Online Reputation Management, otherwise popular by its acronym ORM, is a form of reputation management that encompasses various methodologies and practices for making, shaping, and maintaining the repute of an organization or individual or brand on the web sphere, including search engines, blogs, websites, news sites, social networks, etc. Online reputation management has become an indispensable part of business development in the modern scenario.
Reputation management is a very wide concept that is essential for businesses to manage and maintain a desirable reputation in the online community. The exact process of an online reputation management strategy varies from intent to intent. However, any ORM process includes 3 sub-processes, monitoring, prevention, and cleaning. Each one of these fundamental sub-processes of an ORM process is defined as follows:
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Monitoring – Overseeing the Online Repute
As the owner and manager of a brand, the first responsibility that comes into play is to carefully observe the same. Only by observing closely, one can know about aspects that are good, fair, ok, poor, and bad. Therefore, they can be dealt with accordingly. With careful observation, one can stay conscious at all times to know the changes required for the brand. Some questions related to a brand undergoing ORM that you need to address are:
- What is the public perception?
- What topics your brand is mentioned into?
- What’s happening with the brand?
After getting answers, you are able to create a monitoring strategy that can help you get the best of Online Reputation Management for your cause.
TIP #01: Be wary of various brand monitoring tools that can assist you in understanding your product better and the perception of the general public, consumers, business partners, and others towards the same.
Here are some popular tools apt for brand monitoring:
- Google Alerts – Offered by the tech mogul, Google, Google Alerts is a content change detection and notification service launched back in August 2003. It is an excellent tool to have in your arsenal while monitoring your brand online or dealing with the monitoring phase of an ORM process. With the tool, you can track all the relevant blogs, news, video, and search results. Together with other effectual SEO tools from Google, Google Alerts can help you monitor your brand 24×7.
- Yahoo Alerts – Signing up with Yahoo Alerts is easy and completely free. You can track news related to your brand and competition by means of keywords, stocks, feeds, et al. Yahoo Alerts provide notifications through email, Yahoo Messenger or mobile.
- Twitter Search – Twitter is more than an opportune social network to share your views and opinions. For businesses, Twitter Search is a great tool to benefit from. You can search Twitter with filtering results in terms of dates, links, location, etc.
- Social Mention – You can use Social Mention to search user-generated content involving your brand name and competing brands in blogs, bookmarks, events, news, comments, videos, and micro blogging services (such as Twitter). To contract, Social Mention is a dedicated to social media variant of Google Alerts. You can subscribe to receive your brand mentions on various social media channels across the web sphere.
In addition to these popular tools, several other tools provide different capabilities to monitor your brand reputation effectively.
Prevention – Building the Brand
Online reputation management extends to these factors:
- Your name
- High-Profile Employees
Even if only one of them gets hit by bad reputation, it can over time affect others. The second sub-process of online repute management is prevention. For this, brand building is used. The main purpose of this sub-process of Online Reputation Management is to prevent negative scenarios for your one or many brands.
TIP #02: Branding is a key to a successful ORM, in addition to being instrumental in SEO. Brand building starts with getting all your brand’s social media usernames. You can use tools to accomplish it. One popular tool is Know Em. The tool helps you know about the availability of specific brand usernames across various social media channels. These usernames are ideal for building your brand online. Your brand needs to be on:
In addition to these platforms, you can use a galore of social media platforms for your ORM purpose. To rank your brand well in SERPs, you need to interlink brand pages across social media platforms to each other and to the official website of your brand. This will help your business to gain better SERPs standings, as well as building a positive outlook.
TIP #03: There are many good and great reasons to have a blog dedicated to your brand, ranging from publishing news about the organization to establishing a readership and promoting your products and services. By creating and managing a blog, you can successfully tackle bad reputation for your brand. The blog content needs to deal with the specific market or niche of your business or brand successfully.
Cleaning – Fixing Issues Related to Damaging Content
This part of the ORM process typically involves with tackling issues caused by negative or damaging content. The right approach for fixing damaging content issues depends on the type and extent of bad repute. ORM professionals strive to avoid an ORM strategy reaching the cleaning phase. If the first two sub-processes of ORM, monitoring and prevention, are completed in the most opportune way, there might be no need for the cleaning phase.
TIP #04: If the damage has been already done, then you might need to go for a professional ORM provider to clean up your repute. However, the task isn’t entirely about ORM professionals, you need to amend services and products that made the damaging content, in the first place.