Quick Summary: Online reputation management is the laying of strategy that helps build and influence public opinion and perception of a business, individual, or organization online. Primarily, online reputation management helps steer and drive favorable public opinion about a business, its products, and services. Besides, a favorable public opinion, ORM also helps to drive higher sales and profits.
Online Reputation Management tries to affect and impact a company’s or business’ image and profile online which helps to drive higher leads, ranking, and sales of its products and services. This means customers and potential customers get to see a trustworthy and reliable business or enterprise they can do business with on several weigh-in points or factors.
Online Reputation Management is diverse and broad catering and covering to vast industry domains and niches. Since reputation is so critical for all businesses it also applies to organization and even individuals whose work demand or thrives on public perception and trust i.e. entertainment, hospitality, tourism, hospitality healthcare, etc.
Businesses and corporate houses are equally very conscious of their reputations online. What is spoken nor shared about a business or company may impact its business activities in a very big way? And so corporate business management is strategies aimed at or striving to present business or company perception in a positive and impactful light.
These are combined strategies to shape public perception of a business’ brand. Negative perceptions or image of the business’ brand has negative impacts on the business’ overall success and financial bottom lines.
Brand reputation management strives to accomplish a few vital objectives:
Personal reputation is so critical especially in all occupations where reputation, credibility, and substance have a significant bearing on your rise and progress. Any negative personal search result is a cause for worry yet visible positive search results on the first results page can influence perception, image, trust and lead to increased opportunities.
Personal reputation online brings several advantages and benefits both in the short term and long term. These include trust, increased opportunity, freedom from negative publicity, negative press enhanced social standing and image. Personal reputation gives personal control with great influence over your target audience and customer.
Online Reputation Management is a digital marketing component tool that helps to push up a company’s image, perception and ranking in the eyes of the target audience/ market and potential customer. ORM is critical to digital marketing in several ways and areas as it is adapted for:
Influencing the potential buyer or customer is the first step to gaining loyal clients that patronize a business and its products or services.
Businesses in digital marketing or online businesses thrive on the positive perception and image they generate. This means the potential for positive lead conversions is higher with strategically well pursued ORM tactics.
Many times in digital marketing the difference between one business doing well online and the other badly is perception or presentation. By working to fix all potential avenues of business opportunity loss means opening more doors for business success.
All businesses want to thrive and grow, get new clients, and possess new markets. By improving online reviews and help in getting newer markets and clients ORM makes online businesses grow further.
Online Reputation Management incorporates several areas that are all geared towards a progressive and functional impact on the company and business online presence and public perception. These include among others:
Paid media is marketing promotion paid for to make your business or organization appear on external websites and networks. These among others may include PPC advertising with Google AdWords, display ads on Facebook display ads, sponsored posts, influencer blog posts. Paid media expands and increases reach besides driving traffic to business or organization websites through link building and leads with potential partners and target customers.
Social media platforms are the new battlegrounds to promote and maintain a great reputation with a seamless approach and high penetration. All the major social media channels have high penetration and reach which promises and avails an easy way to promote reputation to a very large audience.
It is important to note that social media profiles provide brands or corporates excellent online identities. Whereas social media platforms are target specific they appeal to specific or particular demographics and target audiences. That is why regular posts and updates on these platforms help in fast engagement and positive conversion through likes, shares, endorsements and getting real fans. The regularity of engagement and posts determines the depth reputation can go to influence people.
Earned media is based on excellence, merit or exceptional outlook. Since it is merit-based it means it is a result other online sources propagating the business or organizations by reference or mention, share content or publish your business organization content for their audience.
Earned media is a progressive function of paid media and leads to trust, excellence and more customers who promote company reputation through references and endorsing business to others.
Examples of Great Earned Media
Earned media centers on unpaid business coverage on the offline web sources. Earned media strives to make a business or organization be peculiar relative to its competition with exceptional content, quality products, and services that consumers prefer and are worth sharing, mentioning, reposting, or reviewing.
Owned media are websites and blogs under full control of a business or company through which it communicates strategy and focus. Through the improvement of all the vital pages to the brand, a positive reputation and perception are achieved using a firm ORM process.
Its true Google only shows and publishes in the results pages the highest-ranking page of brands, businesses and companies searched. In that case, it goes to show and prove that popular pages get featured first, and not the inherent truth. The prime focus must be business channels the business or brand gets featured higher and work to manage their reputation
Online Reputation Management engages a diversity of tools to achieve positive subjective conclusions customers and target audiences draw. Among some prominent ORM tools are:
The regularity and diversity of posts online are vast and adaptive. The possibility your business or company named is always high. And as the largest search engine globally setting up Google Alerts for a business or company name is a great ORM tool.
Google automatically sends alerts via email whenever new mentions of the business, company or personal name appear in search results. Besides, this is a double-edged sword to forestall negative publicity or take necessary and appropriate action
Social Mention is an online ORM tool that helps monitor and pick-up real-time social media search and analysis. SocialMention works by feeding in the business or corporate brand name, choosing from blogs, microblogs, bookmarks, images, videos, questions, or all and pressing search.
The result brings up all the business, corporate or personal mentions from the previous day, with guides to all mention sentiments. SocialMention summarizes all sentiments into either positive, negative, and neutral mentions as well as listing top keywords, hashtags, users, and sources. SocialMention also provides analytical data that include strength scores, sentiment, passion, and reach.
Summary
Online Reputation Management inspires business brands and even personal image to higher levels and heights of excellence. By presenting positive light and side it makes the generally held view and perception influence their decisions in favor of the business or person.
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