Definition of Online Reputation Management

Online Reputation Management (ORM) is a digital marketing strategy that involves monitoring, addressing, and influencing an individual’s or organization’s online presence and public perception. This process includes analyzing online mentions, reviews, and comments, then taking appropriate actions to maintain or improve their online image. Essentially, ORM aims to create a positive online presence, mitigate negative content, and protect a brand’s reputation in the digital world.


The phonetic transcription of the keyword “Online Reputation Management” using the International Phonetic Alphabet (IPA) would be:/ˈɑnlaɪn ˌrɛpjʊˈteɪʃən ˈmænɪdʒmənt/

Key Takeaways

  1. Online Reputation Management (ORM) is the process of monitoring and shaping the public perception of a brand or individual on the internet.
  2. ORM involves proactively handling negative content, promoting positive testimonials, and engaging with users on various platforms to ensure a positive online presence.
  3. Having an effective ORM strategy is crucial in today’s digital era, as it can impact business growth, customer trust, and overall brand value.

Importance of Online Reputation Management

Online Reputation Management (ORM) is crucial in the digital marketing realm because it shapes the public perception of a brand or individual by monitoring, addressing, and mitigating negative information found on digital channels.

In today’s fast-paced digital landscape, customer opinions and testimonials have a significant impact on potential clients’ decision-making processes.

ORM allows businesses and individuals to showcase their best qualities and achievements while addressing any potential concerns professionally and effectively.

By proactively managing one’s online presence, ORM ensures that a positive and accurate image is portrayed, ultimately leading to increased trustworthiness, credibility, and strengthened customer relationships, which translates into business growth and long-term success.


Online Reputation Management (ORM) serves as a crucial strategy for businesses and individuals aiming to create and maintain a positive online presence that reflects their values, goals, and accomplishments. ORM is used as a powerful tool to emphasize the strengths and achievements of a brand or an individual, by highlighting their best qualities and fostering customer trust and loyalty.

With the ubiquity of online platforms, it is essential to invest in ORM to stay ahead of the competition and establish a unique identity that sets one apart from their competitors. Engaging and proactive ORM strategies aim to showcase the most valuable assets by shaping the narrative to one’s advantage and subduing any potential negative content.

Moreover, ORM is key in addressing and resolving customer concerns and complaints to minimize the potential damage to a business’s reputation. By proactively monitoring online channels and customer feedback, businesses can swiftly respond to negative comments, reviews, and concerns, ultimately turning potentially unfavorable situations into opportunities for showcasing their commitment to customer satisfaction.

ORM allows for the fostering of strong relationships with the target audience, thus transforming customers into brand ambassadors who actively promote and endorse the company’s services or products. By continuously adapting to new digital marketing trends and channels, ORM remains an essential component of a successful digital marketing strategy that aspires to reach its full potential while maintaining a positive online image.

Examples of Online Reputation Management

Domino’s Pizza: In 2009, two former employees of Domino’s Pizza posted a video on YouTube showing them tampering with food in an unhygienic manner, causing a significant PR crisis for the brand. Domino’s quickly responded by addressing the issue publicly, conducting an internal investigation, and providing updates on its social media platforms. They also launched an online reputation management campaign to ensure that their brand’s image was restored. As a result, Domino’s was able to rebuild trust with its customers and strengthen its online presence.

United Airlines: In 2009, the musician Dave Carroll created a music video called “United Breaks Guitars,” which went viral on YouTube, creating a PR nightmare for United Airlines. The video recounted his experience of United Airlines mishandling his guitar and their poor customer service. In response to the negative publicity, United Airlines reached out to Carroll, and he donated the compensation he received to charity. United also invested in improving their customer service and conveyed these changes through social media, showing how they took responsibility for the incident and engaged in online reputation management to repair their public image.

Nestle: In 2010, Nestle faced a significant online reputation management challenge when Greenpeace targeted them for sourcing palm oil from unsustainable sources, resulting in deforestation and harming orangutan habitats. An aggressive social media campaign, combined with a spoof video of a Nestle executive, led to numerous negative comments on Nestle’s social media channels. Nestle responded by engaging with consumers, removing the controversial palm oil supplier, and implementing a plan for sustainable palm oil sourcing. Additionally, they used online reputation management strategies to address criticism and promote their new sustainability initiatives, ultimately reducing the negative impact on their brand image.

Online Reputation Management FAQ

What is Online Reputation Management?

Online Reputation Management (ORM) is the process of monitoring, influencing, and controlling an individual or business’s digital presence, reputation, and perception. It involves addressing both positive and negative information found online and taking measures to ensure that a person or company is accurately and positively represented on the internet.

Why is Online Reputation Management important?

Online Reputation Management is vital in today’s digital world, as people rely on online information to make their decisions. A positive online presence can lead to increased trust, credibility, and business opportunities, while a negative or inaccurate representation can have severe consequences, impacting business relationships, sales, and even personal life. Therefore, businesses and individuals alike should invest time and effort in managing their online reputation proactively.

How can I improve my online reputation?

Improving your online reputation involves multiple steps, such as monitoring your online presence regularly, addressing concerns and negative feedback, boosting positive content and reviews, maintaining a strong online presence through social media, and ensuring that your personal or business information stays updated. It’s essential to be proactive and consistent in implementing these strategies to build and maintain an excellent online reputation.

What tools and services are available for Online Reputation Management?

Various tools and services are available for monitoring and managing your online reputation. Some popular tools include Google Alerts, Hootsuite, Brand24, and Mention, which help track and analyze your online presence across websites, social media platforms, and blogs. Additionally, professional ORM service providers specialize in techniques and strategies to repair, protect, and enhance your online reputation, which can be an excellent option for businesses and individuals looking for expert guidance and services.

How long does it take to see results from Online Reputation Management efforts?

The timeframe for seeing results from Online Reputation Management efforts can vary depending on the current state of your online reputation, the strategies implemented, and the extent of negative information that needs to be addressed. Generally, improvements can be noticed within a few weeks or months, but maintaining a strong online reputation is an ongoing process that requires consistent effort and monitoring.

Related Digital Marketing Terms

  • 1. Social Media Monitoring
  • 2. Review Management
  • 3. Brand Reputation Analysis
  • 4. Content Moderation
  • 5. Crisis Response Strategies

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