-by Reputation Maxx
Reputation Management is somewhat of a popular topic. Over the past few years, most people in the industry would be hard pressed to think of a conference or a convention that they attended where a keynote speaker, or at least a session, was not focused on brand monitoring, reputation management, or reputation defense. However, there are still a few common misconceptions regarding what Online Reputation Management (ORM) actually is.
- People in general (not just timeshare industry people) think that reputation management is only needed for a brand that is in “trouble”. If a brand has been attacked online, then people tend to think that NOW is when they need reputation management.
- Another misconception is that social media management and reputation management are essentially the same thing. This is not at all true. Social media management is building a following of owners and clients online, and marketing to them through those specific channels. Reputation management focuses not only on social media, but also on the entire online landscape and utilizes not just a few profiles but several profiles in an effort to improve the overall search engine results related to a brand.
- A third common misconception is that brand monitoring and ORM are the same. Again no. Brand monitoring is vital, and asks important questions. What are people saying about you online? How are you reacting to it? It is absolutely important and it is a strategy used in ORM to analyze what people say and respond correctly in order to gauge online sentiment. HOWEVER, some may wonder, how does this help a travel club? Think about if you have a travel club and you send someone on a vacation to Cabo San Lucas. They then stay in a 5 star condo for the week and love it! Often times the review will be create posts regarding the resort, as that is where the client has the experience, and will not mention the travel club. Most people who book through Expedia, for example, do not later thank Expedia. They thank the resort. The travel club industry faces a challenge regarding social media. Most clubs have low engagement other than the few customers who may tend complain about issues. Brand monitoring would simply say “people are not happy with the service based on these reviews”. But that is not really accurate is it? If the client IS satisfied, they are not generally giving kudos to the club, but instead they give kudos to the resort! ORM helps isolate these issues and helps clubs report these reviews and their satisfaction rates through other channels. This way, the online landscape is a more fair comparison and is not loaded with negative reviews and lacking positive reviews. The club can take ownership of reviews they earned through correct ORM.
When a client searches a brand online, it is not only trip advisor, Rip-off report, Yelp that needs to be monitored and worked on. There are 10 organic positions on Google, and the job of an ORM company is to figure out how to effectively deal with all 10. It does not just concern how these 10 positions look and what is written about a client but how to control them, and improve the overall appearance online. This is the main reason why ORM is not just for resorts or clubs who have problems, online, it is something that always should be monitored. ORM helps clubs engage with clients, it helps build content clients want to read, and it promotes a brand online. It also does help to alleviate a situation if there are negative complaints online coincidentally, as this press and effort can help suppress negative news.
There are plenty of clubs and resorts with a negative image online, that have thousands of happy members. Those happy members stay silent while the handful of upset owners cause the sales numbers to drop. Why is this fair? ORM teaches resorts how to improve their image through actual customer responses and helps them engage with happy customers to promote the brand.
For those in the world selling timeshare or travel club memberships, ORM is not something clubs should consider, but something they have to implement to sustain long-term success.
For more information about Reputation Maxx, its philanthropic efforts and information about the different services that this leading online reputation management company provides visit http://reputationmaxx.com.