competition based on trust and great customer experience, it will reflect significantly on sales.

  • Ranking

Because of the huge faith web users now place on online reviews, search engines like Google now reward websites with a lot of positive customer opinions with better search engine ranking. Therefore, you can now augment the efforts of your content by investing in reputation management.

What are the techniques of online reputation management?

There is no hard and fast rule to handling issues of online reputation since each problem is unique. However, knowing as many techniques as possible will increase your chances of protecting your name.

  • Protecting the individuals tied to your brand

These include founders and executives. Gone are the days when these are made to keep a low profile and have their personal lives very private. This technique is counterproductive and only goes to open your brand up to defamers. Therefore, create strong social media presence for them instead.

  • Use Google Alerts

When protecting your brand's reputation, time is an important factor especially when you already have a pressing problem in your hand. Key is to stay on top of the situation and control the narrative which means Google Alerts is a tool you need. It allows you to set searching alarms so that you are notified each time your name is mentioned.

  • Removing content from the source

Although this doesn't much often, you'd be surprised how fast a damaging blog content can be made to disappear by just you asking nicely. You can negotiate the removal of content depending on how good your argument is or what the owner wants. But if this technique doesn't work, you can try using the legal method.

  • Blog

In content marketing, blogging is a potent weapon which can significantly help grow your brand and drive sales for you. It is even an equally strong tool for reputation management. This is as it gives you that confidence of being in your home and makes it easier to address any damaging assertion made against your brand.

What does reputation management cost?

Getting the pricing and cost of reputation management can seem impossible as there are lots of factors that go into determining it. This is mostly for when you are going for a team of experts instead of the reputation management software which costs less. Some of these factors include the the clients needs and how much work will have to be put into restoring his or her online reputation.

But when you find pricing packages for it, they are usually designed for a search term whether the client is looking to suppress or remove an undesired search result. The various areas a reputation management service may be needed, and which will help determine cost, are:

  • Online monitoring
  • Ongoing content creation
  • Negative suppression
  • Thought leadership
  • General branding service.

For monthly packages, the range is between £2500 to roughly £700 while a one-off campaign can cost more, depending on the firm.



Being interested in influencing public opinions regarding your business is something you should be. Monitoring social media and human activities to ensure your brand reputation is still good will not only improve your search engine optimization, but also significantly increase your revenue. Therefore, invest in reputation management for your business.