Online Brand Reputation

• Online reputation management (ORM) is the

  process of managing and maintaining the public

  perception of a brand, business, or person online.
• Public relations and ORM are two different strategies for managing public perception of the brand.
• There are 4 channels of ORM:

  • Owned media
  • Earned media
  • Paid media
  • Shared media
• Earned media is the coverage your brand receives from third party companies without paying.
• Shared media is any content posted about the brand posted on SM. This includes posts from the brand and also other people.
• Owned media is controlled by the brand. ie website, SM, email database, blog etc. Your owned media reach can be increased by using SEO.
• Address any pain points or issues that appear in comments (Shared media) or reviews (Earned media).
• How to keep control of the narrative in ORM:

  • Create relevant, useful content that is using the brand's keyword. This is done to associate the positive things about the brand to the brand name when someone searches it online.
  • Google my business when someone searches a local business by name.
• Why ORM is important:

  • It impacts buying decisions. 60% shoppers research online before buying, majority of shoppers look at reviews before buying.
  • It helps you deal with negative reviews.
  • It provides valuable feedback.
• How to manage your brand's online reputation:

  • Audit your online reputation regularly.
  • Establish an ORM strategy.
  • Monitor brand mentions. What is your brand name associated with.
  • Plan Your Crisis Management Strategy. Who responds, how do complaints go up the chain, tone of the message.