Online Reputation Management Service
Online Reputation Management (ORM Service)
Online reputation management is the process of controlling what shows up when someone looks you up online.
Online Reputation Management (ORM) deals with everything about your company’s brand in the online community. This community includes the entire web – search engines, forums, blogs, news sites, social networking sites, etc… Online Reputation Management is first being mindful of your company’s online brand then building on that brand in the search engines through social media and other websites that produce and disseminate content.
Online reputation management (ORM) means taking control of the online conversation. Its techniques and strategies ensure that people find the right materials when they look for you on the Internet. It creates balance, counteracts misleading trends, and allows you to put your best foot forward.
Reputation management refers to the influencing and controlling of an individual's or group's reputation. Originally a public relations term, the growth of the internet and social media, along with reputation management companies, have made search results a core part of an individual's or group's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search website results. Ethical grey areas include mug shot removal sites, astroturfing review sites, censoring negative complaints, and using search engine optimization tactics to influence results.
With extensive developments in this field of public relations, in-sync with the growth of the internet and social media, along with the advent of reputation management companies, the overall out-look of search results has become an integral part of what defines "reputation" and subsequent to all these developments, reputation management now exists under two spheres: online and off-line reputation management.
Online reputation management, sometimes focuses on the management of product and service search results within the digital space. A variety of electronic markets and online communities like e-Bay, Amazon and Alibaba have ORM systems built in, and using effective control nodes these can minimize the threat and protect systems from possible misuses and abuses by malicious nodes in decentralized overlay networks.
Benefits of ORM
Your online reputation is influenced by what you post online and what others say about you or your business online. Online reputation management involves a combination of marketing, public relations, legal and search engine optimization (SEO) strategies to promote, protect and defend your online image or business reputation.
A fast growing discipline and corporate necessity, reputation management is widely acknowledged as a valuable intangible asset which can be one of the most important sources of competitive edge in a fiercely competitive market, and with firms constantly under increased scrutiny from the business community, regulators and corporate governance watchdogs good reputation management practices continue to help firms cope with this scrutiny.
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Other benefits of reputation management practices is how much they reinforce and aid a corporation's branding objectives which on their own along the way play a paramount role in helping a company meet its marketing and business communication objectives, a key driver towards how much any company can go towards increasing profits and its market share. Good reputation management practices are also important in helping any entity manage staff confidence as a control tool on public perceptions which if undermined and ignored can be costly, which in the long run may cripple employee confidence, a risk no employer would dare explore as staff morale is one of the most important drivers of company performance.
Why Online Reputation Management Matters
How you look online directly impacts your career. Negative items showing up online can damage your career whereas having a positive online reputation leads to career opportunities. There are 4 main reasons why building & managing your online reputation is so important:
People are looking you up online & making decisions about you based on what they find. Every day, over one billion names are searched on Google and 77% of job recruiters are required to look potential employees up online during the hiring process. While you may not have looked yourself up, it's certain that someone else has - and they are making judgments about you based on what they find. 45% of people have found something in an online search that made them decide NOT to do business with someone.
Anyone can say anything about you online without getting in trouble, whether it’s true or not. If you upset anyone–an ex, a fired employee, someone you received a promotion over –they can go virtually anywhere online and trash you. It happens all the time and there are very little laws in place to protect people under these situations.
Everything we do is now recorded online forever, which means we need more tools to make sure this doesn’t harm us. We do everything online and we now have the technology to track and store all that activity. That means everything we post on Facebook or Twitter and every item we search for, website we visit, online transaction we make and conversation we have through text or messenger exists somewhere. A Facebook status update you made year ago may eventually get you fired. Even more scary, a private email or message you sent to a friend — even if you deleted it — could come back and bite you. We’ve seen hackers invade the privacy of everyone from celebrities on snapchat to major politicians running for president. But, it isn’t just hackers you need to worry about. Outdated laws that have not kept up with Technology — like the ECPA — make it easier than ever for people to access information you thought was private.
Having good content online helps you. In an increasingly competitive economy, more and more companies, schools and customers are looking for positive information about you on the web. However, most people don’t know what they can do to increase the positive footprint they can have on the web and build a positive online reputation. In an age of cyber-bullying, revenge porn, hate sites and inadequate online privacy laws, everyone needs the power to understand and protect their reputation on the web.
Online reputation management principles
Depending on your needs, online reputation management can be a relatively simple, straightforward process, or it can be complex and multifaceted. Regardless, most ORM campaigns follow a few general rules:
Search results are algorithmically generated. Your online reputation is determined by complex calculations run automatically by computers. After all, nobody has time to take in all the information that’s out there, so search engines and social media sites make educated guesses about what people will find interesting.
Popularity over accuracy : No algorithm can tell whether information accurately reflects you or not, so popularity becomes the main measuring stick. That’s why embarrassing party photos, frivolous lawsuits dismissed years ago, and other kinds of irrelevant but intriguing “click bait” often dominate online reputations.
Don’t click : It can be tempting to visit the negative pages in your search results over and over again. Don’t. This tells search engines that the page is relevant, driving it up in the results. For the same reason, don’t tell all your friends to go visit the page. And under no circumstances should you link to it on social media or from another website.
Don’t engage with detractors : If someone writes something unflattering about you, don’t write back, don’t post a comment, and don’t refer to the offending item in online forums. All this does is send more attention to the issue you don’t want seen. There’s also the danger that truly malicious posters might take your response and twist the words against you. It’s better to fight their taunts with radio silence.
Get your story out there : You can only promote the materials that are out there. That means you need a solid base of positive, accurate content to improve your online reputation. You can do this yourself to some extent—starting a blog, posting YouTube videos, etcetera—but you may need a publication team in order to affect competitive search results.
Use social media : Social media sites often rank well in your search results, and you control the content they display, so they can make a big difference to your online reputation.
Protect your privacy : Keep tabs on the personally identifiable information about you posted online. Opt out of services that sell your personal information, and remove your data from people-search sites. This makes it less likely that sensitive personal details can be used to hijack your online reputation.
Assume everything lasts forever : If something has been published online, it’s potentially part of your permanent online reputation. Search results aren’t arranged chronologically, so old news items, outdated information, and stories from years ago can continue to rank if they’re seen as relevant by search engines.
Who needs reputation management?
Everyone. Doctors, attorneys, small business owners, accountants, consultants, freelancers and contractors need a positive online image. If you are looking for a job, applying to school, dating online or seeking new clients or customers, your first impression will be online. Every business knows that customers and clients are researching products and services online before deciding to buy. Brand management is more important than ever before and a positive reputation is your most valuable asset.
How does online reputation management work?
Google relies on a complex algorithm to determine which search results appear on what page. High authority content is likely to rank among the first results for any search term, while low authority content may not rank at all. Reputation management companies seek to influence search results by improving the authority and search visibility of positive content to promote a company, product or individual.
While every reputation management campaign is unique, the best online reputation management companies will typically leverage some of the following tactics:
Monitoring online mentions of an individual or brand and coordinating a thoughtful, rapid response
- Publishing professionally written content on trusted web sites with high search engine authority and maximum visibility
- Interlinking high impact positive web content
- Optimizing existing websites and social media profiles to rank higher in the search results for select keywords
- Contacting the source to edit or remove negative content
- Filing a formal complaint with the search engine or webmaster
Reputation management and social media
Power has shifted away from businesses and toward consumers when it comes to voicing a company’s marketing message. While companies used to be able to carefully craft their message and then promote it using traditional advertising methods (billboards, radio and TV spots, etc.), social media means has largely transferred that power to consumers. This, of course, has made reputation management far more difficult for companies. The sheer number of voices involved, and the diffuse nature of comments, complaints and negative feedback make damage control much more difficult than it ever used to be.
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