What is Online Reputation Management(ORM)?
It is simply a way to improve the way customers view your brand. A byproduct of good online reputation management is building trust with customers. And, as a result, your company/brand will likely see more sales.
Don’t get ORM and public relations mixed, they are not the same. Public relations focuses more on maintaining a favorable public image of the company. This, of course, is online and offline. Meanwhile, ORM reaches the same goal by ensuring customer complaints/concerns are addressed swiftly. This is done monitoring posts, comments, videos, and tweets that are posted to different platforms.
Online Reputation Management is made up of four media channels.
Paid Media
Paid media is content that is promoted through paid placement such as pop-ups, pay per-click(Ads), and sponsored social media posts. Paying for ads or posts can and typically leads to access to more leads. Leads will likely lead to more sales and revenue for the company.
Earned Media
Earned media is an organic response your brand receives from other sources. Said another way, your brand does not pay for this media, it is free. This can be in the form of:
- reviews
- press about your brand
- social media shares
- forums
- blog posts on other sites
- Review sites such as Yelp or Google
Sometimes you need to contact influencers who have a huge following. They can help you generate more leads, draw more attention to brand, and increase sales.
Shared Media
Shared media is any media that has been posted about your brand online. Some content could be a video(s) from your own site, from YouTube or Vimeo. In other cases, customers/interested parties could have posted comments on shared media but you might not be aware of it.
You could have received low ratings, negative comments on landing page, or perhaps there are unaddressed comments. Either way, any of the above situations could damage your brand quickly. Monitor online comments as closely as you do ones at a physical location.
Owned Media
Owned media is any media you have control of, such as your blog, website, videos. To increase the reach of your own media, work on boost your rankings on Google. Here are few examples:
- Target branded keywords
- Optimize your site for SEO
- Create relevant for your target audience
- Manage your presence on local search results.
- Deliver a great page experience
- Optimize internal links
Having worked in digital marketing, SEO optimization really makes a big difference in whether the site will be rank high or not. However, creating engaging, relevant content is also important.
Sources
Lyons, Kelly. “What is online Reputation management.” Semrush Blog. 30th December 2022, A Beginner’s Guide to Online Reputation Management (semrush.com).
Despande, Indrajeet. “What is Owned Media? Definition, Process, Best Practices, Examples.” Spiceworks. 22 May 2022,
What Is Owned Media? Definition, Process, Best Practices, and Examples – Spiceworks.