What does ORM do to a business?
ORM, also known as Online Reputation Management, is a holistic approach to protect and enhance the clients’ brand image online. Through this, the agencies ensure the brand image is maintained by mitigating negative remarks and enhancing customer interaction.
The primary purpose is to maintain the brand image and to help protect the brand from negative or manipulative attempts. It’s a quick and efficient way to protect and manage a brand rather than the traditional method called PR.
Objectives of ORM in Digital Marketing
- Protect brand image
- Promote positive content
- Address negative feedback
ORM is done through the following ways
Online presence monitoring
Monitoring of the online presence of a brand is done through continuously tracking and observing how others interact with the brand on different platforms. These platforms could be review sites, forums, blogs, social media platforms, and others. This activity helps understand others’ opinions about the brand.
Managing feedback and reviews from customers
The second portion of ORM comes with managing customers’ reviews and feedback. In this, the brand has to be prompt at responding to reviews, encourage users to review positively, and address negative feedback. This may be also done through ORM tools, made specific for such purposes.
Search Engine Optimisation
The brand reputation is also built through SEO. SEO in ORM means using the seo strategies to control and improve how the brand appears in SERPs. It actually focuses on the appearance of your website’s important page on the search engine result pages.
Social media engagement
Through social media engagement, the agency, like us, Spinonweb, ensures the brand is well-connected with its audience on various social media platforms. This is to handle the customers, their queries, and maintain an overall positive atmosphere. The activities like responding to comments, messages and mentions, all of these are involved.
Reputation auditing
This involves analysing your brand's current status online across all platforms. It’s basically for keeping everything in check for maintaining and growing the brand’s potential. This includes all of the platforms from social media to the search engines, review websites, and more.
Reporting and measurement
A systematic approach to tracking, analysing, and presenting data to assess and improve brand awareness is considered reporting and measurement in ORM. In this, key metrics like online reviews and ratings, search results ownership, sentiment analysis, geographic tracking, and more such things are involved.
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Why Online Reputation Matters for Brands
The reasons why Online Reputation Matters for a brand’s growth are:
Impact on customer trust and sales
The more specific and constructive your feedback response is, the better you get online. The management of the responses of your customers is everything - it helps you make who you are and what you serve. Moreover, it displays how serious you are about your customers and listens to them for improvement.
Influence on brand credibility
The more structured your online reputation management system is, the better it builds trust among others online. It caters to new customers with open hands. Also, it helps the existing ones to sustain because you keep on working on their reviews, feedback, and building credibility.
Tools used for Online Reputation Management
Tools for online reputation management service
Reputation monitoring software
Such software keeps on scanning the internet, viz., social media, news platforms, review sites, and news platforms for real-time tracking of both positive and negative remarks users are making.
Social listening tools
These tools are specifically for the social media channels, which help monitor sentiment, identify influencers, measure engagement levels, a better way to analyse users.
Review management platforms
These are specifically for the categorisation of the reviews. So, such platforms help segregate the positive and negative responses, and perform a relevant action to fix each one. For example, if there’s a negative response, the agency (Spinonweb) will ensure to cater to that and work on it.