The online reputation is the reputation of our brand on the Internet. What differentiates brand and reputation is that the reputation also is made by the people who interact with us. This concept is closely related to the social networking we talked about earlier, because it is where our customers are able to interact with us in a more direct way.
It's known that in this times, all companies are asked for a moral and credible doing in their daily chores. A principal part of the inbound is delight, to have our customers happy with our services even after buying them; an unhappy customer is a treasure for learning that we are doing wrong. But often, companies take discontent as a genuine grievance or react in unethical ways to stimuli of the environment. This is also part of online reputation, as part of corporate social responsibility of the company.
At an online level, this touches directly with the community managment and sales department of the company. If our community managment is good, we can help our potential customers with greater intensity and resolve its discontents. In the worst cases at least we learn about them.
One example is to answer all our interactions on social networks, because it encourages people to buy and is a chance to show good practices. No message has to go unanswered and the answer should be aligned with the uses of the network in use and maintaining sufficient warmth. Its important to know the social network and our buyer persona to give a correct answer.
In short, many organizations tend to forget creating a reputation as an addition to the creation of the brand itself. This is a fatal error. In the online environment often the same mistakes are made and this leads to investments that get very sub-optimal results.