Top 20 things you need to know about ORM (online reputation management)
Updated: Feb 26, 2019
1. What is ORM?
- ORM stands for online reputation management...
- ORM is how others view your business or image in the digital online world. Yelp, Google, Amazon, & Facebook are all great examples of a few places people go to leave & check online reputations.
- ORM i based on enhancing trust & credibility to a possible consumer that cannot touch or feel a product or service a business or person provides.
- Online reputation management is about improving your business or brands good standing online.
2. Why is ORM so important?
It has become very important for businesses to maintain a positive reputation online. If people are saying bad things about you, or your company, would your customers want to reach out to you to help them with their answers? A bad reputation online can really harm the business' objectives in the long run.
3. What does an online reputation management specialist do?
From a day-to-day basis our customers range from Mom and Dad's to Fortune 500 companies. We try to give them maximum control possible over what people view about them online.
4. Common ORM problems It's common customers are clueless about ORM & how important it is to their business. Many of the people researching ORM don't utilize all it's necessary tools and unlock its full potential. 9 times out of 10 it's best to keep working hard in your industry & let the pros handle their specialized niche.
5. Online reputation review companies can filter reviews.
Yes it's true! Companies like Yelp have the ability to filter your positive or negative reviews! There are numerous reasons they can filter them as well. Know what sticks & doesn't here : https://www.yelp.com/guidelines
6. There are many useful tools for ORM.
- Google.com/alerts: Google Alerts is easily one of the best ways for us to monitor your online presence, keep an eye on the competition, and ensure that we are responding to mentions of your company in a timely manner. It’s an invaluable tool that we use every day to establish and maintain your brand and your reputation.
- Brandwatch.com: Collect, monitor, and analyze billions of conversations to better understand what your customers think. Brandwatch Analytics helps thousands of brands make better decisions by providing live and historical data from across the web.
- ReviewPush.com: Ratings, all in one place. Keep a close eye on what your customers are saying. ReviewPush collects your locations' average ratings and updates them daily. Sort by highest or lowest scores and track performance over time with 30 day comparisons.
- Socialdraft.com: Social Media Management for teams. Schedule content with your colleagues to all major social networks including Instagram, Facebook Pages, Facebook Groups, Twitter, LinkedIn and Pinterest from a single easy to use Social Media Calendar.
- Reputation.com: They help large multi-location businesses monitor and improve their reputation, and optimize customer experience — online and onsite.
Other honorable mentions are Socialmetion.com, Trackur.com, SentiOne.com, Reputology.com,
7. Online reputation reviews are a great source of testimonials for future customers.
Sometimes we receive great reviews from our loyal customers. Make sure if you're new to capitalize on any customer testimonials. Remember your potential customer is online & can't touch or see exactly what your selling. It is proven people are afraid of what they don't know. By having existing customers leave honest tutorials, this will help your chances at getting potential customers comfortable with your brand or services.
8. Checking your online reputation management everyday or weekly can be very beneficial.
Reputation management is an ongoing effort that works best if you’re proactive. The best time to start managing your reputation just like saving for retirement is now. Once you’ve removed or suppressed any negative information, you’re ready to keep active monitoring, continue producing useful content and otherwise maintain the barrier around your name. Search engines favor the latest content, so if you launch a great campaign and then forget about it, new negative results will rank higher than your old positive content, undoing your hard work, food for thought...
9. Assess your current online reputation.
You can begin by determining what your actual reputation is. Ask friends, family, clients, business partners, and stakeholders what comes to mind when they hear your business’ name. What do people already think about you? Does your digital presence match your reputation in your offline network?
10. Set your reputation goals high.
ORM will only continue to get more and more popular as the years go on. With that being said it is very important to keep your reputation goals higher that your competitors.
11. Develop an online reputation policy on social media and promote it.
A great step in building a great online presence is to have a great social media policy in place. Social media policy refers to how a company and its employees interact online. https://www.linkedin.com/pulse/7-big-brand-social-media-policies-you-can-learn-from-david-bell/
12. Know your competition.
Sounds easy right? Not so fast! Now with the help of ORM we can now study your competition's weakness. With in-depth Competitive Reporting, you can now compile comprehensive reports outlining your competitors’ strengths and weaknesses from the source that knows them the best, your customers.
Competitive Reporting modules will gather customer feedback from competitors from across the internet, whether at a brand or location level. This information is displayed in an easily digestible visual format to see where you stand against your competition.
13. Know all your online reputation sources.
Many industries can be different, some can uses niche review sites like Trip Advisor, The Knot, or Puppy Finder. Study & research your market and make sure you know all your review sites. Finding all reviews & monitoring them can increase your chances for online reputation success!
14. Know your customer.
Understand what your customer needs are. If there are complaints please address the ongoing concerns. A lot of time understanding and worth with a customer many issues can be resolved before issues are taken online.
15. Know your worth.
Sometimes things don't always workout, and that's okay! Issues happen in business all the time & it's just best to walk away from the situation. Often times quick explanations on poor reviews can be seen as forgivable & more genuine to the consumer. If something is out of your control or unfix-able most of the time it's best to handle damage control as best as you can and move on.
16. Know when to fight back & legal rights.
There are many sites out there that can help you get negative reviews off major review sites if you feel they are slander, fake, or unfair. Here are 5 Online Reputation Law to Know: https://blog.reputationx.com/top-5-online-reputation-laws-you-should-know
17. Online reputation management today and beyond.
Done correctly, modern-day online reputation management results in the elevation of positive content in Search Engine Results Pages (SERP)s and builds a much more longterm and credible brand image on the web. ORM is now considered a key part of marketing and branding. Studies show that:
58% of Fortune 500 executives believe reputation management should be a core part of every organization’s marketing and branding strategy. 84% of marketers believe that building trust will be the primary focus of future marketing campaigns.Overall B2B spending on ORM will grow to 35% by 2019.
Organizations are starting to understand that online reputation management cannot be executed in isolation and needs to be a part of their overall brand strategy in addition to traditional PR and SEO.
This is why smart businesses are hiring online reputation management companies today to secure and protect their reputation not just for the short term, but for the years to come.
18. Everything you do from here on out matters
Each comment, blog post, social media update, online review, domain name, public legal document, new article and video that has your name or brand attached to it is part of your reputation.
If you post comments on your friend’s Facebook profile about how drunk you were last weekend, that’s part of your internet reputation too. If a customer posts a made-up bad encounter with your business, it’s integrated into your online image whether it’s a lie or not. The internet is a powerful research tool that allows people to dig up almost anything with a simple search. Employers, hiring managers, business partners, investors and literally anyone else can find your online activity in seconds, and use it to judge you.
19. Not all reviews can be removed
Unfortunately, some things are on the internet for good. Many review sites won’t remove a review unless you can prove it’s false, cheater websites make the process of removal impossible in several cases, mugshot databases aren’t breaking laws and social media posts are largely unregulated.
The good news is that 93% of people never look past the first page of search results, let alone the first couple. If something can’t be removed, it can be suppressed by regular content generation, social media management, press releases and other online reputation management strategies.
20. Results don't happen overnight
You can’t change the first page of Google with one long night’s work. Search engine results take months to change and are only updated every few weeks. To make reputation management work, you must accept that it’s an ongoing effort and you’re going to need a long-term strategy. Patience and consistency is key. When the Internet Reputation team works with clients, we do updates every thirty days to track the progress of our campaigns. This is a good rule of thumb to keep your goals and milestones in check.
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