What are the most relevant tools for managing an employer’s online reputation today?

We continue with Usetech’s Expert Comment column. Today, Usetech’s PR Manager Narine Arakelyan will tell us what role does an employer’s online reputation play, and why manage it?

• SERM (Search Engine Reputation Management) is a set of measures to control a company’s reputation. Company policy, principles and corporate culture don’t allow for negative feedback to be removed or for new feedback to be added, simply to create a favourable image. A positive image of our company is created by honest feedback from our former and current employees, job applicants, we frequently issue releases, share news in social networks about the achievements of the company and employees.
• ORM (Online Reputation Management) — The manual principle of ORM is relevant to us. We have a list of sites we have already collected, which is periodically updated, and that is what we monitor every week. The appearance of positive feedback is, of course, very encouraging, but you have to be sure to check and handle negative feedback as well.

If you don’t have enough resources, we advise you to use automated ways of working — through special services that scan certain sites every 10-15 minutes and notify you of new reviews. All you have to do is analyse these reviews and take the ones that require a response, comment, etc.

What purpose does a company have to create pages on social media or other platforms if it’s not going to monitor, analyse, handle feedback, improve?

Reputation management is the most common concern for your company.
If you monitor your company’s reputation, reviews will enable you to:

• Analyse the weaknesses and strengths of your company, brand, product;
• Find out what your clients and employees really think about you;
• Respond quickly to feedback, both positive and negative;
• Manage your reputation in the marketplace;
• Correct, if possible, those points made in feedback, especially if they are repetitive.

Do you monitor your company’s reputation on social media? What tools do you use to do this?