Your online reputation can make or break your business. It’s crucial not only to cultivate a collection of unbiased customer-driven content about your brand online through reviews and testimonials, but also to make sure your brand is an active, engaged part of those conversations. Being transparent enough to publicly solve customer concerns is how you build a trusted brand reputation, and it can go miles toward attracting and converting new customers.

So, how can you be sure that you’re looped into all the conversations happening about your brand online?

Check out these top three resources for locating customer conversations.

Yep! Simply searching your brand’s name will set you on the right track. Take it a step further by putting yourself in the shoes of a consumer and consider what their mindset is while researching a purchase or comparing your brands to others. Ask yourself what they may want to know and what they’d search to find it. Adding search terms like “YOUR BRAND + complaints,” “YOUR BRAND + issues,” to your search will help you narrow in on potentially damaging comments that exist for your brand.

Consumers are unlikely to look beyond the first page of search results in their own research, so this is where you’ll want to focus the majority of your attention. What impression would a potential customer have about your brand if they only scanned the first three or four search results?

Social media

Your own profiles can unlock great insight into customer sentiment. Make sure you’re regularly checking your twitter @mentions, Facebook reviews, and any other customer comments left on your social profiles.

Bonus points: being engaged with customers on social media can be seen as a huge plus for consumers looking for a brand they can trust.

Keep in mind, not everybody who’s talking about your brand on social media is going to make it easy on you by tagging your official profile. Many online conversations may be happening about your brand throughout social media without you ever knowing. Considering many consumers now use social media as a search engine, you’ll want to be proactive and run regular searches or set up alerts for any time your brand name is mentioned on social media, with or without an “@” sign.

Third party review sites

Hit up popular third-party review sites directly to see what your customers are saying. Many users may stop by sites like Yelp!, Angie’s List, or ConsumerAffairs before they ever go to your website. It’s critical you not only know what’s being said about your brand on these consumer resources, but that you’re able to claim your page and respond to reviews on those sites where customers are particularly active and engaged.