E-reputation monitoring: Why and how to implement it?

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Today, everything that is published online is potentially visible to 4.95 billion Internet users 1 . The emergence of digital technology with social networks and online reviews has given rise to e-reputation , a significant phenomenon for businesses. Indeed, your customers' comments have a direct impact on your brand image as well as your turnover.

Before going to a store, a consumer will conduct a search on Google and consult customer reviews in order to make their choice. Not to mention that 85% of consumers trust online reviews as much as recommendations from those around them 2 .

We can see that it is essential to set up e-reputation monitoring on a daily basis to leave nothing to chance. In this article, discover why and how to monitor your online reputation .

1. What is e-reputation?
2. Why monitor your online reputation?
3. How to monitor your e-reputation?
Conclusion


e-reputation: what is it?

1. What is e-reputation?
E-reputation or digital reputation refers to the representation buy azerbaijan cell phone number list that users have of a brand or a company, online. This perception is built by reading information, consulted online via search engines, social networks, customer review platforms , blogs or discussion forums. These spaces allow satisfied or dissatisfied consumers to express themselves through photos and comments that will directly impact the brand image of your company.


Why monitor your online reputation?

2. Why monitor your online reputation?
Before making a purchase, 90% of Internet users are influenced by positive online reviews, while 86% are dissuaded after reading negative reviews 3 . Your reputation on the web therefore has a real influence on consumers and their purchasing actions.

Customer review platforms and social networks are virtual public places on which consumers express themselves about their experiences. These comments are visible to everyone. Consequently, a bad reputation will have an immediate negative impact on your brand image, your turnover and thus the sustainability of your business. Conversely, a good image sent on the web will allow you to gain the trust of Internet users who will be more inclined to come and visit you in store in order to make a purchase. Indeed, customer reviews influence 67.7% of purchasing decisions 4 .

Now that you see the benefit of implementing daily monitoring of your e-reputation , let's see which tools can help you.


How to monitor your e-reputation?

3. How to monitor your
e-reputation?
There are many tips for monitoring your online reputation. Discover in 4 steps how to keep control over the comments posted by Internet users, whether on search engines or on social networks.


Conduct an audit of your digital reputation
Before setting up a monitoring of your digital reputation, start by taking stock of your online image using an audit . It will allow you to obtain an overall vision of your image on the web, the actions you carry out as well as your strengths and weaknesses. At the end of this audit, you will obtain recommendations to implement to improve your e-reputation.

To carry it out, there are several online audit tools, including that of Digitaleo. This is a free interface, powered by a qualified database with more than 550 brand networks and 20,000 points of sale. Depending on your needs, you can analyze the image of an establishment or your entire network. All you have to do is complete a short form with your professional email and the name of your company. In a few minutes, you will receive a complete audit of your brand according to the selected themes. Your online image will be audited on 3 performance indicators : the average rating of your establishment or your network, the number of reviews as well as the recency of your reviews. Depending on the results obtained, a personalized and quick action plan to implement will be proposed to you to improve your e-reputation.


Digitaleo audit tool interface

Digitaleo audit tool interface


Create Google Alerts
To monitor your online image and in particular what Internet users say about your company, you can set up Google Alerts . This is a free tool that will allow you to receive emails when your company name is mentioned in a Google search .
To set it up, it's very simple, just go to Google Alerts, type your brand name in the search bar and then set up your alerts. This way, you will be notified as soon as a news story or article mentions you and you will be able to react to it.


Google Alert settings for the Yves Rocher brand

Google Alert settings for the Yves Rocher brand



Social Listening: monitoring social networks
Social networks also contribute to your e-reputation, just like search engines and review platforms, so it is essential to integrate them into your monitoring plan. Indeed, 74% of Internet users go on social networks before making a purchase 4 . Whether on Facebook, Instagram, Twitter, Linkedin or even Tik Tok, Internet users are constantly expressing themselves and sharing their feedback, whether in the comments section or through publications. Internet users do not hesitate to interact and outbid each other to share their dissatisfaction.

But thanks to a Social Listening strategy , you will not go as far as bad buzz. It is about identifying and listening to what is being said about your brand, on social media:

Set up daily monitoring on each of your pages: comments, publications, videos, articles, hashtags, mentions, nothing should be left to chance.
Respond to all comments promptly to continue to control your online image.
Put in place an action plan in the event of crisis communication in order to reduce the risks of spreading misinformation.
Conduct transparent and consistent communication on each local page.
Create personalized, quality and interactive content to create a connection with your Internet users and build loyalty.

To simplify the management of your social networks and customer reviews, you can use a local marketing platform that will allow you to centralize the management of all your pages and conduct consistent communication. This way, you have better control over your brand's e-reputation across your entire network!


Monitoring customer review platforms
Customer review platforms such as Google My Business , Avis Vérifiés, TripAdvisor, the Yellow Pages or Facebook Places Pages also contribute to your e-reputation. These are sites specializing in the collection, management and dissemination of online consumer reviews. There are many of them and Internet users do not hesitate to refer to them before going to a store or to leave a review after an experience. This is an essential lever to use to strengthen your brand image and acquire new customers . Indeed, remember that 85% of Internet users trust online reviews as much as recommendations from their loved ones 2 .

To simplify the management of your comments, you can rely on a customer review management platform . It allows you to group together all your reviews collected on different platforms in the same place, to highlight those that are waiting for a response and to create response templates. The best practice is to share these models with each of your points of sale to guarantee the tone and image of your brand and above all to save them precious time. Regarding your responses: be clear, transparent and respond within 72 hours minimum, whether the comments are positive or negative.



Digitaleo customer review management platform

Digitaleo customer review management platform


Conclusion
To conclude, your online image influences consumers and their purchasing journey. Indeed, consumers systematically find out information on social networks or search engines before making a purchase and a bad review will quickly dissuade them. Thus, to continue to generate traffic in store , you must conduct daily monitoring of your e-reputation. Start by taking stock with an audit tool . Depending on the results, adapt your action plan. In any case, set up Google Alerts to receive all the articles and reviews that mention you, conduct daily monitoring on social networks to monitor what Internet users are saying as well as on review platforms. To simplify the management of your image on the web, you can use our Digitaleo platform, in order to centralize all of your monitoring. The advantage of such a tool is in particular to be able to manage all of the files and social networks of your points of sale, in the same place. Once you put these tips into place, you won't miss any more information!