Boost your online authority with reputation tracking software

As the digital noise increases, people remember less information about brands, services, and companies. They outsource their memory to various search boxes (e.g., Google, Amazon, TikTok, or Facebook) via a system called transactive memory.

Before making any important decision, consumers, employees, and other stakeholders are researching your company online.

Online reputation management became the most important practice in business reputation. Your online reputation impacts consumer and B2B sales, marketing, human resources, media relations, public relations, corporate affairs, lobbying, government relations, CSR, and almost all other company functions.

Public relations (PR) is a discipline of professional maintenance of favorable opinion about a company, organization, or person.

Online reputation comprises all activities undertaken to influence stakeholders’ opinions about a company, organization, or person based on online noise and signals.  

Online reputation management is a part of public relations today. As people increasingly live digital lifestyles, online presence and memory becomes a crucial part of any public relations strategy.

War for talent is one of the most pressing issues for contemporary human resources (HR). Most candidates search information about employer online before applying, going to an interview, and accepting the offer.  

So, managing your online reputation increases the number of applications you receive, helps to maintain a healthy candidate acquisition funnel, aids during interviews and onboarding, and increase the number of successful hires.

Online reputation comprises all activities implemented to influence stakeholders’ opinions about a company, organization, or person, based on online noise and signals.  

SEO is a set of practices which improve the positioning and appearance of your own media channels during an internet search and drive organic traffic to your sales or recruitment funnels.

Primary function of SEO is driving traffic to business website, while online reputation focuses on impressions people will get from all Search Engine Results Page (SERP).

Sometimes there might be a sharp difference in tactics. For instance, SEO specialists might not like independent third-party websites to appear on your SERP results, while online reputation specialists seek out media mentions in a respected news source.  

But as a rule of thumb, good online reputation will improve traffic and funnel conversion rates, and well-managed web assets are an essential part in online reputation management. That means that while the goals and tactics might differ, SEO practices are crucially important for online reputation.

The prices of online reputation management depend on organization’s needs and ambitions. If you start your online reputation program, you need to consider five budget categories.
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First, you need to constantly track and evaluate your status of online reputation, and be mindful what your competitors are doing. Repsense offers an online reputation software of your company and that helps to review your reputation across different markets and industries.

Second, you need to create and improve your company assets. Creating a company website might cost you from 1,000 Eur (using WIX or similar platform) to more than 25,000 Eur if you choose to hire a professional design and programming team. Social media management might cost you less if you do it yourself or more than 10,000 euro a month  if you employ a skilled team of professional SM managers, writers and designers to cover different social media platforms and paying for the ads.
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Third, you might want to engage affiliate websites, databases, bloggers, or influencers to be better featured in higher position websites. The cost for being featured on popular content marketing websites can vary from as low as 200 euros to 8,000 and more. Depending on a platform, micro influencers can talk about your company or brand for as little 200 euro, while a bigger name can charge 10-20 thousand euros for one post.
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Fourth, you will seek unbiased coverage for your activities, try to atone for your negative coverage, or seek recognition for your high value keywords. This is where online reputation meets public relations and content marketing with a focus on higher ranked media. These activities can cost you your time or require a help of a PR agency (2,000–20,000 euro per month).
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And finally, do not forget that while building your online reputation, you might also rely on Google ads. Ads can be used while reacting to crisis situations or changing environment, and can add up to a pretty hefty sum.

Online reputation has emerged as a most important communications field for the companies. Tracking and evaluating your SERP, replying and managing online reviews, engaging affiliates and news media brings many benefits to company’s performance.

Many enterprises spend a major part of their communications budget on ads.  But you should remember that building a winning reputation is a marathon, not a sprint. You should do it at a pace which best suits your business and your industry.

Understanding your online reputation can be difficult endeavor if you don’t have proper tools.  Repsense online reputation management software assesses and evaluates the high volume or high value search query results related to the brand.

The data is then processed using a number of tools and an AI model assigns Repsense Index values to each link, each SERP (Search Engine Results page), each intent profile (e.g., employment, customer, investor, public interest, etc.).

Repsense Index is a intuitive synthetic score designed to quickly assess status of company's online reputation and enable reputation comparisons with competitors, geographies and stakeholder intents.