Historically, reputation management was about managing perceptions through word of mouth communication. Now, with the explosion of digital and social channels, reputation is more pervasive online with Google searches, online reviews, and social mentions. So companies and brands have to put in the effort to influence what and how people think of a brand when viewed online. This is popularly known as Online Reputation Management. Online Reputation Management is the act of monitoring, influencing, growing, and managing what’s being said about a brand or a business or a person online. This is also about digital perception management. Maintaining a positive reputation is a key aspect of a digital marketing strategy.
Online reviews are a key means of how people share their views, opinions, and perceptions. Online reviews posted on digital and social channels like Google, Facebook, Yelp, Tripadvisor have a bearing on consumer’s purchase decisions. Increasingly B2B products are also relying on online reviews to influence buyers purchasing decisions. By managing reviews, businesses and brands can protect their online reputation.