Small Business

Review management vs. reputation management: what’s the difference?

Review management and reputation management are two of the hottest topics in the online marketing space and are often used interchangeably. However, this isn’t a cardigan vs. sweater situation. For those of you who like that analogy, think of it like this: if review management is a cardigan, reputation management is an insulated parka — and the internet is a vicious blizzard.

Let’s break it down, starting with some simple definitions.

What is review management?

Review management is the process of tracking incoming customer reviews from various review sites and responding to them when necessary. Businesses often choose to manage reviews using a software that lets them see all their reviews from all sites in one place. Numerous tools exist that provide this basic service.

What is reputation management?

Hold tight, this one’s not as simple. Reputation management, in a business context, refers to consistently monitoring, optimizing, and responding to all company-related information across all channels in order to build a positive brand perception online.

In short, review management is just one layer of a comprehensive reputation management strategy.

What is included in my online reputation?

Your online reputation is determined by all the publicly available information that’s been posted or published about your business online. This includes:

  • Online presence: Local listings, particularly your NAP (name, address, phone) on all consumer sites, social media pages and business directories
  • Reviews and ratings: Quantity of reviews, recency of reviews, breadth of review sites, star ratings from reviews
  • Social media: Likes, comments, shares, hashtags, check-in’s
  • Discussion forums: Large sites like Reddit as well as niche industry forums
  • Blogs: Article mentions, follower count, comments
  • News articles: Article mentions, comments, shares

What would a comprehensive reputation management strategy look like?

For reputation management to be effective, it must be continuous. Successful businesses today know that to build a stellar online reputation, you have to cover all the bases:

  • Maintain consistent online presence: Ensure your NAP is correct and up-to-date everywhere. BirdEye lets businesses fix, update, and enhance listings on 70+ sites from one place.
  • Monitor and respond to all customer feedback: It’s important to respond to both positive and negative reviews to establish trust and transparency. Services like BirdEye send automatic new review alerts to your employees so they can solve problems instantly and thank happy customers for their feedback
  • Consistently generate new reviews: Ratings are important, but so is the amount of reviews, how recent they are, and the variety of sites they’re on. All of these factors contribute to SEO and your overall online reputation. BirdEye makes it easy to automatically get new reviews from your customers on the sites you care about most.
  • Analyze insights: Dive deep into customer feedback to discover key drivers of customer sentiment using a tool like BirdEye’s Business Insights.
  • Competitive benchmarking: Keep tabs on industry and local competitors to identify strengths and weaknesses and discover opportunities to capture market share. BirdEye gives businesses the same level of insights into their competitors’ customer feedback that they have for their own.

It would be tedious and time-consuming to use multiple tools to cover all these areas. BirdEye lets you do it all using one dashboard. With BirdEye, you can wear the cardigan AND the parka, and stay fully protected against any storms that come your way.

About the author

Helen Irias

Helen is a Product Marketing Manager at BirdEye and a reputation management and customer experience expert.

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