Reputation management (sometimes referred to as rep management, online reputation management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.
The 3Rs and 2Qs of Local Reviews and Reputation
When it comes to taking an active role in developing, building, and protecting your online reputation, you need to keep five points in mind:
- Range – While it might seem as though getting a few positive reviews on Google+ or Yelp is all that’s needed, we advocate a wide-ranging approach to online review management. Just visit this Facebook page, We Hate Yelp, or read this thread on Google, and you’ll understand why. Your business is too important to you and your loved ones to let its success be dictated by one or two companies with no vested interest.
- Real – Make sure real client reviews are getting posted. It’s tempting to game the system and pen some glowing reviews, however, it’s not only unethical, you’ll undoubtedly get caught, and that can have some unintended consequences. Encourage your customers to be as specific as possible. A hallmark of fake reviews is vagueness.
- Recent – It appears that more recent reviews weigh more heavily by the search engines in terms of ranking. For this reason alone, creating a steady stream of new, positive reviews makes sense. Additionally, the fact that more recent reviews pack more powerful social proof with potential customers than older reviews, and you simply must put systems in place to continually gather reviews.
- Quantity – Ask yourself: If one dentist has 25 reviews with a 4-star average and the next best has one 5-star review, who are you going to call? Reliability is proven with consistency, particularly where reviews are concerned.
- Quality – This one is pretty obvious: The higher your reviews, the better your status will be – within reason. A business with nothing but 5-star ratings can look suspicious but, in general, the more favorable your reviews, the better.