Online Reputation Management (ORM) And why it's important for your brand.

An Introduction to Online Reputation Management (ORM)

Word spreads fast online. I'll show you how you can use reputation management to keep up your good reputation.

What Is Reputation Management?

Reputation Management is the process of proactively managing and protecting your online reputation.

Today, the practice is focused mainly on search results, although review sites such as Yelp are also a concern in some situations. The idea is that you should be able to exercise some control over the search results for your company name to make sure that they present a suitable image of your company.

Let's say you search for a company you're thinking of doing business with. If the results pages are filled with negative reviews, scandalous stories, and/or links to competitors' websites, does that make you want to enter into an agreement with them? Likely not.

On the other hand, if you find the official company website, official social media accounts, and glowing reviews from real people, you would likely feel safe and secure about doing business with them.

Who Needs Reputation Management?

In today's highly-connected, fast-paced business environment, everyone needs reputation management.

New, lesser-known companies can use ORM to establish their brand image. The problem for these young companies is that they do not have much presence online. Some people may be hesitant to do business with a company that isn't easy to find and research.

Established companies will have more specific needs. For example, those who received bad press need ORM to restore their good name. If you have unsavory results showing up for your company name, you could be scaring away potential customers, so you would want to hide those pages as much as possible.

It's very common for professionals such as doctors, dentists, and lawyers to make use of reputation management services. Likewise, service businesses such as auto repair centers and hair salons are often targeted by anonymous, unhappy customers.

How Does Reputation Management Work?

In general, the point is to hide bad press and spread more good news. You want to emphasize the positive coverage and draw attention away from any negative reviews or feedback. If the bad press is prevalent, a good reputation management strategy will also involve getting to the root of the cause and fixing that, in order to cut back on poor reviews in the future.

The process could include removing the bad press entirely, hiding the bad press, or creating a lot of good press to drown it out. The best strategy for you depends on your unique situation.

Is It Something I Can Do Myself?

Yes and no. If you start early, you'll have a good chance at establishing a very positive brand image. If you wait until the bad press hits, the process will take much longer and cost much more (in both time and expenses.)

The process can be as simple as starting a Facebook Page for your business or as complex as filing legal documents to have negative results removed.

If you want to get started, here are a few tips for success:

  • Create a social media presence.
  • Contribute your expertise to other publications.
  • Do not get involved in scandals.
  • Provide good customer service.

What We Do At Coal Hill Media Group

If you need to establish your brand or clear up your name after some bad press, ask about our reputation management services.

Or, return to the Knowledge Base.

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