Reputation management has been quite the buzzword of late and now gurus are beginning to pivot to “Reputation Defender” and eschew the principle of management they were espousing not too long ago. Online reputation management is now considered reactionary, and very much akin to crisis management; due to this main factors, the term has fallen out of favor. In its place, we now have quite a lot of talk on reputation marketing and a slew of articles informing business owners and entrepreneurs of how to achieve reputation nirvana.
In a http://www.forbes.com/sites/steveolenski/2016/08/01/why-brands-should-think-reputation-marketing-not-reputation-management-to-win-the-future/#2fe16e3d65cd, Steve Olenski covers the subject matter in great detail. In the article he describes the advantages of embracing reputation marketing and offers a rather well-thought-out examination of the reasons why it is an effective strategy and very helpfully offers actionable advice on how to create and improve marketing skills as they relate to a firm’s online presence and reputation.
Perhaps the most impactful behavior that Mr. Olenski offers is the monitoring and management of social media reviews and direct feedback from end users. The article considers each and every review, both positive and negative, as opportunities to engage with customers in a positive manner thus burnishing the firm’s profile.
Both approaches can create positive interactions with current and future customers, and if neglected, negative customer experiences will undoubtedly abound. Online company presences must never be considered static, and whatever strategy is utilized, a company must not ignore this aspect of their business. In essence, the difference between the two approaches comes down to a proactive mindset versus one that is reactionary.