Marketing > Marketing Glossary. Definition of Marketing Related Terms > Online Reputation Management Definition
Online Reputation Management Definition
In today's digital landscape, maintaining a positive online image is essential for businesses and professionals alike. The fusion of content marketing and online reputation management (ORM) strategies play an indispensable role in shaping public perceptions and ensuring lasting digital success.
Concept and Detail:
Online Reputation Management (ORM) refers to the practice of crafting strategies that influence the public perception of an organization, individual, or other entity on the internet. This process usually involves suppressing negative search results while promoting positive ones. Given that 84% of people trust online reviews as much as a personal recommendation, it’s evident that ORM is not just a luxury but a necessity.
Positive Impact on Businesses:
Businesses benefit from ORM in several ways:
Improved Trust: Companies with good reputations are trusted more. A positive online reputation means consumers trust the business, enhancing its credibility.
Higher Profits: Businesses with high star ratings and positive reviews get more business. A single star improvement on Yelp can result in a 5-9% increase in revenues.
Better Talent: Good reputation attracts talent. 69% of job seekers would reject an offer from a company with a bad reputation.
Professions and Professionals:
Public Relations Specialists: These professionals craft public-facing narratives for businesses and manage any crises that might harm a company's image.
Digital Marketers: With expertise in content distribution, they play a key role in ORM, ensuring positive content reaches the desired audience.
SEO Experts: These individuals optimize content to ensure that positive news and reviews appear first in search results, pushing negative content down.
Process and Application:
Monitor: Constantly track online mentions of your brand.
Identify: Recognize the sources of negative content or reviews.
Address: Respond to negative reviews or content professionally.
Optimize: Promote positive content through SEO and content marketing strategies.
Expert Advice:
Do's:
Always respond to online reviews, both positive and negative.
Engage with your audience authentically.
Regularly monitor your online reputation.
Don’ts:
Never engage in online arguments.
Don’t ignore negative reviews or feedback.
Avoid creating fake reviews or content.
Risks and Mitigation:
Risks: Unaddressed negative reviews can spiral out of control. Mismanagement can exacerbate issues, turning small grievances into public relations disasters.
Mitigation: Immediate response, professional communication, and a proactive approach in addressing issues can minimize risks.
Real World Examples:
Success Story: A leading tech company, after facing backlash for product issues, engaged in a thorough ORM campaign, addressing concerns, and promoting positive user stories. Within months, its online ratings improved significantly.
Case Study: A hotel chain suffered from widespread negative reviews. By responding professionally, updating service standards, and promoting positive testimonials, it regained its 4.5-star rating within a year.
Rationale and Conviction:
The importance of Online Reputation Management cannot be stressed enough. In the era of digital dominance, a business's online reputation is its backbone. A robust ORM strategy ensures that businesses harness the power of positive perception, driving sales, building trust, and fostering growth. For B2B marketers, ORM is a tool that ensures they showcase their best side to potential partners, clients, and customers. In the digital age, where information is rampant, managing how your business is perceived online isn't just beneficial—it's essential.
Marketing > Marketing Glossary. Definition of Marketing Related Terms > Online Reputation Management Definition