Online Reputation Management

Overview

Online Reputation Management (ORM) refers to the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. ORM helps drive public opinion about a business and its products and services by controlling online information about that entity. The internet is a dynamic ecosystem where opinions, reviews, and information can circulate very quickly, significantly impacting an individual or company's reputation. Therefore, a proper online reputation management strategy is essential in today's digital age. ORM focuses on managing product and service search results within the digital space, as reputation may not always stem from an organization's actions but from the perception of others. Many businesses have public relations departments dedicated to managing their reputation. In addition, some public relations firms offer reputation management services for their clients.

Usage Types

Online Reputation Management can take several forms, depending on its application. Here are a few examples:

Corporate Reputation Management

Corporations use ORM to protect their brand image from damaging content brought forward by disgruntled customers, bitter employees, or severe competition. Techniques include online activity monitoring, crisis response, brand preservation, and strategic PR.

Personal Reputation Management

Used by politicians, public figures, or professionals who need to maintain a positive public image. Personal ORM might involve creating websites, social media profiles, and press releases to increase the positive content and reduce the negative content found in online searches.

Small Business Reputation Management

Small businesses use ORM to manage online reviews and feedback. It's crucial for small businesses to respond to online reviews, engage with customers on social media, and manage any damaging content.