A Detailed Explanation of Online Reputation Audits

As digital platforms take center stage in shaping customer perceptions, your online reputation can either hurt or help your business’s success. That’s why online reputation audits are an important step in making sure you maintain an overall positive brand reputation.

Our reputation management team at Expert WSI eMarketing has put together some of the key components of online reputation audits and the steps involved in conducting a reputation audit for your business.

Key Components of Online Reputation

 Alignment

This refers to the balance between a business’s brand values and the preferences of its audience. It’s crucial for businesses to make sure that their brand messaging aligns with the needs and desires of their target demographic. Conducting customer surveys and getting feedback from both current and former clients can offer valuable insights into the balance between brand values and customer perceptions.

Trustworthiness

This is the trickiest aspect of managing brand reputation, as it depends on buyers’ perceptions which are particularly evident in online interactions. Online reviews and industry feedback play a pivotal role in shaping a brand’s credibility. Businesses can gauge their credibility by examining reviews across third-party platforms and social media channels. Finding deficiencies in market trust can guide businesses to prioritize efforts to boost trustworthiness.

Uniqueness

 Uniqueness refers to a brand’s capacity to stand out and be easily identifiable in a crowded market. For instance, when comparing two leading brands that provide comparable services, reflect on their distinguishing factors and the reasons behind your preference for one over the other. Given today’s crowded marketplace, having a distinct identity is essential for businesses seeking to thrive.

How to Conduct a Reputation Audit

 Establish Your Goals

Before the audit, outline your objectives. Consider what you aim to accomplish through the audit. This could entail pinpointing gaps in brand messaging, assessing the impact of reviews on potential opportunities, gauging overall customer perception, or addressing specific reputation issues.

Conduct an Inventory

Start the audit process with an inventory of information about your organization. This includes various online sources, social media platforms, review sites, blog posts related to the brand, news articles, and other resources. This offers a perspective of your brand’s reputation as perceived by stakeholders and other audiences.

Assess Perception vs. Reality

Discrepancies between your desired and actual image are common. Compare your brand’s perceived image with its actual portrayal through an examination of both your brand and your competitors. This ensures the accuracy and alignment of information surrounding your brand with the reality of your organization.

Close the Divide

After spotting any discrepancies between how your brand is perceived and its actual reality, develop tactics to close the divide. If there is negative feedback or misunderstandings, take steps to address them and provide accurate information to counter misinformation. This might entail interacting with customers, addressing both negative and positive reviews, and circulating uplifting stories and testimonials.

Get in Touch with Our Reputation Management Team to Learn More!

 Create a positive online brand reputation for your business with our reputation management team at Expert WSI eMarketing.

For more information, get in touch with us today!

About the Author

James R Alexander, Digital Marketing Strategist, OMCP, PE, MBA at Expert WSI eMarketing, General Manager for Expert WSI eMarketing’. He and this office are an integral part of WSI’s global team.