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What is online reputation management?

 

IABC Victoria's online reputation management event is taking place at noon this Tuesday, 29 July. In the lead up, we asked our panellists for their views on the topic.

 

In preparation for the next IABC Victoria event – The Art of Online Reputation Management – we asked our panellists for their views on a question… 

What does online reputation management mean to you in your current role?

Here's what they had to say.

If you're interested in attending this exciting event, please click the links for more information or registration.

We look forward to seeing you there.

 

Ross Monaghan – Deakin University (our moderator)

Online reputation management is more than just monitoring mentions and analysing online sentiment. It’s about having an online presence and engaging in conversations in a timely, frank and meaningful way.

It’s not about being on every social media platform and auto-posting content, it’s about being a good online networker and responding or sharing where appropriate, and listening more than posting.

 

Paul Edwards – ANZ Bank

Digital and social have really just (dramatically) expanded the canvas we are working on.

There’s the opportunity to use digital and social to create new ways to build reputation – for example BlueNotes as both a publication and to create a content-led conversation.

The challenge is that now everyone has a voice and an audience through social …. and issues and reputation management is a much deeper pool requiring more sophisticated monitoring and real-time engagement (and new skills sets among communicators to do so).

The transparency created by digital and social is also driving the management of brand and corporate reputation much closer. This requires greater collaboration between communicators and marketers. This evolution is more clearly understood in the US than Australia however at this stage.

 

Belinda Hayes – Department of Environment and Primary Industries

Reputation management is a key communications function so naturally these days the online channel is a necessary part of this. It’s about building trust and rapport on social media for what are often 'tough to love' brands

The conversations are happening anyway, so the question we need to ask is how does government make sure we are part of these conversations?

That means asking:

  • What is the psychology of social media?
  • It’s not always easy to be part of the conversation – how do we manage this?
  • What do we need to do to understand our audiences?
  • How do we make our content easy to find and searchable?

 

Steve Vallas – The Honey Bar

To me, online reputation management is the ability to monitor, influence and review the perception of a business or personal brand. 

It is a mechanism by which an assessment can be made about whether the individual’s or brand’s view of their product is consistent with the view being perpetuated by those who are engaging and experiencing the product. 

It’s about taking the opportunity to communicate the value of a business in forums in a fashion that accurately reflects the ideals and aims of those directing the brand.

And it’s a proactive brand building opportunity. This is counter to the common misconception that online brand management is a reactive response tool for negative feedback.  

 

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