Online Reputation Management (ORM)

Online Reputation Management is the process of controlling and safeguarding, to protect business reputation online. Otherwise known as ORM, online reputation management involves creating an online reputation management strategy (ORM strategy), monitoring the reputation of a business or a brand online, addressing any content that could be potentially damaging, while trying to solve problems before they become harmful to the business or brand reputation.

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What is Online Reputation Management (ORM)

Online reputation Management is considered to be a valuable intangible asset that provides a competitive edge to users, in a competitive market. However, without ORM you will not know what is being said about your business or your brand online.  And as we have seen lots of times, a negative blog or post can be detrimental to a business.  Online Reputation Management includes monitoring the reputation of a business online. 

 

Whenever a negative blog or post is published that could be detrimental, steps are taken to protect the reputation of the business/brand. 

These include:

  • Improving current content of the business through SEO and tagging, to push any negative content down in search results.
  • Publishing new content with the view of out-performing negative content
  • Submitting requests to authoritative websites to  suppress negative content.
  • Submitting a legal take-down request in cases where negative content is libel.
  • Gaining mentions and links to your site from third party sites that are ranked highly by Google.
  • Creating positive reviews to counterbalance negative ones.
  • Proactive response to public criticism.
  • Removing/suppressing images that violate copyright, or are embarrassing to the company/brand.
  • Removing incorrect information from Wikipedia.

 

Of this list, how many of these steps could you take yourself?  If your answer is all of them, the likelihood is you can handle your ORM yourself…if you have time.  However, most people wouldn’t know where to start and don’t have the time to learn, or to take these steps themselves.  In this instance, it is highly recommended you out-source to a professional who can do all of these for you, in a timely manner, helping you to protect the integrity of your business.

 

Benefits to an Online Reputation Management Strategy: Protect Business Reputation Online

Right now you may not see the benefits of having an online reputation management strategy (ORM strategy), you might even be wondering why you need it. But ask yourself this, can you be sure there is no negative content out there regarding your company?  Unless you have Online Reputation Management the answer is no, you can’t be sure of either of these things.

 

There are lots of benefits to ORM, here are just a few:

  • Trust and customer loyalty.  If your brand is reputable, you will gain customer trust and they will become loyal to your brand.  According to Reputation X.com “Research shows that 83% of people trust brand recommendations from friends, and nearly 70% trust consumer opinions more than paid advertisements”
  • Increase in business: Businesses with positive reviews are more likely to win over new customers than a company without an established brand.
  • Less risk. By using ORM you know exactly what people are saying about you and where.  Whereas without ORM, there is always a risk and your business or brand could be or already has been, compromised.
  • Better employees.  As a well-known brand/business, you will attract a higher caliber of employees if your brand is strong.  
  • Higher conversion rates.  A strong and reputable brand leads to more of the visitors to your website will be converted into customers.
  • Become a thought-leader. Become the go-to business for your industry by becoming a thought-leader.  Doing this will make you stand out among your competitors, in addition, it may even get you free publicity.

 

Tips for creating your own Online Reputation Management Strategy (ORM Strategy)

As we’ve discussed, having Online Reputation Management is an essential to protect your business online. However, not every company has the budget to pay a digital marketer for this privilege.  If you are in this situation, then here are some fantastic tips from Search Engine Land:

  1. Have an active online social presence
  2. Update and regularly check your social media accounts
  3. Protect any products or persons of interest, make sure you claim your brand name(s)/product(s)
  4. Blog as much as you can
  5. Listen to feedback from customers and adapt
  6. Apologise for any errors or failings
  7. Don’t make the mistake of getting into online arguements
  8. Invest time (and if you’re able to, your money) to protect business reputation online

 

Protect business reputation online

The important thing to remember when it comes to ORM and to protect business reputation online is to be pro-active. You need to find any negative comments and act upon them before they affect your business.  Moreover, you need to actively build your online presence and reputation to build trust.  Finally, you also need to think of what could go wrong and put measures in place to protect yourself.

 

Now you know the importance of Online Reputation Management, so can you really afford to ignore it?

 

 

Lisa Thomas Online Reputation Management and ORM Strategy

 

Qualified in digital marketing, click here for more information on my qualifications, I will create a personalised Online Reputation Management strategy (ORM strategy).  In addition, I will help you to establish your brand and protect business reputation online.

 

Click here to see my Online Reputation Management Services and Prices

 

To discuss your ORM needs or for help creating a personalised social media marketing strategy (ORM strategy), please contact me now.

 

Alternatively, to go back to the Digital Marketing Services page, click here.

 

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