Detailed explanation of online reputation management

An in-depth study found that ,80% Percent of Internet users believe that the Internet is the most reliable source of product and company information . Another study also claimed that , about 85% Of Internet users often refer to online reviews as personal recommendations or comments from friends .

It is not the right choice to let the brand reputation be unmanaged , Digital marketing organizations and online reputation management companies can help enterprises deal with different problems , Build a good brand image in the digital world .

In this paper , We will outline the definition of online reputation management 、 How it works and why it is so important . Besides , We will focus on the monitoring section , And how to use Data center agents Or readily available web capture API To advance the data collection process .

What is online reputation management ？

Online reputation management （ORM） Combined with marketing 、 Public relations and customer service , For individuals 、 The brand and the enterprise create and maintain a positive online image .

The concept of Internet reputation management includes monitoring and responding to all negative comments from customers , Make immediate response to the negative release of enterprises involved on the Internet , And issue appropriate public statements in a timely manner .

Because comments can affect search rankings to a large extent , Therefore, online reputation management focuses on actively monitoring and managing search engine results about services or products .

Why online reputation management is so important ？

ORM The meaning of is , Ensure that the brand's reputation is not influenced by Baidu or other mainstream search engine algorithms . These algorithms cannot correctly distinguish between real and misleading information , Therefore, it cannot be used to properly establish or maintain a positive online reputation .

The main advantages of online reputation management are as follows ：

•   reliability   As long as the company can control its online reputation , To ensure a trustworthy and reliable brand image in front of customers . Most customers believe in online reviews before shopping , Therefore, positive online public opinion is actually beneficial to the cultivation of brand image , And increase revenue .
•   Risk management   Comments on social media will spread like wildfire , Especially the negative content . Any negative comments may affect the customer's purchase decision , Make them switch to the products of competitors . A recent study pointed out that , Customers with negative emotions attach great importance to the timeliness of customer service and the rationality of feedback content —— Even if the problem itself is not solved immediately . Actually , Just admit your mistake in a short sentence and ensure that someone is responsible for following up the problem , It may turn angry customers into loyal repeat customers .
•   Useful feedback   Following up the customer's comments on the product can bring valuable feedback on how to improve the service . The online monitoring company will continue to follow up 、 Collect and analyze a large amount of public data , To reveal and define the product characteristics that customers pay most attention to .

How online reputation management works ？

Online reputation management is to control the image of a brand or product on the Internet . Controlling online comments can be accomplished through the following steps ： Extensive research 、 Develop strategies 、 Execution strategy .

•   Extensive research   Be proactive about the information about the brand Comment monitoring Is a key process , It helps enterprises to keep abreast of online conversations containing their brand names , And quickly solve relevant problems . This step also provides information about marketing strategies 、 Practical insights into business objectives and product positioning .
•   Develop strategies   At this stage , Analyze the results of data collection measures , To help enterprises make wise decisions , So as to strengthen the positive image of the brand . There is a gap between reality and desired brand reputation , This can point out the direction for how to formulate or adjust the enterprise marketing strategy .
•   perform   Another key task is to ensure that the desired image is more visible to customers . Well planned online reputation monitoring strategies should try to encourage mainstream search engines to list positive image content as relevant , And placed on the search engine results page （SERP） Before 1% part , Because this is usually the focus of most Internet users . 

Be sure to pay attention to , The process is continuous , endless . As the digital environment changes , Online monitoring companies need regular and continuous monitoring , To update and upgrade the customer's strategy .

Proactive network monitoring is ORM An important part of the project

The challenge of monitoring online reputation

When searching the Internet ,ORM Companies have to deal with massive amounts of network data , Will encounter various obstacles . Here are some of the most common challenges in monitoring the brand's online image ：

•   Multiple goals   As a result, a large number of customers will quickly post suggestions and comments on numerous websites at any time , Controlling the brand image may be overwhelming 、 Struggling to cope with . This information is everywhere （ Website 、 Search engine 、 Forums and social media ）, So scan and collect publicly available data from multiple targets , Additional expertise must be applied .
•   Multiple geographic locations and languages   In addition to many goals , The required data may also be scattered in different geographical locations , And communicate in different languages . therefore , Companies that perform online reputation monitoring cannot even monitor the overall situation , Because the information displayed on the website may only be customized for a specific location .
•   High quality network data   Given the complexity and scale of the problem , Collecting high-quality data can be particularly difficult . If you can't collect accurate and necessary network data , It may lead to the consumption of additional resources during the analysis phase （ For example, time 、 Financial funds and experts ） To examine the results and provide insight .
•   Select tool   If you don't know what tool to use 、 Lack of expertise , Or not using these tools correctly , It will also bring difficulties to online image monitoring . The importance of online monitoring tools is self-evident , So it is equally important to choose the right tools and use them properly .

Choosing the right tool is a challenge in monitoring online reputation

Efficient online monitoring solutions

From data collection to proper data processing , Efficient online monitoring covers all aspects of this process . However , It is not easy to collect data from numerous websites . Generally speaking , Digital marketing organizations or online reputation companies either build internal web crawlers , Or choose an off the shelf data collection tool for efficient data monitoring and collection .

•   Internal web crawler   A smooth online monitoring and data collection process usually requires capturing multiple targets at the same time . One of the ways to successfully crawl data is to build an internal web crawler . But most websites have integrated sophisticated anti - Crawler measures , Be able to easily track non-human activities and mask related IP. This requires agencies to play a role and promote the operation . Data center agents Allows you to capture publicly available data from difficult targets , And ensure reliable web page crawling . Besides , A residential agent It is especially suitable for monitoring specific geographical targets around the world . Such agents cover all countries in the world / region , And can be refined to the city level .
•   Integrated web crawler   It is very difficult to build an internal web crawler , It requires a lot of technical knowledge 、 Resources and long-term maintenance . therefore , You can choose some ready-made grab tools , This simplifies data collection without the need for additional infrastructure . Oxylabs Web crawler API Users can collect publicly available data from most web pages . It can handle any form of website change , Extract structured data in real time JSON Data and rotate agents at the same time , To prevent IP Block and verification code confirmation . such , Our customers can focus more on analyzing the collected data and gaining insights .

summary

For brand image , Trust is a very important factor , Building a positive online image can effectively avoid a lot of trouble . Monitoring the complex information on the network requires collecting large-scale data , Online reputation management companies will develop appropriate web crawling solutions according to specific needs and objectives .

For a dedicated team of internal crawl experts and developers , Data center agents will undoubtedly improve the success rate , And help improve the web crawling experience . If you have any questions or want to try our products , You can see Our article , You can also visit our at any time Website Contact customer service , We will do everything we can to help .