Your online reputation is a representation of your brand. The two are so intertwined that it’s not much of a stretch to call them synonyms. After all, your brand is more than your company’s name, your mission statement, your logo, and your colors. It’s what people are saying about your business. In other words, your reputation.
Back in the day, if someone was unhappy with your products or services, they’d tell their friends. It took years for a company to gain a bad reputation (unless they failed spectacularly). Today, an unhappy customer can tell the whole world with a few clicks. This means online reputation is more important than ever before. So let’s talk about it.
What Is Online Reputation Management?
Online reputation management (ORM) is a fancy way of saying, “Hey, let’s make sure people see the best version of us online.” Think of it like curating your social media profile. You choose the best photos, write captions that hit just right, and maybe untag yourself from that one college party picture. ORM works the same way but on a bigger scale, especially for businesses.
At its core, ORM is about monitoring and influencing how your brand or personal name appears in the digital world. It’s not just about damage control (although that’s part of it). It’s about putting your best foot forward.
Whether someone Googles your business, checks out your reviews, or scrolls through your social media, ORM ensures they’re met with content that helps people see you’re trustworthy, reliable, and amazing. It’s not about optics: It’s about genuine communication. And hey, we all need some help communicating sometimes, don’t we?
Why Does ORM Matter?
The internet never forgets. Its memetic nature ensures your reputation can spread faster online than ever before. Reviews, social media posts, tweets (or “posts,” as they’re now called), blogs, and even Reddit threads all contribute to your digital reputation. A single negative review or viral post can hit harder than a poorly timed dad joke at Thanksgiving dinner. So why does online reputation management matter?
- It builds trust. Customers are more likely to trust a brand with a positive online presence. According to studies, 91 percent of people read online reviews before making a purchase decision. And 50 percent of them trust those reviews as much as personal recommendations.
- It attracts more customers. A positive online reputation can be a magnet for new business. Glowing reviews, engaging content, and a professional website make you stand out from your competitors.
- It drives business success. Reputation is directly tied to revenue. Brands with higher ratings and positive mentions often see a boost in sales. Naturally, those with poor reputations lose customers faster than you can say ‘refund.’
- It protects your brand’s reputation. Online reputation management helps you catch potential crises early. It’s like having an alarm system for your reputation, spotting issues before they snowball into full-blown disasters. And let’s face it—no matter how good you are, mistakes happen. You need to know how to react when they do.
How Has Online Reputation Management Evolved?
Back in the day, managing your reputation was as simple as keeping the local grapevine in check. A friendly nod here, a firm handshake there, and voilà—your good name was intact. But as the internet wove its way into our lives, things got a bit more complicated.
In the late ’90s, online reviews started popping up, with eBay leading the charge in 1997. Suddenly, anyone with a dial-up connection could share their two cents about your business. Fast forward to the mid-2000s, and platforms like Yelp and TripAdvisor enabled opinions to spread like wildfire.
Then came social media—Facebook, Twitter (now X), Instagram—turning reputation management into a 24/7 endeavor. A single tweet could make or break your business overnight. Examples are aplenty.
Today, online reputation management isn’t just about damage control. It’s about actively working on your online image (hopefully, in a genuine way—not just optics). With the rise of AI and machine learning, businesses can now monitor and respond to online sentiments in real-time. This makes for a significant advancement in the field.
In short, like most other facets of life, technology has moved at impressive speeds. We’ve moved from managing whispers in the local bar to navigating a complex web of online chatter. Staying on top of your online reputation has become as essential as having an internet connection.
How Does ORM Work?
Online reputation management requires you to take a proactive stance to your online presence. This means monitoring your online presence, responding to feedback, encouraging positive reviews, creating content, doing SEO, and more. Let’s get into it.
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Monitor Your Online Presence
You can’t fix a problem you don’t know is there. Regularly checking online mentions helps you stay informed about how others perceive your business.
- Set up Google Alerts. Google Alerts notifies you whenever your name or business is mentioned online.
- Use monitoring tools. Platforms and professional tools can track brand mentions across various channels
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Respond to Feedback
Engaging with feedback shows you’re attentive and care about customer opinions. Nothing makes a customer feel seen and valued more than having their feedback acknowledged by the company. Whether it’s positive or negative feedback, replying to customers should be high on your priority list.
- Timely responses. Address both praise and complaints promptly to show responsiveness. Negative comments can be a treasure trove of opportunities to flex your customer support muscles.
- Professional tone. Maintain professionalism, even when faced with negative feedback.
If this seems like common sense, then you’re already doing better than many businesses online.
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Encourage Positive Reviews
Positive reviews boost your credibility and attract potential customers. They can be a great way to increase your conversion rates and improve your bottom line. But people don’t always leave positive reviews, even if they’re satisfied. Sometimes, they need a little nudge.
- Ask satisfied customers. There is nothing wrong with asking happy customers to share their experiences with your company online. Sometimes, literally all you have to do is ask.
- Simplify the process. Provide direct links to review platforms to make it easy for customers. We’re all busy, and let’s face it—happy customers don’t get anything out of leaving you a positive review, so make it as simple and easy as you can.
We often consult our clients about improving customer reviews and come up with strategies to get more reviews. Online reputation management services can help with brand online sentiment, but this is usually part of a broader conversion rate optimization strategy.
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Create and Manage Content
Publishing helpful content helps establish you as an authority in your niche. Whether it’s blogging, YouTube, or social media content, it’s important to show your expertise.
After all, people need to know you can deliver on whatever promises you’re making in your sales. That’s why content marketing is so important these days. Here’s what you need to do:
- Create lots of helpful content. Helpful content can make the rounds on social media. It can also rank on search engines or even be picked up by answer engines.
- Regularly update content. Keep your website and social media active with fresh, relevant content. Updating content is especially important for Google rankings.
- Highlight success stories. Share testimonials and case studies that showcase your strengths.
If content marketing sounds like a lot of work, you’re not alone. Luckily, we’re here to help! We combine content marketing with SEO to help you achieve the best possible results. Oh, and speaking of SEO…
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Implement SEO Strategies
Effective SEO makes it easier for potential customers and clients to find your positive content when doing online research. SEO can get complicated so we’re going to keep it simple for the sake of this article. What you’ll be mostly interested in are onsite and offsite SEO.
- Onsite SEO helps you use relevant keywords to improve search engine rankings.
- Offsite SEO helps you get links from reputable sites to increase your business’ credibility.
Creating a detailed SEO strategy is no small task. Not to toot our own horn, but this is one of our specialties so if this is something you need, don’t hesitate to get in touch.
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Develop a Crisis Management Plan
No matter how well you run your business, mistakes are bound to happen. And when they do, you want to be prepared. Being ready for potential PR issues allows for swift and effective responses. Of course, some businesses are more exposed than others, but it never hurts to be ready.
- Identify potential risks. Assess areas where issues may arise.
- Create response protocols. Develop guidelines for addressing various scenarios.
By focusing on these components, you can effectively manage your online reputation and ensure your digital footprint reflects the best version of you or your business. A crisis management plan is like an umbrella: It’s better to have it and not need it than need it and not have it.
How to Create an Online Reputation Management Strategy
If you want your brand to shine online, you need an online reputation management strategy. As we’ve established, your online reputation can influence whether someone trusts your business enough to become a paying customer—or moves on to your competitors. Let’s look at how to build a positive online presence and keep it going for the long haul.
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Start with a Baseline
All online reputation management strategies begin with establishing a baseline. Search for your business (or your name) online and see what comes up. Do you find positive reviews, neutral mentions, or maybe a harsh critique from a few years back? This quick check gives you a clear picture of your current status.
Once you’ve established the baseline, you can set realistic goals. Maybe you want to improve your ratings on Google reviews. Or respond to customer comments within a day. Or perhaps increase likes and shares on your social media posts.
Whatever you want to do, make sure that you don’t waste your effort. Focus on the platforms where your audience actually spends their time. You don’t need to be everywhere—just show up where it counts.
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Be Proactive, Not Reactive
Don’t wait until a problem becomes impossible to ignore before you take action. Regularly share helpful content that speaks to your audience’s interests. We’ve already talked about content marketing.
Write blog posts that answer common customer questions. Or work with someone who can do it for you. Post quick tips on social media or share behind-the-scenes videos that highlight your brand’s personality.
When people comment or message you, respond thoughtfully. “Your feedback means a lot to us” doesn’t quite cut it. Especially when it’s apparent that you say everyone’s feedback matters a lot as a boilerplate answer.
Showing you’re paying attention builds trust and encourages future engagement. Also, stay on top of trending topics that fit your brand’s online reputation. While we don’t recommend forced participation, jumping into relevant discussions can be a good way to build trust, as long as you’re genuine.
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Respond to Feedback (The Good, Bad, and Ugly)
Feedback is your chance to shine, no matter what it says. When someone leaves a positive review, thank them and add a personal touch. If someone posts a negative review, take a deep breath and respond calmly. Apologize if needed, offer a real solution, and show that you care. How you handle tough feedback can impress not just that customer but everyone else reading, too.
Encourage happy customers to share their experiences. Ask for reviews through a simple follow-up email or a direct link on your website. When you get great testimonials, don’t let them gather dust in your inbox. Highlight them on your homepage, social media, or marketing materials. Positive proof goes a long way.
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Create Content That Draws People In
The content you share shapes how people see you. Regularly post updates that showcase your expertise. If you run an HVAC company, consider quick troubleshooting guides or videos demonstrating how your company works. If you’re an attorney, share stories from real cases (while maintaining client anonymity, of course) or advice related to your niche.
If you hire someone to create the content for you (like a certain Birmingham-based digital marketing agency), make sure you stay on top of things. We’re experts at what we do, and we do a ton of research, but we can’t be a bigger expert than you in your field.
Make sure your content is easy for search engines to find. Include the right keywords so that when people search for products or services like yours, your best work appears at the top. Over time, this allows you to put your best foot forward in the search results.
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Tap into Social Media’s Reach
Social media is more than funny memes and cute cat pics: It’s a powerful way to shape your online presence. Keep your branding consistent across platforms: use the same logo, colors, and tone. Post regularly to stay visible. Like and reply to comments, share user-generated content, and participate in discussions relevant to your business.
Not sure where to start? Look at your buyer persona, find out which platforms they prefer—Facebook, Instagram, LinkedIn, or others—and show up there. Over time, an active and engaging social media presence builds trust and keeps you on people’s minds. And if you don’t know how to do that, we can help. We manage social media accounts for our clients on a variety of social media platforms.
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Plan for the Unexpected
Even with a great strategy, things can happen. A negative review might go viral or a social media post might cause confusion. That’s why having a crisis management plan in place is crucial. Know how you’ll respond if things go south. If a big issue hits, be transparent. Admit what went wrong, explain how you’ll fix it, and show customers you’re committed to making things right.
Real-World Examples of Online Reputation Management
Theory is great and all, but it doesn’t mean much if we don’t see it put into practice. Here are some examples of good reputation management and others that leave a lot to be desired.
CrowdStrike’s Honest Approach
In July 2024, cybersecurity leader CrowdStrike suffered a huge outage affecting millions of devices. Flights were disrupted, banking went out, servers were shut—it was complete pandemonium.
Instead of dodging blame, their CEO explained the problem clearly. He apologized and offered real solutions. They also ramped up customer support during the crisis. This transparent, caring response turned what could’ve been an unmitigated disaster into a reputation success story.
Yelp Takes a Stand
Yelp sued a shady reputation management company that promised to erase negative reviews for money. By defending their platform’s integrity, Yelp reinforced trust with users and businesses. This was a great way to prove they value honesty over quick profits. After all, they didn’t have to do anything.
Boeing’s Delayed Response
Boeing struggled with a major misstep in their space program (to say the least). As a result, two astronauts were stranded on the International Space Station for months. Boeing’s response? Slow and vague. This hurt their image and reminded everyone that a fast, accountable reaction is key when things go wrong. Boeing has done real damage to their reputation recently, from aerospace to airplanes.
Netflix’s Surprise Fee
Not all surprises are good. When Netflix introduced unexpected “household-sharing fees,” customers revolted on social media. People were furious and made their displeasure heard by using hashtags like #CancelNetflix. While Netflix eventually clarified its policy, the damage was done. Their example shows why sudden changes that hit customers’ wallets need careful communication.
Why It All Matters
Your online reputation is like a digital handshake. When people find you online, they decide pretty quickly if they want to trust you, buy from you, or move along. Whether you’re a small local business or a global brand, maintaining a strong online image takes ongoing effort.
Take charge of your reputation with both short-term and long-term strategies. Keep an eye on feedback so you know what people are saying. Over time, these efforts pay off. The internet’s not going anywhere, so you might as well put it to work for you. And if you’re not sure how, we’re always here to help!
