ORM – Online Reputation Management, which helps to build strong online image. It plays an important role in digital marketing as it helps to get rid of negative reviews about the brand and company person from search engines. ORM involves adding new content online that pushes unwanted content lower in search results. Many marketers consider ORM as a part of Search Engine Optimization (SEO) methodologies which helps business to enhance the search engine ranking but ORM is opposite from SEO. SEO helps us to enhance the search engine ranking by using On page and Off-page activities; on the other hand, ORM helps us to get rid of negative reviews of customers.
Why do we need ORM?
Now you have the idea of what ORM is, let’s talk about why do we need ORM?
For every brand, increase sales come from trust. And if you wish to
increase the sales, then your brand should project positive reviews and
footprints on the internet. Your visitors, especially your customers depend
heavily on Google reviews, Facebook followings, and Twitter Trends.
While the world is getting digital, social media and search engines are
the new tools that help us generate more sales. Your customers discuss their
purchases to their friends and when they have a problem, they would most like
spread their word about their experience. Even from an investor’s point of
view, now an investor doesn’t know your company well enough and will often make
the decisions on the information available to them. Once if you have a negative
reputation online, it will show.
So, do you want to be associated with a company with a negative
Now positive reviews matter a lot in this day and age. Customers are
heavily driven by positive online reviews. 97% of customers go through online
reviews to know about local businesses. And a massive 80% of consumers trust
online reviews. And also 49% of customers need at least a four-star rating
before making their buying decision.
From all the data mentioned above,
can understand that ORM is very important for any brand.
Tools for Online
So now you understand that ORM is crucial for your business. But, how do
we find these conversations, how do we even find the problems of people and
react to them?
There are various tools that make these jobs extremely easy. Some of the
popular tools are UberVU and Reputation Defender. Almost all of them are
real-time social media marketing platforms that show brands what they need to
know. For example, UberVU automatically analyzes all the brand’s social media
data to show insights like influencers, stories that you can leverage in
real-time. Yes, this tool has a high cost but it gives you a free trial to
explore it. You can check other tools like Reputation Defender and Radian6.
These are paid tools but they offer free charge for you to check them out and
if you like them, you can buy the monthly payment brochure.
How to deal with
Dealing with negative comments is not easy but here what you can do.
First of all, respond to all comments. In most cases, companies respond
to the complaints that seem and believe to be genuine. But not to other
The trouble with the strategy is that other people are also watching.
Now not responding can be taken as a lack of care or an inability to listen.
Even in a situation where the complaint is obviously a social media troll, if
you can respond with grace and neutrality, this can speak volumes of integrity
of your business to other social media users. Complaints should be responded to
within 24 hours.
Now one thing you should always remember is that you should think before you react.
Now when illegitimate or downright truth complaints are posted, it is
tempting to respond in a combative or an indifference manner. You should
consult with your teammates and staff about how to respond. Also, don’t make
assumptions, sometimes the customer’s complaints may sound implausible because
no one else has ever experienced that problem. But don’t let go of any
complaint thinking it is a mistake without proper checking. Also, try to inject
some fun and humor into your response. Introducing humility shows your brand’s
personality and can resound discredits very easily.
Acknowledging your mistakes is another crucial part. Make sure you
acknowledge your mistakes. It’s often said that denying a problem makes a
problem bigger. This is true for social media complaints as well. Most people
will be appeased with a simple and direct admission of wrongdoings and an
apology. Also, try to take the conversation to other channels like email. If a
complaint is particularly aggressive or if a person complains is of a sensitive
nature, take the conversation to the email as soon as possible. Ask them to directly
message as well.
That’s all about Online Reputation Management. I tried to give you an
overview and also shared tools and tips you can follow.