Online Reputation Management (ORM) is basically the practice of managing, monitoring, and responding to a business or individual's online reputation. In previous blog posts, we have discussed using social media as a business tool, search engine optimization, and website improvements. All of these things will affect your company's reputation, but it is important to remember that your company-released content only makes up one piece of the ORM puzzle.
The growing amount of user-generated content on the Internet has made reputation management a serious issue. Social networks, blogs, forums, etc. have made it easy for web users to share their opinions on just about anything. Then, when social media sites are indexed by search engines, these opinions are distributed to an even larger audience. This is where monitoring comes into play. In order to properly manage your reputation, you must monitor what is being said about you. Simple ways to monitor your reputation: create alerts through Google and Yahoo Alerts, check search results on blog search engines such as Technorati, and follow social media tags.
Once you know what is being said about you, it's time to respond. If you come across an unhappy customer on a social network, you can address their issue directly and try to rectify the situation. Or if you find that there is a specific product or service that is receiving a lot of negative attention, you can use the feedback to create enhancements or improvements. Once, these improvements are in place, you can then continue the communication loop and release web content that discusses the new product or service.
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