One of the most significant assets of a small-scale business is its reputation . the opinion of stakeholders can be an important factor in making sure that you have a positive brand’s image in the market. While consumers enjoy the freedom to access information in an unlimited manner and an unprecedented level of freedom of expression online, it is apparent the concept of Reputation Management has taken on an increased importance for small-scale business owners. What exactly is “Reputation Management” and how important is it for your small-scale company? What are the ramifications and how are small-scale business owners able to handle the process on their own?
What is Reputation Management?
Did you have the experience of having “Googled” yourself? Utilizing a search engine, like Google is now the standard method of conducting studies on someone as well as a product, service, or business. The outcomes of these searches are the basis of Reputation Management. In the last few years the identity of your small business is being created through content on the internet. The content written or posted by you or other people on websites such as news, press releases blogs, social media in essence determines your small business.
Reputation Management is the process of finding and managing any online material. Through the Internet Duct Tape guest blog article, Tim Nash, a reputation management consultant and co-founder of Venture Skills, defines the three main categories in Reputation Management as:
Find out what other people have to say about you
Making a persona or brand image
If necessary, defend this image
The nature and scope of your online presence is now a major aspect to define your small company. True or false, right or wrong or untrue what you and other people (clients employees, customers, competitors and so on.) are commenting on your small business online can affect your image.
The Importance of Reputation Management
“Reputation management is particularly important to small businesses,” states Aerial M. Ellis, the owner of Urbane Imagery, an urban public relations and marketing firm that is based within Nashville, TN. “I’ve seen it become a very important component to building public relations strategies for several clients. Because small businesses are heavily reliant on word-of mouth and return customers to impact their revenue, the mismanagement of their image can be crucial; ultimately the consumer determines the business’s reputation.”
Reputation management is always a priority – “It can take 20 years create reputation, and only five minutes to destroy the reputation …” (Warren Buffet). Nancy Williams, Managing Director at Tiger Two Ltd., an U.K. based online reputation management company, believes the “your reputation is what makes you succeed or fail as a small business – with the internet permeating every aspect of business (and social life) it is even more important to be managing that reputation both online and off line.”
Managing the Process
Examining your personal identity, creating your personal brand, and managing your online reputation can be a complicated procedure. A few of the elements include:
Continuous search engine research
website development
Search engine optimization
blogging
Participating in social networks.
publishing articles
issuing press releases
Laura Marshall, Senior Manager of External Relations at Lumetra which is a health-care consulting company based within San Francisco, CA, defines online management of your small business’s image by describing it as “a daily scan of blogs, news, and other online information to see what people are saying about you.” She says that, in addition to what’s being reported, it’s crucial to know the sources of the information as well as “how likely their words are to get picked up by others.” Marshall says that a article on a well-known online news website “may hit the national media” in contrast to a blog post written by an individual blogger might not have the same impact.
Hiring Out
If you’re a small-sized business owner, you might not have the time or resources to face the task that is Reputation Management. “Online reputation management isn’t just a matter of setting up a blog and occasionally spending time on a discussion forum,” says Nancy Williams, “It is an ongoing and strategic process which requires constant review and action.”
Williams mentions that it is possible to “often more effective” for small-sized businesses to manage their online identities however, he adds”that “guidance to ensure that the time is being spent well in respect to the aims of the business owner is pretty important.” Based on your specific needs and financial budget, you can choose from a variety of businesses and individuals who will help you manage your online profile.
One thing to consider when managing your online reputation is that it is impossible to completely erase all evidence of negative media. A great Reputation Management consultant should be in a position to assist you in increasing your online visibility and assist you build an online reputation that is positive.
“As a PR practitioner, I have seen small businesses attempt to manage their online reputation via MySpace, Blogs, Google, etc. And for some, it can be quite a struggle – That’s where a consultant with some level web expertise can be an asset,” Aerial M. Ellis. Aerial M. Ellis.” The mismanagement of an online reputation and waiting until a crisis arises can be the root of a credibility problem. By then, it may be too late to do any damage control.”
“If your business is too small to have someone do the daily web screening (and personally & promptly respond to people who say good and bad things about you), then you may want to hire someone to do it for you”, Laura Marshall. Laura Marshall. “Even the case that you decide to engage a consultant oversee this process Marshall insists that it is essential to have your own employees serve as the primary source for any information about your company. “Because of credibility and accuracy concerns it is best to seek out feedback from your employees instead of hiring them (consultants) represent the company.
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