Content as a means of reputation risk management

The company's reputation has always played a huge role in the market. In the age of information technology reputation is of particular importance: now the company's reputation depends not only on the quality of goods and services, effective marketing and competent advertising campaign, but also from each Internet user.

Social networks, blogs, forums and chat rooms have become those sites where the image is determined by the company, where The accumulated years of reputation can be undermined by a few negative comments, and that is why today reputational risks has never been greater.

What is the management of reputational risk? This set of activities in the network, which aims to eliminate the negative reviews about the company, the manufacturer, product, service, or a particular person results page of search results. Actually carried out cleaning SERPs or repression of negative feedback from the top.

Managing reputational risk is directly related to search engine optimization and is a purely technical measure to improve the image of the company - the same content can "suppress" negative feedback, based on the algorithms of search engines: created by content displace negative reviews naturally.

Content and reputational risks

First of reputational risks talked about in connection with the widespread guglbombinga - method of "black» SEO, allowing spoofing search query absurd or provocative. Now guglbombing not so popular: to leave a review or comment at any social network, and they are the main source of reputational risk.

Today, the Internet user can get information about any company, product, service, service, etc., and that is why companies need to generate as much content: it will replace the negative reviews. In fact, content - the only weapon in the fight against the marketer reputational risks.

Note that the presence of competent content marketing strategy is a prerequisite: haphazard placement of content on individual sites, blogs and social networks do not provide the necessary level of optimization for search. Content marketing strategy should include not only work with all kinds of content (articles, audio, video, memes), but also a competent PR. Do not forget that it is necessary to update the content. Remember that there will always be people unhappy, but it depends on you the ratio of positive and negative responses.

How to get rid of the consequences of the "crisis"?

Suppose you have created an effective content strategy, but here comes the "crisis": the user leaves a negative feedback, which is beginning to gain huge popularity in the network. What to do? Such a review can not be just a "crush" or "dilute" the content. Only one way out - to the "crisis" we must be prepared and it just did not happen. To do this, follow the majority of social networks, popular blogs, forums and chat rooms and as soon as there is a negative feedback on the network immediately react to it.

To prevent such "crises" is hard enough: it is not only necessary to train staff how to deal with negative feedback, hire PR and media professionals, but also to quickly create content that will be able to neutralize the effect of the negative reviews. For example, the very negative review can be turned into "positive" content.

Thus, the content may be the most effective means of dealing with reputational risk, but it requires constant refinement, competent strategy content marketing and monitoring of a large number of social channels. Nevertheless, the positive reputation of the company is worth the effort.