Reputation management refers to the process of constructing a positive online business identity (as mentioned above). As of 2018, its primary focus is social media websites and their business rating and review systems. Using user input, these platforms aggregate reviews from customers to display a comprehensive average rating between 1 and 5 stars. The higher your rating, the better your business – or so the theory goes.
A poor rating damages your prospects in more ways than one. Not only will you have fewer visitors and customers, but you’ll also lose out on potential clicks through to your site, damaging your Google page ranking metrics and further reducing your online visibility. Reputation management aims to not only reduce the number of bad reviews a business receives, but increase the number of positive ones as well.
If your business is successful and your customers generally satisfied, you may think you’ll never need to worry about this. Unfortunately, that may be a short-sighted conclusion. Reviews don’t always form an accurate representation of what a company’s products or services are truly like.
Negative experiences are often more likely to stick in a person’s mind afterward and prompt them to leave a review than positive ones are, simply by virtue of how they stand out from what is expected. This means that every business, no matter how stellar or well-established, should be mindful of what is being said about them online.