Identify the importance of reputation management in digital and social media marketing.

Identification should include

claiming business identity on listing/review sites
monitoring digital presence across platforms (including listing/review platforms)
responding to customer feedback (including negative feedback) using the brand’s voice
engaging customers across various platforms
using strategies for managing a company’s online presence
considering the importance of consumer trust
managing digital noise (i.e., unwanted information, spam) and its impact on a company’s reputation.

Identification should include an awareness that certain platforms require payment for enhanced visibility.

Process/Skill Questions:

Why should a business create an online presence in today’s market?
Why should a business monitor the Internet for its name (e.g. reviews, images, and social media accounts)?
How can a business get information removed from the Internet (e.g., outdated information, fake sites, or a negative review)?
Why should a business have a social media policy for employees?
What are the tools for managing multiple platforms?
Why is it important to engage with customers who leave both positive and negative feedback online?
How does a company ensure a brand tops the list in searches on review sites?