Q: What are online reputation management services?
A:  Online reputation management involves creating the best possible online image for your brand. These services work to ensure that positive news and reviews are the first things customers (and potential new leads) see when they search for your business online.
For businesses that have negative information about them online, these services deploy various strategies to push undesirable stories and reviews off the first few pages of search results.
For businesses with a positive online image, online reputation management services monitor the web to ensure the reputation stays positive and that when anything negative pops up, the business can respond immediately.
Online reputation management can also include a crisis response if a major incident occurs, as well as review management to ensure your online reviews are positive.

• Q: What are some online reputation management strategies?
• A: There are several strategies that online reputation management services employ to boost a brand's online image, including the following:
• Search engine optimization:  Reputation management companies ensure that your online content is optimized for search engines. They make sure your content has the right keywords, metadata and headlines to give it the best chance of being seen when people search for your business or businesses in your industry.
• Content creation:  These firms create content for you, such as articles, blog posts, wiki sites, press releases and business profiles.
• Review management:  Online reputation management services can monitor your online reviews on sites like Google, Facebook and Yelp. This gives you the chance to quickly respond to negative reviews and promote positive ones. These services can also help with the acquisition of reviews. Some companies focus specifically on these strategies. They provide a platform where you can manage every review-management task from a single location.
• Social media management:  Online reputation management companies can manage all of your social media accounts. This includes setting up profiles on all relevant social channels, deciding what and when to post on those networks, and monitoring them for negative reviews.
• Third-party website monitoring:  Online reputation management services can also monitor other sites to see if people are talking about your business. The companies look at review sites like Yelp and Glassdoor, as well as any other websites or blogs where your business is being discussed. This ensures that you always know when people are talking about your business online and what people are saying.

• Q: Why do you need online reputation management services?
• A: While some people may think that only businesses with poor online reputations need this type of service, all businesses can benefit from some level of online reputation management.
• Businesses with negative reputations can use these companies to help repair their image. These companies can employ strategies to reduce or hide negative discourse about the brand. These strategies include creating new, positive content that pushes negative articles farther down in search results. Crisis management strategies can be employed if there's a serious incident that requires immediate attention.
• Businesses with positive online reputations can use these services to ensure their image stays that way. It can be valuable to have these services monitor the web for mentions of your brand. Reputation management firms can promote positive news and reviews when they appear online, and if something negative pops up, they can quickly notify you so you can respond and rectify the situation as soon as possible.

• Q: How can a negative online reputation hurt you?
• A: More than ever, consumers rely on the internet to determine where they shop, what they buy, where they eat and where they spend their money. They conduct research online and read reviews from other consumers to determine the best businesses to use. Knowing the high premium today's shoppers place on what they see online, it is imperative that businesses keep a positive online image. A few bad reviews or negative online articles can do some serious damage.
• You want customers to judge your business for themselves. However, if they see some bad reviews online, there is a good chance they'll turn to a competitor that has a better online image. In the end, you may never get the opportunity to prove those bad reviews wrong, because shoppers won't give you a chance.

• Q: How much does online reputation management cost?
• A: While some companies have set service plans with a dedicated monthly cost, most services customize pricing for each business, because not all businesses have the same reputation management needs.
• Most online reputation management providers conduct an initial analysis to see the strategies your business needs the most. Based on that information, they build a campaign package for your specific needs. The costs can run anywhere from a few hundred to several thousand dollars per month. It all depends on the type of work that needs to be done. Some of these services require a three-, six- or 12-month contract, while others work on a month-to-month basis.

• Q: How long does online reputation management take to work?
• A: There is no set time for how long it takes to see results from online reputation management services; it depends on the state of a brand's image and the strategies used. Some businesses may see results within the first month or two, while others may not see the full results for six months to a year. It is important to remember that these services aren't offering a quick fix; they're employing strategies that take time to show results. Businesses that are patient usually reap the rewards of online reputation management services.