There is no doubt that something has changed: News used to spread slowly, but now a shitstorm can develop in a matter of minutes. The saviour in such moments? A well thought-out Online Reputation Management (ORM), which can pull any company out of the mud and secure its positive online image for the long term.
But what exactly is Online Reputation Management?
Today, ORM is more important than ever as businesses and individuals increasingly operate in the digital space.
Online Reputation Management (ORM)
Online Reputation Management refers to the practice of monitoring and influencing the perception of a person, company or brand on the internet. This includes the management of content on social media, search engine results and online reviews. The goal of ORM is to promote positive content and minimize or eliminate negative statements or misinformation in order to maintain or improve a positive image in the digital world. It is an important component of digital marketing strategy, as online reputation can have a significant impact on customer trust and ultimately on business success.
Essentially, it is a proactive measure to monitor and manage the reputation of a brand, service or product online. In short, to get someone out of an unpleasant situation as quickly as possible. 😉
Practical relevance of Online Reputation Management
As already explained, ORM plays an extremely important role in our increasingly digitalized world. On the one hand, search engine rankings are increasingly based on customer reviews, which means that these reviews can play a decisive role in determining whether a company receives any attention at all. On the other hand, online reviews have a fundamental influence on consumer behavior, as the experiences of previous customers are an important decision-making factor in the purchasing process. With the increasing digital affinity of consumers, online reviews are becoming more important. This is especially true when Generation Z makes up a significant part of the customer base.
“A full 77% of consumers actively take note of reviews when searching for local businesses.“
brightlocal
We know from our own experience that negative experiences are remembered for longer. A single bad review can therefore have a significant impact on a company’s reputation, despite ten positive reviews. In addition, we often see only extremely positive or negative reviews, which is related to the high engagement of these two categories.
“Negative reviews deter an average of 40% of buyers from purchasing from a company.“
brightlocal
In addition, research shows that 79% of consumers expect brands to respond to their social media queries within 24 hours. Yet the average response rate across industries is less than 25%. More material to generate negative feedback in a flash. âš¡
In practice, ORM is therefore extremely important and should not be neglected.
Key aspects of Online Reputation Management
The core elements of ORM include the following aspects:
1 Monitoring
Monitoring online platforms, forums and social networks to respond immediately to feedback. As a general rule, negative comments and reviews should not simply be deleted. Instead, a constructive response should be given to regain customer trust. However, because people can talk about brands on countless platforms, it is a challenge to monitor all conversations and respond appropriately.
2 Content creation
Another crucial aspect is the proactive creation of positive content and good reviews. By publishing high-quality, relevant content, companies can improve their online presence and influence users’ search results.
3 Authenticity
Last but not least, authenticity plays a crucial role. Transparent communication and admitting mistakes can help to rebuild trust.
Long story short
Neglecting Online Reputation Management can be extremely damaging to a business. Negative reviews spread quickly and are difficult to remove from the internet. Because extreme customer opinions are more likely to find their way onto review sites and be noticed by consumers, this can quickly create a devastating and unrepresentative image of a company.
To counter this, positive reviews need to be promoted and satisfied customers need to be encouraged to leave online reviews. At the same time, intercepting negative experiences before they end up on Google and other search engines strengthens online reputation and gives more weight to positive experiences and thus the company’s rating.
