Online Reputation Management (ORM)

ORM is the process of monitoring, influencing, and improving how your brand is perceived online — across search engines, reviews, social media, forums, and more.

A. Core Objectives

  • Monitor: Track brand mentions, reviews, and sentiment across platforms

  • Respond: Address both positive and negative feedback professionally

  • Suppress: Push down or neutralize negative content in search results

  • Promote: Amplify positive content and reviews

  • Protect: Build a strong, consistent brand presence to defend against future threats

B. Review Management

  • Platforms to Monitor:

    • Google Business Profile (Google Reviews)

    • Yelp

    • Trustpilot

    • Glassdoor (for employer reputation)

    • Facebook Reviews

    • Industry-specific sites (TripAdvisor, G2, etc.)

  • Best Practices:

    • Respond promptly and politely to all reviews

    • Thank users for positive reviews

    • Address negative reviews with empathy, facts, and a resolution path

    • Encourage satisfied customers to leave reviews (via email, SMS, or in-app prompts)

C. Social Media Monitoring & Engagement

  • Monitor brand mentions, hashtags, and comments (even untagged ones)

  • Use social listening tools (e.g., Hootsuite, Brand24, Sprout Social)

  • Respond quickly to customer inquiries or complaints

  • Handle public relations issues with transparency and clarity

D. Search Engine Reputation Management

  • Goal: Ensure positive content ranks highly in branded search results.

  • Tactics:

    • SEO-optimized press releases and blog posts

    • Build and maintain profiles on authoritative platforms (LinkedIn, Crunchbase, etc.)

    • Publish guest articles and content on reputable external sites

    • Regularly update social media and business listings

    • Acquire backlinks to positive pages to boost their authority

E. Crisis Management

  • Develop a crisis communication plan (for data breaches, bad publicity, etc.)

  • Designate a spokesperson and approval process

  • Use real-time monitoring tools for alerts

  • Publish official statements on owned channels (website, social media)

  • Be transparent but avoid over-engaging with trolls or fake accounts

F. ORM Tools & Platforms

  • Monitoring & Alerts:

    • Google Alerts

    • Mention

    • Brand24

    • Talkwalker

    • Meltwater (enterprise)

  • Review Management Platforms:

    • Podium, Birdeye, Yotpo, Reputation.com

  • Sentiment Analysis:

    • Sprout Social

    • Hootsuite Insights

    • NetBase Quid

  • SEO & Content Control:

    • Ahrefs, SEMrush (for tracking branded search queries)

    • Google Search Console

    • Blogger outreach and PR tools

G. Measuring ORM Success

  • Quantitative Metrics:

    • Star rating averages (e.g., Google Reviews)

    • Number of reviews and response time

    • Sentiment score trends

    • Share of voice in online conversations

    • Search engine result page (SERP) sentiment for branded keywords

  • Qualitative Insights:

    • Review themes (common complaints or praises)

    • Customer perception of brand tone and trustworthiness

    • Reputation among employees and applicants (Glassdoor)

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