A disconnect between a brand and its reputation creates barriers to success and growth. Traditionally, there has been a lack of focus on the value of reputation with the reasoning that it is not easily quantifiable in financial terms. However, the reputation of a company or brand is one of its largest intangible assets. Without a solid reputation, an organization, individual or brand risks its ability to sell or attract the best talent.
Online reputation management is a combination of short, medium and long-term strategies. It needs to be considered as an integral part of the communications strategy that is focused on protecting the brand value and providing the strongest platform for future and continued growth. Online Reputation Management and Marketing involve taking control of your activity on social networks, interactions with web users, and reviews shared by customers.
