Apr 15, 2021

How to Manage your Brand’s Online Reputation

Our April Team Talk was streamed live on Facebook and YouTube and hit a note of interest with many people keen to know how to check their online reputation. Sean helps our students every day, across all our courses, including the Social Media Marketing Course and Advanced Course in Digital Marketing.

Online Reputation Management (ORM) is all about monitoring and managing your brand’s reputation across the web. Let’s look below at 4 key areas:

Paid Media
Earned Media
Shared Media
Owned Media

1. Paid Media

Check for competitors who are advertising “against” your brand. Comparative Advertising. Below is an example from Wendy's.

2. Earned Media

Earned media includes:

External articles
Press coverage
Blogs and Vlogs
Forums
Review Sites like Trustpilot, Google My Business, Social Reviews, Glassdoor

3. Shared Media

Shared Media refers to any content posted to social media regarding your brand.

Social Listening is key for tracking mentions of your Brand on other business pages. Learn more about Social Listening in this lesson.

Personal user accounts that negatively portray your business also need consideration.

4. Owned Media

Examples of Owned Media include your Website, Blog, Podcast, Whitepaper, Webinars etc

Why is ORM so Important?

It has an impact on buying decisions

81% of buyers do some online research before making a purchase

EWOM - Online version of word-of-mouth

The American Airlines PR disaster is an example.

There is no “Delete” button for negative reviews

70% of customers will come back if a complaint is handled reasonably

It's a chance to get valuable feedback

Monitoring is critical.

What are the Benefits of a Good ORM?

1) You’ll get more customers.

5% of new business comes from referrals.

2) It helps your local SEO.

Overall ranking factor: 9.8% important
Localized organic results: 7.2% important

3) It improves your branding.

Relevant to top of the funnel and customer loyalty.