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An online shopper purchases a gadget, but it arrives damaged. Frustrated, they leave a negative review and share their experience on social media. The brand responds promptly with an apology, a replacement offer, and steps to prevent future issues. Satisfied with the resolution, the customer updates their review positively and even praises the brand’s service online.
This proves ORM isn’t just about crisis management. It’s about actively shaping public perception and building long-term credibility. With 93% of consumers influenced by online reviews and 85% trusting them as much as personal recommendations, maintaining a robust Online Reputation Management (ORM) strategy is essential.
In this blog, we’ll discuss what Online Reputation Management is, its types, benefits, strategies, and examples to help you master this critical aspect of modern business.
Online Reputation Management (ORM) is the process of monitoring, managing, and improving how a person or business is perceived online. It involves tracking brand mentions, responding to customer feedback, and optimizing digital content to maintain a positive presence on search engines and social media.
In other words, whenever your customers tag you, share feedback for your product, give reviews, or take a service from you, & when you reply to them in return whether positive or negative, to maintain the brand reputation, that’s what ORM is.
Online Reputation Management helps businesses in four ways including raising funding, building relations with customers, for case studies & success stories and to increase sales.
There are different types of ORM including proactive ORM, reactive ORM, SEO-focused ORM, review management, social media ORM, content ORM, public relations ORM, and more.
Proactive ORM focuses on establishing a positive brand image before reputational risks arise. Businesses that actively manage their digital presence tend to rank higher in search results and build long-term trust.
This strategy includes publishing high-quality content, engaging with customers on social media, and optimizing search visibility. By consistently delivering valuable content and responding to queries, brands can shape their online narrative instead of reacting to crises later.
When a brand faces negative reviews, online criticism, or misinformation, reactive ORM helps in damage control. This includes addressing negative feedback professionally, clarifying misunderstandings, and implementing crisis communication strategies.
Prompt and transparent responses to customer complaints or media reports can prevent reputation issues from escalating. Companies often use social listening tools to track online mentions and respond strategically to maintain public trust.
Search Engine Optimization (SEO) plays a crucial role in ORM by ensuring that positive and authoritative content ranks higher than negative content on Google. Brands can use keyword optimization, backlink strategies, and high-quality content creation to dominate search results.
A well-executed SEO ORM strategy ensures that users find trustworthy, brand-approved content when searching for a company, instead of misleading or damaging information.
Online reviews heavily influence consumer decisions, making review management an essential ORM strategy. Businesses should encourage satisfied customers to leave positive reviews on platforms like Google, Trustpilot, and Yelp.
Additionally, handling negative reviews with professionalism by offering resolutions publicly showcases accountability and helps rebuild trust. Since 88% of consumers trust online reviews as much as personal recommendations, this ORM type significantly impacts brand reputation.
Social media is a double-edged sword—while it amplifies brand visibility, it also exposes businesses to public scrutiny. Social Media ORM ensures that brands actively engage with their audience, monitor mentions, and handle customer complaints effectively.
Regular posting, influencer collaborations, and crisis management protocols help brands maintain a strong and engaging social presence that resonates with their audience.
Content-driven ORM ensures that a brand maintains a positive and authoritative online presence by publishing blogs, press releases, case studies, and multimedia content that reinforce its credibility.
This strategy includes guest blogging, thought leadership articles, and media outreach to build a robust digital footprint. Content ORM is particularly useful in pushing down negative content while simultaneously strengthening brand authority in the industry.
PR ORM is essential for handling media coverage, corporate reputation, and crisis management. It involves press releases, interviews, and partnerships with reputable media outlets to ensure a consistent and favorable brand narrative.
A well-structured PR strategy helps businesses stay ahead of potential reputation risks while maintaining positive brand sentiment across multiple channels.
Every business is vulnerable to unexpected crises, such as data breaches, legal issues, or viral negative publicity. Crisis Management ORM involves developing a strong crisis communication plan, and training employees for potential PR challenges.
This ensures swift damage control measures. By having a proactive strategy, companies can respond quickly and effectively, preventing reputational disasters from having long-term consequences.
A business’s online reputation is its most valuable asset. Whether customers trust or avoid a brand depends largely on what they see online. Online Reputation Management (ORM) ensures that businesses control their narrative, rather than letting negative feedback, misinformation, or poor engagement define them. Below is the importance of online reputation management:
Positive online reviews and strong social proof are the major factors that help gain customer trust. When people see high ratings, positive testimonials, and professional responses to complaints, they feel more confident about choosing that brand.
Without ORM, businesses risk leaving negative content unchecked, leading to a loss of trust and potential customers. 90% of consumers read online reviews before making a purchase, meaning businesses without ORM risk losing customers to competitors with better reputations.
Customers today expect brands to be responsive. ORM ensures businesses are actively engaging with feedback, responding to queries, and addressing complaints across platforms.
Without ORM, brands miss opportunities to connect with their audience, leading to lower customer retention and negative brand perception. Businesses that respond to customer reviews and comments can see a 70% increase in customer loyalty.
When potential customers see positive testimonials, case studies, and high ratings, they feel more confident in making a purchase. ORM helps highlight positive experiences while managing negative content to ensure a business remains appealing to potential buyers.
Without ORM, a business with unaddressed complaints or poor ratings can struggle to convert customers. Business Harvard School research shows that A one-star increase in a business’s rating can lead to a 5-9% boost in revenue.
Google and other search engines prioritize brands with strong reputations and positive online content. When a company has consistent positive mentions, reviews, and well-optimized content, it ranks higher in search results, making it easier for potential customers to find.
Without ORM, negative content can dominate search results, pushing businesses off the first page and reducing website traffic. 75% of users never scroll past the first page of Google, meaning businesses without ORM risk losing online visibility.
A business with a strong reputation is perceived as more reliable, authoritative, and trustworthy in its industry. ORM helps maintain a positive public image by ensuring that reviews, articles, and social media conversations reflect the brand’s values and strengths.
Without ORM, businesses risk being overshadowed by competitors with stronger online reputations. 80% of customers prefer to purchase from brands with a well-managed and positive online presence.
A single negative review, viral complaint, or bad press can seriously damage a company’s reputation if left unchecked. ORM enables businesses to track brand mentions, address issues quickly, and control the narrative before a situation escalates.
Without an ORM strategy, brands can suffer long-term reputational damage that affects customer trust and sales. Brands that actively manage online crises can reduce reputational damage by up to 60%.
Potential employees research companies before applying, and a business with negative employer reviews on platforms like Glassdoor and LinkedIn may struggle to attract skilled professionals.
ORM ensures that positive workplace experiences are highlighted, employee concerns are addressed, and the company maintains a strong employer brand. 86% of job seekers avoid companies with a bad reputation, making employer branding a critical part of ORM.
A strong online reputation strategy ensures that your brand is positively perceived across search engines, social media, and review platforms. Here are the ten most effective online reputation management (ORM) techniques to enhance your digital presence and brand credibility.
Before taking any action, conduct a thorough audit of your online reviews across platforms like Google My Business, Trustpilot, Yelp, and industry-specific review sites. Identify recurring themes in customer feedback, whether positive or negative, to gauge public sentiment.
Customer reviews, whether positive or negative, shape public perception. A well-crafted response to every review demonstrates transparency and a commitment to customer satisfaction. Follow these best practices:
The more positive reviews your brand accumulates, the more trust it gains. Proactively ask satisfied customers to share their experiences on review sites and social media.
Social media plays a pivotal role in reputation management. Regularly monitor platforms like Facebook, Twitter, LinkedIn, and Instagram to track brand mentions, comments, and customer interactions.
Your employees can be your biggest brand ambassadors. Encourage them to share positive experiences about your company on platforms like LinkedIn and Glassdoor.
Your brand’s first page of Google search results is your digital storefront. If negative content appears on the first page, it can damage trust. To control your online narrative:
Consumers support brands that align with their values. Clearly define your brand’s mission, ethics, and corporate responsibility initiatives. Publicly communicate these values.
Public relations (PR) plays a vital role in reputation management. Every press release, interview, and news article should reinforce your brand’s credibility.
Your customer service team is a goldmine of insights for reputation management. Analyzing customer inquiries and complaints can help prevent negative reviews before they surface online.
A stellar customer experience is the best defense against reputation damage. Brands that listen and adapt to customer needs consistently rank higher in trust and satisfaction.
Successful online reputation management (ORM) requires proactive strategies, crisis handling, and brand storytelling. Here are three real-world examples of how brands have managed their reputations effectively.
In 2009, Domino’s Pizza faced a major reputation crisis when a viral YouTube video showed two employees tampering with food in unsanitary ways. The video caused public outrage, and negative sentiment exploded across social media. Domino’s brand trust and stock value dropped significantly.
✔ Public Accountability: Domino’s CEO Patrick Doyle issued a sincere apology video, taking full responsibility and outlining corrective actions.
✔ Operational Changes: The company revamped food safety standards and implemented stricter employee training.
✔ Social Media & Digital Presence: Domino’s actively engaged on Twitter, Facebook, and YouTube to respond to concerns and rebuild trust.
✔ Product & Marketing Overhaul: They introduced a “Pizza Turnaround” campaign, which featured real customer feedback and showed how they improved their recipe.
In 2018, Nike launched a controversial ad campaign featuring Colin Kaepernick, the former NFL quarterback known for kneeling during the national anthem to protest racial injustice. The campaign sparked massive backlash, with many calling for a boycott, burning Nike products, and creating negative press.
✔ Standing by Brand Values: Nike stayed firm in its support for Kaepernick, emphasizing its brand identity of empowerment and activism.
✔ Target Audience Alignment: Despite the backlash, Nike knew its core audience—millennials and Gen Z—would resonate with the message.
✔ Engagement & Social Listening: Nike monitored social conversations and addressed concerns while reinforcing its campaign message.
✔ Strategic PR & Influencer Support: Nike partnered with athletes and influencers to strengthen its narrative and brand loyalty.
Tesla and its CEO, Elon Musk, have faced multiple reputation risks—from product recalls and missed production targets to Musk’s controversial tweets that have impacted Tesla’s stock price. In 2018, Musk’s “funding secured” tweet about taking Tesla private led to SEC investigations and a $40 million fine.
✔ Direct Communication on Social Media: Instead of relying on PR teams, Musk personally engages with customers and investors through Twitter (now X), shaping Tesla’s reputation in real-time.
✔ Strong Brand Advocacy: Tesla’s community of loyal fans and investors (including social media influencers) help counter negative narratives.
✔ Innovation & Product Focus: Tesla’s cutting-edge technology and frequent product announcements keep positive media attention high.
✔ Handling Controversies Proactively: When Tesla faced safety concerns and product recalls, the company issued transparent reports and updates to assure stakeholders.
These examples highlight how proactive engagement, crisis response, and strong brand values play a crucial role in online reputation management. Whether handling a PR crisis, standing by controversial decisions, or shaping public perception, the key to ORM success is transparency, consistency, and audience alignment.
An AI-powered omnichannel tool like REVE Chat enhances your online reputation by streamlining customer interactions and ensuring consistent, personalized engagement across multiple platforms. Here’s how it works:
By leveraging these features, REVE Chat helps businesses manage feedback effectively, engage customers across platforms, and maintain a strong, credible online reputation.
By staying responsive, proactive, and data-driven, businesses can effectively manage and elevate their online reputation. Here are some of the best practices of online reputation management-
Your online reputation isn’t just about what people say—it’s about how you respond and take control of the narrative. A single negative review or comment can impact customer trust, while a well-managed reputation can drive engagement, loyalty, and business growth.
By actively monitoring brand mentions, gathering customer feedback, addressing feedback promptly, and leveraging SEO strategies, you can build a strong digital presence that reflects your brand’s true value. A proactive ORM strategy not only safeguards your business from potential damage but also enhances customer relationships and improves search visibility.
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M Rezaul Hassan is the CEO of both REVE Systems and REVE Chat, where he leads the charge in delivering innovative communication and customer engagement solutions. Under his leadership, REVE Systems has become a global player in Telecommunication and IP communications, while REVE Chat has emerged as a leader in AI-powered customer service and sales conversion tools. With a focus on industries such as telecommunications, banking, and customer service, Hassan is known for driving digital transformation and business growth. Outside of his corporate leadership, he is passionate about meditation, traveling, and photography.
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