Online Reputation Management What is Online Reputation Management? And how can it help your business?

What is Online Reputation Management? Simply put, online reputation management is leveraging PR and social media through a streamline of communication. Online Reputation management also entails search engine optimization techniques and public relations campaigns.

Simply put, online reputation management is leveraging PR and social media through a streamline of communication. Online Reputation management also entails search engine optimization techniques and public relations campaigns.

Who Performs these services? There are a few companies today that make ORM (Online Reputation Management) available to their clients. It is a growing field and no one has perfected the art, as of yet. It will be always be an uphill battle for companies who offer this service. This is for a variety of reasons.

There are a few companies today that make ORM (Online Reputation Management) available to their clients. It is a growing field and no one has perfected the art, as of yet. It will be always be an uphill battle for companies who offer this service. This is for a variety of reasons.

An uphill battle To have a successful campaign – it is a time consuming process. Not always a cost effective service for larger firms. There is a tremendous amount of market research that has to be done. First your ORM firm must find out your niche communities. Who is creating buzz about your company or product in your target market. What is their response and what is the response of the overall community. Then your ORM firm should search various platforms (including social bookmarking sites, search engines, press releases, and company data). Are their any patterns in the responses from each platform. example: Digg (66 percent male - 42 percent 35 to 49 years old - 26 percent 21 to 34 years old - 44 percent with annual income $75K and above - 68 percent college and above education - 14 percent professionals - 10 percent executive or managerial occupation * Source: Alexa.com, June 2007) If you find that on Digg.com there are various unfavorable comments about your company – then we understand the majority of the responses from either comments on the ‘digged story’ or the actual story itself is coming from the perspective of the male consumer. Could this be an issue related to your either branding strategy, consumer relations, or product development? There are countless internal auditing, and benchmarking that must be done to find the root of the problem.

To have a successful campaign – it is a time consuming process. Not always a cost effective service for larger firms. There is a tremendous amount of market research that has to be done. First your ORM firm must find out your niche communities. Who is creating buzz about your company or product in your target market. What is their response and what is the response of the overall community. Then your ORM firm should search various platforms (including social bookmarking sites, search engines, press releases, and company data). Are their any patterns in the responses from each platform.

example: Digg (66 percent male - 42 percent 35 to 49 years old - 26 percent 21 to 34 years old - 44 percent with annual income $75K and above - 68 percent college and above education - 14 percent professionals - 10 percent executive or managerial occupation * Source: Alexa.com, June 2007)

If you find that on Digg.com there are various unfavorable comments about your company – then we understand the majority of the responses from either comments on the ‘digged story’ or the actual story itself is coming from the perspective of the male consumer.

Could this be an issue related to your either branding strategy, consumer relations, or product development? There are countless internal auditing, and benchmarking that must be done to find the root of the problem.

An SEO Perspective Now lets put marketing aside for a moment. Does your company “in house” have enough staff to optimize your webpage to perform better then unfavorable pages. It is a fact that there are more web pages that speak about your company, review products then you can control. Some of these pages have a higher Pagerank, and higher traffic then your site. Do you really want your prospective consumers to view unfavorable comments above your company listing? If you do hire an ORM firm – do they understand search engine algorithms? Do they have experience is minimizing visibility of pages? Are they an ethical firm – that will not tarnish your brand image? Communication: How will they report your Online Reputation? How often will they report your online reputation? Does the ORM firm have a crisis plan – in case many unfavorable reports surface about your company or product?

Now lets put marketing aside for a moment. Does your company “in house” have enough staff to optimize your webpage to perform better then unfavorable pages. It is a fact that there are more web pages that speak about your company, review products then you can control. Some of these pages have a higher Pagerank, and higher traffic then your site. Do you really want your prospective consumers to view unfavorable comments above your company listing?

If you do hire an ORM firm – do they understand search engine algorithms? Do they have experience is minimizing visibility of pages? Are they an ethical firm – that will not tarnish your brand image?

Communication: How will they report your Online Reputation? How often will they report your online reputation? Does the ORM firm have a crisis plan – in case many unfavorable reports surface about your company or product?

Summary Online reputation management is often overlooked by companies. They feel it is insignificant compared to their advertising campaigns, and marketing campaigns. You spend thousand of dollars on advertising, collateral, etc. and reach X amount of consumers in the process. One disgruntled employee, or unfavorable reports can diminish your efforts. The unsettling idea is that these unfavorable reports can reach more consumers then your marketing and advertising. These reports can be duplicated and reach current and prospective consumers. Don’t look at ORM as a negative externality, or opportunity cost. Can you really put a price on your company’s reputation?

Online reputation management is often overlooked by companies. They feel it is insignificant compared to their advertising campaigns, and marketing campaigns. You spend thousand of dollars on advertising, collateral, etc. and reach X amount of consumers in the process. One disgruntled employee, or unfavorable reports can diminish your efforts.

The unsettling idea is that these unfavorable reports can reach more consumers then your marketing and advertising. These reports can be duplicated and reach current and prospective consumers.

Don’t look at ORM as a negative externality, or opportunity cost. Can you really put a price on your company’s reputation?

What ORMNY Can Do? This slideshow is presented to give some general information about online reputation management. We at ORMNY (ORMNY.com) are on the cutting edge of marketing and optimization for ORM. We think outside-the-box just as consumers. We develop relationships with our clients, but never advertise that they are undergoing an online reputation campaign. We keep our clients discreet, and it will always stay that way. Integrity over fame – and diligence over outsourcing. We handle your ORM campaigns ourselves. Request a free ORM report at ORMNY.COM or contact us at info@ormny.com We’ll talk shop – it’s part of the ORMNY atmosphere. ORMNY.COM

This slideshow is presented to give some general information about online reputation management. We at ORMNY (ORMNY.com) are on the cutting edge of marketing and optimization for ORM. We think outside-the-box just as consumers. We develop relationships with our clients, but never advertise that they are undergoing an online reputation campaign. We keep our clients discreet, and it will always stay that way. Integrity over fame – and diligence over outsourcing. We handle your ORM campaigns ourselves.

Request a free ORM report at ORMNY.COM or contact us at info@ormny.com

We’ll talk shop – it’s part of the ORMNY atmosphere.

ORMNY.COM