Question 1

What is a reputation management company?

Accepted Answer

A reputation management company is a specialized firm that helps businesses and individuals shape and maintain a positive online image. It manages online reviews, social media presence, and search engine results to ensure that the first thing you see when you look for their clients on the web is positive, accurate, and represents them well.

A big part of reputation management agencies’ work is suppressing or addressing negative content and reviews that could harm clients’ reputation. They do it through search engine optimization (SEO), content creation and promotion, active management of online reviews, negotiations, and even legal actions.

Reputation management companies help you stand out from the competitors and gain the consumers’ trust.

Reputation management goes by a variety of names, such as:

Internet reputation management
Impression management
Rep management
Online reputation management (ORM)
Brand reputation management
Brand perception

Question 2

What do reputation management agencies do?

Accepted Answer

Reputation management agencies help businesses and individuals maintain a positive online image. They monitor information about their clients that appear online, aiming to highlight the visibility of positive content and minimize negative or harmful mentions.

The most common services of a reputation management agency include:

1. Online monitoring and reporting

An online reputation management company can monitor your activities, but also other relevant websites, competitors, blogs, forums, and news outlets to see if your brand’s name comes up.

They look at review sites like Yelp or Glassdoor, as well as any other pages that might mention or discuss your business. They take ownership of your pages on these sites to ensure you know whenever someone is talking about your business publicly.

A reputation management agency monitors your reputation results and reports back on the potential campaign results. It reports data such as how your SERP ranking has improved and what outlets and platforms are most beneficial for you.

2. Content creation

Producing valuable, relevant, and factual content can suppress negative search results and build a healthy and controllable online reputation.

Most reputation management companies offer some form of content creation, whether it’s websites, articles, wiki pages, PRs, blog posts, business profiles and portfolios, white papers, and more.

3. SEO

Search engine optimization or SEO reputation management agencies specialize in optimizing your online content for better ranking on search engine results pages (SERPs). They ensure your content uses the appropriate keywords, metadata, headlines, and sub-headers. This way, your target audience sees your content when searching your business or your respective industry.

4. Social media management

Reputation management agencies build and maintain the client’s social media presence as their primary focus. They create profiles on networks most relevant to your niche (Facebook, Twitter, LinkedIn, Instagram, and others), managing and monitoring your brand presence.

These efforts include deciding what, how, and when to post, strategizing for high engagement and building tactics for interaction with your community and followers.

Active social profiles are excellent way to promote your brand, engage with your audience, gain a loyal fan base, and mitigate the impact of negative interactions.

5. Review acquisition and management

Reputation management agencies help acquire and manage online reviews on Google, Facebook, and other pages. They reach out to your previous clients to gather and promote positive reviews.

User-generated content (UGC) like testimonials is used to establish an emotional connection with your target audience, gain trust, and show authenticity. eCommerce marketers rank UGC as the most effective visual content for earning consumer trust, with 33% expressing preference for it.

Some reputation management companies focus exclusively on review acquisition and management strategies. If you receive a negative review, they can respond to it on your behalf or notify you to swiftly remedy the situation.

6. Crisis management

Crisis management involves actions taken to reduce the impact of a negative event or information that could harm an individual’s or business’s public image. Its goal is to minimize damage, protect the client’s reputation, and restore public trust.

Crisis management takes place through rapid responses, strategic communication, and media management. After the crisis has been addressed focus shifts to recovery – repairing any lasting damage – through community outreach or transparent media campaigns. An important part of damage control is learning from this experience to prevent future misfortunate events.

Question 3

How much do reputation management services cost?

Accepted Answer

Reputation management service packages typically cost $500 to $4,000 monthly. However, these monthly fees can go as high as $50,000 for customized reputation repair solutions for more complex problems.

Ultimately, the pricing will depend on the service inclusions. The current reputation status and the volume of existing online content for review also impact the costs.

The top 50 reputation management companies on DesignRush charge an average of $107/hour. 23.7% of them accept projects with a minimum budget of $1,000, while 7.5% require a $50,000+ minimum budget.

Question 4

Why should I hire a reputation management agency?

Accepted Answer

You should hire a reputation management agency because it can help you monitor, repair, and enhance your online reputation, ensuring a positive public image and credibility, which can lead to increased trust, opportunities, and business success.

Whether your online reputation is good, bad, or nonexistent, you can likely benefit from hiring a reputation management firm. The question is not whether you should opt for reputation management services, but rather, what strategy would be most advantageous for your company.

For instance, businesses that already have a positive online reputation can benefit from reviews acquisition and website monitoring. On the other hand, those lacking a good reputation may need more advanced tactics to minimize bad search results and mitigate their negative impact.

Their team of experts can effectively:

Build credibility and a healthy brand image: A reputation management agency can help you establish trust with your audience by ensuring that your business consistently delivers on its promises, communicates transparently, maintains high-quality products or services, operates ethically, and engages positively with customers and stakeholders.
Enhance social media presence: Reputation management experts can assist in effectively managing your brand's presence on social media platforms. This includes showcasing your products or services, actively engaging with your audience, expanding your reach to new potential customers, and fostering a sense of community around your brand.
Manage online reviews and feedback: Reputation management agencies can help by actively managing your online reviews, addressing customer concerns promptly, and demonstrating your commitment to customer satisfaction. In the digital world, 49% of users trust online reviews as much as personal recommendations.
Build trust and meaningful relationships: By providing value, prioritizing customer satisfaction, and engaging in personalized interactions, a reputation management agency can help your business build trust and establish meaningful relationships with your customers.
Monitor competitor reputation: Understanding how your competitors are perceived in the market can provide valuable insights. Reputation management agencies can help you monitor your competitors' online presence and customer feedback, allowing you to identify areas where your business can differentiate itself and capitalize on opportunities.
Mitigate and manage reputational crisis: In the event of a reputational crisis, you must have clear communication protocols and response strategies. Reputation management experts can help you develop and implement these strategies to effectively manage crises and minimize damage to your brand's reputation.
Boost sales and conversion rate: Trust-building efforts and exceptional customer experiences directly impact sales and conversion rates. A reputation management agency can assist in executing strategies to build trust and enhance customer satisfaction, ultimately leading to increased sales and conversion rates.
Improve your business’s search engine rankings: Optimizing website content, producing credible content, and building quality backlinks improve your business's search engine rankings. Reputation management agencies can help you implement these strategies to ensure a positive user experience and attract organic traffic to your website.
Attract top talent: By differentiating your business and enhancing its appeal to skilled candidates, reputation management experts can help you attract top talent to your organization, contributing to its overall success and growth.

Here's a case study that underscores the importance of managing online reputations that impact customers' buying decisions.

Reputation management company, Reputation X, tackled a challenging case involving a physician with negative online content stemming from a dismissed legal case. Its eight-month strategy focused on diluting, suppressing, and protecting the client's online reputation.

Leveraging Wikipedia, strategic link building, content marketing, and PR, the agency reduced negative content visibility from 90% to less than 3% within six months. It also enabled the client to gain substantial control over its online narrative, significantly improving its reputation and positive content visibility.

Question 5

What are examples of corporate reputation management?

Accepted Answer

Examples of corporate reputation management are:

1. Proactive customer service

Zappos' commitment to wow every customer went beyond expectations. The online fashion retail company used handwritten cards, flowers, and a generous return policy to enhance customer satisfaction. This personal touch in client care and the expression of gratitude garnered positive social media attention.

2. Social media customer care

Adobe's active engagement on Twitter, providing technical support and solving user needs, significantly impacted customer retention and countered competition.

3. Timely responses

Amazon's emphasis on automated support, hassle-free refunds, and 24/7 assistance showcased dedication to delivering customer convenience, boosting trust and loyalty among users.

4. Active social listening

Coca-Cola's engagement in social listening demonstrated a humanized brand that espouses interactions and adds humor to its online presence.

5. Community-building

Glossier, a beauty brand, built a strong community through user-generated content (UGC) campaigns that fostered a loyal customer base. Its inclusive approach helped create an engaged community across social media platforms.

6. Value alignment

Clothing brand Patagonia's dedication to environmental causes and customer satisfaction, showcased by their 1% sales donations and ironclad guarantee, built trust and loyalty among value-aligned consumers.

7. Responsive crisis management

Restaurant chain Chipotle, after a major food safety crisis, swiftly closed affected locations, implemented safety protocols, and offered free meal coupons. This approach helped regain customer trust and restored its brand image.

8. Acts of kindness

Online pet supplies retailer Chewy delighted customers with custom-painted pet portraits, leading to a viral response on social media networks. These thoughtful acts complemented the brand's marketing strategy and earned it widespread positive attention.

9. Expertise-driven growth

Men's grooming brand Beardbrand's focus on education through informative videos established the brand as a problem solver, resulting in positive reviews and significant online influence.

Question 6

What are the two types of reputation management?

Accepted Answer

The two types of reputation management are proactive and reactive reputation management. Each approach has its focus, goals, timing, and strategies tailored to different stages of reputation management.

Let’s see the difference between them:

Proactive reputation management

Proactive reputation management refers to prevention and long-term reputation building. It aims to shape a positive brand image and narrative before any issues or crises arise, setting a strong foundation for the brand's perception in the public eye.

Its main goal is to establish an authoritative, consistent, and positive brand image and build credibility and trust with the audience. This is achieved through:

Active reputation monitoring
Creating positive content, like blogs and infographics, to shape public perception
Engaging actively on social media
Collaborating with influencers
SEO
Improving customer service

Proactive reputation management can prevent potential crises and the fallout from negative perceptions by establishing a strong, positive reputation from the start.

Percepto Digital's collaboration with a Switzerland-based investment firm is an example of proactive reputation management. The firm had no prior communication strategy and faced challenges in shaping its brand narrative and CEO's image, particularly in countering negative Google search results. Through PR, content marketing, and SEO tactics, Percepto Digital could control 72.5% of Google's first page for the client, reduce negative results by 95% in eight months, and garner 33,000 PR hits, reaching an audience of 248 million.

Reactive reputation management

Reactive reputation management comes into play in response to and recovery from issues. It's about repairing or mitigating damage to an existing brand image, often after negative incidents have already occurred.

Its goal is to minimize the impact of reputational risks, control the narrative during crises, and rebuild the brand's image post-crisis to regain customer trust and loyalty.

The approach includes

Crisis management
Damage control
Addressing negative feedback through immediate action

Using appropriate response strategies: having a crisis communication plan and conducting sentiment analysis to understand public perception better

Reactive management is critical for effectively handling unforeseen reputational threats and crises, ensuring that a brand can recover and even thrive post-crisis.

A notable case of reactive reputation management is a business facing negative publicity and security threats, which engaged ReputationDefender. The company undertook extensive web scans to remove exposed personal data, achieving a 97% removal rate within eight weeks and extending protection to 90 other executives, showcasing the importance of swift and comprehensive reactive measures.

In essence, proactive reputation management is about laying a strong foundation and cultivating a positive image before issues emerge. Meanwhile, reactive reputation management involves damage control and rebuilding after a crisis or negative event.

Question 7

How long does reputation management take?

Accepted Answer

Reputation management can take between one week and 12 months, depending on the severity of the issue, the existing online reputation, the nature of the content, and other factors.

These are the estimations of how long reputation management can take depending on the work that needs to be done:

Content removal – One week to a few months
Online reviews removal – A few days or weeks
Removal of videos in violation – Several weeks
Push down on search results – Early visible results in two months; complete suppression in six to 12 months
Online reviews improvement – Around two weeks

Meanwhile, below are timeframes for reputation management based on the current situation and existing reputation:

Terrible – 12+ months
Bad – around 12 months
Fair – up to nine months
Good – around six months

Reputation management is an ongoing process and might not have a defined endpoint or precise timeframe. Each case is unique, and some campaigns continue indefinitely for the ongoing protection of a business. It depends on the current state of your brand’s image, as well as the strategies your agency partner uses.

Question 8

Is reputation management the same as PR?

Accepted Answer

No, reputation management is not the same as PR. The difference between the two lies in their focus, strategies, and objectives.

Reputation management:

It is inward facing; it concentrates on monitoring and managing reputation across various channels.
Its objective is to maintain a positive online reputation, address feedback, manage crises, and ensure the brand image aligns with the desired perception.
Employs SEO, content creation, review management, crisis management, and online feedback to influence online perception and manage digital reputation.

Public relations (PR):

It is outward-facing; it shapes public perception through media relations, events, interviews, and social media campaigns.
Its goal is to generate positive publicity, secure media coverage, and engage with stakeholders to create a favorable brand image and awareness.
Uses press releases, media kits, events, interviews, and social media campaigns to disseminate positive stories and messages.

In summary, while reputation management focuses on maintaining and repairing an organization's digital footprint and online perception, PR seeks to proactively shape and influence public perception through various media and stakeholder engagement.

Question 9

What is the difference between reputation management and reputation marketing?

Accepted Answer

The difference between reputation management and reputation marketing is in their focus, purpose, and approach.

Reputation management involves the continuous monitoring and maintenance of a brand’s image. It primarily deals with crisis management by responding to negative comments, reviews, and misleading information across various platforms.

On the other hand, reputation marketing uses the positive elements of a brand’s reputation, such as customer reviews, testimonials, and referrals, to actively promote and enhance marketing efforts.

Here are their distinctions:

Reputation management

Focuses on monitoring, repairing, and maintaining the overall perception and credibility of a brand or individual
Primarily concerned with managing online reviews, addressing customer feedback, and mitigating reputational crises
Emphasizes building trust, credibility, and positive relationships with customers and stakeholders through transparent communication and ethical business practices

Reputation marketing

Concentrates on actively leveraging a positive reputation to enhance brand visibility, attract customers, and drive business growth
Involves strategies such as showcasing positive reviews and testimonials, highlighting awards and accolades, and using reputation as a competitive advantage in marketing campaigns
Aims to capitalize on a strong reputation to increase sales, improve conversion rates, and differentiate the brand from competitors in the market

Question 10

Why is reputation management important?

Accepted Answer

Reputation management is important because it directly influences public perception, impacting trust, credibility, and ultimately, the success of an individual or organization.

Reputation management:

Builds trust and credibility which are significant factors influencing consumers’ purchasing decisions. Nearly 3 out of 4 consumers trust a company more if it has positive reviews, highlighting the role of positive online feedback in fostering trust.
Leads to higher sales and revenue figures. Every additional one-star Yelp rating can lead to an increase in business revenue as high as 9%, demonstrating the direct correlation between positive reviews and revenue growth.
Cultivates a positive brand perception and customer loyalty, leading to repeat business with a large audience base. There is a significant potential loss of revenue due to negative reviews, with 86% of prospective customers unable to convert due to one or two-star reviews
Improves search engine ranking and online presence, making your business more discoverable to prospective clients, especially since 75% of people never scroll to the second page of Google search results.
Can serve as a cushion in challenging times, help manage crises and negative events, and reduce potential damage
Can attract top candidates and retain employees. Considering around 69% of job seekers reported they would turn down a job offered by a company with a bad image shows the impact of reputation management on employee recruitment and retention.
Upholds your professional image with investors, partners, and other stakeholders, given that 92% of consumers have a more positive perception of businesses that support social issues and environmental efforts.

A case study by the reputation management company, ReputationManagement.com, further demonstrates the importance of reputation management:

The agency successfully assisted a prominent financial services company in overcoming negative Yelp reviews that were overshadowing hundreds of positive ones.

Recognizing the need to reposition the client's positive attributes and expand its influence across various web platforms, ReputationManagement.com optimized existing web properties while also broadening the company's digital presence to better align with user search behaviors and intent.

Within eleven months of implementing the strategy, all negative content associated with the client’s name was cleared from the top search results. This positive outcome was sustained for the subsequent twelve months.

Question 11

How do I choose a reputation management company for my business?

Accepted Answer

To choose a reputation management company for your business, follow these steps:

Evaluate your needs and goals: Determine if you require a crisis response to your existing reputation or strategies to build a positive image from scratch. Also, clarify objectives like SEO enhancement, content and social media marketing, or reviews management, among others.
Map targeted achievements: Identify targeted outcomes such as managing reviews, bolstering social media presence, or amplifying marketing efforts.
Explore references, reviews, and case studies: Investigate and compare prospective reputation management company partners and their service offers. Evaluate specialized supplementary services, experience, and proven track records of success. Collect feedback and reviews from similar industry peers for credibility and evidence of effective solutions.
Balance between proactive and reactive approaches: Ensure they offer strategies for building a positive image and handling crises adeptly.
Evaluate online presence: Assess each company's social media presence and mention to affirm trustworthiness and effectiveness.
Shortlist the candidates: Based on your initial assessments, list up to five reputation management agencies that you deem are most closely aligned with your requirements and goals. Submit a request for proposal (RFP) to each and schedule interviews.
Schedule consultations: Assess how well each company understands your concerns and offers tailored solutions without pressuring a sale.
Assess expertise and collaboration: Inquire about the skills and experience of the team that will be responsible for managing your reputation.
Inquire about customized solutions: Emphasize the importance of tailored strategies specific to your industry and individual business needs.
Ensure transparent operations: Ensure transparency in the strategies employed, avoiding black hat tactics and maintaining ethical practices.
Consider budget: Learn fair budget allocations considering the complexities of reputation management and avoid unrealistically low-cost promises.
Set realistic timeline expectations: Acknowledge that effective reputation management takes time and beware of guarantees of rapid results.
Require discretion in reputation handling: Verify the company’s understanding of contextual sensitivity, avoiding overt or forced positive content creation during crises.
Plan structured exit: Plan for a smooth transition post-campaign, ensuring access to created profiles and guidance for future reputation management. Consider the possibility of continuing collaboration for ongoing support and sustained reputation enhancement.
Decide: Finalize your choice based on your evaluation of backgrounds, proposals, and interviews.

Check out DesignRush’s Marketplace and share with us your requirements. We’ll help connect you with the most competent reputation management companies — for free.

Question 12

What questions should I ask reputation management agencies before hiring one?

Accepted Answer

Ask reputation management agencies the following questions to establish their level of expertise, collaborative habits, resources, and more:

Its Relevant Background

What research methodologies and monitoring tactics do you use to find out what people say about our business online?
How do you assess your clients' reputation versus their competitors'?
What online reputation management (ORM) tools do you employ and how reliable are they?
How do you assess a brand's existing reputation?
How do you build a business's image from the ground up?
How do you think reputation impacts sales and profits?
How long does it usually take for your agency to restore a client’s reputation?
How do you protect your clients from risk?

Company Services and Processes

What services are included in your ORM campaigns?
How do you keep up with the industry trends? Which resources do you rely on?
What ORM best practices do you implement?
What’s a good online reputation score?
How do you measure reputational damage?
How do you recover from a reputation crisis?
What performance metrics do you offer?
What does your pricing structure look like?

The Project

Who is on the team? What is their background? Are they in-house or outsourced?
What do you need from us? What role do we play?
What type of information do you need to know about me or the business?
Will your SEO strategy address all my online goals?
When will you start writing content and building links?
Can you remove or remedy existing harmful content ranking in Google?
Will you actively monitor my brand online across all platforms?
Will we get ongoing support?
What is the timeline for success and how sustainable is the approach?

Question 13

What are the best reputation management companies in the U.S.?

Accepted Answer

The best reputation management companies in the U.S. are:

Reputation X
- 5.0 stars on Google (4 reivews)
- Top clients: Safe Harbor Equities, Lovell, Revenue Jump, Cience
Reputation Rhino
- 5.0 stars on Google (43 reviews)
- Top clients: MEM Property Management, Aerus Enterprise Solutions, Innovative Style Group, TradeGreeks LLC
NetReputation
- 4.7 stars on DesignRush (7 reviews)
- 4.9 stars on Google (49 reviews)
- Top clients: Ads2Convert, Atlantic International Capital, Envyus Media, Allstate Financial Services LLC
Ignite Visibility
- 4.9 stars on DesignRush (14 reviews)
- 4.5 stars on Google (60 reviews)
- Top clients: Tony Robbins, DoorDash, COX, Wedding Wire
Rosemont Media
- 4.8 stars on DesignRush (5 reviews)
- 5.0 stars on Google (74 reviews)
- Top clients: McCormack Plastic Surgery, Scripps Center for Dental Care, Richmond Aesthetic Surgery

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