Online Reputation Management (ORM) is defined as the strategy for managing the efficient communication of a brand's values.
There's a growing interest in online reputation management among companies, who have seen how their search engine results have been influenced by the content generated about their brand online. However, online noise management or monitoring isn't the only aspect that must be addressed to maintain a good reputation.
There are several techniques that can help us build a good reputation, such as creating new content, participating in online media, promoting existing positive content, creating social identities, or eliminating negative content. In this sense, we could say that the main objective of managing online reputation is improving relationships with stakeholders and audiences (SGs).
A good online reputation plan must be developed in 4 essential stages:
- AnalysisIn this first stage, we must gather all the information available about our brand. We must take into account all assets, including stakeholders and reference communities, as well as competitors and active or passive conversations that exist in our own or other spaces.
- DiagnosisIn this second stage, we must conduct a diagnosis of what the public perceives about our brand. Thanks to this diagnosis, we can chart the path forward.
- Plan of actionIn this third stage, we must optimize our own assets to make our brand easier to find. To do this, we must improve our link architecture to make it SEO-friendly, generate relevant content that showcases the values and stories we want to tell, and build strong relationships with our stakeholders (Stakeholder Groups) to ensure they last.
- MonitoringIn this final stage, we must track mentions of our brand in social media and/or communities. Once analyzed, we will need to define an intervention plan. In this regard, we will need to identify the brand's main stakeholders in the communities, define the key content we want to share, establish objectives that allow us to measure compliance with the measures adopted, and evaluate the results obtained.
Ultimately, to achieve a good online reputation plan, it's essential to seek advice from experts who can analyze the specific situation in each case, thereby achieving favorable results for businesses.
Posted by: Silvia Gemar
