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All the informal communications which are directed at consumers through Internet-based technology, related to the usage or characteristics or benefits of goods, services or brand, can be called Electronic Word of Mouth (eWOM). A simple logic behind its success is – people can’t judge the quality of experience based products and services, without consuming/ experiencing it in the first place. This is why they seek the review or opinion of others about the same product or services. And people take those reviews and opinions into consideration while making a purchase decision. For example, reviews about hotels, vacation destination, books, movies, games, apps, etc. have a huge impact on the potential customers.</p> <p>This is when the famous ‘Reputation Management’ aspect comes to the fore. The Word of Mouth has significant inputs from the third-party i.e. the people at large. So, it is very important to constantly monitor and analyse the feedback from the people on public platforms. ‘Online Reputation Management (ORM)’ is one of the most important part of any digital marketing strategy these days.

“Do you think eWOM and Online Reputation Management can help you get more sales? Ask Act Digital How?“

#Here are a few things that we have to keep in mind while leveraging eWOM…

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Online Reputation Management
  • Perceived Credibility: Online reviews by people, promotion by influencers, affiliate marketers, third-party review sites, and social media engagement, these are some of the main vehicles through eWOM is executed. But there’s a catch! The credibility of these reviews is also judged by the potential customers and in fact, people can spot the difference between real WOM and fake WOM. Also, the valance (degree of positivity) of reviews plays a significant part in creating credibility.
  • Volume of Chatter: Apart from the credibility and valance of reviews, the volume of chatter is also very important. The number of reviews, ratings, comments, feedback, tags, shout outs, etc. also helps people judge the popularity of a product or service. Typically, high number of online reviews leads to more visibility, better business prospects and higher revenue. This way, the volume of chatter is associated with perceived popularity.
  • Response to eWOM: You can’t be just a mute spectator when people are taking about your brand, your product or your services. You need to act as the organization and respond to the positive or negative feedback. This activity gives a humanly characteristic to the organization with which people can relate to. Establishing an online reputation management plan, monitoring and studying social media, responding to customer feedback, and overall maintaining ORM is a big task.

In the end, analysis of ORM plan is the key to understand the true impact of eWOM on a particular brand. You need the help of professionals to make sense of the data and statistics. Act Digital is your ORM warrior. Get in touch if you want to leverage eWOM and conquer the market.