ONLINE REPUTATION STRATEGY

Online reputation management is the practice of constructing strategies that shape or influence the public perception of an organization, an individual or other entitles on the internet. ORM helps to drive public opinion about a business and its products and services.

With the internet becoming an integral part of everyone’s lives, online perception and reputation have taken the centre stage for us as an organization. In this context, so many studies have been conducted and many more are underway in a quest to understand the trends, interests and the needs of various customer segments. The data gained from the studies will be used by us to implement practices in line with what people want and what can get us more customer attention and recognition. We want to ensure that we build and maintain our online presence and reputation to proceed in our missions.

That’s why we have put procedures in place and practices to manage our reputation and risks involved as we set out to engage with the wider community on the social web. We will be monitoring and listening to stakeholders who have their own perceptions, promoting the organization brand through online actions, suppress or address risks and reputation risk management.

By gathering online content, segmenting online stakeholders, measuring online reputation. Creating and distribute effective and valuable content.

Our online presence matters because of the following targeted audience

- Funding Organizations

- Individual Donors o Enablers

- Employee and Prospective Applicants

- And you as our clients

We’ve come to notice that an effective online reputation management strategy will allow Pat Rico Community Centre to gain new leads while also establishing even better relationships with our existing donors and supporters. Along the journey of creating this online reputation management strategy we realized that online reputation management strategy starts with accepting that “word of mouth”- which may have once driven new volunteers and donors has changed. No longer do people just exchange ideas and suggestions over coffee. Instead, our potential audience is getting referrals and recommendations online, via search engines, social media, and above all, through recommendation sites like Google, Facebook, LinkedIn, and even Yelp.

The following are our online reputation management strategies.

1. Reach new audiences with search engine optimization (SEO) For many individuals looking to give or get involved with food or those looking for place to volunteer, a search engine like Google or Bing is the place to start. By doing this we will be reaching a massive audience of eager searchers looking to support an organization like ours. In order to dominate on Google, Bing and Yahoo search rankings pages. We implemented the following solid, local SEO strategy:

- A responsive, well-designed website

- Compelling content, optimized for search

- Accurate and up-to-date location tags

- An emphasis on mobile design

2. Engaging our targeted audience with reviews and testimonials In addition to relying on search engines, much of our prospective audience will first come across our organization via a review or listing service, a category which today encompasses sites ranging from Facebook, to Google, Twitter and Instagram.

3. Building Social Media and Email marketing Most of the long-term audience maintenance strategies take place over two main digital channels: social media and email. When it comes to social media, including Facebook, Twitter, LinkedIn, and Instagram, it is important for us to remain active on our pages and profiles and foster a sense of community between our organization and our audience, which includes volunteers, employees, individuals and groups we’ve helped or first time visitors.

We respond to both positive and negative feedback and answer any queries as they are posted. Post questions and polls of our own, offer interesting blog posts and fresh visual content, and giving our dedicated followers a peek behind the curtain, with our day to day interactions with the beneficiaries, such as the exercise after eating and exclusive social media offerings.

Email marketing is a powerful tool for retention and reputation management, reaching out to our past clients or supporters in their inbox with fresh blog content and updates to make sure our organization is on their top of the mind the next time they need to consult with a non-profit or offer a recommendation of one to a friend or colleague.

We want to afford greater control of the social web by tracking critical comments and negative publicity and manage the reputation of our organization