Trends in reputation management that brands should consider this year

Home » Blog » Trends in reputation management that brands should consider this year

Marketers who know modern methods of managing brand reputation can:

  • Solve a number of problems in advance.
  • Utilize the potential of digital media.
  • To create and maintain a positive image of our clients on the Internet.

14 members of the Forbes Agency Council, a community of executives from successful PR, media, creative and advertising agencies, spoke about key trends in this area. These trends will help brands manage their customers’ and their own online reputation.

1. LinkedIn newsletters

Ross Hunter (Copylab) believes that LinkedIn newsletters will be a major trend this year. Instead of using LinkedIn only to drive customers to sites, companies should use it as a platform for:

  • Managing customer relationships.
  • Better interaction with potential new customers.

This will allow the company’s experts to better utilize LinkedIn and improve customer engagement.

2. Honesty and quality work:

Josh Yudin (The Academy of Marketing) emphasizes that the most important trend has always been and will be honest and high-quality work.

Reputation is built over time, and the best way to manage it is to:

  • Do your job well and honestly.
  • Good news about your company will spread like wildfire.
  • You shouldn’t waste time and money on manipulating people’s opinions – potential customers will make their own decisions about your company.

3. Publications by opinion leaders:

Ayelet Noff (SlicedBrand) recommends using opinion leader posts as an important reputation management strategy. Using this tool, any brand manager can successfully position themselves as an expert in their field, become more visible than their competitors, and manage their own image in a profitable way. He will be able to express his own thoughts in public:

  • Create your own narratives.
  • To join a broader discussion of topics in your industry.

4. Sentiment analysis using artificial intelligence (AI) tools:

Christoph Kastenholz (Pulse Advertising) recommends using AI tools to analyze sentiment.

Each tool helps the brand:

  • Track mentions of yourself and reactions to them in real time on various platforms.
  • React before negative reviews appear.
  • Use experience and positive comments to create an engaged and responsive online presence.

5. Posted educational content of value:

Natalia Andreychuk (Viseven) emphasizes the importance of publishing authentic and valuable educational content.

Thanks to this, you can:

  • Create a lasting positive impression of your brand.
  • Educate and engage your target audience.
  • It is not necessary to hire an expert to create content, but it should be informative and useful.

6. A powerful digital PR campaign:

Adrian Falk (Believe Advertising & PR ) recommends using digital PR campaigns.

It allows:

  • Get your brand mentioned on reputable news sites.
  • Improve your position in search results.
  • Increase the level of trust in your brand.
  • Increase conversion.
  • Create a press portfolio that can be posted on your website.

7. Connecting key opinion leaders (KOLs) in the PR field:

Jessica Kopacz (The JKO Agency, LLC ) notes that cooperation with the CLC is becoming increasingly important. This allows you to increase the credibility of your brand. Such cooperation also builds trust and confidence in your audience, helps you stand out in a competitive market, and emphasizes the human factor of your brand.

8. Authenticity and brand storytelling:

Trey Robinson (Story Amplify) recommends brands to be authentic and demonstrate their values.

It allows:

  • Stand out from the competition.
  • Connect with the audience on an emotional level.
  • Create a strong connection with your customers.

9. Allow glimpses of imperfection to appear:

Brock Murray (seoplus+) emphasizes the importance of authenticity.

This indicates that brands should not try to appear perfect, as customers are sympathetic to the fact that every brand has flaws. Being open and honest about your shortcomings can help you build trust with your audience.

10. Getting feedback in the right places:

Ajay Prasad (GMR Web Team ) recommends that brands post reviews on the right platforms. You need to know where your target audience is looking for information about your brand. You can request feedback on each of these platforms to maximize the impact of your reputation management efforts.

11. Creating answers using artificial intelligence:

Justin Belmont (Prose) recommends using AI tools that make it easier to generate optimal responses to online reviews.

It allows:

  • Save team time.
  • Create clear and concise answers.

Maintain a positive brand image.

12. Use of video clips in marketing campaigns:

Bernard May (National Positions) advises using video testimonials in your paid and organic social campaigns.

It allows:

  • Draw the audience’s attention to positive feedback about your brand.
  • Increase the credibility of your brand.
  • Improve the overall image of your brand.

13. Use of customer feedback:

Prashanti Koluru (KLOUDPORTAL) emphasizes the importance of using customer reviews to manage brand reputation.

It allows:

  • Understand what your customers think about your brand.
  • Identify and solve the problems your customers face.
  • Improve the overall user experience.

14. Focusing on weaknesses:

Monica Alvarez-Mitchell (Pulse Creative, LLC ) recommends that brands focus on addressing their weaknesses. This requires active monitoring of online reviews of your brand. It is also necessary to respond quickly and effectively to negative feedback and solve the problems that lead to it. This will help you minimize the damage from negative reviews and improve your brand’s overall reputation.

Scroll to Top