Online Reputation Management

What is online reputation management (ORM)?

Online reputation management (ORM) is the practice of monitoring a brand's online reputation. Using a variety of strategies and techniques, it involves managing online information and content about the business or individual, and addressing any negative feedback or reviews.

The aim of online reputation management is to improve public perception and overall trust. In today's highly-connected world, potential customers, clients and stakeholders rely heavily on online reviews and ratings when making purchasing decisions. Negative online reputations can have a significant impact on a business's bottom line, making ORM an essential component of any marketing strategy, especially when it comes to social media marketing today.

Although the term "Online Reputation Management" was first coined in the early 2000s, the concept has been around for much longer. But there’s no doubt that the emergence of the internet and, later, social media platforms has created an environment in which online reputations have a more significant impact than ever before.

What are the key components of online reputation management (ORM)?

Reputation management has evolved to become an integral part of digital marketing strategies, encompassing techniques such as search engine optimization (SEO), online review management and social media monitoring. Here are some of the key components of this strategy:

Monitoring online mentions of an individual or business on various platforms (social media, reviews on websites, mentions in forums, etc.).
Responding to negative comments or reviews in a timely and professional manner.
Gaining positive reviews and feedback through proactive customer engagement on social media and other digital marketing efforts.
Creating and maintaining a positive online presence through relevant and engaging content across social media and your website.
Using SEO techniques to ensure quality content ranks higher in search engine results for greater brand visibility.

Benefits of using online reputation management (ORM)

If done consistently, online reputation management can become a crucial part of building your brand’s reputation. ORM can benefit your online presence in the following ways:

01. Build trust and credibility among potential customers, clients and stakeholders

02. Improves customer retention and acquisition rates by encouraging positive engagement and providing users with help when needed.

03. Enhances a business's online visibility in a positive way.

04. Increases the likelihood of positive word-of-mouth promotion.

·05. Protects a business's reputation in times of crisis, whether internal or external.

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Social Listening

Social Media Audit

Social Media Analytics

Engagement

Buzz Monitoring

Example of online reputation management (ORM) in action

A prime example of ORM in action is how the airline JetBlue Airways effectively managed their online reputation during a major winter storm in 2007. Passengers were stuck on planes for over 10 hours, and less than half of JetBlue's flights were taking off. The resulting backlash on social media was swift and brutal.

In this case however, JetBlue's CEO David Neeleman quickly responded to the crisis on the company's blog. Neelman personally apologized, and promised to make changes while offering compensation to affected passengers. This quick, transparent and empathetic response helped restore customer trust and loyalty.

Best practices for consistent online reputation management (ORM)

Managing the narrative around your brand should be part of your marketing strategy from the get-go. Here are some of the best ways to ensure and maintain a positive reputation online:

Regularly monitor online mentions of your business to catch issues or negative comments as early as possible and address them promptly.
Encourage customers to leave positive feedback on your pages and their own, such as reviews or social media posts and comments
Publish high-quality, engaging content that accurately represents the business and its values
Invest in SEO techniques to increase the chances of positive content ranking high in search engine results
Keep a crisis management plan ready so you can act quickly and appropriately in times of a negative backlash

Challenges of effective online reputation management (ORM)

One of the primary challenges with ORM is that an individual's or a company's online reputation can be influenced by factors beyond their control. Competitors, internet trolls and even automated bots can leave fake negative reviews, comments or ratings. These can be difficult to manage, let alone prevent.

Additionally, social media platforms constantly change their own algorithms and policies, making it challenging to keep up with best practices and trends. Therefore, it’s essential to have a proactive and flexible ORM strategy to adapt to modifications and mitigate potential risks.