What Exactly is Online Reputation Management?
Think of Online Reputation Management (ORM) as your brand’s digital guardian angel. It’s all about taking control of how your business is perceived online. ORM isn’t just about showcasing the good stuff; it’s about jumping on those negative reviews, squashing any misinformation, and keeping your brand’s image shining. We’re talking about responding to bad reviews, pushing down those unfavorable search results, and setting the record straight. It’s like combining customer service, PR, and marketing into one powerful strategy.
Why Your Business Needs ORM
In today’s hyper-connected world, what people find when they Google your business can make or break you. Studies show nearly 60% of U.S. consumers avoid buying from brands they perceive as untrustworthy. That’s huge! And it doesn’t stop there:
- 59% of shoppers research online before making a purchase.
- 88% of consumers trust online reviews as much as personal recommendations
- 97% of consumers consult product reviews before buying.
A bad online rep? That could mean losing customers before they even give you a chance.
Real-Life ORM Fails That Hit Hard
Let’s get real with some high-profile examples:
United Airlines
Remember the infamous 2017 incident where a passenger was forcibly removed from an overbooked flight? That video went viral, amassing over 100 million views in just a day. The backlash was swift and severe, resulting in United Airlines losing over $1 billion in market value. This incident is still brought up in ORM conversations today as a classic example of a reputation disaster.
Amazon’s Fake Reviews Fiasco
In recent years, Amazon has faced scrutiny over fake reviews plaguing its platform. These reviews, often created by paid individuals or bots, artificially inflate product ratings and mislead consumers. Despite Amazon’s efforts to combat this issue, including suing individuals and companies that sell fake reviews, the problem persists. The prevalence of fake reviews not only undermines consumer trust but also challenges Amazon’s reputation as a reliable marketplace. This ongoing battle showcases the importance of vigilant reputation management in the digital age, where transparency and authenticity are paramount to maintaining credibility.
These stories aren’t just cautionary tales, they’re proof of how quickly things can spiral online.
Channels for Managing Your Online Rep
To excel in your ORM strategy, you need to monitor and engage across various digital channels:
Paid Media
Think Google ads, social media promos, and influencer collaborations. Paid media can be expensive, but it gives you control over your message and lets you target specific audiences.
Example: Uber has faced scrutiny for its treatment of drivers and its impact on traditional taxi services. In response, they employ public relations campaigns highlighting driver benefits and community partnerships to improve their public image.
Earned Media
This is like free street cred; think press coverage, blog mentions, and reviews on other sites. It’s authentic and carries serious weight.
Tip: Encourage customers to leave reviews on platforms like Google and Trustpilot. Send press releases to journalists in your niche to secure positive coverage.
Shared Media
What’s buzzing on social media about your brand? It’s where word-of-mouth spreads like wildfire, so keep an eye on those feeds.
Example: Wendy’s is known for its witty and engaging Twitter presence, turning customer interactions into viral content.
Owned Media
Your website and email list are your turf. Use SEO smarts to boost your visibility and drown out any digital noise.
Tip: Regularly update your blog with valuable content and optimize your site for search engines to improve your online presence.
Essential Steps for Digital Reputation Management
1. Audit Your Online Rep
Google yourself – no, seriously! Check socials, forums, and review sites to see what folks are saying about you.
Tip: Use tools like Google Alerts to get notified whenever your brand is mentioned online. This helps you stay on top of your reputation in real-time.
2. Craft Your ORM Strategy
Focus on what matters most. Set guidelines for how you handle online chatter and keep your brand voice consistent.
Example: Develop a response protocol for different types of feedback. Whether it’s positive, neutral, or negative, have a protocol to ensure timely and appropriate responses.
3. Stay in the Loop
Use tools like Hootsuite, Brand24, Sprout Social, or Mention to stay on top of mentions and trends. Knowledge is power, especially in the online world.
Tip: Regularly review analytics to understand sentiment trends and adjust your strategy accordingly.
4. Prepare for Stormy Weather
Crises happen. Have a plan for when things go south, so you’re ready to tackle any PR storms head-on.
Example: Draft templates for crisis responses but ensure they’re customizable. Generic responses can come off as insincere during a crisis.
5. Encourage Feedback
Reviews matter! Simplify the process for satisfied customers to share their positive experiences online. Address any issues quickly!
Tip: Send follow-up emails after a purchase asking for a review and offering a small incentive like a discount on their next purchase.
6. Handle Criticism Gracefully
No one likes bad vibes, but responding calmly and sincerely to negative feedback can turn critics into fans.
Example: A restaurant owner who responds to negative reviews with offers to rectify the situation often turns disgruntled customers into repeat patrons.
7. Push Back on Negativity
Use positive content like glowing reviews and killer blog posts to overshadow any less-than-stellar stuff.
Tip: Regularly post customer testimonials and success stories on your social media channels and website.
8. Keep It Real
Consistency is key. Make sure everything you put out there (tweets, emails, or IG stories) reflects your brand’s true vibe.
Example: Nike utilizes interactive storytelling and user-generated content on social media to reinforce its brand identity and engage with its community authentically.
9. Choose Your Influencers Wisely
Partner with influencers who vibe with your brand’s values. They can be your digital cheerleaders if they’re a natural fit.
Example: Lululemon partnered with fitness influencer Damian Warner, seamlessly integrating his fitness journey with their brand story to reach his audience of over 30,000 followers.
Tip: Before partnering, ensure the influencer’s past content aligns with your brand values to avoid potential controversies.
Master Online Reputation Management and Boost Your Brand’s Credibility
Mastering ORM isn’t just about managing your online reputation – it’s about fortifying your digital presence to thrive amidst challenges and foster trust. With CommitHR as your partner in optimizing HR processes, navigating ORM complexities becomes effortless. Rely on our expertise to proactively shape perceptions, monitor threats, and ensure your online reputation reflects credibility and reliability. Empower your brand to shine brightly in the digital realm by taking charge today!
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