How brands are taking control of their first impression with online reputation management

Jesse Boskoff, Chief Operating Officer, Status Labs

In 2022, being familiar with how a business or brand appears in search results is only the first step in managing online reputation, which is quickly becoming a defining — if not the defining — aspect of managing the overall reputation of a business or brand.

Online reputation management (ORM) is the practice of influencing the narrative or reputation of a business or brand online. For many, an ORM strategy is vital to control, cultivate and maintain a strong online presence in 2022 and beyond.

Several factors contribute to online reputation, including news coverage, reviews, social media conversations and owned properties (such as websites and social media profiles). Implementing a successful strategy takes a fusion of longstanding marketing functions, including PR, branding and SEO.

Understanding the value of ORM

How a brand or business appears in search results is becoming more critical. Nearly 70% of user experiences online start with a search engine, and 99% of people report searching online when they want to learn more about a business. Google has become a new kind of business card, and page 1 results are often the first impression.

Businesses with just one negative article ranking online risk losing up to 22% of prospective customers. This number increases quickly: businesses with four or more negative articles can experience a loss of up to 70% of prospective customers. With the top three results on Google receiving more than 54% of clicks, these numbers may be even more severe if negative results land in those slots.

The importance of reputation is growing, too — 89% of consumers report staying loyal to brands that share their values. According to a report from Trustpilot, 90% of consumers report not frequenting a business with a bad reputation, and 87% of customers will reverse a purchase decision after reading negative news or reviews about a brand, company or product online.

What constitutes a bad reputation? While that question may be subjective, there are tangible consequences when it comes to negative results, particularly because the effect of negative news on reputation is three times larger than positive news.

But while negative results can be intimidating, it’s not all bad — just as a poor reputation can harm a business or brand, there are significant benefits to having an excellent online reputation. In the Trustpilot survey, 95% of consumers report trusting a business with a positive online reputation.

Even in the wake of a reputation crisis, knowing how to respond can turn a bad situation into a good one. Taking feedback seriously and providing a plan or solution moving forward can increase trust, transparency and accountability for businesses or brands, which can positively impact reputations.

Given the vast numbers of people who already go online to learn about brands and businesses, how those organizations show up has a defining impact on perception.