Pick up any research work on reputation management. You will find that more business firms, some belonging to the lower turnover scale as well, are actively hunting for online reputation management services. The purpose of hiring companies for maintaining the reputation of brands on the Internet is very simple. Users, prospective and existing, often check up the search engines for information on brands and products. They are basically looking for information about the features, the discounts and the offers. Brands have a responsibility in reaching out to these users by packing the search engine pages with the right kind of content. Search engine reputation management services are growing their net wider with more business firms joining the fray. In the year ahead of us, it will become a mandatory item on a brand's menu.
What prompts business firms to hurry towards reputation management services? Revenue is the buzzword. Users get repelled by negative comments and feedback on the search engine results. If brands want to tap the users of the Internet, they have to feed enough content to the search engines. The content will push down the negative reviews. Users hardly check beyond the second page of the results. If the online reputation team can flush out the bad press from these two pages, their work is more or less done. Without these reputation management exercises, the brands stand to lose tons of revenue every year because of misrepresentation. When they have the means and methods to check the outflow of money and turn them around in their favor, not many business firms would like to move away from this opportunity.
The trends that will take shape in 2011 include the better use of social media.
Another aspect of online reputation management that will pick up steam this year is the use of feedback. A misconception about reputation management is that every comment posted on the Internet from disgruntled users is defaming the brand. What they miss out on is that sometimes these complaints are likely to be true. When a brand is maintaining a global clientele, they are likely to falter on a couple of counts. Users may have been deprived from the right services. In such cases, the job of the online reputation management expert is to try and respond to the feedback. The initial reaction would be to fix the issue, of course. Such methods will earn you brownie points.