Online reputation is a reflection of the prestige or esteem of an online person, organization, institution or brand. Reputation is not under the absolute control of the individual or organization but is generated by other users in conversation, posting, linking, and presenting their opinions.

This perception negatively affects user behavior, the most famous point of contracting for goods or services offered by a company. Today it is extremely easy to disclose information to anyone, and the increasingly widespread use of social media is very significant.

In many cases, a negative online reputation is difficult to control, leaving reactive problem management as a last resort. Therefore, caution is recommended to avoid these situations, control and monitor the climate of opinion.

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Several questions are asked about online reputation every day, as many of these questions are repeated in several speeches, I thought it would be a good choice in today's article a list of frequently asked questions about online reputation:

HOW TO BUILD A REPUTATION WHEN YOU NO LONGER HAVE IT?
In my opinion, building an online reputation is not built overnight, but the steps to follow can be summarized as content generation, online presence (putting our content in search engines) to get some visibility, and work active listening (on social networks, forums, blogs) to provide answers to doubts and questions that may arise in our field of knowledge. Be generous in sharing what we know so our reputation will grow.

WHAT MONITORING TOOLS ARE IDEAL FOR AN MSE?
There are no magic solutions: you have to strike a balance between investing many hours using free tools and working with that data to draw conclusions or investing in a good paid tool. Both will take effort… Check out the How to Measure Your Online Reputation article for some tips to see how your online reputation is doing.

HOW TO CREATE THE REPUTATION OF A COMPANY UNDER CONSTRUCTION?
Before answering, do you know the name of your home builder? Some may know and others may not… In the case of public companies that probably only care about knowing when there are serious problems, it is important to work on the website's image, even having to pass on quality, reliability and offer an easy contact form, highly visible and well maintained. It's worth keeping in touch with the market through networks like LinkedIn… As if that brings up more information.

HOW IMPORTANT IS THE PRESS RELEASE TO REPUTATION?
I declare myself a fan of using online press releases, not so much to send to journalists (which if sent and published in print is better), but mainly as a search engine optimization tool and as an extra information channel.

We can gain a presence on the Internet by building our newsroom as a corporate blog. And a press room will give us a space in which the company will explain its vision, its successes, its customers or new developments, whether it is a leader in its field.

Often when companies develop their websites, they are oriented towards a specific objective (for example, selling) and don't have space to express what they think.

IN WHICH CASES IS ONLINE REPUTATION REPRESENTATIVE?
In order not to go too far in the answer, I will mention three scenarios in which companies often fail:

The customer is not stupid, and if we ignore the complaints and it will seek the support of more users, we shouldn't confuse a complaint with a reputation crisis, and it's true. But sometimes not answering the first complaints that are made by users, making them feel ignored, leads to a mobilization of people against the brand. And then it would be a crisis.

Keeping content is spending on reputation. Using third-party blog content, managing social media without sufficient company knowledge, or having an outdated Facebook page are fertile grounds for losing credibility. What conveys a crappy webpage or a spam-filled Twitter where the conversation doesn't?

If you do it wrong, you will likely get criticized. Making mistakes is human and companies are groups of people, making mistakes is normal. What shouldn't be normal is doing the wrong thing, knowing we're doing it wrong, and pretending you weren't criticized for it… The best way to take care of your reputation is to do well in your business (online and offline.).

A dissatisfied customer always makes a lot more noise than a satisfied one and we lose forever. Preventive online reputation management is done when we detect a grievance at an early stage and can go directly to the source of the problem to resolve, thereby generating positive user perception.