Number of consumers

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By using all of these tools, a brand can fight for positive information in search results. Favorable content pushes bad comments off the pages, which scare away potential buyers. To search for negativity on the Internet, you can use the services Socialbakers or YouScan. We will consider SERM tools in more detail below.

The main benefit of SERM for a brand is image improvement, which is known to be the most valuable intangible asset. If you form a special department or hire a company that will monitor the reputation, you will ensure an immediate response to negative comments about the product or company.

You will have the opportunity to manage 1000 mobile phone numbers database your reputation, that is, to ensure that potential buyers who are looking for reviews of your product see either good or neutral comments.

But reputation management is not such an easy task. A real review is always more effective than a fake. You don’t have to be an expert to distinguish real comments from fake ones. The worst thing is that fake reviews are written not only to improve the company’s image, but also in the hope of eliminating competitors from the market. This is another reason why you should apply SERM as soon as possible.


Source: shutterstock.com

Foreign companies place special emphasis on SERM when working with their reputation. The same applies to special authorities that monitor the writing and posting of fake reviews. For example, several companies in the US recently received large fines for writing and posting fake positive reviews. In Russia, they are trying to combat this phenomenon, but not everywhere and often to no avail.

Who will benefit most from SERM?
In Russia, SERM is just gaining momentum, but the tool is already in high demand among large companies. At the same time, many customers are sure: image management is only necessary when there are more negative comments about the brand, which reduces sales. But it is much easier and cheaper not to let things slide and then correct the situation, but to pay due attention to this issue from the very beginning.

Next, we will tell you when and how SERM helps to form the right reputation and increase sales.

There is a lot of negativity about you on the Internet.

Bad reviews on the Internet are left mainly by dissatisfied customers, former employees of companies or firms competing with you.

In 2011, the Internet was filled with information that glass had been found in Nestle baby food jars. Alarmed parents, without even checking this information, quickly began to share it on their social media pages and blogs. The issue concerned the return of all banana puree jars with an expiration date before 2012 to the manufacturer. Several days passed, and the news appeared on all thematic sites and forums.

As it turned out later, the precedent did occur, but not in Russia, but in France. A little time passed, and the rumors died down. But the number of users who saw the negative information was many times greater than the number of those who read the refutation. Yes, people tend to forget information quickly. But search engines store news for many years.

Stories like these often go viral, so it's important to respond to negativity quickly, before it reaches the masses.

If you are the owner of a large company, then the negativity left by the staff on the Internet can affect the quality and quantity of future personnel. Here, SERM is also very effective, as it can attract valuable employees.