What Is Online Reputation Management?

Online Reputation Management (ORM) primarily centers on cultivating a favorable image for a brand or business. It involves vigilant oversight and control of all brand-related activities to influence the perceptions of both current and prospective customers. The overarching goal is to portray the business as dependable and credible, fostering a positive outlook among the audience.

The Connection Between ORM And SEO

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.

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