Is it possible to satisfy every person who visits our website? No! There are going to be people who will not like our websites or products. And those who are not satisfied with our performance or the products which they have purchased, they will write negative reviews about us. Reviews are written mostly by those who are not happy and these negative reviews are found everywhere which no one can get rid of. If we as a customer visit an e-commerce website and find some negative reviews about something, then we will almost believe them. Also, if we purchase a product and it is not in a good condition then we will also leave negative footprint on the website. Due to such situations, the reputation of a company is spoiled. It doesn’t matter whether the products have been purchased by consumers or not, reviews are enough to make us think negative about any website or a product. So what can we do to solve such issues?
It’s not wrong to make mistakes. Every person or a website makes mistakes. But it is important to convey to the visitors that the problems have been solved. Online Reputation Management (ORM) is a very important segment of digital marketing, especially for an SEO. SEO handles the negative reviews which are found in organic results. Therefore, it becomes necessary for them to manage the reputation of a company. There are 3 latest examples which I am going to share with you.
- Samsung Galaxy Note 7-
Samsung thought that after the release of this mobile, their reputation will increase and they can beat Apple. But this did not happen. There were few people who reviewed with a pic that the battery was blown away. The reviews forced Samsung to call around 200 million pieces due to which their reputation went for toss. According to an official statement from Samsung, “there have been 35 cases that have been reported globally and we are currently conducting a thorough inspection with our suppliers to identify possible affected batteries in the market. However, because our customers’ safety is an absolute priority at Samsung, we have stopped sales of the Galaxy Note 7.”
- Reliance Jio-
The day Reliance Jio was launched, Idea , Airtel and others lost almost half of market value, around Rs 13000 crores. Did Idea and Airtel do anything wrong? No! Their competitor almost beat them up and created a pressure on them. This shows that such kind of scenarios happen everywhere and it cannot be stopped. We will have to handle such kind of pressures and be able to manage our reputation even in these kind of situations.
When we search for Snapdeal complaints, the top results are the complaints of the customers and the help center. If we visit these websites, then the important thing to notice is that Snapdeal has not mentioned whether the complaints have been solved or not. Customers, especially the new visitors, will never trust such e-commerce sites and will never buy any product. Also, after a customer post a complaint, Snapdeal will post the same “Thanks for sharing your concern with us….” to everyone which shows that they apply this copy-paste method and do not take seriously that their reputation is getting affected. Therefore, ORM is important for them. Every 1-2 million visitors visit such websites and such a bad reputation will cause revenue loss. It is necessary that complaints don’t show up and for this it is necessary to optimize good results. Not only the good results, but also those results which convey to the visitors that the problem has been solved.
Online Reputation Management (ORM) is about improving or restoring your name or your brand’s good standing. This is by countering, weakening or eliminating the negative material found in the Internet – defeating it with more positive material to improving your credibility and customers’ trust in you. For this we need to optimize the results which are down on the page or the results of second page. The results of first page which are at top and whose ORM is poor will land up in sec page. If a result has more domain authority, then it would be easier to push it to the top and it doesn’t matter whether it is on 2nd, 3rd, 4th or any other page. It should show up on the top of the first page.
No one can control the outcome of the negative reviews and no one can stop anyone for posting negative reviews as its powerful. But we, as digital marketers, can optimize other results to top and also we can manage the online reputation of the company by showing the visitors that the problems of the customers are always solved.