The keys to assessing and measuring your company's e-reputation

E-reputation is a major issue for all companies, whether large or small. Understanding how it works, and above all how to assess and measure it, is essential to managing your web presence. Here are the different aspects of e-reputation, the tools for monitoring it and the best practices for effective management.

What is e-reputation and why is it important?

E-reputation, also known as digital reputation or online reputation, is a company’s image on the Internet. It is built up from information published by the company itself (website, social networks, blogs) and by Internet users (customer reviews, comments, articles). E-reputation plays a crucial role in the trust placed in a brand and its ability to attract new customers.

Increasingly connected consumers

Today, 79% of French people own a smartphone, and more and more of them are consulting opinions and information on the web before buying a product or using a service. This trend means that a company’s e-reputation can have a real impact on its sales and its ability to develop its business.

How do you assess and measure your e-reputation?

To properly assess and measure a company’s e-reputation, several factors need to be taken into account: web presence, customer reviews, press coverage and social interactions. Numerous e-reputation analysis tools are available to monitor these different indicators.

Online presence tracking tools

To begin with, it’s essential for every company to work on its online presence through a professional website and a visible presence on the social networks relevant to its business sector. Some tools, like Google Analytics, enable you to track website statistics (number of visitors, conversion rate, traffic sources…) while others specialize in social network analysis (e.g. Hootsuite).

Customer review tracking tools

Consumer opinions play an increasingly important role in a brand’s reputation. Platforms such as Trustpilot or Avis Vérifiés provide direct feedback from users with authentic testimonials. What’s more, Google My Business is an essential tool for consulting reviews left by Internet users about a local business.

Media monitoring tools

Media coverage, whether positive or negative, also has an impact on a company’s e-reputation. Media monitoring tools such as Mention or Meltwater enable you to be informed in real time when your company is the subject of an article or publication in the press.

What are the best practices for managing your e-reputation?

To optimize and improve your e-reputation, it’s important to implement a coherent strategy tailored to your objectives. Here are a few tips to help you master this aspect of online marketing:

1. Take customer feedback into account : it’s essential for identifying weak points and areas for improvement in your offering.
2. Stay active on social networks : regularly publish quality content to build community loyalty and establish your expertise.
3. Monitor and control the information disseminated : make sure it is consistent with the image you wish to convey, and rectify it if necessary.
4. Communicate transparently : admit mistakes and inform users of actions taken to remedy them.
5. Regularly adapt your digital communications strategy : the web evolves rapidly, so it’s imperative to keep abreast of new trends and adapt your strategy accordingly.

To conclude

E-reputation is a major challenge for companies in the digital age. Identifying and understanding the levers that influence Internet users’ perception of a brand enables you to put in place an effective strategy to improve your online reputation, and thus attract more customers. There are numerous tools for evaluating and measuring e-reputation, making the task much easier. All that’s left to do is to make these methods your own, so that you can better manage your image on the web.