In today’s digital age, online reputation management (ORM) plays a pivotal role in shaping consumer perceptions and driving business success. Review websites and social media have changed the way people make decisions. 97% of customers read online reviews before making a purchase. While most people trust peer recommendations more than advertisements, it has become very important to take care of a company’s online image and reviews which are left by the customers. Especially when they have serious revenue implications.

What Is Online Reputation Management (ORM)?

Online Reputation Management (ORM) is essentially about curating and protecting your digital image. Think of it as the proactive and reactive measures taken to shape public perception of your brand or business online.

In the vastness of the internet, every interaction, review, and mention contributes to how your brand is perceived. ORM involves monitoring and strategically influencing these digital footprints to maintain a positive reputation.

This is particularly important as consumers increasingly rely on online information to make purchasing decisions. A strong online reputation can be a powerful asset, attracting customers and building trust, while a tarnished reputation can drive away potential customers.

From responding to negative reviews and managing crises to actively seeking positive feedback and improving visibility in search engine results pages (SERPs), ORM encompasses a range of strategies. It’s an ongoing process that requires vigilance and strategic planning to navigate the complexities of the digital landscape.

Why is ORM important?

Online Reputation Management isn’t just about polishing your brand’s image; it’s about shaping how consumers perceive your business in the digital realm. And why does that matter? Well, let’s break it down:

1. Consumer Perception: 91% of consumers say that local branch reviews impact their perceptions of the wider brand in some way. For example, if a guest leaves a negative review about the slow service at your restaurant, addressing it promptly and offering a solution can demonstrate your commitment to customer satisfaction.
2. Building Trust and Credibility: Positive online reviews and a stellar reputation help attract guests, while negative feedback can deter potential customers from choosing your establishment. Encouraging satisfied guests to leave positive reviews on platforms like Google Reviews or Tripadvisor can enhance your online reputation and build credibility.
3. Addressing Negative Reviews: Handling negative feedback promptly can retain customers and even increase future spending. For instance, if a guest complains about cleanliness issues in their hotel room, offering a sincere apology and rectifying the situation promptly can turn their negative experience into a positive one. 
4. Insightful Feedback: Consistent monitoring of online sentiment provides valuable insights for improving products or services. Analyzing guest reviews and feedback can help identify recurring issues or areas for improvement, such as menu offerings, service quality, or amenities.
5. Brand Image: ORM shapes how your brand is perceived, influencing potential customers’ decisions to engage with your business. Sharing behind-the-scenes glimpses of your kitchen staff preparing fresh ingredients or showcasing guest testimonials on your website and social media can help reinforce a positive brand image.
6. Risk Mitigation: Proactive reputation management helps prevent crises by addressing issues before they escalate. Implementing staff training programs to ensure consistent service quality and establishing protocols for handling guest complaints can mitigate potential risks to your reputation.
7. Business Expansion: A positive online reputation attracts more customers and fosters business growth. Leveraging online review platforms to highlight unique offerings or special promotions can attract new customers.
8. Investor Relations: Investors consider online reputation alongside financials when evaluating potential investments, highlighting its importance in attracting funding and support. Providing transparency about your business’s reputation management strategies and showcasing positive guest experiences can instill confidence in potential investors.

Examples of ORM Tactics

As information spreads rapidly across various online platforms, maintaining a positive reputation has become paramount for organizations. With websites like Google, Facebook, and Tripadvisor serving as key hubs for consumer interactions and information dissemination, businesses employ a range of tactics to shape public perceptions and manage their online presence effectively. These tactics may include:

• Actively engaging with customers who leave negative reviews, addressing their concerns and offering solutions to improve their experience.
• Encouraging satisfied customers to leave positive reviews on platforms like Google, Facebook, and Yelp to outweigh any negative feedback.
• Implementing strategies to push down negative search results by optimizing positive content and leveraging SEO techniques.
• Managing and curating photos on Google Profile to ensure only high-quality and relevant images are displayed, while promptly removing any inappropriate or outdated content.
• Collaborating with influencers or brand ambassadors to promote positive narratives and enhance brand reputation across social media platforms.
• Monitoring online mentions and conversations about the brand using tools, allowing for proactive reputation management and crisis response when necessary.

The Connection Between ORM And SEO

In today’s online world, consumers increasingly rely on search engines to inform their purchasing decisions, making it imperative for businesses to curate a positive online presence. Search engine rankings have an important influence on how customers perceive brands, highlighting the need for active online reputation management.

Effective ORM involves more than just monitoring search engine results; it involves actively engaging with consumers across multiple online platforms, addressing negative feedback and strategically promoting positive content. By implementing ORM strategies, organizations can protect their reputation and ensure that their online presence accurately reflects their brand values and identity.

What are the most important factors influencing online reputation?

The consumers’ buying process became more complicated as they make more informed choices. Whether or not your business appears on search engines, review websites and social media can be a real deal-breaker. Online reviews are important too.

Recent research conducted by BrightLocal showed that on-page optimization, Google Business Profile, links, and online reviews are the most prominent factors which drives your ranking in local search. The study looked at various factors in order to find similarities between businesses that are ranking well in Google’s local pack and localized organic rankings. Among the factors that were taken into consideration were the number of Google reviews, photos, keyword density, average review rating, etc.

In order to achieve good local pack and localized organic performance, which has a big impact on your online reputation, we suggest two measures:

1. Make sure that you have an optimized Google Business Profile and website with a high-quality link profile and a high ranking in organic search.
2. Leverage your online reviews and work on getting keywords and cities in reviews. Responding to online reviews is highly beneficial too.

Online reputation management is crucial for businesses in today’s competitive marketplace.  Read more about online reputation and how to improve your SEO with online reviews and responses.

ORM Media Channels

Maintaining a strong reputation requires the use of various online platforms where consumers interact and share information. Here’s a breakdown of the 4 main types and their impact on your brand:

Owned Media: Your brand’s owned media assets include your website, blog, email newsletters, and other digital properties that you have full control over. Utilizing these channels allows you to portray your desired brand identity, disseminate key messages, and engage with your audience directly. For example, showcasing mouthwatering food photography and highlighting guest testimonials on your website can entice potential diners to visit your restaurant.

Paid Media: Investing in paid advertising on platforms like Google and social media networks enables you to target specific audiences and promote your brand effectively. While it requires financial investment, paid media offers control over messaging and placement. For instance, running targeted Facebook or Instagram ads promoting your upcoming special events or seasonal menu offerings can attract new customers to your establishment.

Earned Media: Earning mentions in blog posts, articles, or reviews without direct payment can significantly boost your brand’s reputation. Leveraging opportunities for earned media can enhance brand credibility and trustworthiness. For example, being featured in a popular travel blog or receiving rave reviews from food critics can attract attention and drive foot traffic to your restaurant or hotel.

Shared Media: Shared content on social media, where users engage with and amplify your brand’s messaging, plays a crucial role in shaping public perception. Monitoring and encouraging user-generated content, such as guest photos and positive reviews, can foster a sense of community and advocacy around your brand. For instance, hosting Instagram contests or creating branded hashtags can encourage guests to share their dining experiences and spread the word about your establishment to their followers.

How to Start, Manage, and Improve Your ORM

1. Audit Your Online Reputation: Begin by conducting a thorough audit of your brand’s online presence. Search for your brand name on Google and review your Google Business Profile, social media platforms, online communities, and review sites to understand how consumers perceive your brand. Look for patterns in feedback, identify areas for improvement, and note any prevalent issues or concerns raised by customers.

2. Establish an ORM Strategy: Based on the findings of your reputation audit, craft a robust ORM strategy tailored to the gastronomy and hospitality industry. Prioritize tasks according to their impact and urgency, and establish clear protocols for managing comments, reviews, and mentions across diverse online channels. Consider factors such as customer demographics, peak business hours, and seasonal trends to optimize your strategy for maximum effectiveness.

3. Monitor Brand Mentions: Leverage tools like Google Alerts, social media monitoring platforms, and review management software to stay informed about brand mentions and sentiment online. Actively engage with both positive and negative feedback to uphold a positive reputation for your gastronomy or hospitality business. Respond promptly to customer inquiries, address concerns, and express gratitude for positive reviews to demonstrate your commitment to customer satisfaction.

4. Plan Your Crisis Management Strategy: Anticipate potential crises by devising a comprehensive crisis management plan specific to the gastronomy and hospitality industry. Outline internal communication protocols, designate response teams, and develop strategies for addressing social media mentions and unforeseen incidents. Train your staff to handle challenging situations with professionalism and empathy, and establish clear escalation procedures for escalating issues to senior management when necessary.

5. Encourage Customer Reviews Online: Encourage satisfied patrons to share their positive experiences by leaving reviews on platforms like Google, Facebook, TripAdvisor, and popular review websites. Highlight positive reviews on your website and social media channels to showcase the quality of your service and encourage others to visit your establishment.

6. Address Online Reviews: Respond promptly and professionally to reviews, acknowledging concerns and offering solutions to address customer grievances. Personalize your responses, empathize with the customer’s experience, and demonstrate a willingness to make amends. Take proactive measures to minimize the impact of negative reviews by resolving issues promptly and publicly showcasing your commitment to customer satisfaction.

7. Maintain Consistent Branding: Ensure that all brand communications and interactions reflect your desired brand identity and messaging to reinforce positive perceptions among consumers. Train your staff to deliver exceptional service that reflects your brand values, and monitor online conversations to ensure that your brand’s reputation remains intact across all channels.

8. Create Content for Branded Keywords: Branded keywords, incorporating your brand name or variations, are vital for reinforcing brand recognition, improving search engine visibility, and shaping your online reputation. By strategically using these terms across your digital assets, you can control the narrative about your restaurant(s) or hotel(s), gain a competitive edge, and engage customers effectively. Conduct keyword research, integrate branded keywords into your content, and monitor your search engine rankings to maximize the impact of your ORM strategy and attract more customers.

Best Practices

Vapiano: How to Effectively Handle Criticism

Learn from Vapiano’s exemplary crisis management skills. When a customer found a caterpillar in their salad and aired it on Facebook, Vapiano didn’t flinch. Instead, they tactfully reframed the situation, emphasizing the freshness of their salads. Through swift responses and a steadfast commitment to quality, Vapiano not only averted a crisis but also showcased the importance of strategic communication in safeguarding brand reputation.

Responding to reviews, both positive and negative, is another crucial aspect of reputation management. By acknowledging positive reviews and thanking customers for their support, businesses can foster a sense of appreciation and loyalty. Similarly, responding to negative reviews with empathy and a willingness to resolve issues demonstrates a commitment to customer satisfaction. CERVO sets a prime example of how to respond to reviews with empathy and proactivity, regardless of their sentiment.

Conclusions

Your brand is constantly being discussed, whether you’re actively engaged or not. Effective online reputation management is essential to ensure that these conversations align with the image you want to portray. By strategically managing your online reputation, you can attract and retain customers while maintaining control over your brand’s narrative. Make a lasting impression by actively shaping the discussion surrounding your brand online.