Online Reputation Management Services

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Online Reputation Management (ORM) is the act of monitoring, addressing or mitigating SERPs (search engine result pages) or mentions in online media and Web sphere content. The term arose from recognition of the importance that influencing how someone or something is perceived based on an internet search could have to a business. As the amount of user-generated content on the internet grew, it began to affect internet search results more meaningfully, and the desire to change those results naturally.

Common techniques include online PR activity through new content creation, involvement in social web sphere (through forums, blogs, social networking), promotion of existing positive content and building social profiles. More difficult, but nonetheless relevant techniques can include formal take-down requests to try and have negative content removed where possible.

The goal of all this is good public relations, as it can translate into increased sales, personal career advancement, or just general social acceptability. Being mentioned in social media can be a threat if there is criticism, but can also generate benefits if such criticisms are reversed. The material monitored can include both professional journalism and user-created content.
Benefit of ORM
  • Improve customer satisfaction by gaining insights from consumers about what is good and bad about their products or services.
  • Increase perceptions of brand by creating opportunities to listen to and engage consumers.
  • Gain insights about competitors and their customers’ perceptions about their products and services.
  • Maintain shareholder value by mitigating risk by having ears close to the ground where opinions about a business are being formed and propagated.
  • Engage in more effective public relations by understanding who the real influencers are.
  • Gain understanding of the relationship between user generated content and traditional forms of online media, e.g. news, print, etc.
  • Provide early warning systems for reactive and defensive PR.
  • Reduce marketing spend by learning how to reach out to customers more cheaply.
  • Reduce internal costs by employing services which save time and effort, as well as money.
  • Help identify gaps for products and services which can be developed for profitable niche markets.
  • Gain insight into online networks and keywords and key phrases found in user-generated content, which can help to bolster natural search results about the person, product, or business.
So basically Online Reputation Management (ORM) is all about creating the brand image online, maintain it and improve it. It keeps eyes on where company stands in the market in comparison to rivals. This is a strategy which is implemented to protect and manage your company’s image in the search engines as well as in the online market. It is not only about branding your company, but you also have to save it from the negative branding, done by the green-eyed competitors which can tarnish your image.

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