Written by Online Reputation Management (ORM) is a service or strategy that seeks to find remedy once an online reputation has been at risk due to a negative web-based publicity. These types of publicity are negative comments and mostly defamatory or injurious to one’s credibility usually done through forums, podcasts, negative press release, negative blog posts, fake reviews, and a lot more.
In contrast to promotion or marketing that builds trust, confidence, and  increases your credibility and conversions, negative publicity ruins your branding and decreases your credibility; which may also lead to a decrease in revenue. It is important to take action once you find this sort of publicity online. Here are the 3 basic processes in ORM.
1. Monitor. This involves thorough research. It is important to know how the public perceives a certain brand through online conversations, blogs, and forums. One of the SEO tools for this is Google Alerts that simply needs registration or logging in using your Gmail account. You then submit a keyword or phrase, actually as many as you want. It will send you an email to notify you when somebody mentions your keyword or brand name (if that is what you submitted) on the Internet. It is one of the best ways to instantly check your publicity, and take appropriate action if needed.
2. Investigate. If a negative publicity was found, investigation must be done. This is the process that involves analyzing how such online publicity affects your brand and reputation. You will be able to weigh the effects of it and if it really does damage your credibility, then you must proceed to control.
3. Control. This is when your business needs defense from the criticisms or false accusations. For instance, an angry blogger is bad mouthing your web site or business and posts false accusations. One strategy to control this is to promote or create web contents using articles, web sites, blog sites, press releases, and videos to defend your business. It is also important that these defense strategy would be properly optimized on the search engines so that it will pull down the negative criticisms on the Search Engine Results Pages (SERPs).
Sounds easy but it is not that breezy; however, the good thing is that you can defend yourself from negative publicity. Chances are, if the culprit would be identified, legal action may even be taken.
Online Reputation management (ORM) may also involve joining online conversations affecting your brand or reputation like contributing to blogs, discussions, and forums that you find in the industry. Online Press Release is also a good way to influence your online reputation.
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