Advancement of Online Reputation Management


There are a lot of misconceptions about online reputation management. Some think it’s just social media monitoring while others believe it has something to do with public relations, and still others do not recognize how it can influence business and sales.

Researchers point out the importance of online reputation management in today’s business and media landscape. Companies and hotels can benefit from properly managed online presence. In the globalized world companies are engaging with customers allowing them to express their voice with their user friendly generated contents and up to date interactions.

As a result companies have become the talking points getting tweets about latest service offers and facebook updates. As part of the business mandate embracing online communication modes companies are opening up to criticism and feedbacks from their customers and addressing them publically. However most companies and hotels do not invest on communication unable to fully take advantage of their online presence which is usually seen as negative public relations performance.

“Properly managed and monitored online reputation management is not only about reacting well to what people say about a particular brand products and services, but also about how to react and at what time as it has significant implication that might harm the overall business” Alexander Burtenshaw, Country Manager of Jovago.com Ethiopia said.

The trouble with many companies making their digital debut is that there is little information regarding their service led profile handling online operations with trial and error. Lack of preparedness for challenges of virtual presence leads to several unwanted and unfounded online mishandling since negative reviews might force customers to forgo service purchase and look elsewhere.

“The task of the reputation management is to remove all false and negative information about a brand and leave consumers with the facts to help them make informed decisions” Alexander said.

For some businesses particularly for hotels, what people see online is crucial to their success determining their preference on new customers. Making a factual noise to fight slander and online vitriol attack is important to give people truthful information through online.

Successful business ideas are formed under online platforms generating unbounded customers from around the globe with a responsibility of sharing truth online. Nevertheless it’s equally vital to value and manage online presence as mistakes and mismanagement have the potential to take establishments out of business compromising their trust among customers.

With such initiatives Jovago.com the leading online hotel booking service with offices spread across Africa brought 500 hotels in Ethiopia and over 200,000 around the globe online. The company founded by Africa Internet Holding and has MTN as one of the investors conducts surveys before giving hotels and guest houses online presence. Jovago.com facilitates the booking process for its users to provide them with the best hotel booking experience with fast, trusted and easy-to-use services. Jovago.com is one of the international companies massively investing on effective online communication.

“We take extra precaution to give our customers truthful and valuable information’s. People book through our website due to the trust we are able to build over the years maintaining such image demands huge investment as we are organizing and bringing hotels in one window” Alexander explained.


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