Frequently asked questions
What is online reputation management?
Online reputation management (ORM), also known as search engine reputation management (SERM), or internet reputation management, comprises a set of specific methods used to positively influence consumers' perception about a person, company, brand or other entity in online media.
What is the purpose of online reputation management?
The purpose of ORM is to generate a strong, positive foundation for a company or individual. Online reputation management seeks to increase visibility, improve positive sentiment, diminish negative opinion, remove unflattering content, and increase affirmative content. In most cases, it is a combination of one or more of these factors.
What is the basic concept behind online reputation management?
The main concept behind ORM is to improve how an entity is seen by manipulating online content. This may include removal or addition of online content, promotion or repression of content, or changing the sentiment of existing content. The objective of these activities is to change the way the public percieves an entity by improving the online content people make decisions by.
How are reputation goals achieved?
Today’s online reputation managers use social media monitoring, sentiment analysis, content strategy, search engine optimization (SEO), negotiation, legal tools, and public relations outreach, to achieve and manage their clients reputation goals. They also utilize various reputation management specific tools for the purpose of monitoring brand sentiment, conducting research, and designing and executing programs. It is common practice for ORM professionals to use more than a dozen tools simultaneously.
What tactics are associated with ORM?
A well thought out strategy is the first step toward conducting an effective ORM plan. After all, it is difficult to end up where you want to be if you do not have a map for getting there! The reputation strategy is that map.
Search and social media monitoring
The things that are said online about you or your company matter a great deal. It is impossible to monitor all social media and search mentions manually, and even with automation there is invariably a lot of "noise". Reputation X uses a combination of human and automated monitoring tools and best practices to achieve its client goals.
Human beings make better decisions when they have something to compare. Reputation managers know this. According to a 2016 consumer review study, 90% of consumers will read less than 10 reviews before making their ultimate decision about whether to use a company's services or not. To that end, it is crucial to track and respond to reviews and to "farm" reviews proactively. Fortunately, there are a number of tools that can assist in the execution of a well-crafted review management strategy.
Web page removal
there are countless websites out there that attempt to do your brand harm. In the office we say "Google doesn't kill people, people kill people". But sometimes web pages can be removed. Whether due to intellectual property, terms of service issues, libel, or other reasons, or no good reason. Reputation X uses negotiation, legal, and technical tools to remove webpages at the source or from Google.
Wikipedia monitoring and editing
If the entire web encompasses the story that is told about your or your business, then Wikipedia is somewhat like the biography on the back cover. Wikipedia is something which holds the power to keep someone from opening your book at all. To that end, a dedicated strategy for keeping your Wikipedia page up-to-date and on point, can be absolutely essential.
The cost of ORM
ORM costs vary significantly by vendor and service provided. Here is a list of reputation management pricing examples.