In today's digital age, your online reputation is everything. A single bad review can spread like wildfire, impacting your customer base and bottom line. That's where Online Reputation Management (ORM) comes in – it's the key to building a positive online presence and mitigating negative comments. Why is ORM Important? First Impressions Matter: People research businesses online before making a purchase. Positive reviews and a strong online presence build trust and credibility. Boosts Sales & Conversions: Studies show good online reviews can significantly increase sales. Crisis Prevention: Quickly addressing negative feedback can prevent a small issue from turning into a major PR disaster. Building a Positive Online Reputation Claim Your Online Profiles: Make sure your business has accurate and consistent listings on Google My Business, social media platforms, and relevant directories. Content is King: Create high-quality, informative content that showcases your brand's expertise and value proposition. Engage with Your Audience: Respond to comments and messages promptly, and participate in relevant online conversations. Encourage Positive Reviews: Provide excellent customer service and politely ask satisfied customers to leave reviews on your profiles. Responding to Negative Reviews Stay Calm and Professional: Don't get defensive. Acknowledge the customer's frustration and apologize for any inconvenience. Take the Conversation Offline: If the issue is complex, offer to address it via email or phone. Learn from Feedback: Negative reviews offer valuable insights. Use them to improve your product or service. By proactively managing your online reputation, you can build trust, attract new customers, and safeguard your brand's image. Remember, ORM is an ongoing process. By consistently monitoring your online presence, addressing both positive and negative feedback, and creating high-quality content, you can keep your brand's online reputation shining brightly.

1. PROTECTING AND SHAPING YOUR BRAND ONLINE
Online Reputation
Management
Prof Manish Kumar

2. Part 1
What Is Online Reputation
Management?
Prof Manish Kumar

3. Online Reputation Management
Online reputation management is the
process of monitoring and influencing how
your business is perceived on the Internet.
The aim is to neutralize negative
sentiments and promote positive ones.
Prof Manish Kumar

4. Importance of
Online Reputation Management
1 It impacts buying decisions.
59% of shoppers said they perform
online research before making a
purchase. And 97% of consumers consult
product reviews before buying. So, you
could lose customers based on how your
brand appears online.
2 It helps you deal with negative
reviews
Negative reviews are inevitable—but staying
on top of your online presence can help you
turn those reviews around.Customers whose
complaints on social media got handled in
under five minutes tended to spend more on
future purchases.
3 It provides valuable feedback
If you get the same complaint multiple
times, there’s probably an underlying
issue to fix. Start collecting useful
insights on your products, services, or
overall customer experience by reading
reviews
Prof Manish Kumar

5. O R M F A I L U R E S
United
Airlines
Nestlé
United Airlines lost over $1 billion in
market value after a video of a
passenger being dragged off an
overbooked flight went viral.
The video amassed over 1 million
online mentions in one day and over
100 million views. Many viewers
criticized the CEO’s lack of action in a
public perception crisis.
Nestlé also faced a notorious
brand reputation management
failure when Greenpeace accused
them of harmful environmental
practices online.
Rather than addressing the issue
head-on, Nestlé reportedly asked
YouTube to remove Greenpeace’s
video.
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6. ORM Media Channels
To manage your online reputation effectively, you need
to monitor and act across multiple channels
Paid Media
Paid media is any form of online content that requires payment to feature your
brand. This includes Google ads, social media ads, PPC ads, sponsored posts, and
promotions by influencers.
Earned Media
Earned media is coverage your brand receives from third-party platforms
(without payment)
Shared Media
Shared media is any content about your brand posted on social media platforms.
Whether that content is from your brand’s account or someone else’s.
Owned Media
Owned media is any media you control, like your website or email newsletter.
Prof Manish Kumar

7. ADS
ORM Media Channels
Examples
Paid Media
Google Ads
Social Media Ads
PPC Ads
Earned Media
Press coverage
Blog posts on other websites
Forum discussions
Reviews on external sites
(e.g., Trustpilot or Google) Shared Media
Social Media
Platforms
Owned Media
website or
email
newsletter.
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8. Part 2
How to Do Online Reputation
Management?
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9. Audit Your Online
Reputation
Before putting any ORM process in place,
conduct an extensive online reputation audit.
The goal is to find out how your customers view
and talk about your brand online. Doing so will
give you an idea of what’s going well and what
challenges you may need to overcome to make
important changes.
Open an incognito browser window
1
You can do that by looking at Google results:
Search your brand name on Google
2
Review your Google Business Profile, if you have
one (ratings, reviews, comments, images, etc.)
3
Take note of what results appear on page one
4
Make a note of which sites you can control (like
social profiles) and which you can’t (like third-party
sites)—this will help you strategize later
5
Prof Manish Kumar

10. Examples
Search for your brand on the following
site types, too:
Social media platforms
Online communities (e.g., Reddit)
Review sites (e.g., Trustpilot)
Once you’ve gathered sufficient
information, you should have an idea
of what the average consumer sees
when they look up your brand
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11. Prioritize Tactics and Tasks
Now that you know your
brand’s current standing,
it’s time to set up an
online reputation
management strategy.
First, decide what you
want to prioritize.
Establish an Online
Reputation
Management Strategy
Prioritizing which ORM tactics to implement and which mentions to
respond to first will help you manage your online reputation better.
You can use the Impact Matrix to decide how to prioritize your tasks
Prof Manish Kumar

12. An example of a “quick win”
might be responding to a
negative review. It won’t take a
lot of time. But a well-crafted
response can positively
impact your online presence.
That being said, you should
respond to critical tasks first.
If you have an ORM crisis on
your hands, address that first.​
​
Once you have your
prioritization goals in place,
develop clear documentation
to keep things organized.
The Impact Matrix
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13. Establish Guidelines
Develop policy guidelines,
communication guidelines, and a
defined tone of voice to stay
consistent in your messaging to
customers.
Managing comments, reviews, and
mentions from several channels
can be overwhelming if you don’t
set ground rules.
Policy Documentation
Writing down policy guidelines can help you
prioritize tasks and streamline
communication, especially when multiple
people are working on online brand
reputation management. To start, here are a
few things you can include in your
documentation:
Who’s in charge of what channel
Response templates
Who’s who in your field
Communication
Guidelines
Communication guidelines help you prioritize day-
to-day reputation management tasks and decide
what issues to respond to first.
Urgent: Could this review
be detrimental to your
brand? Check the profile of
the person who wrote the
review. If they are popular
in your space, the negative
review may have a higher
chance of going viral
Non-urgent: Could this
situation be resolved
easily? Is it a typical
question or concern you
can easily fix? It probably
doesn’t warrant an urgent
response.
Tone of Voice
Establish a tone of voice and share the
guidelines with anyone in your company who
communicates with customers or creates
content.
Here are a few things to keep in mind when building
your brand’s tone of voice:
Who is your target audience, and how do they
communicate with each other?
Is your brand formal or casual—or somewhere in
between?
Does your brand communicate with slang and
emojis?
Are there any words or phrases your brand should
never use?
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14. Communication
Guidelines
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15. Tone of
Voice
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16. Monitor Brand
Mention
You need to know what people
say about your brand—and
quickly. The longer it takes for
you to respond, the more
negativity can spread and the
more problems can escalate.
You can set up Google Alerts
for your brand name and any
misspellings. To receive an
email when new results show
up in Google Search.
This tool automatically collects mentions from
dozens of platforms. Including news sites, blogs,
and discussion groups.
This saves you time and gives you a more
accurate picture of how people talk about,
share, and interact with your brand on the web.
After signing up, create a “Brand” query. Then,
enter your brand name and other settings.
Prof Manish Kumar

17. Once you’re happy with your settings and preview, click “Create query.”
You’ll get a detailed report that contains your most recent mentions.
Use the filters to focus on specific types (e.g., those with negative
sentiment).
Prof Manish Kumar

18. In the “Analytics” tab, you can track mentions and
sentiment over time.
And gather lots of other useful data.
Use the tool's information to
assess your online reputation's
state. And whether intervention
is required.
Prof Manish Kumar

19. Use media monitoring tools. Tools like Brand Monitoring will
quickly alert you if there are any unexpected conversations
happening about your brand.
Keep an eye on industry trends. Legislation changes, cultural
changes, or technological advancements may put stress on
your business, depending on your industry.
Know which channels your audience prefers and how to
communicate most efficiently. If your audience gravitates
toward Facebook, use Facebook as your primary
communication channel. This way, you will reach a wider
audience more efficiently.
Know who’s in charge of responding to comments and
reviews. You may choose to have one or two people publicly
communicate during a time of crisis, depending on the
severity of the situation.
Plan Your Crisis
Management Strategy
Crises happen without
warning. The good news? You
can prepare for them with a
crisis management strategy.
Your strategy should outline
an internal communication
plan, which team members
will handle public responses,
and how to address social
media mentions.
Here are a few things you can
do to prepare in advance:
Draft responses to react quickly to negative comments. Just be
sure that no one copies and pastes the same response without
personalizing it. This can look insensitive in a time of crisis.

20. Encourage Customer
Reviews Online
Encourage customers to leave truthful reviews on Google and other review websites.
This helps potential customers to discover your brand. And, assuming the reviews are
mostly positive, encourages more people to choose your business
How to Get Your Customers to Leave a Review
Share links to leave
reviews in thank-you
emails or at the end of
chat interactions on
your site
Include clear
instructions on how
to leave a review
(with applicable
links)
Offer incentives
like discounts to
customers who
leave reviews
Respond to all your
reviews (negative and
positive) so customers
can see that their
opinion matters
Encourage customers
to contact you
directly if they have a
bad experience to
discourage them from
leaving bad reviews
Prof Manish Kumar

21. How to Respond to Negative Reviews
It’s best to respond to negative reviews quickly before they spiral out of control. Here are some general guidelines for navigating negative
reviews:
Improve your response time.
The earlier you resolve an
issue, the less likely it is to
spiral out of control.
Show courtesy. Thank the
reviewer for their feedback
and be polite as you address
their concerns.
Acknowledge mistakes. If
your business is at fault, it’s
often a good idea to
acknowledge the mistake. But
keep in mind that apologizing
could result in legal action in
some cases
Try to keep things public. Keep
conversations around negative
reviews public when possible. This
shows other customers that you’re
responsive and approachable
Offer a refund or discount. This
should be a last resort to appease
the customer. However, this
might be the right approach if
your product or service is the root
of the problem.
Reach out to third-party authors.
If someone writes a negative
review or blog post about you, you
can ask them to make changes.
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