Taking Control of Your Company's Online Reputation, Part 2
You’ve read part one of this multipart series, claimed local listings and even spent some time optimizing … now what? Next on the list is figuring out how to monitor reviews left on claimed listings, as well as reviews or comments from blogs, social media sites, and so on. Tools can streamline this process and make the seemingly daunting task a bit more manageable. Consider using the following tools:
Social Mention: Allows you to search the web for relevant keywords (e.g., a business name), as well as set up alerts to help monitor brands, campaigns or even competitors.
Monitor This: Tracks 25 search engines for specified keywords relevant to your business (e.g., a business name, product), and displays results from blogs, microblogs, articles, photos and videos to help monitor what's being said about your business.
RSS feeds: Provide the ability to monitor multiple outlets and terms. Google Reader can be used to set up and manage feeds.
Google/Yahoo Alerts: Provide the ability to set alerts for specified terms and have those alerts sent straight to a specified inbox.
Yext Rep: Provides businesses with a way to monitor the majority of local listings in one spot.
Revinate (hotel specific): Pulls in reviews from multiple sites and allows hotels to respond directly to them. It also provides an overall rating for hotels.
After monitoring reviews across the web and coming across both good and bad, how does one know when and how to respond? The first thing to realize is that it's equally important to respond to positive reviews as it is to respond to negative reviews. When it comes to picking which reviews to respond to, follow these simple guidelines:
- Respond to rave reviews from customers, particularly ones where the customer points out how an employee went out of their way or the customer gushes about how great your business is in general.
- Be gracious and humble in your response. This isn't the time to say, “Yeah, we know we're kind of a big deal.” Make sure you let reviewers know their kind words are appreciated.
Related story: Taking Control of Your Company's Online Reputation, Part 1