Online reputation management (ORM) is the practice of strategically crafting, building and maintaining a positive online reputation for a company, individual, product, or brand. In the digital age, where information can spread at lightning speed and literally be seen around the world within seconds, an online reputation can make or break a business’s success.
ORM has become increasingly important in the modern age, with reputation now being a crucial factor in consumers' decisions when buying products and services. According to a survey by Cone Communications, nearly 90% of people rely on online customer reviews to decide whether or not to purchase a product or service.
In terms of ORM, there are several strategies that organisations can use to enhance and protect their online reputations. First and foremost, organisations should strive to provide excellent customer service and to maintain a good online presence. This includes having an active and engaging presence on social media platforms, responding to customer queries and complaints promptly and effectively, and providing up-to-date and accurate information about products and services on the organisation’s website.
Organisations should also focus on generating positive customer reviews and ratings. According to research, products and services with a 4-star rating or higher are more likely to attract new customers. It’s also essential to listen to customer feedback and to address any negative reviews or comments in a quick and professional manner.
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Organisations should also engage in proactive reputation management, which involves actively engaging with customers, influencers, and other key stakeholders in order to promote a positive image of the organisation. This includes engaging in online conversations, responding to customer feedback, and actively seeking out positive endorsements and testimonials from customers.
ORM also involves staying up-to-date with changes in the digital environment, such as keeping up with changing search engine algorithms and trends in public opinion. As part of ORM, organisations should frequently assess their online reputations and track customer sentiment online, in order to identify any potential risks or issues that may affect the organisation’s reputation.
Organisations should also consider utilising a range of ORM tools to help facilitate the process of ORM. Such tools can include automated monitoring software, customer feedback platforms, and social media analytics.
Finally, it’s essential for organisations to ensure that they provide high-quality content on their website, including blogs and videos, in order to increase customer engagement and trust. It’s also important to ensure that the content is optimised for search engines, as this will ensure that the organisation’s website can be found quickly and easily.