What is Online Reputation Management (ORM)?

As the name suggests, online reputation management is a method where a business’s online presence/impression is managed by taking care of the reviews and comments it gets from the customer.A quick guide to online reputation management

Meaning of ORM

As the technology and consumer behavior is evolving everyday, businesses prefer having an online presence as most of the users consult almost everything online prior to buying it.

This also makes the businesses vulnerable to online comments which the users post as per their product experience.

Nowadays, everyone has an opinion to share, and the audience visiting any website or store first prefers to check their reviews. So, reviews or comments either good or bad affect the impression of the business.

As it is rightly said, “First impression is the last impression”.

Hence, Online Reputation Management (ORM) is the method of having a check of the business’s online image & what customers are saying about them, so as to build a positive perception of the brand or business.

If the brand is hit by several negative reviews or unfavorable media attention , as you know going viral these days is not a big task, then this can feel like the end of the road.

Managing a brand’s online reputation is not a one day process, but investing little time on it can save the future headache of business.

And for ding this, you can also hire a digital marketing agency which can make your work much smoother and efficient.

Digital marketing channels involved in ORM

According to a survey, 85% of customers prefer online reviews over personal recommendations. 49% of customers search for a business having a 4 star rating before considering it.

So, these stats and data land us to four channels which are involved in online reputation management and these are also called PESO model.

  1. Paid Media-

    This involves showing our business on SERP through paid advertisements such as Google Ads or Facebook ads. Showing our business on top of a search engine increases the visibility and enhances the impression of business.

  2. Earned Media-

    This can be called as an organic channel where the reputation of the business builds if it stands out from its competitors with great content, product or services. As a result, customers consider sharing, recommending and mentioning the business on different websites.

  3. Social Media-

    Social media is the most used and we would say the easiest channel to build online reputation by regularly posting new & relevant content and interacting with customers directly to keep them engaged with our products.

  4. Owned Property-

    Owning a property means to have a website, blogs or store online which is one of the best methods to manage business reputation. It builds trust among customers and gives full control over them.

Why is ORM important?

As mentioned earlier, online reputation management is not a one day process. It is an ongoing approach to build a brand’s healthy identity and have a step ahead of our competitors.

Usually brands neglect this aspect and are awakened when the damage is already done.

One should avoid this, especially when the business is new in the industry. It’s not that established businesses don’t get reputation tarnished but they have been following this and get to the right track soon.

We all have seen a few years back, Nestle faced a backlash when reports came that one of their brand “Maggie” was found with more than prescribed lead content.

This tampered their sales and people started talking negative stuff about it online.

But, the brand rebuilt its reputation soon by clearing the safety test and coming up with interactive ad campaigns and social media to regain the lost trust of consumers.

So, this was a very basic and good example for the importance of online reputation management for businesses.

Online Reputation Management vs PR

We have seen that ORM focuses on the brand’s positive online image but Public Relationship (PR) deals with keeping updates with the company’s new offerings and announcements to the media or customers.

PR efforts can and should aim to improve the reputation of a brand in the eyes of the public. But typically, the goal is to provide information about something more specific, like a new product or service.

Both ORM and PR can work independently but combining them will have more control in the overall performance of the business both online and offline.

How to manage your brands online reputation?

Brand’s online reputation should be tackled on time as we don’t want unnecessary attention of PR or any bad comments on our brand to float on the web without our notice. So here are some key points to increase and handle our brand’s online reputation:

5 benefits of online reputation management in visual format

Audit your online reputation

Prior to executing any ORM method, you should first audit the brand’s reputation online and check what people are talking about the brand and what opinion do their share.

Doing this will give a clear mindset of what’s going right and what challenge is the business facing online. For doing this, you should check your business social profile, website, blogs and third party websites mentioning about your brand.

Establish a strategy

After evaluating what challenges you have to manage, assign the task to different people of what channels do they have to manage.

For example, not everyone should be assigned the same channel for responding to reviews. Different people managing different channel will keep the work on track

Define a communication guideline

Defining a fix guidelines for your tone of communication will set a clear objective for responding to customer reviews. As you don’t want to miss the urgent responses for brand mentions, you need to split the responses in urgent and non-urgent responses. 

How to tackle the negative & positive comments through ORMTrack brand mention

As people talk about your business, they will mention your brand name either in good tone or bad tone.

So, you have to keep a check of these brand mentions, which of them is more influential and responding to which of them is necessary for your brand’s reputation.

Encourage customer review online

This is a great way of increasing your brand awareness and reputation by asking for truthful customer review on Google and other sites.

Positive reviews can convince someone else for your brand, as first thing that customers do after visiting a site is check their reviews.

Conclusion

A good ORM strategy will definitely help to take control over what people are talking about your business so as to build a better online image. This will create brand awareness, which attracts new customers and helps in retaining the existing ones.

 

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