Reputation management in digital marketing is the practice of monitoring a brand's image online. Learn more about reputation management with Wrike's Digital Marketing Guide.
What Is Reputation Management in Digital Marketing?
Reputation management in digital marketing is the practice of monitoring and managing a brand’s image using online tactics. Reputation monitoring allows digital marketing agencies to get a strong grasp of how current and potential customers view a brand. Managing a brand’s reputation is an important aspect of digital marketing that can improve its image to its customers.
Reputation management in digital marketing usually involves monitoring and managing several key media categories for a brand:
- Owned media refers to a brand’s own website, social media, and blog. Monitoring these gives a digital marketing agency a baseline understanding of how customers interact with information put out by the brand itself.
- Earned media is the collection of coverage or mentions that a brand has earned on other websites, blogs, or forums. This category also includes reviews on sites like TrustPilot, GlassDoor, or even Google business listings. Many customers will do a small amount of research before they purchase from a brand, so understanding what they will read about your brand when they perform a search on these sites is critical.
- Monitoring shared media involves social listening, which is the practice of keeping tabs on what people are saying about your brand on social media, whether from other businesses' accounts or personal accounts.
- Finally, keeping tabs on other brands’ paid media is key to staying in the know when businesses are attempting to affect your reputation in advertising.
Reputation management in digital marketing requires an understanding of what is being published about a brand by customers, the press, and other brands. Once the brand’s reputation has been established, reputation management then involves affecting positive change for the brand’s image. This can be done through paid advertisements, adjusting content on the brand’s own website, or encouraging customers to leave positive comments about their experience on social media or review sites.