Role Of Online Reputation Managers In Shaping Public Opinion

[Purvi Dalvi]

A good reputation is a must-have for unlimited growth opportunities and ensuring a company's guaranteed long-term future. In today's digital world, most of the audience within the age group of 18-35 years are more inclined towards online reviews than personal suggestions. It takes one negative review from a consumer to shrink the sales, even of a good product.

Role of reputation management specialists

Therefore, shaping public opinion of a brand or an organisation is the need of the hour. This highlights the importance of reputation management, thereby amplifying the role of reputation management specialists. They are public relations specialists who monitor the activities of an organisation's brands or sub-brands to safeguard its reputation.

They are also responsible for handling online information about the brand to portray the best brand image in the public domain. This is done by watching out all web-based channels and reviewing these websites. Reputation Management experts are expected to oversee the organisation's engagement with the audience and work towards its enhancement. Besides building a consistent reputation, they will likely recheck their traditional public relations strategies.

Reputation Managers act as builders and maintainers of an organisation's online image. They play a crucial role in building the brand's online reputation. They are often seen as marketers of the brand/ Before making a purchasing decision; consumers are likely to do their research about a company. A lack of response from the organisation to the negative comments or reviews can change their mind.

They are more likely to turn towards brands that are easy to reach out to in case of discrepancies. However, due to the presence of reputation management specialists, such problems can be handled by neutralising the poor reviews or comments. Responding to your consumers' plight also makes them feel associated with the brand, which helps build brand loyalty, thereby raising revenues.

Showing them that you will improve or act upon their concerns is also an excellent way to boost your reputation. Along with consumers, a reputation manager should also build scrutiny with various business communities, regulators, and other corporate governance teams. Hence, having a solid reputation management practice is a must.

A reputation management expert can fulfil these expectations

1. Reaching out to unsatisfied consumers to avoid negative reviews.
2. A strong understanding of search engine behaviour, social media ratings and reviews, etc.
3. Creating policies, procedures, systems, and standards increases the organisation's credibility.
4. Writing compelling blog posts and tweets or publishing positive reviews to neutralise the effect of negative words or posts associated with the brand.
5. Preparing to take immediate action in tough times, like when the company's reputation gets hampered.