E-reputation for brands: a key to online success

Nowadays, a brand’s e-reputation on the Internet has become a major concern for companies. All it takes is a negative comment, a compromising photograph or even a rumor to tarnish a company’s image and impact its reputation. This article reviews the different aspects of e-reputation for brands, and considers how they can take steps to control their online image.

Elements of e-reputation for brands

First of all, it’s important to understand what makes up a brand’s e-reputation. When it comes to presenting a company’s overall image on the Internet, there are several elements to consider:

• Reviews and comments: Customers use a variety of platforms to express their satisfaction or dissatisfaction with products and services.
• Social networks and posts: Internet users share publications and react to those of others, helping to shape opinion about a brand.
• Photographs and images: A picture is worth a thousand words, and the visuals you post on the Internet reflect your company’s brand image.
• Studies and articles: Trade and consumer media regularly publish rankings and comparisons to highlight company performance, and can influence their online reputation.

The strategic importance of e-reputation for brands

There’s no longer any doubt that e-reputation is an essential issue for any company in the digital age. In fact, according to several market studies carried out in recent years, it has been found that :

• Over 80% of consumers trust reviews posted by other customers on the Internet;
• Information transmitted via social networks is often perceived as credible, as it comes directly from the community;
• A positive brand image provides a better customer experience and increases customer loyalty;
• Companies with an excellent reputation are generally the most successful in terms of sales and brand awareness.

Key platforms for measuring brand e-reputation

Social networking

A first way for brands to find out how popular they are with Internet users is to look at their presence on social networks. Twitter, Facebook, Instagram and LinkedIn are all platforms where brands can examine the volume and type of mentions made about them. It’s also worth analyzing the resulting interactions (likes, shares, comments, etc.), which will give a clearer idea of the image the brand reflects to its community.

Customer review sites

Internet users have become accustomed to consulting sites specialized in collecting customer reviews before making an online purchase or visiting a physical store. Platforms such as Trustpilot or Google My Business enable companies to measure their performance and identify areas for improvement in their practices to ensure customer satisfaction.

Forums and blogs

Although less recent than the first two types of platform, forums and blogs are still extremely popular with Internet users looking to share their experiences and opinions with a community similar to their own. Brands can take note of the discussions taking place on these virtual spaces to find out what is being said about them and, if necessary, take part in the debate.

Adapt your strategy to control your e-reputation

Now that companies have a better understanding of their audience, it’s essential to take concrete action to control their e-reputation:

• Systematically respond to feedback: Whether positive or negative, it’s important for a brand to show that it’s attentive to customer feedback and takes it into account.
• Optimize your presence on social networks and Google My Business: Having a complete, up-to-date profile on the main social platforms and customer review sites will enable your brand to project a consistent, professional image.
• Targeted marketing campaigns: Brands need to tailor their communications strategy to the audience they want to reach, in order to improve their brand awareness and reputation.
• Factor reviews into product/service development: If certain aspects of a product or service are regularly mentioned in negative reviews, it’s a good idea for the brand to investigate and resolve these issues.

For brands, e-reputation is essential to their continued success on the Internet. By analyzing in depth the various data and opinions circulating on the web, and taking appropriate action accordingly, companies will have all the cards in hand to convey a positive image to their customers and prospects.