Online Reputation Management

Why the opinions of your customers matter now more than ever

Millions of Axes to Grind

Why the opinions of your customers matter now more than ever

Last month, we discussed the razzle and dazzle behind Web 2.0 websites. Remember, a website that defines Web 2.0 is one that is user-friendly, fosters active two-way communication, and has content that can be "augmented" in some way by user participation. This generally means a user can rate or review your products or services, or leave other such opinions on your personal blog or company-based forum.

This month, we are taking it a step further and discussing a new marketing and public relations concern that businesses now face because of those very same Web 2.0 capabilities, and that is the management of their 'online reputations.'

Now more than ever, a company's brand is being defined – or at least tested – by customer opinion rather than by pure marketing savvy. Finding out what other buyers or users think has a very strong positive pull with consumers; so it's not hard to see why so many people are turning to review websites and rated business directories rather than simply visiting a company's own website.

Studies show that most Internet users are now relying on reviews and ratings to help them with most of their purchasing decisions. What kind of television or digital camera should I buy? In which hotel should I stay? What dentist should I go to? A recent 2007 poll conducted by Avenue A/Razorfish showed that the number one function Internet users looked for in a website was user ratings and reviews. The same study showed that the vast majority of online shoppers (43%) read customer reviews before making a purchasing decision. And the trend is rising every day.

Most general online business directories – think yellow pages or super pages – have added a rating system to their list of services. If you are in there, chances are people are leaving their impressions, so don't think because you don't sell online or because you don't have a website that you can turn a blind eye to your 'online reputation.' In fact, businesses shouldn't make the mistake of waiting until consumers respond to their products and services. You can begin to develop a healthy reputation on the Internet's key review and rating websites (in relation to your business) by simply adding the appropriate, accurate information that your consumers will be looking for. Think of it as having your very own surrogate websites posted in all the right places. Best of all, updating this kind of information is usually free, so there's little reason not to get involved on these types of websites.

Here's a quick list of directories and websites that you need to pay attention to when searching the Internet for what people are saying about your business:

TripAdvisor (hotels/resorts)

Google Maps (hotels/resorts)

Technorati (Blog search)

Blogpulse (Blog search)

Google BlogSearch (Blog search)

Ask Blogsearch (Blog search)

MyBlogLog (Blog search)

Wikipedia

And don't forget, monitoring your reputation online can simply start with you doing a Google or Yahoo search for your business name to see what is being said.

Not all businesses need to overtly concern themselves with their online reputations, but eventually, every company will have to at least check on it from time to time. And there are two things you need to keep in mind. All businesses on the Grand Strand are in some way affected by travel and tourism trends, and there is no single user group on the Internet today that does more research before purchasing than a traveler. So google your business today and see what people are saying. You might be surprise by what you find.

To find out more about online reputation management and social marketing, please visit DSL Marketing, a Myrtle Beach marketing company.