What is Online Reputation Management?
Why Your Online Reputation Matters
Reputation management aka online reputation management or ORM is the practice of attempting to alter public perception of a business by influencing online information about that business.
The first step in reputation management is monitoring reviews to business, especially through social media management and pre-defines research. This helps deliver a snapshot of actual public opinion of your business and then a campaign can be designed to solve any issues that have been revealed.
Public relations (PR) campaigns may be conducted to improve positive reviews or to minimize negative ones. A common practice is the writing of positive reviews about your business to diffuse the effects of a negative one.
A reputation manager posts several flattering reviews in order to make the negative one less obvious and visible in review results or on social media sites. They might also join conversations, for example responding to tweets complaining about your business with good comments to report.
Although there are artificial ways to at least attempt to affect your online reputation, there’s no way to effectively create a false impression with any lasting power. You can choose what information to intentionally share online but you cannot control the conversation about you or your brand.
According to research by the Nielson consulting group, 53% of adults follow particular brands online. 60% of users of social networking sites write reviews of products and services. Given the number of people willing to discuss real customer experiences – and especially negative ones — the only truly effective way to create a positive online reputation is through appropriate behaviour.
For businesses, the most valuable steps to reputation management includes promoting your business the way it really is, implementing ways to improve customer experience and actively engaging with customers online and if possible offline.