Online reputation management (ORM)
Online reputation management (ORM) is the set of practices for monitoring, analysing and influencing what is said and perceived about a brand, organisation or person online
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It includes monitoring mentions on social networks, in the media, on forums and review sites; responding to reviews and comments; crisis management; creating owned content that accurately reflects the brand’s activity; and working on the results that appear when its name is searched. It relies on social listening and sentiment analysis tools.
It differs from online reputation, which is the perception itself, in that ORM is the active management of that perception. Good practice starts by improving whatever gives rise to opinions (product, service, customer care) rather than hiding them; manipulative practices, such as fake reviews, may be unlawful and make the problem worse if exposed.
Also known as
ORM, Reputation management
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