How To Use Seo To Manage Your Online Reputation And Build Trust With Potential Customers

Introduction

Welcome to the world of online reputation management (ORM) and search engine optimization (SEO). In today’s digital age, your online reputation can significantly impact your business’s success. This blog post will guide you through the essential steps to use SEO effectively to manage your online reputation and build trust with potential customers. We’ll explore why online reputation matters, key ORM elements, and how to implement SEO strategies to enhance your online presence.

Understanding the Importance of Online Reputation

In today’s digital landscape, your online reputation is a crucial asset that can significantly influence your business’s success or failure. Online reputation refers to the perception and image of your brand, products, or services in the digital space. It encompasses what people say about you on various online platforms, including social media, review sites, forums, and search engine results pages (SERPs).

Why is online reputation important?

Your online reputation plays a vital role in several key aspects of your business:

• Trust Building: A positive online reputation helps build trust among potential customers. People are more likely to choose a business with a good online image.
• Customer Acquisition: Positive reviews and favorable mentions can attract new customers, leading to increased revenue.
• Customer Retention: Satisfied customers are more likely to remain loyal, reducing customer churn.
• Competitive Advantage: A strong online reputation can set you apart from competitors and make you the preferred choice in your industry.
• Business Credibility: Online reputation is often associated with the credibility and reliability of your business.

Online Reputation Challenges:

Managing your online reputation isn’t always easy. Here are some challenges you might face:

Takeaway:

Understanding the significance of your online reputation is the first step in effective online reputation management. It impacts your brand’s credibility, customer trust, and overall business success. In the following sections, we’ll delve deeper into the key elements of online reputation management and how SEO strategies can help you shape a positive online image.

Key Elements of Online Reputation Management

Online Reputation Management (ORM) involves a multifaceted approach to shaping and maintaining a positive image of your brand or business in the digital realm. To effectively manage your online reputation, you need to understand and implement several key elements:

• 1. Quality Content Creation:

Creating and publishing high-quality content on your website and other online platforms is fundamental to ORM. This content can include blog posts, articles, videos, and infographics. Quality content not only engages your audience but also enhances your credibility and authority in your industry.

• 2. Social Media Engagement:

Social media platforms are powerful tools for building and managing your online reputation. Regularly engage with your audience through social media posts, respond to comments and messages, and share valuable content. Consistent and positive social media interactions can foster trust among your followers.

• 3. Monitoring Online Reviews:

Online reviews on platforms like Google, Yelp, and industry-specific review sites can significantly impact your reputation. Monitor these reviews closely and respond to both positive and negative feedback. Addressing negative reviews professionally and seeking resolutions can demonstrate your commitment to customer satisfaction.

Implementing SEO Strategies:

Search Engine Optimization (SEO) is a vital component of online reputation management. By optimizing your online content, you can ensure that it ranks well in search engine results, providing potential customers with a positive first impression. Key SEO strategies include:

• 1. Keyword Research: Identify relevant keywords related to your business and industry. Use these keywords strategically in your content to improve search engine visibility.
• 2. On-Page SEO Optimization: Optimize your website’s structure, meta tags, and content to be search engine-friendly. Ensure that your website loads quickly and is mobile-responsive.
• 3. Off-Page SEO Strategies: Build high-quality backlinks to your website from reputable sources. Guest posting, social media sharing, and online partnerships can help boost your online presence.

By incorporating these SEO strategies into your online reputation management efforts, you can ensure that your brand or business appears prominently in search results, further enhancing your online image.

Tracking and Measuring Your Online Reputation:

To effectively manage your online reputation, it’s crucial to track and measure your efforts. Utilize tools like Google Alerts and social listening platforms to monitor mentions of your brand online. Additionally, employ analytics tools to measure website traffic, engagement, and conversion rates.

By regularly assessing your online reputation and the impact of your ORM and SEO strategies, you can make informed adjustments to maintain a positive image and build trust with potential customers.

1. Quality Content Creation

Quality content creation is at the heart of effective online reputation management (ORM). It’s a foundational element that not only engages your audience but also establishes your authority and trustworthiness in your industry. Here’s a closer look at what’s involved in creating and leveraging quality content for ORM:

• Understanding Your Audience:

The first step in creating quality content is understanding your target audience. What are their interests, pain points, and preferences? Conduct thorough market research to gain insights into your audience’s needs and tailor your content accordingly.

• Relevant and Informative Content:

Your content should provide real value to your audience. It should be informative, relevant, and address their questions and concerns. Content formats can vary and include blog posts, articles, how-to guides, videos, infographics, and more.

• Consistency Matters:

Consistency in content creation is key to maintaining a positive online reputation. Regularly publishing fresh and engaging content keeps your audience coming back for more. Develop a content calendar to plan and schedule your posts.

• Quality Over Quantity:

While consistency is important, quality should never be sacrificed for quantity. It’s better to produce one exceptional piece of content than several mediocre ones. Invest time in research, writing, and editing to ensure your content meets high standards.

• Visual Appeal:

Visual elements, such as images, graphics, and videos, can enhance the appeal of your content. Use visuals strategically to complement your written content and make it more engaging.

Optimizing Content for SEO:

Integrating search engine optimization (SEO) into your content creation process is crucial for enhancing your online reputation. Here are some SEO tips for quality content:

• Keyword Research: Identify relevant keywords related to your industry and incorporate them naturally into your content.
• Meta Tags: Optimize meta titles and descriptions for search engines to improve click-through rates from search results.
• Internal and External Links: Include relevant internal links to other pages on your website and external links to reputable sources to boost your content’s credibility.

Remember that quality content not only engages your existing audience but also attracts new visitors. When visitors find valuable and informative content on your website, they are more likely to trust your brand and share your content with others, further enhancing your online reputation.

Monitoring and Updating:

Regularly monitor the performance of your content. Analyze metrics like page views, engagement, and conversion rates. If certain content is underperforming, consider updating or repurposing it to keep it relevant and valuable to your audience.

In summary, quality content creation is a cornerstone of successful online reputation management. By delivering valuable, consistent, and optimized content, you can not only maintain a positive online image but also build trust and credibility with potential customers.

2. Social Media Engagement

Social media engagement is a critical component of effective online reputation management (ORM). It provides you with a direct avenue to connect with your audience, build relationships, and shape a positive online image. Here’s a comprehensive look at the key aspects of social media engagement for ORM:

• Platform Selection:

Choose social media platforms that align with your target audience and industry. The major platforms, such as Facebook, Twitter, Instagram, LinkedIn, and TikTok, have distinct user demographics and characteristics. Tailor your presence to where your audience is most active.

• Consistent Posting:

Consistency in posting is crucial to maintaining an active and engaging social media presence. Create a posting schedule that suits your audience’s behavior, and stick to it. Regular posting keeps your brand visible and encourages audience interaction.

• Engage with Your Audience:

Respond promptly to comments, messages, and mentions on your social media posts. Engaging with your audience demonstrates that you value their input and are attentive to their needs. Encourage conversations by asking questions and seeking feedback.

• Content Variety:

Diversify your content to keep your audience engaged. Share a mix of text, images, videos, and infographics. Educational content, behind-the-scenes glimpses, and user-generated content can be particularly effective in fostering engagement.

• Use Hashtags:

Hashtags are valuable for increasing the discoverability of your social media content. Research and use relevant hashtags to extend your reach and connect with users interested in your industry or niche.

Monitoring and Managing Reputation:

Effective social media engagement also involves monitoring your brand’s mentions and managing your reputation on these platforms. Keep an eye on what people are saying about your brand, both positive and negative.

Analytics and Measurement:

Use social media analytics tools to track the performance of your social media engagement efforts. Analyze metrics such as reach, engagement rates, follower growth, and click-through rates. These insights will help you refine your strategies over time.

In conclusion, social media engagement is a powerful tool for managing your online reputation. By actively participating in conversations, providing value to your audience, and monitoring your brand’s presence, you can build trust and credibility with potential customers, ultimately contributing to a positive online image.

3. Monitoring Online Reviews

Monitoring online reviews is a critical aspect of online reputation management (ORM). Customer reviews and ratings can significantly influence the perception of your brand, and how you respond to them can either bolster or harm your reputation. Here’s a detailed look at how to effectively monitor and manage online reviews:

• Identify Review Platforms:

Begin by identifying the platforms where customers are most likely to leave reviews. Common review platforms include Google My Business, Yelp, TripAdvisor, and industry-specific sites. Focus your monitoring efforts on these platforms to stay informed.

• Set Up Alerts:

Utilize review monitoring tools and services to set up alerts for new reviews. Google Alerts, for instance, can notify you when your brand is mentioned online. Regular alerts ensure you’re aware of new reviews as they are posted.

• Regularly Check Review Sites:

Make it a habit to check review sites regularly, ideally daily or weekly, to stay on top of customer feedback. Consistency in monitoring allows you to respond promptly to both positive and negative reviews.

• Encourage Reviews:

Proactively encourage satisfied customers to leave reviews. Send follow-up emails or messages after a purchase or service interaction, politely asking for their feedback. Making it easy for customers to leave reviews can increase the number of positive reviews you receive.

• Learn from Feedback:

Reviews, both positive and negative, contain valuable insights. Analyze them to identify areas where you can improve your products, services, or customer experience. Use this feedback to make meaningful changes to your business.

Track Trends and Patterns:

Look for trends or patterns in the feedback you receive. Are there recurring issues or compliments? Identifying these trends can help you make strategic decisions to enhance your business and reputation.

By actively monitoring online reviews and responding appropriately, you demonstrate your commitment to customer satisfaction and transparency. This, in turn, can foster trust among potential customers and contribute to a positive online reputation for your brand.

Implementing SEO Strategies

Implementing SEO (Search Engine Optimization) strategies is a crucial component of managing your online reputation effectively. By optimizing your online content, you can ensure that your brand appears positively and prominently in search engine results. Here’s a detailed breakdown of how to implement SEO strategies for online reputation management:

• 1. Keyword Research:

Keyword research is the foundation of effective SEO. Start by identifying relevant keywords related to your industry, products, or services. Tools like Google Keyword Planner can help you discover high-impact keywords that potential customers use to search for your offerings.

• 2. On-Page SEO Optimization:

Optimize your website’s on-page elements to make it search engine-friendly:

• Meta Tags: Craft compelling meta titles and descriptions for your web pages. These are the first things users see in search results and can significantly impact click-through rates.
• Content: Incorporate your chosen keywords naturally into your content. Create high-quality, informative content that answers users’ questions and needs.
• Header Tags: Use header tags (H1, H2, H3) to structure your content logically. This not only makes it more readable but also helps search engines understand your content’s hierarchy.
• Image Alt Text: Include descriptive alt text for images to make them accessible to search engines and users with disabilities.
• Internal Linking: Link to relevant pages within your website. This enhances user navigation and helps search engines understand the relationships between your content.

• 3. Off-Page SEO Strategies:

Off-page SEO involves building external signals that indicate your website’s authority and credibility:

• Backlinks: Acquire high-quality backlinks from reputable websites in your industry. Guest posting, influencer collaborations, and natural link building are effective techniques.
• Social Signals: Active engagement on social media platforms can indirectly impact your SEO. Share content, encourage social sharing, and interact with your audience to boost your online presence.
• Online Partnerships: Collaborate with other businesses or organizations to expand your online reach. Joint ventures and partnerships can lead to increased visibility and credibility.

By incorporating these SEO strategies into your online reputation management efforts, you can ensure that your brand or business ranks well in search engine results, providing potential customers with a positive and trustworthy first impression. Remember that SEO is an ongoing process, and staying updated with search engine algorithm changes is crucial to maintaining your online reputation effectively.

1. Keyword Research

Keyword research is a fundamental step in search engine optimization (SEO) and a vital aspect of managing your online reputation. By identifying the right keywords, you can optimize your content to rank higher in search engine results, making it easier for potential customers to find and trust your brand. Here’s a comprehensive guide to conducting effective keyword research for online reputation management:

• Understand Your Objectives:

Begin by clarifying your objectives. What do you want to achieve with your online reputation? Are you aiming to enhance your brand’s visibility, address specific issues, or promote certain products or services? Your objectives will guide your keyword research.

• Identify Your Target Audience:

Know your audience inside and out. Understand their demographics, interests, and behaviors. This insight will help you choose keywords that resonate with your target audience.

• Brainstorm Keywords:

Start with brainstorming relevant keywords. Think about terms and phrases potential customers might use when searching for your brand, products, or services. Include both broad keywords (e.g., “online reputation management”) and long-tail keywords (e.g., “how to improve online business reputation”).

• Use Keyword Research Tools:

Keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs can provide valuable data on search volume, competition, and related keywords. These tools help you refine your keyword list and identify high-impact keywords.

• Competitor Analysis:

Study your competitors’ online content and keywords they are targeting. Analyzing their strategies can reveal opportunities and gaps in your own keyword strategy.

• Long-Tail Keywords:

Don’t underestimate the power of long-tail keywords. These are longer, more specific phrases that often have lower competition. They can be highly effective in attracting users seeking specific information or solutions.

Keyword Selection:

After thorough research, select a mix of keywords that align with your objectives and target audience. Prioritize keywords that strike a balance between search volume and competition. High-search-volume keywords may be competitive, while low-search-volume keywords may not yield significant traffic.

Regular Review and Optimization:

Keyword research is an ongoing process. Periodically review and update your keyword list to stay aligned with changing trends and audience behavior. Optimize existing content and create new content around relevant keywords.

Effective keyword research is the foundation of successful online reputation management. By selecting and strategically implementing the right keywords, you can enhance your online visibility, attract the right audience, and build trust with potential customers.

2. On-Page SEO Optimization

On-page SEO optimization is a critical component of managing your online reputation effectively. By optimizing your website’s individual pages, you can improve their visibility in search engine results and ensure that your brand appears trustworthy to potential customers. Here’s an in-depth guide to implementing on-page SEO for online reputation management:

• Meta Tags:

Meta tags are essential on-page elements that influence search engine rankings and user click-through rates. Focus on these key meta tags:

• Title Tags: Craft compelling and descriptive title tags that incorporate your target keywords. The title tag appears as the clickable link in search engine results and should accurately represent the page’s content.
• Meta Descriptions: Write concise and informative meta descriptions that entice users to click on your page. Include relevant keywords and a call to action when appropriate.

• Content Optimization:

Your website’s content should be well-optimized for both users and search engines:

• Keyword Placement: Incorporate your target keywords naturally throughout your content. Ensure that they fit contextually and do not disrupt the flow of your writing.
• Header Tags: Use header tags (H1, H2, H3) to structure your content logically. Headers not only make your content more readable but also help search engines understand the hierarchy of information on the page.
• Internal Linking: Create relevant internal links to other pages on your website. This improves user navigation and helps search engines discover and index your content more efficiently.

• Image Optimization:

Images play a crucial role in web content and need optimization for both user experience and SEO:

• Image Alt Text: Include descriptive alt text for images. Alt text makes images accessible to users with disabilities and provides context to search engines.
• File Names: Use descriptive file names for your images. Avoid generic file names like “image123.jpg” and opt for something that describes the image’s content.

Mobile Responsiveness:

Ensure that your website is mobile-responsive, meaning it adapts and functions well on various devices, including smartphones and tablets. Google and other search engines prioritize mobile-friendly websites in search results.

Page Load Speed:

Page load speed significantly impacts user experience and search engine rankings. Optimize your website’s performance by compressing images, minimizing code, and using content delivery networks (CDNs) if necessary.

Regular Content Updates:

Keep your website’s content fresh and up-to-date. Regularly update blog posts, articles, and other pages to reflect changes in your industry or address emerging topics related to your online reputation.

By implementing these on-page SEO strategies, you can ensure that your website’s individual pages are well-optimized for search engines and user experience. This, in turn, enhances your online reputation and makes your brand more trustworthy to potential customers.

3. Off-Page SEO Strategies

Off-page SEO strategies are crucial for building and managing your online reputation effectively. These tactics focus on improving your website’s authority, credibility, and visibility on external platforms and across the internet. Here’s a comprehensive guide to implementing off-page SEO for online reputation management:

• Backlink Building:

Backlinks, also known as inbound links, are links from other websites to your site. High-quality backlinks are a key off-page SEO factor and can significantly impact your online reputation. Here’s how to build them:

• Guest Posting: Contribute high-quality guest posts to reputable websites in your industry. Include relevant links back to your website within your guest articles.
• Natural Link Building: Create valuable content that naturally attracts links from other websites. This might include informative blog posts, research reports, or unique resources.
• Link Reclamation: Monitor for mentions of your brand online and request that unlinked brand mentions be turned into clickable backlinks to your website.

• Social Signals:

Social media engagement can indirectly impact your off-page SEO efforts. Active engagement on social platforms can help boost your online presence and contribute to a positive reputation:

• Share Content: Share your website’s content on social media platforms, making it accessible to a wider audience.
• Encourage Social Sharing: Include social sharing buttons on your content to make it easy for users to share it with their networks.
• Interact with Followers: Respond to comments and engage with your social media followers. Building relationships on social media can lead to positive mentions and increased visibility.

• Online Partnerships:

Collaborating with other businesses or organizations can expand your online reach and enhance your reputation:

• Joint Ventures: Partner with complementary businesses for joint marketing efforts. Co-hosting webinars, contests, or events can expose your brand to a new audience.
• Industry Associations: Join industry-specific associations and participate in their events and activities. Being part of reputable organizations can boost your credibility.

Content Marketing:

Produce high-quality, informative content that naturally attracts backlinks and positive mentions. Content marketing efforts, such as creating comprehensive guides, conducting original research, or publishing in-depth articles, can elevate your brand’s reputation as an industry authority.

Online Reputation Monitoring:

Continuously monitor your brand’s online reputation to identify and address any negative mentions or issues that may arise. Promptly address concerns to demonstrate your commitment to customer satisfaction and reputation management.

By implementing these off-page SEO strategies, you can enhance your online reputation, build authority and credibility, and ensure that your brand is perceived positively by potential customers across the internet.

Tracking and Measuring Your Online Reputation

Tracking and measuring your online reputation is essential to ensure that your online reputation management (ORM) efforts are effective. By analyzing relevant metrics and insights, you can make informed decisions to maintain a positive image and build trust with potential customers. Here’s a comprehensive guide on how to track and measure your online reputation:

• Useful Tools and Resources:

There are various tools and resources available to help you monitor and measure your online reputation. Consider using the following:

• Google Alerts: Set up Google Alerts for your brand name, key personnel, and other relevant keywords. You’ll receive email notifications whenever your brand is mentioned online.
• Social Listening Tools: Utilize social media monitoring and listening tools like Hootsuite, Brandwatch, or Mention to track mentions of your brand and relevant industry keywords on social media platforms.
• Online Review Platforms: Monitor and respond to customer reviews on platforms such as Google My Business, Yelp, TripAdvisor, and industry-specific review sites. These platforms often provide analytics and insights into customer sentiment.
• Analytics Tools: Use website analytics tools like Google Analytics to track website traffic, user behavior, and conversion rates. Analyze how users find your website and interact with your content.

Key Metrics to Track:

When measuring your online reputation, focus on the following key metrics:

• Brand Mentions: Monitor the volume and sentiment of brand mentions across the internet. Positive mentions indicate a strong reputation, while negative mentions may require immediate attention.
• Online Reviews: Track the number of online reviews, their average rating, and the frequency of new reviews. Address negative reviews promptly and seek to improve your overall review score.
• Website Traffic: Analyze website traffic data to understand how users find your site. Look at referral sources, organic search traffic, and direct visits to assess the effectiveness of your online presence.
• Social Media Engagement: Measure engagement metrics like likes, shares, comments, and follower growth on your social media platforms. High engagement can indicate a positive online reputation.
• Conversion Rates: Evaluate conversion rates on your website, such as form submissions, purchases, or contact inquiries. High conversion rates often correlate with a positive reputation and user trust.

Periodic Reputation Audits:

Perform periodic reputation audits to assess the overall health of your online reputation. During audits, review your online presence, identify areas for improvement, and develop strategies to address any issues.

Adjust and Improve:

Based on the data and insights gathered, adjust your ORM strategies to improve your online reputation continuously. Address negative feedback, enhance customer experiences, and refine your content and SEO efforts.

Competitor Benchmarking:

Compare your online reputation metrics with those of your competitors. Benchmarking can provide valuable insights into how you stack up against industry peers and where you can excel.

By consistently tracking, measuring, and adjusting your online reputation management efforts, you can ensure that your brand or business maintains a positive image, builds trust with potential customers, and stays competitive in the digital landscape.

1. Google Alerts and Social Listening

Monitoring your online reputation is a critical aspect of online reputation management (ORM). It allows you to stay informed about what people are saying about your brand and respond effectively to both positive and negative mentions. Two powerful tools for tracking your online reputation are Google Alerts and social listening. Here’s how to use them effectively:

• Google Alerts:

Google Alerts is a free and user-friendly tool that notifies you via email when new content containing specific keywords, such as your brand name, is published on the web. Here’s how to set up and use Google Alerts:

1. Create a Google Account or sign in to your existing one.
2. Visit the Google Alerts website (https://www.google.com/alerts).
3. In the “Create an alert about” box, enter the keywords or phrases you want to monitor. Be sure to include variations of your brand name and relevant industry terms.
4. Choose the type of sources you want Google to search, such as news, blogs, discussions, or everything.
5. Set the frequency of alerts. You can choose to receive alerts as they happen, once a day, or once a week.
6. Enter your email address to receive alerts.
7. Click the “Create Alert” button to activate your alert.

Google Alerts will send you email notifications whenever new content matching your specified keywords appears on the internet. Review these alerts regularly to stay up-to-date with your online reputation.

• Social Listening:

Social listening involves monitoring social media platforms for mentions of your brand, products, or relevant industry keywords. It provides valuable insights into customer sentiment and allows you to engage with your audience effectively. Here’s how to use social listening for ORM:

1. Identify the social media platforms where your brand is active and where your audience is most active.
2. Use social media management tools like Hootsuite, Brandwatch, or Mention to set up searches for specific keywords and mentions of your brand.
3. Regularly review and analyze the results of your social listening searches to track mentions, assess sentiment, and identify trends.
4. Engage with users who mention your brand. Respond promptly to both positive and negative comments to show that you value customer feedback.
5. Identify influencers and brand advocates in your industry and engage with them. Building relationships with these individuals can positively impact your online reputation.

Social listening helps you proactively manage your online reputation by addressing issues in real-time and capitalizing on opportunities to engage with your audience. It’s a valuable tool for understanding how your brand is perceived on social media.

By combining Google Alerts and social listening, you can effectively track and manage your online reputation, ensuring that your brand maintains a positive image and stays responsive to customer feedback and trends.

2. Analytics Tools

Analytics tools are essential for tracking and measuring your online reputation effectively. They provide valuable insights into user behavior, website performance, and the impact of your online reputation management (ORM) efforts. Here’s a guide on how to use analytics tools for monitoring and improving your online reputation:

• Google Analytics:

Google Analytics is a powerful and widely used web analytics tool that offers comprehensive insights into your website’s performance. To leverage Google Analytics for ORM, follow these steps:

1. Set up a Google Analytics account and install the tracking code on your website.
2. Access your Google Analytics dashboard to view key metrics such as website traffic, user behavior, and conversion rates.
3. Use the “Acquisition” section to understand how users find your website, including organic search, social media, and referral sources.
4. Examine the “Behavior” section to analyze how users interact with your content, including which pages are most visited and the average time users spend on your site.
5. Review the “Conversions” section to track goal completions, such as form submissions, purchases, or other relevant actions on your website.

Google Analytics provides insights into how users discover and engage with your online content, allowing you to tailor your ORM strategies accordingly.

• Social Media Analytics:

Social media platforms offer their own analytics tools that can help you measure the impact of your social media efforts on your online reputation. Here’s how to use them:

1. Access the analytics or insights section of each social media platform where your brand is active (e.g., Facebook Insights, Twitter Analytics, LinkedIn Analytics).
2. Review metrics such as engagement rates, follower growth, reach, and demographics of your audience.
3. Identify which social media posts and content resonate most with your audience and contribute positively to your reputation.
4. Use these insights to refine your social media strategy and focus on content that aligns with your online reputation goals.

• Online Review Analytics:

If your business receives online reviews on platforms like Google My Business, Yelp, or TripAdvisor, use the provided analytics to assess your reputation:

1. Access the analytics or dashboard sections of these review platforms to track the number of reviews, average ratings, and sentiment analysis.
2. Identify trends in customer feedback and pinpoint areas where improvements are needed.
3. Respond to reviews promptly, especially negative ones, to demonstrate your commitment to customer satisfaction.

By leveraging analytics tools, you can gain valuable insights into how your online reputation is perceived, where improvements can be made, and which strategies are most effective. Regularly analyze these metrics to make informed decisions and maintain a positive online image.

FAQ

Frequently Asked Questions about Online Reputation Management

Conclusion

Summing Up the Importance of Online Reputation Management