The Importance of Having an Online Reputation Management Strategy
An entirely new ecosystem has been growing over the past 2 decades. Digital platforms like social media, blogs, and third-party review websites have become extremely popular. This makes it even more important to maintain a solid online reputation. There is a growing interest in allocating more resources to ORM, helping businesses maintain and grow healthy brand reputations. In 2020, there is absolutely no question that 100% of brands need to invest in ORM.
Read on for a closer look at:
- Why Marketers Recognize ORM as a Necessity
- How Frequently Should Businesses Monitor Online Reputations
- Platforms That Are Most Crucial to ORM
- Why Businesses Should Invest in ORM
Let’s explore each in detail…
Why Marketers Recognize ORM as a Necessity
Most modern marketers agree that you need a strong ORM strategy to grow a healthy and successful business. Of course, while some companies still don’t give due importance to online relationship management, the tide is swiftly turning. Many experts are of the opinion that ORM is not just necessary, it is critical to a sustainable business model.
The internet and digital platforms offer ways to instantaneously connect brands and consumers. While a brand can rely on good SEO and social media practices to build a visible reputation, it cannot control the opinions of its consumers. These days, even a single bad review translates into lost potential customers. This makes it vital for businesses to allocate resources to ORM.
How Frequently Should Businesses Monitor Online Reputations?
Brand perception changes in a few seconds these days. This is in part thanks to the rapid circulation that online content has. What this means is, a modern business should CONSTANTLY keep track of what’s being said online. Most brands monitor their online reputation every day, with more serious ones monitoring it every hour. Keeping track of what people are saying about your brand online is essential because even a single piece of negative content can harm your brand perception.
Platforms That Are Most Crucial to ORM
If you’re looking to have an effective ORM strategy, you need to know what platforms you need to monitor. There are a number of digital outlets you need to track, from news sites to blogs to social media. Social media is one of the biggest platforms for ORM. This is thanks to the free rein social media allows its users in posting opinions. You can control your brand’s Facebook page, but you can’t control what people post about you. That means you have less freedom to maintain a stellar reputation online. But it also means you can converse with customers firsthand on social media. By far, the biggest platforms you need to watch include Instagram, Facebook, Twitter, and Snapchat.
Why Businesses Should Invest in ORM
If you are serious about mitigating the potential damage to your brand reputation, ORM is a crucial element of any strategy you take. There are a number of avenues you can explore when devising your own ORM strategy. For instance, many companies prefer to handle ORM in-house, allocating staff members to track what customers are saying.
You can also take a less direct route, by monitoring what others say about your brand on review websites like Yelp. Certain marketers prefer to rely on social listening tools, which allow them to track chatter and trends across social media.
And, of course, my personal favorite, a PR agency is always an option. Don’t think its too over the top, big brands like Spectrum Support, rely on PR agencies to manage their public relations, which includes ORM. This saves you the hassle of having to handle ORM yourself, freeing you up for other more important tasks.
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If you have any questions about online reputation management, feel free to fire away in the comments below.