Online reputation management

What it means

Online reputation management means monitoring and influencing what is said about a company online: in reviews, the media, on social networks, forums and map services. It includes responding to criticism, encouraging satisfied customers to leave ratings and crisis communication.

For many firms reputation is decisive when customers choose a supplier. In trust-based services such as accounting, law or healthcare, prospects almost always check ratings before first contact, and a few unanswered negative reviews can deter more people than any advertising.

Reputation management is closely linked to PR and to building brand awareness. Where PR actively shapes the company's image, reputation management focuses on what others say about it and on a quick, proportionate response.

How it works in practice

The basis is monitoring: regularly checking reviews on maps, comparison sites and social networks, alerts for brand mentions and watching the search results for the company name. For a small firm, a simple weekly overview is enough.

It pays to respond to reviews, positive and negative alike. With criticism, a factual, calm reply offering to resolve the matter privately helps. Prospective customers often read the company's response most closely, judging from it how the firm deals with problems.

Satisfied customers write reviews less often than unhappy ones, so it is worth inviting them gently, for example by email once a job is completed. Feedback via NPS helps catch problems before they become public.

What to watch out for

Fake positive reviews, unlabelled paid ratings or deleting legitimate criticism are unfair commercial practices. Consumer protection rules require businesses to state whether and how they verify that reviews come from real customers.

When responding to a review, personal data and confidentiality must be respected. An accounting or healthcare firm may not reveal details about a client in its own defence, even if the review seems unfair; a general reply and a private resolution are better.