Assessment and Goal Setting
The process begins with a thorough assessment of your current online reputation. This includes monitoring online mentions, reviews, social media conversations, and other relevant sources to understand the existing sentiment and perception of your brand. Based on the assessment, specific goals and objectives are established for the ORM campaign.
ORM experts analyze the gathered data to gain insights into the current state of your online reputation. They assess the sentiment, frequency, reach of mentions, and identify any patterns or trends. This analysis helps identify areas that require attention and determine the most effective strategies for improvement.
Based on the assessment and analysis, an ORM strategy is developed to address reputation issues and achieve the defined goals. The strategy may involve a combination of proactive reputation building, content creation and optimization, review management, crisis management plans, and social media engagement strategies.
Content Creation and Optimization
ORM campaigns often include the creation and optimization of positive and engaging content that reflects your desired reputation. This can involve developing compelling profiles, crafting social media posts, publishing informative articles or blog posts, optimizing website content, and leveraging SEO techniques to improve search engine visibility.
Managing online reviews is a critical aspect of ORM. The campaign may focus on actively monitoring and responding to reviews on various platforms. Responding to positive reviews helps reinforce positive sentiment, while addressing negative reviews promptly and professionally demonstrates a commitment to customer satisfaction and resolution.
Social Media Engagement
ORM campaigns incorporate strategies for active engagement on social media platforms. This involves regular monitoring and responding to social media conversations, addressing customer queries, sharing valuable content, and building a positive brand image through social media interactions.
ORM campaigns prepare for reputation crises by developing crisis management plans. This involves outlining protocols for addressing negative incidents, responding to online backlash, managing media relations, and effectively communicating with stakeholders. The goal is to mitigate the impact of a crisis and protect your brand's reputation.
Monitoring and Analysis
Throughout the campaign, continuous monitoring of online mentions, reviews, and social media conversations is essential. ORM tools and analytics are used to track progress, measure the impact of strategies, and identify emerging issues. Regular analysis of data helps refine the campaign and make data-driven decisions.