Review manager vs. reputation management: Understanding key differences for success

What is a review manager?

A review manager focuses on the systematic process of monitoring customer reviews across various platforms and responding to them appropriately. This role is crucial for businesses that want to maintain a positive online presence.

Many companies utilize online review management software that consolidates reviews from multiple sites into a single interface, allowing for more efficient management. Such tools are fundamental in handling customer feedback efficiently.

What is reputation management?

Reputation management encompasses more than just responding to reviews; it involves a comprehensive strategy to continuously monitor, optimize, and react to all information related to the company across all channels. This process is aimed at fostering a positive brand image online.

Essentially, review management is just one aspect of the broader spectrum of reputation management strategies.

What constitutes your online reputation?

Your online reputation consists of all publicly available information about your business found online. This includes:

Online presence

This encompasses listings such as your NAP (name, address, phone number) on consumer sites, social media profiles, and business directories.

Reviews and ratings

Factors here include the number of reviews, their recency, the diversity of review sites, and the overall star ratings.

Social media

Engagement metrics like likes, comments, shares, hashtags, and check-ins contribute significantly.

Discussion forums 

Involvement on major sites like Reddit and specific industry forums.

Blogs 

Mentions in articles, follower count, and engagement through comments.

News articles

Frequency of mentions in the media, along with comments and shares of these articles.

What does a comprehensive reputation management strategy entail?

To build and maintain an exceptional online reputation, businesses need to address several key areas:

Maintain a consistent online presence

It’s crucial to ensure that your NAP details are accurate and regularly updated across all platforms.

Monitor and respond to all customer feedback

Engaging with both positive and negative reviews is essential for building trust and transparency.

Generate new reviews consistently

A healthy volume of recent reviews across diverse platforms enhances SEO and bolsters your overall online reputation.

Analyze insights 

Carefully analyze customer feedback to identify factors that drive satisfaction.

Competitive benchmarking

Keeping an eye on industry and local competitors helps to identify strengths, weaknesses, and opportunities to capture more market share.

Understanding reputation management 

Reputation management, also known as ORM (Online Reputation Management), involves shaping public perception of a person or organization by influencing online information about them. With the digital age making information more accessible, the importance of managing a business’s reputation online has never been more critical.

Effective reputation management not only protects but also enhances a company’s standing in a competitive market.

This strategic approach ensures that every aspect of a company’s online presence is aligned with its overall business objectives, contributing to a robust and positive online reputation.

Expert opinions on review manager vs. reputation management

Ethan Blake, online reputation consultant: “While a review manager handles the tactical side of gathering and responding to reviews, reputation management involves strategic efforts to build and maintain a positive brand image. This includes crisis management, content creation, and engaging with broader community feedback.”

Lila Harris, social media strategist: “The main difference lies in scope. A review manager deals with immediate feedback from customers, ensuring their reviews are addressed and leveraged for marketing. Reputation management, however, looks at the long-term impact of all online interactions, including social media activity, blog mentions, and news articles.”

Daniel Cho, brand analyst: “Review management is often reactive, focusing on addressing existing customer feedback. Reputation management, on the other hand, is proactive, involving strategies to enhance a brand’s image before negative perceptions arise. Both roles are essential but serve different purposes in the brand management ecosystem.”