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Burger King receives backlash over a sexist tweet.
Pepsi advertisement removed within 24 hours of launch.
Nivea’s ‘white is purest’ tagline creates a storm.
If we look back at these popular, insensitive, and scandalous advertisements; there’s one thing that is common: all these ads were created by some renowned brands. While some ads highlighted racism, the others took a sexist turn. They all negatively impacted the online reputation of these brands. It takes years to build an online reputation, and just a couple of minutes to ruin it. What you have worked for all these years could turn into ash, and then it might become very difficult for you to restore your reputation.
If you are a small business, then it is all the more important for you to keep a close eye on what people are saying about you, and make sure to make amends along the way.
Key brand reputation metrics that you must track
#1: WEB TRAFFIC
Web Traffic is one of the top brand reputation metrics that you need to keep an eye on to manage online reputation. You’re making the required efforts to monitor your online reputation. But how do you measure the effectiveness of the same? It’s simple: you rely on web traffic. You can use Google Analytics to track your web traffic and use those insights to understand the areas in which you can improve. Another effective way to drive traffic is to create a blog, a portal that caters to the pain points of your target audience.
Interesting fact: Nearly 77 percent of the total internet population reads blogs on a frequent basis.
If your blog provides value to the people around you then your efforts are not in vain. Just remember to create content that helps people and influences their buying decisions. So, make sure that you initiate a blog describing how your product or service can solve people’s problems. Doing so will not only build your reach but also bring in more customers.
#2: GOOGLE PAGE RANK
Page Rank is nothing but the link analysis algorithm of Google. It assesses the relative importance of your website and gives it a number, explaining where you stand. It is also a solid metric to monitor your online reputation. Page Rank indicates the number of links that originated from high authority sites. So your Page Rank depends on the trustworthiness, popularity, and authoritativeness of your brand or business. So, do make sure to check your Google Page Rank to understand your position and then use the appropriate strategies to improve your online reputation.
#3: SOCIAL REACH
With 3.78 billion social media users to date, there is no reason why you would not use this platform for the growth of your business! Social Reach being one of the most reliable brand reputation metrics, reflects upon the popularity of your business, referring to the number of people who come across your brand or business across various social media platforms. So, if you have a huge follower base on platforms such as Twitter, Facebook, or Instagram, you can safely consider your brand or business to be popular. This is the power of social media. You have access to a huge audience to connect with from around the world, and can gain considerable benefit by making the most of the popular social media platforms.
#4: OFFLINE KPIs
Do not assume that your online reputation depends only on the online brand reputation metrics, but it is also largely affected by the offline brand advocacy KPIs that you must track. Metrics such as customer satisfaction surveys and customer referrals are also important for you to track.
For instance, if you are a medical practitioner or a home service provider, then you can connect with your customers and have surveys sent out to them to understand what they say about you, what are the areas that you’re gaining appreciation, and which aspects of your business need improvement. Also, word of mouth is something that possesses the power to add value to your business. If you want to measure brand awareness and reputation, then these are the offline metrics that you need to track:
#5: SENTIMENT ANALYSIS
Sentiment Analysis is another way to measure brand awareness and reputation, as it helps you understand and detect how customers feel about your brand or product. What customers feel can look either positive, negative, or, neutral. Through Sentiment Analysis, not only can you get insights into the weak points of your brand, but can also understand your brand’s strengths and know what it is that your customers value the most.
#6: CONVERSION METRICS
When you provide excellent service to your customers or meet their expectations through your brand or product, then you are on the path to building lifelong relationships with them. The customers, who have found your brand to be trustworthy, can now be the advocates and vouch for you. If you have a strong connection with your customers, then you can be assured of their support. But if you are having a tough time with your customer base, then you need to identify the gaps and identify the satisfied customers from your base who can help present you in a positive light.
For the same, keep an eye on the following:
- The number of positive comments on third-party sites
- Customer reviews on social media platforms
- Customer engagement metrics on your website
#7: ONLINE REVIEWS (QUALITY AND VOLUME)
When it comes to attracting new customers, online reviews can do wonders to your brand’s reputation. Factors like higher star ratings and a large number of reviews are the ones that make a business look credible. So, if you wish to enhance your online presence, then you must ask your customers for reviews, on platforms such as facebook, google, and other popular review sites. While running your online reputation management campaign, make sure that you keep a check on the number and quality of reviews that you are receiving. Having a strong review management strategy in place will help you significantly. If you are improving both in terms of quality and volume of online reviews, then know that your online reputation management strategies are working just fine.
#8: SUBSCRIPTIONS & BOOKMARKS
We often bookmark pages and websites that we find helpful. Did you know that doing so enhances that particular brand’s reputation? Well, if you revisit that page or site through the bookmark, then that particular page is getting direct web traffic. More web traffic means that more people are visiting your site. Also, the same is the case with subscriptions. If people are subscribing to your page or service, then it is pretty clear that they trust your brand. So, the more subscriptions and bookmarks you have, the better. So, do remember to track the metrics of your bookmarks and subscriptions to analyze your brand awareness and reputation.
If you want to reap profits from your online reputation management efforts, then you need robust online reputation management software by your side. With Emitrr’s capabilities, you can track reviews posted by your customers, track and manage your online reputation, send customer surveys, manage missed calls, and follow up with your customers. So, if you are a small business wanting to enhance your online reputation, track the aforementioned brand reputation metrics with Emitrr by your side.