Online Reputation Management (ORM) is the process of monitoring and influencing the online reputation of an individual or business. It involves tracking mentions of a brand or individual across the internet, addressing negative content, and promoting positive content.
The importance of ORM has grown in recent years, as the internet has become an increasingly important source of information for consumers. A study by the Pew Research Center found that 72% of internet users look for health information online, while 80% of internet users seek out local business information. In addition, a survey by the Reputation Institute found that 70% of people trust online reviews as much as personal recommendations.
Given the importance of online reputation, it's not surprising that ORM has become a critical part of any business's marketing strategy. A survey by the Local SEO Guide found that 88% of consumers trust online reviews as much as personal recommendations, and 39% of consumers form an opinion by reading just one to three reviews.
One well-known example of the importance of ORM is the case of United Airlines. In 2017, the airline faced a public relations crisis after a passenger was forcibly removed from an overbooked flight. The incident was caught on video and quickly went viral, leading to widespread condemnation of the airline. United's CEO initially defended the airline's actions, but later issued a public apology and announced changes to the airline's policies. The incident had a significant impact on United's stock price, with shares falling by more than 4% in the days following the incident. The company also lost an estimated $1 billion in market value in the weeks following the incident.
Another example of the importance of ORM is the case of Yelp. Yelp is a website that allows users to review local businesses, and it has become one of the most popular sites of its kind. However, some businesses have complained that Yelp's review system is prone to manipulation, with some businesses paying to have fake positive reviews posted on the site. In response, Yelp has taken steps to improve the accuracy of its reviews, including implementing a system that identifies and removes fake reviews.
While ORM can be a powerful tool for managing online reputation, it's important to remember that it's not a one-size-fits-all solution. Every business is different and will have its own unique set of challenges when it comes to managing its online reputation. It's important to work with a reputable ORM firm that can help you create a strategy that's tailored to your specific needs.
In conclusion, the importance of Online Reputation Management has grown in recent years, as the internet has become an increasingly important source of information for consumers. It's essential for businesses to monitor and influence the online reputation of their brand or individual, addressing negative content and promoting positive content to maintain a good reputation. Examples such as United Airlines and Yelp show the significant impact that ORM can have on a business, it's crucial to work with a reputable ORM firm that can help you create a strategy that's tailored to your specific needs.