Online reputation management may seem straightforward, and although it can be with the right approach and processes in place, it can often fall short of its intended aims. This is because, while a lot of businesses understand the foundational principals of online reputation management, such as keeping customers happy and keeping negative reputation or news away from your brand, the how to do it can sometimes be difficult.
So without further hesitation, here are our secrets to successful online reputation management.
Understand your customers
Understanding your customers should be easy. After all, your customers are using your products, so you should be aware of their needs. Going further however, by using intelligent digital tools, such as discussion forums, to listen to what your audience is asking, and even by responding to them if necessary, you’ll find you’ve created a solid online reputation built on real-world needs and people, rather than a cookie-cutter solution that starts and ends with your services and products.
In other words, think less retention, more emotion. Try tapping into the emotional needs of your customers, for example, what excites them? What are they concerned about? What do they need to hear from your brand to feel reassured? By utilising your forum in this way, you can take a shortcut to understanding your audience, helping you to deliver the correct solutions outright when needed.
Find out more about Telligent Community’s discussion forums.
Create authoritative knowledge-articles
Whilst listing all your services clearly online, and directing your customers through to the relevant areas to get in contact with you are marketing fundamentals, to successfully position yourself digitally and truly get a hold on online reputation management, your business will have to employ advanced publishing tactics.
One example to display authority and build reputation in the digital sphere, is to publish knowledge features or informed thought pieces on your brand’s specialist subject. By having a recognisable name next to a human, yet professional, opinion on a matter, you’ll be seen as an institution that repeatedly provides reliable information. A key tip here is the use the research provided by the discussion forums in the point above to inform your article choices. This way, you’ll answer the customers’ question, and build authority to the wider audience who stumble upon your website.
Provide the right digital infrastructure
Creating and managing a regular publishing schedule means your organization needs the right digital tools to execute it.
Tools such as Telligent Community’s rich blogging platform allow users to build beautifully-designed, visually-striking features and articles that are ready to be shared with your community.
Your expertly-crafted, engaging long-form content will have the ability to be commented on, rated and reviewed thanks to Community’s interactive features. With proper moderation, using rich blogs this way is an effective method to show customers that you’re a real-life business, where real people offer expert advice on relevant topics. This beats a business that hides behind a rigid, stern or static façade.
As an extra, we recommend taking content creation one step further and optimising your posts with SEO keywords, helping to attract users outside your customer-base.
Keep the balance of power with Q&A forums
A game of equals, online reputation management requires the dual acts of allowing your audience to express their concerns, queries and questions, as well as knowing when to provide the official solutions to any voiced questions.
This is where Telligent Community’s question and answer forums come in. with the ability to let your customers ask questions freely, and then mark ‘accepted’ answers, as well as reject others, you’ll be seen to have the authoritative final say on what is essentially your audience’s real concerns and needs.
Speak to an expert today
Want to find out how you can leverage Telligent Community to build your organization’s online reputation? Speak to one of our experts today, we’re happy to help.