ONLINE REPUTATION

MANAGEMENT
Tanvi Kalsi
Rishi Raj
Kanwaljeet Singh
Shreya Mahto
Dhruv Tikku
 01 Introduction

02 Importance of ORM

CONTENTS
03 Steps for Good ORM

04 Common ORM mistakes

05 Examples of Bad ORM

06 Examples of good ORM

Introduction
Reputation management has become a critical part of every
organisation in the digital age. The way a brand identifies
itself and how the public perceives it is all about reputation.
Any company that wishes to expand must be conscious of its
public image.

A company's image can make or destroy its success. This is

why firms must always project a positive image. Having a
positive internet reputation is a terrific way to maintain a
relationship with current and potential customers.

When people search for resources, its procedures and

strategies ensure that they find you on the [Link]
purpose of online reputation management is to create
balance, counteract misleading trends, and allow you to put
the best foot forward.
Importance of ORM
Online reputation management
mitigates the human proclivity for
gossip by ensuring that the items that
really matter aren't overshadowed by
rumours.

Digital marketers recognise the

importance of online reputation
management for their businesses.
More than half of digital marketers (54%) believe ORM is
"very important" to their company's success. Businesses
keep a close eye on their internet reputation: 42 percent do
so on a daily basis. Businesses utilise social media the most
to monitor what's being written about their brand online
(46 percent).

Companies' preferred strategy of committing resources to

ORM is to use in-house workers to manage their online
reputation (70 percent ).The most significant benefit that
organisations receive from investing in ORM is an increase
in sales (25 percent). In 2018, about 35% of firms aim to
devote more time and money to ORM
Steps for Good ORM
Check for internet references of your brand,
goods, and services on a regular basis

You must guarantee that you are aware of your

consumers' internet hangout areas

Be open in your reactions to unfavourable

criticism to keep your internet reputation
afloat

Build a powerful internet reputation by being

upfront about your accomplishments as well as
your failed initiatives
Common ORM
mistakes
Believing that company's internet reputation will take care
of itself:
The first and most prevalent ORM error that business owners must avoid is presuming that their firm does not
require an online reputation management plan. Just because your company's reviews and search results are mostly
good now does not guarantee that they will be tomorrow. And if your company has a bare-bones Web presence,
you're much more exposed. Your internet reputation may shift in an instant, frequently for reasons unrelated to the
quality of your product or service.

Ignoring or aggressively reacting to negative remarks:

Just as it is better for your business if you keep your personal opinions and professional branding distinct on
internet marketing platforms, it is equally crucial to keep your professional reactions to unfavourable reviews apart
from your personal thoughts about the negative comments. Sending venomous letters to the author or launching
unpleasant rants are both likely to cause more harm than help to your internet image.
 Posting fake reviews:
According to survey data from a 2017 BrightLocal research initiative, more than 90% of consumers check out
online evaluations of a business to assess the quality of its products or services before purchasing. Given this figure,
it's unsurprising that many company owners are looking for solutions to boost their internet evaluations.
Unfortunately, many businesses make the mistake of writing phoney customer evaluations in order to raise their
star rating on websites such as Yelp and Google Reviews.

Quick fix resolutions for your online reputation

management issues:
For a price, some businesses will submit your website to thousands of search engines. Before pursuing these quick-
fix remedies, consider whether they make sense. How many different search engines do you use? Probably one or
two. Whatever these hundreds of sites are, they are unlikely to have an impact on your search results in the top
five search engines utilised by 96 percent of the world's population. Blackhat SEO and link farming just don’t
work, though lots of people will take your money and tell you that they do.
Example of
Bad ORM
 Amy's Baking Company
Amy's Baking Company in Scottsdale, Arizona, learned about ORM in 2013 when it
appeared on an episode of Gordon Ramsay's "Kitchen Nightmares," a Fox reality
show in which the globally known Scottish chef tries to repair struggling businesses.

Ramsay attempted to assist the restaurant's two abrasive proprietors, but he finally
departed in exasperation after they deflected every one of his complaints, took tips
from their waitress, and showed a general disregard for their customers.

After the programme aired on May 10, outraged commentators flooded Amy's
Facebook page, wrote almost 1,000 bad Yelp reviews, and began entire Reddit
threads to slam Samy and Amy Bouzaglo, the restaurant's husband-and-wife
partnership.
 Amy's Baking Company
The Bouzaglos began getting vitriol on social media hours after the broadcast. Three days later, the issue had
reached a boiling point. Rather than accepting the criticism, the proprietors appear to have reacted angrily,
labelling the commentators "insane" and "nobodies." Samy Bouzaglo also threatened to sue everyone who
disparaged his company, including commentators on Facebook, Reddit, Yelp, and independent blogs. A few
days later, the Bouzaglos claimed that their statements were the product of hacking, but nobody believed
them.

"Obviously our Facebook, YELP, Twitter and Website have been hacked," they wrote. "We are working with
the local authorities as well as the FBI computer crimes unit to ensure this does not happen again. We did not
post those horrible things." If you ever find yourself in a similar circumstance, this is most likely not how you
should behave

"This is the exact opposite of a good PR strategy," Travis Hurst, TechMediaNetwork’s social media specialist,
told TechNewsDaily. "Posting negative messages is not even remotely illegal."
Example of
Good ORM
 Nike
Everyone is familiar with the Nike brand, which is one of the world's leading sports clothing
firms and one of the largest corporations in the United States. Nike's brand is present in over
120 countries worldwide. With so many distinct goods, territories, and activities to manage, one
would expect the corporation would have difficulty managing their brand online. Nike, on the
other hand, has done an outstanding job of reaching every criteria required to sustain top-tier
online brand management.

Nike, despite its size and popularity, receives a high number of critical comments from
customers online. To address this, the organisation has taken many efforts to guarantee that all
of these concerns are handled efficiently, personally, and professionally. @TeamNike is a
Twitter account dedicated only to dealing with customer complaints and concerns. This account
was set up to ensure that no consumer concerns go unnoticed or unanswered
 Nike
When the company's name is searched on Google, the results are for the company's website and
various things that they offer. It is critical for businesses to ensure that the top results for their
firm are favourable, including the adverts that appear at the top of the page.

Nike is present on every social media network imaginable, as well as their Wikipedia page,
blogs, and so on. Nike devotes a significant amount of time and attention to digital marketing in
order to maintain a favourable online presence and engage with as many customers as possible
in any manner imaginable

Online reputation management is a crucial component of any brand building strategy, whether
you're just getting started or have been in company for years. Whether you're reacting to a blog
post or connecting with consumers on Facebook or Twitter, online platforms are a terrific
method to build and maintain your reputation.
Conclusion
 Online reputation management is critical since it helps companies to
keep track of their online reputation on a regular basis. Because online
content is always changing, people's perceptions of a brand might
fluctuate dramatically. Businesses must determine what is being said
about them online and how they can improve if their reputation is
being tarnished.
Managing your online reputation has a number of advantages, including
increased sales. The fact that the most visible benefit of ORM is an
increase in sales is even more evidence that having a good online
presence is critical for a company's success.
It aids in the development of a brand image. Companies can develop their desired brand
image by monitoring reactions on any of their communication channels on a regular
basis. Increases visibility, trust, and credibility by ensuring that only brand-empowering
material is shared on social media and search engines.

Businesses can choose what they want their audience to see using online reputation
management tools. Instead of leaving web content unattended, content uniformity is
practised because different and inconsistent content on various web platforms can affect
[Link] can provide useful information into how firms can improve their brand
recognition. The reviews provide feedback, which can help firms improve their operations
and even prepare for the future.
THANK
YOU!