ONLINE REPUTATION MANAGEMENT

 

Online reputation management refers to the activities that companies apply to maintain the brand presence in the international market. The processes of managing online reputation create advantages for global companies to attract customers towards the brands with greater brand visibility. Similarly, maintaining online reputation management provides insight into the product visibility of the companies through accessing higher customer loyalty. In the view of Vo et al., (2022, 913), online reputation management has the ability to enhance sales and revenue margins in an effective manner. In relation to the information, acquiring customer loyalty towards the brand with online reputation management helps other global companies to improve overall sales margin in the business.

Strategies for managing and enhancing online reputation

Monitoring online presence on social media platforms or websites are effective PR efforts and crisis communication techniques used by global companies. The study of Daradkeh et al., (2023,5690), elaborates that monitoring and controlling the online presence through quality content creates advantages for companies regarding the management of online reputation. It can be conveyed from the information that the implementation of a website controlling process through SEO strategy creates advantages for global companies to understand their position in the online market. It is important to note that companies are also able to understand customer responses by monitoring their online presence on their websites and digital platforms. This can be contrasted through the information that implementing SEO strategies provides advantages to the companies to increase the rank of websites in the search engines (Farooqi et al., 2021,142). The implementation of the SEO technique provides insight into the backlink signal to the search engines which helps to boost the website ranks in an appropriate manner. SEO has the capability to enhance the visibility of online presence by using relevant keywords and phrases in the search engines. Therefore, it can be said that monitoring the online presence and using SEO strategies are beneficial strategies that companies implement to achieve proactive PR efforts and crisis communication.

                                        

Figure 1: Using social media platforms

(Source: Statista, 2023)

Utilisation of social media can also be taken into consideration as an effective strategy for managing and enhancing online reputation through proactive PR efforts and crisis communication. According to a survey in 2023, 89% of marketers used Facebook to promote their business (Statista, 2023). The statistical data states that creating effective content on social media platforms is beneficial for increasing customer reach for global companies.  Similarly, the utilisation of social media has the capability to communicate with global customers through the online advertising process.  The visibility of the products and services increases for the companies through the promotion activities in the social media.

In conclusion, the efforts of global companies regarding online reputation management create advantages to enhance overall business performances in the international market.  SEO and social media are two consecutive strategies that global companies use to enhance brand reputation in front of global customers.


 

References

Daradkeh, F.M., Hassan, T.H., Palei, T., Helal, M.Y., Mabrouk, S., Saleh, M.I., Salem, A.E. and Elshawarbi, N.N., (2023). Enhancing digital presence for maximizing customer value in fast-food restaurants. Sustainability, 15(7), p.5690. https://www.mdpi.com/2071-1050/15/7/5690

Farooqi, M.A., Ashraf, M.A. and Shaukat, M.U., (2021). Google Page Rank Site Structure Strategies for Marketing Web Pages. Journal of Computing & Biomedical Informatics, 2(02), pp.140-157. https://jcbi.org/index.php/Main/article/download/30/6

Statista, (2023). Social media platforms used by marketers worldwide 2023.  Available from: https://www.statista.com/statistics/259379/social-media-platforms-used-by-marketers-worldwide/ [Accessed 7th May 2024]

Vo, N.T., Hung, V.V., Tuckova, Z., Pham, N.T. and Nguyen, L.H., (2022). Guest online review: an extraordinary focus on hotel users’ satisfaction, engagement, and loyalty. Journal of Quality Assurance in Hospitality & Tourism, 23(4), pp.913-944. https://www.tandfonline.com/doi/pdf/10.1080/1528008X.2021.1920550

 

 

 



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