SERM reputation management
Online reputation management SERM is the application of strategies and tasks aimed at creating a positive image of an organization online. SERM creates an image, an opinion about a business, its products and services. In simple terms, online reputation is the information that users learn about your brand online.
Reputation is a business asset that can be managed. It’s dealing with existing “negativity,” working it off and improving key metrics. Marketing strategies and activities shape the audience’s perception of the brand.
The main work is aimed at optimizing search engine rankings, improving and expanding the perception of the organization on the web. Search Engine Reputation (SERM) includes working with reviews, articles, photos, videos and materials posted on various sources.
Working with online reputation
If you’re focused on growing your business, then regardless of the size of your company, digital reputation management will be an important area of work. Creating a good name can be done by keeping an eye on:
- search engine results;
- reviews and feedback;
- online mentions;
- ratings, directories, and listings.
By ignoring negative mentions, you reduce the competitiveness of your brand. The bounce rate goes up. You need to analyze the quality of service delivery, problems and errors in the organization. Respond to negative and positive reviews. Be appreciative of honesty, help resolve difficulties, and develop a loyalty program.
Reputation management tools
In order for audiences to form the right opinion of the company, you need to cover a variety of communication channels. Monitor social media, reviews, the website, blogs, forums, media mentions and other sources. Information about you is sought in search engines – use them to find all mentions.
An organization’s name can work for marketing and sales. To do this:
Respond to social media reviews and mentions.
Post content on media, social media and the website. Maintain the organization’s blog.
Create loyalty programs for new and repeat customers.
Work on optimizing their search engine rankings.
SERM: recommendations and conclusions.
After the audit of search engines and the analysis of information it is necessary to develop a strategy for the SERM-reputation management of the company. If you ignore the information about the business on the network, you can not create a positive image and reputation will be threatened – there will be no sales and development.