What is corporate reputation management?
Corporate online reputation management is much more than media relations and press release distribution. It fuses search engine optimization, social media management, brand management, reputation marketing and public relations into a single service.
Our corporate ORM solution ensures that your branded search results remain positive. We can also improve your CEO’s online reputation to further protect your business from damaging news cycles.
Importance of corporate reputation
Consumers don’t interact with brands in the same way they used to. Before social media sites and search engines, people heavily relied on word of mouth to determine which businesses to trust. Now they rely on Google searches and review platforms like Yelp and Ripoff Report to learn about an organization’s reputation.
Every day, billions of potential customers turn to search engine results to research brands before they make a purchase. Even B2B partnerships can be affected by bad reviews and negative feedback on social networks. Here are just a few concerning statistics revealed by corporate reputation research:
- 25% of a company’s market value is derived from its reputation.
- Four negative search results can cost you 70 percent of your potential business.
- 69% of job-seekers won’t apply to companies with online reputation issues.
- 41% of companies reported loss of revenue from a reputation-related event.
When negative content creeps into a corporation’s search results it impacts the entire business. Chief executives and key stakeholders get distracted from important initiatives, or worse, they may even exit the company. Shareholder and investor relations become strained. Marketing grinds to a halt, and loyal customers may switch to competitors.
As a company leader, it’s your duty to help build a defensible, positive online reputation that protects your organization from reputational risk. Our world-class corporate reputation management strategies are the answer.
Discover our ORM solution. We’ll build a digital fortress around your brand’s reputation.
Why you need corporate reputation management
A damaged corporate reputation won’t self-correct. In fact, it often spreads like a virus because people tend to gravitate towards negative stories. If your search results contain one negative review then consumers could be encouraged to leave more. Additionally, journalists might be inspired to write an expose about your brand if they discover negative content.
Let’s take a look at the most common problems that our corporate ORM services solve.
Lack of a strong online presence
Most businesses don’t grow into successful corporations without taking care of their customers and employees along the way. However, there’s a big difference between a great company and a great online reputation. Let me explain:
Perhaps you offer competitive salaries, desirable benefits and interesting perks. Your employees love their jobs, but they don’t write employer reviews so nobody knows how great your company is.
Here’s another example: You provide B2B services for global companies, and customers recognize you as the industry leader. Unfortunately, your industry rarely receives media coverage apart from a few unread press releases.
When your company is underrepresented online, it’s vulnerable to reputational damage from unfavorable search results. Our corporate reputation management services will build up and strengthen your brand’s online presence.
Negative online reviews
Review sites often rank near the top of Google for branded search queries. That’s bad news if you haven’t actively solicited positive reviews from happy customers and employees. In fact, you may need to earn as many as twelve positive customer reviews to offset a single negative review.
One-star reviews from employees on sites like Glassdoor and Indeed are even more problematic. Not only could those complaints influence customer decision making, but they may also scare away top talent.
Negative articles about companies or executives
Fortune 1000 corporations are no stranger to bad press. Missed revenue goals, product recalls and scandals involving business leaders can all spark negative news cycles. Even worse, if your company is well-known to the general public, bad news could go viral.
You’ll need a carefully-mapped strategic approach to push top-tier news sites off page one. But online corporate reputation management of this scale isn’t something you should tackle alone. Instead, you’ll need help from a professional online reputation management service like ours.
Social media backlash
Highly-engaged social media followers are an incredible brand asset. But be warned; they can quickly turn on you if you post something at odds with their beliefs.
Angry followers aren’t the only pitfall you need to avoid. Trolls are constantly on the lookout for any type of social media blunder to exploit. Don’t assume you can solve the problem by simply deleting negative comments and blocking followers, because doing so will only make things worse. You’ll need to handle those situations very delicately.
Corporate crisis & issues management
Corporate reputation consulting services also help to mitigate reputational damage in the event of a crisis. A robust online presence can hold back bad press, but that’s not all. When you control more digital assets you can deliver key messaging more accurately.
Corporate reputation management strategy
A good reputation doesn’t exist in a bubble. It takes a carefully-mapped process and continuous action to protect your reputation from danger. Our strategies are custom-built for each client, but we often draw from the following tactics to address search issues:
Our corporate reputation management process
- Expand your social media presence – We’ll claim untapped networks and social media accounts and optimize your profiles to rank for branded search queries.
- Publish positive content – We’ll amplify your corporate social responsibility initiatives and ensure online publishers are talking about your good corporate citizenship. We’ll also publish and promote positive news about company culture, growth and hiring.
- Build brand expertise, authority and trust – We can leverage company leaders and senior executives to bolster your online presence through earned media mentions and thought leadership articles.
- Continuously monitor online mentions – We’ll discover and address negative content immediately. Finding harmful search results quickly will keep them from securing a foothold on page one of Google as well as other search engines.
- Leverage SEO to boost positive content – corporate brand management won’t be successful unless it’s underpinned by search engine optimization. The bigger your brand’s reputation issue is, the more critical SEO becomes.
Don’t wait until it’s too late
Your company’s reputation is much too valuable to leave unattended. Our world-class corporate reputation management team has helped companies and executives who control hundreds of billions of dollars in market capitalization with ORM issues. Managing corporate reputation and risk takes expertise, commitment and experience.
Are you ready to see we can do for you? Contact us today.