What Is Online Reputation Management (ORM)?

What Is Online Reputation Management?

The key focus of online reputation management, or ORM, is to create a positive perception of a brand or business.

Every activity a brand takes part in should be monitored and managed to help shape the opinions of existing and future customers, ultimately making the business appear reliable and trustworthy.

The Connection Between ORM And SEO

We all know that customers are increasingly turning to search engines as they research new products to buy or services to invest in. so ensuring that, when your brand is searched, the best and most positive results are the ones that show up first is an essential part of any ORM strategy.

What appears in those top searches heavily influences how people think about your brand.

That’s why you need to be in control of those results as much as possible, and take ownership of what message is being shown to your audience.

ORM is a multi-channel approach to prevent and resolve any issues that could damage your brand’s reputation.

Factors That Contribute To ORM

While the mix that each business uses to maintain its online reputation will differ, ORM should involve a combination of the following:

• Owned media – Employee and customer stories, user-generated content (UGC), reviews, webinars, and brand-created content.
• Paid media – Sponsored social posts, lead generation, affiliate programs, and native advertising.
• Earned media – Media relations, influencer marketing, and PR.
• Shared media – Community service and partnerships, co-branding campaigns, and organic social media posts.