How to Monitor Your Online Reputation

Rome wasn’t built in a day. Neither will your online reputation. Having a stellar reputation on the web will not only guarantee an increase in product sales or traffic to your website but also possibly save your brand in case any negative comments or post that seemingly may pop up out of nowhere.

In a nutshell, you should be aware of what people have to say about your brand, whether it’s positive or negative. The rise of social media has made it possible for a company’s reputation to be largely influenced by the consumers’ voice via tweets, forum comments and website reviews. This shift in power from the traditional advertising methods (billboards, radio spots, etc) to individual consumers makes online reputation management a crucial component in every brand’s marketing strategy. 

Luckily, monitoring your online reputation is easy if you have the right tools to back you up. We scoured the web for such tools and have tested them for you! 

The Big Five

We refer to the following steps and tools as the Big Five in Online Reputation Management:

1. Identify keywords and hashtags that are associated with your brand or service, competitors, and employees. Once you have narrowed down the possible keywords, monitor their presence regularly in online conversations via the following tools --  Tagboard,, SocialMention and TweetBinder. Put yourself in your target customers’ shoes and think about the positive or negative remarks that will most likely be used to describe your brand. 

Using a Social Media Management tool that allows you to track keywords and keyword phrases helps you track your online reputation while managing your profiles. We recommend using Sprout Social as it allows you to set up brand keywords such us your company name and any other key terms used around your industry. For more on Sprout Social you can read a review we recently published here - How to Use Sprout Social To Manage your Social Business.

2. Set up Google Alerts. This tool automatically sends you an email every time a query that is linked with the keyword you set up for your brand or company is made. You can customize alerts and choose your sources (may it be news, blogs, videos, images, or anywhere on the web). There is no limit to the number of alerts you can make and all you need is a Google account. Lastly, you can choose to have the alert sent to you daily, weekly, or whenever a mention is made. 

3. Use Topsy to monitor what the big guys or influencers in your industry have to say about your brand. This tool is specific to Twitter searches and can help you monitor what industry experts are tweeting about you and your brand. Topsy’s search results are considered more powerful than Twitter’s own search results; it has indexed tweets and mentions since 2006!

In addition, you have the option to track down the sentiment score of your brand for a specified period of time. Email alerts may be set up too when a tweet, retweet, or reply mentions your company. Aside from finding out tweets that specifically mentions a keyword you have set up an alert for, Topsy is also an excellent tool to learning what top influencers have to say about your industry in general. 

4. Having your brand or company mentioned in complaint websites is a nightmare. You can monitor roughly 40 complaint sites all at once through the Go Fish Digital search platform. Additionally, you can use this tool to check for patterns or trends on the complaints, proactively look for solutions if it happens on your brand, and prevent future complaints. 

5. Create your own If This Then That (IFTTT) recipe. This tool links the most commonly used online platforms and allows the user to create their own set (also known as a recipe) of trigger (the if part) and a corresponding action (the then that part). An automation script will be made, allowing for a daisy chain of triggers and actions -- from email to notifications to twitter replies to content backups. IFTTT covers the big names on the Internet like Twitter, LinkedIn, Facebook, all Google services and Tumblr.

How to Respond to Negative Feedback

It is not uncommon to come across a complaint or rant while monitoring your online reputation regularly. If your brand happens to be the target of negative feedback online, these three basic rules may be applied:

A quick response may just save the day! Negative comments or scandalous reviews can spread like wildfire on the Internet. Minimize the damage by providing a response immediately if possible. 
Be professional on your response. It doesn’t matter how rude or offensive the complaint was about your brand, keep your cool and be as objective as possible. 
If you think that the issue is best dealt with privately, consider taking the conversation out of social media. Private messaging or email correspondences may be more appropriate. You may, however, post a general response in public revealing that the matter has been dealt privately. 
We have written 5 useful steps in dealing with a Social Media crisis here.

The takeaway here is that your online reputation is important. Managing your online reputation takes time and you should give equally the same amount of attention as the other components in managing your brand or company’s marketing strategy. 

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About the Author


Kyjean Tomboc

About Kyjean Tomboc

Kyjean likes to think of herself as an online content machine but her love for all things feline makes her human after all! She writes mainly about health, science, social media, and online content marketing. If she’s not writing, she’s either scaling mountains or taming tardigrades. Follow her tardigrade taming attempts at Twitter - @autodidactikai


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