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Online Reputation Management (ORM) is the practice of managing a brand’s reputation online.
Today, brands must contend with the huge influence of Yelp, Google reviews, and social media.
It’s a relatively recent discipline that evolved from public relations in the 20th century. In the old days, news was contained to morning newspaper events or evening television news.
Customer reviews
One of the most important tools for online reputation management is customer reviews.
These reviews are a reflection of your company’s value and reputation.
By monitoring and responding to reviews on your website, you can ensure that your reputation stays top notch.
Online review forums, such as Yelp, make managing your reviews easy. They also enable you to address any negative feedback promptly.
Tracking online reviews can take just a few minutes a day or a few hours a week. However, if your business is serious about online reputation management, it is important to monitor reviews regularly. Ideally, you should check reviews on a daily basis, and respond to new reviews as soon as possible.
SEO
SEO for online reputation management is the process of improving the visibility of content on the Internet.
The goal is to create a positive impression of a brand. This is important because 90% of consumers check reviews before purchasing a product or service.
Although it is impossible to control what consumers say about a business online, SEO for online reputation management can help businesses improve their online presence and reputation.
One of the first steps in online reputation management is analyzing the current situation of a business’ website.
This analysis helps determine the best strategies to improve online reputation.
For example, if a negative mention of a brand has appeared on Google, it may be hard to recover.
That’s why it’s important for brand managers to keep a vigilant eye on search results and make sure that their content is on the first page of SERPs.
Owned media
Owned media is a strategy to enhance your online reputation. This strategy involves using articles, blog posts, and other content that gets published online. Such content gets a higher Google ranking and puts you in front of a wider audience.
Articles should include relevant keywords that drown out negative content and build a positive image of your brand.
The best brands use content to engage with customers and build community around their brand.
These strategies are particularly effective for manufacturers who want direct relationships with consumers.
Nike, for instance, has developed an owned media strategy around Nike+ running communities.
UnderArmour has a similar strategy around MapMyFitness. Kraft Foods has created communities around recipes, as has McCormick.
Paid media
Paid media can play an important role in online reputation management. This is because paid media allows you to control the information you want published on the web.
This helps you generate targeted traffic and clicks. Depending on your budget, you can use social media posts, display ads, or paid search results. Your ads can also be customized to include social proof, video, or pop-ups.
The content that customers stumble upon is important in shaping their impression of your business.
The content you produce for branded search terms, replies on different review platforms, and social media communications can all have an impact on your online reputation.
Some businesses have even jumped into influencer marketing as a means to increase their online presence.
However, the use of influencers does not give you the same control over your reputation as paid media.
Paid media for online reputation management should be used carefully. You should not make negative content appear on your website, as this can hurt your reputation.
Instead, focus on building positive content on social media platforms.
Paid media includes Google AdWords (Google Ads), Facebook ads, and sponsored posts on influential blogs.
Paid media is a crucial part of online reputation management as it helps to extend your reach and generate traffic to your web properties.
Owned media refers to media properties owned by your company. By improving the ranking of important pages, you can boost your brand reputation.
Google will also highlight the highest-ranking page for a branded search, so it is important to improve the ranking of these pages to maintain a good reputation.
Earned media
Earned media is different from paid media. Unlike paid media, earned media is created by a brand.
For example, a company may pay a magazine or newspaper to write a glowing article about them.
A business can also start a blog to generate traffic to its website.
Earned media can be tracked by monitoring social metrics, including retweets and reshares. It is also important to monitor your brand’s share of voice, which is a measure of how well it is doing in the industry.
Another key measure to track is the number of referrals to your website from social media. A high number of referrals can result in higher rankings and greater online visibility.
Social media presence
A social media presence is a valuable advertising tool that can help you maintain a positive reputation.
In addition, the right social media strategies can improve sales. A social media strategy begins with knowing your target audience.
This can help you determine which platforms are best for engaging your audience. A positive online reputation will help you build more brand loyalty and drive more sales.
Today’s consumers expect companies to engage with them through social media.
Among the most popular social networks today are Facebook, Linkedin, Instagram, Tiktok, Snapchat, Pinterest, Reddit, and Twitter. Using these social media sites can help you monitor any complaints or negative sentiment about your brand or product.
You can also use these networks to check how your brand or product has fared in the marketplace.
Monitoring negative brand mentions
One of the first steps in doing online reputation management is monitoring the Internet for negative brand mentions.
While a single negative mention of a brand can seem insignificant, it can have a big impact on a company’s reputation.
This can happen in a number of ways. For example, an anonymous Reddit user could post about their bad experience with a certain business and include information such as the business name, address, and phone number. This can spread throughout the internet and cause more negative comments to appear on other websites. The same goes for online message boards, which may also appear in search results.
Once you have uncovered the negative brand mentions, you can take action to respond accordingly.
Reputation monitoring software allows you to scan social media sites and search results to identify any mentions of your brand.
This software will also alert you to the mentions on your website and in other places online. Then, you can respond to these mentions and help your brand become more visible.
As ORM is the process of keeping track of your online reputation. This involves monitoring and analyzing online conversations. There are a variety of tools available for this purpose.
Some of these tools include SentiOne, which can monitor social media, blogs, forums, portals, and more. These tools help you identify potential PR crises before they start.
Reputation management is essential for businesses. Even if you’re a small business, your online reputation affects your business.
A positive reputation can be a significant competitive advantage in a competitive marketplace.
Potential customers will make the final decision about which brand to choose based on their online reputation.
Cost
While the cost of online reputation management isn’t exactly cheap, it can still be fairly reasonable. The price of ORM services varies depending on the services and features you choose.
In-depth website features, long-form content, and logo creation are common requests. Although these requests can increase the cost of your campaign, they aren’t necessarily necessary.
The cost of online reputation management can range from $99 for software to thousands of dollars for enterprise-level services.
A typical campaign will cost around $830 a month. The cost depends on the level of expertise required, the complexity of the work, and the number of people working on the campaign.
Here are some tips to make the process as affordable as possible.
A negative search result can really hurt your reputation. It can lead to negative reviews or other problems with social media.
Having a solid online presence can also reduce the cost of your reputation management campaign.
If you are unsure about how much it will cost you, contact several companies and see what the prices are.
A reputation management project can take several months to a year to complete.
However, it is possible to save money by doing a monthly retainer for the services.
Implementation
Online reputation management is an important part of a company’s online marketing strategy.
Online customers make their purchasing decisions based on their perceptions of a business.
As a result, negative reports and content can become viral and become true in the eyes of a business entity.
With proper reputation management, businesses can increase conversions and ensure positive word of mouth.
An effective online reputation management plan should involve both proactive and reactive measures.
It should include monitoring brand mentions, addressing customer concerns, and having clearly defined PR crisis management procedures.
The benefits of effective reputation management are substantial, making it an effective and cost-effective investment.
Investing in online brand image is a worthwhile investment, and it is a proven method of increasing business sales.
Online reputation management also helps a business avoid negative publicity. It can protect the brand from scams, bad reviews, and online postings.
Negative online reviews and postings can damage a company’s credibility and lower its revenues. However, these online reviews can be avoided through a variety of online tools.
Proactive companies invest in data analytics and use these tools to anticipate problems and risks before they happen.
They also review their websites and pricing and know how to respond in a crisis situation. In addition, these companies train their employees to spot issues and escalate them to management.
