Online reputation management strategy (or ORM) is all about controlling what others see when they search for your business online. Some people think that ORM is about social media monitoring. Others think that it has something to do with public relations management. But in reality, ORM has everything to do with your brand’s reputation in the online community.
What about social media monitoring?
Now, social media monitoring is at the heart of a successful online reputation management strategy. It involves gathering and analysing content from the following types of sources:
- Online reviews
- Blog posts
- Social media post
Businesses must monitor this content to see if anything positive or negative is being said that affects the business’s reputation. If there’s negative sentiment, then it must be addressed professionally and promptly. Always address any concerns as quickly as possible in order to avoid a social media crisis for your business.
Benefits of having an online reputation management strategy
Social media monitoring also gives you the chance to discover positive feedback which you can use to hone in on your business’s strengths. And these days, lots of people are asking questions on social media before they decide to do business with someone.
So, social media monitoring will also give you the opportunity to bring in new customers!
While there’s a great positive side to ORM, it’s the negative side that gives most businesses trouble.
ORM in the digital age
Unfortunately, the majority of businesses don’t know just how much an online reputation management strategy impacts sales. But you only need to look at the statistics to see how important it really is:
- 77% of job recruiters must look up a potential employee’s name online before hiring.
- 45% of people discovered something from an online search that made them not want to work with somebody.
According to a source from 2019, online reviews were shown to factor into 67.7% of purchasing decisions.
As you can see, Googling someone’s name is just common sense these days. That’s because everything we say and do online is recorded forever. Managing your Online Reputation with a well thought out online reputation management strategy paired with a strong social media management strategy.
Branding is key
When people Google you, they’re looking for any important information – good or bad. But most businesses don’t know how they can leave a positive footprint online. The secret is good branding.
Good branding will give you the power to control what others see online when they search for your business. In other words, it’s the key to a successful online reputation management strategy.
So what are some ways that you can brand your business online to achieve ORM success?
- Setup key social media accounts for your business. Right now these include Facebook, LinkedIn, Instagram and Twitter. Don’t forget about Google My Business too!
- Setup your blog. Blogs rank very well in search engines, which is a big reason why companies have them. Your blog posts can also provide a buffer in the search results against any negative content that’s written about your business.
Even when you’ve done these steps, dealing with negative feedback is inevitable for any business. So you must know how to deal with it properly.
6 Steps for ORM strategy
In the following 6 steps, we’ll take you through the whole journey. From laying down the groundwork to doing damage control in case your business reputation has already suffered.
- Get Familiar With The Popular ORM Tools
- Lay Down The Groundwork
- Be Transparent
- Be Professional
- Understand The Different Types Of Negative Content Online
- How To Deal With Negative Content
Online reputation management isn’t about damage control – it’s about laying the groundwork for a successful brand image.