As the name suggests, online reputation management involves having somebody actively manage the perception of your brand online. Your primary goal is to improve public sentiment towards your brand and to encourage people to say positive things in their online activities.
It’s important to remember that online reputation management can be tricky. You have no say about how people perceive you online. They can write what they like. Even if they write things you consider defamatory, it can be almost impossible to delete such references. It Is far simpler to bury them, instead.
But just as other people can potentially reach millions with their damning review of your product or service, you can likewise reach a large audience in your efforts to mitigate any fallout.

Important Online Reputation Statistics
• Some of the most relevant ones, which emphasize the importance of online reputation management include:
• 90% of consumers read online reviews before visiting a business
• Online reviews have been shown to impact 67.7% of purchasing decisions
• 84% of people trust online reviews as much as a personal recommendation
• Every one-star increase in a Yelp rating means a 5 to 9% increase in revenue
• 65 percent of people see online search as the most trusted source of information about people and companies
• Businesses risk losing 22% of business when potential customers find one negative article on the first page of their search results. This number increases with each negative article, and with four or more negative results you are likely to risk losing 44% of potential customers
• 93% of searchers never go past the first page (which is what makes online reputation management achievable)
• Without a doubt, people take great credence in what they see online. It is lucky that most people don’t dig too deeply into their research, however.

It Gives Opportunities to Build Relationships with Publishers and Influencers
Some of the people who talk about your brand may have huge audiences. They may be influencers or even publishers. Undoubtedly these people can significantly affect others’ opinions, so it is particularly important to you that they gain positive images of your brand.
If you can build up positive relationships with influencers, journalists, reviewers, and other such people, you will receive increased PR opportunities to make your brand look favorable to a wide audience.

Retains Loyal Current Customers
The same logic applies to your existing customers. If you participate in their online conversations and provide relevant help and assistance, this can only build their trust in you and help them become brand advocates.
This works for happy customers as much dissatisfied ones. If they pay you a compliment on some website, and you see their praises and engage with them, they will be happy and pleased with your unexpected communication.
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