Any product’s sales are directly proportional to the reputation be it online or offline, it holds within its consumers. The reputation helps to make it a synonym for the product itself. Trust and consistency in its standards of service help to set up itself as a monopoly. That’s not an easy job. Leading to the sales chart by defeating the competition is one thing but sustaining the position is a whole new arena, where the competition is within itself.
Xerox is a synonym for the photocopy service, or Godrej is a synonym for safe almirah. Some brands are successful because of the old-age technique of mouth-to-mouth marketing. Or in simpler terms, it’s the standards of the service or product. A brand new company or a market penetration product can’t afford this though. For them, reputation building and sustaining can be achievable by marketing, but we are not dealing here with marketing. This article is about what happens when your product gets the limelight it wanted, and consumers have an image of it there ming with certain expectations attached to it, there comes the ‘Online Reputation Management’ into play.
The online world can shrink the world into one’s palm. All the world’s information is right there, on the mobile or laptop on which you are reading the article. The problem with this is, you think you can, but in truth, you are a mere puppet in the hands of advertisers. Your likes, dislikes, brands you filter out from your app, or ads you skip out all are being monitored and controlled. Which is a rather easy task with concepts of machine learning and SEO. Unfortunately, when a certain negative reputation gets built up due to someone’s grievance or any famous person’s action, brands find it tough to maintain the reputation.
You must be living in a cave if you don’t know Cristiano Ronaldo. What happens when such an icon promotes water ahead of Coke? As per Fortune’s magazine, Coke suffered a 4 billion USD loss after the incident in Euro 2021. Here comes the theory of ‘Online Reputation into play, who:
- Proactive: Politely responded with a diplomatic tweet
- Reactive: Made other players from the same platform to respond to it
With this incident as an example, let’s jump into the strategies of Online Reputation Marketing:
- Internet presence: A mere free intern can’t do the job, one should have designated professionals for the proofreading
- Protect the essentials: Service or the products, like in the case of Coke is what they are selling. One needs to make that best in quality. Implementing Six Sigma standards
- Listening: It’s important to listen to the issues and demands of the customer
- Response: If any grievances occur, they must respond to them, as stated in point (i), to be done by professionals.
- Up to date: It’s important to be up to date with the strategies. With coke facing the issue, Fevicol utilizing it with a cheeky ad.
- Cheat codes: Some sneaky cheat codes can be utilized such as the removal of embarrassing posts for mere advertisement.
Conclusion: Maintain online reputation
With the world shrinking to the palm of the consumers, ‘Online Reputation Management has played an important role. One might work hard to reach the top of the sales table but to sustain on the top, reputation has to be maintained. One should choose the face, logo of the brands wisely. Brands can use sarcasm at times but need to be wise and honest when needed. These are some pillars of reputation building.