Managing your Online Reputation
Posted by Mary Gammel on May 9, 2011 under Internet Marketing, Local Search | 
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There are many aspects that go into defining the online presence for businesses. The core of this is the website that must be search engine and user friendly with engaging content and clear calls to action. In the past, a website that met these criteria was all that was needed to establish your online presence.
Things are much different now, however. The proliferation of social media, local search, blogs, and online review websites challenges businesses to keep up with the various aspects that make up their online reputation. While the website is under the direct control of the business, these other external websites are not. That’s where the challenge lies.
For example, a customer may post a negative review or comments about your business online and you may not even know it. But other potential customers can see the review and use it to make decisions about your business. In fact, a 2009 study found that 84% of customers state that online reviews influence their decision to purchase products or services. Another study suggests that one negative review can result in 30 lost customers.
So, what can you do about negative reviews and posts?
- Respond to the review in a thoughtful manner to show customers you care.
- Ask customers who’ve had a good experience to post reviews online to balance out the negative.
- Claim and/or create listings on the various local search and online review websites.
I’ve written several articles on local search. The important thing here is to claim all your listings on the main local search websites and make sure you are the one controlling them. This allows you to respond to feedback received about your business.
There are tools available that can help track negative and positive reviews about your business as well as other details about your online reputation. The tools also make it easy to get an ongoing snapshot of how you are doing. Here’s a video from a colleague that explains how your online reputation affects your business and how a tool can help you manage it.
Mary Gammel is the owner and principal consultant of Quality Web Site Testing, LLC. Mary specializes in organic search engine optimization and internet marketing strategies. Her education includes bachelors and masters degrees in computer science. She’s worked in the computing industry since 1983 with experience in internet consulting, software development, software quality assurance, computer networking, and project management. Mary can be contacted at 630-767-9859 or info@qualitywebsitetesting.com.
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