ONLINE REPUTATION MANAGEMENT
Online reputation management is the process aimed to manage the online reputation of a brand or business. Its techniques include suppressing negative comments and mentions.
Orm focuses on creating a positive impression of a brand or business, which further helps in customer loyalty and growth of the brand.
WHY DOES ORM MATTERS TO BUSINESSES?
Online reputation management is important to business since it helps them to monitor their reputation in the online world on a regular basis. Brands need to recognize what is being said online about them and how they can improve the negative perceptions about them, because no matter whether the business or brand is big or small everyone including (customers, competitors and the prospects) are discussing about your brand.
BENEFITS OF ORM
- Helps in building a good brand image.
- Boosts sales and growth.
- Builds trust and reliability.
- Helps in higher search engine rankings.
SOME TOOLS HELPFUL IN ORM
- Google Alert
- Hootsuite
- Social Mention
- Talkwalker
PROCESS OF ONLINE REPUTATION MANAGEMENT
- Monitoring- This refers to the process of updating oneself by listening what people are saying about them in the online world, checking social media, manage negative comments by supressing them. It can be done by using various tools like- social mention, Hootsuite etc.
- Prevention- Prevention means to suppress the negative comments. You can’t control the bad or the negative comments therefore in case there is a negative comment, you should reply politely to the customers and build a kind of trust with them which shows them that the brand is concerned for the inconvenience caused.
- Cleaning – Cleaning aims to fix the damage content to your brand. In case of serious attacks to your brand image, it may be necessary to hire skilled online analysts to investigate threats via, email tracing, and other data collection techniques.
ORM CASE STUDY
Brand Name- SUNFEAST YIPPEE
Problem – Negative conversations increased for this noodles company.
In 2015, Sunfeast yippee noodles were facing the safety issues in the market and was called off the shelves. To manage or bring this down Sunfeast Yippee approached to Ittisa (a digital marketing agency in Bangalore).
With careful monitoring and listening they created daily to weekly reports of the negative conversations. If the comments were negative the brands were notified and the person was contacted by the brand itself.
Ittisa’s ORM method helped the brand in enhancing their customer service and bring down the negative conversations within 5 months-( January -May).
In this way Ittisa helped shape Sunfeast Yippee as a brand that cares for its customers. Ittisa also helped by starting a new campaign – “it’s better no?’’ that claimed yippee as absolutely safe for consumption.
CONCLUSION
Online reputation management is thus an important aspect for any business to tell people what makes their business or brand great. It helps businesses to overcome all the negativities and make a comeback to show people that they are trustworthy, reliable and authentic. Every business should have its own ORM strategies which enables it to highlights its positives and thus achieve higher rankings in the search engines.