April 17, 2018

The Importance of Online Reputation Management

Welcome to the digital age! The era in which internet penetration is getting higher and technological developments are increasing rapidly. The era in which the internet and technology have changed many things in every aspect of life, such as lifestyle, behavior, perspective, opportunities, challenges and much more. Let’s look around us, whether the people around us (more often) look preoccupied with smartphones, tablets, or other sophisticated technology tools. So, gestion de la r├ęputation en ligne is important. Yes, this is the digital revolution! Where everyone cannot get away from smartphones, gadgets or other digital devices. And did you know, that one in five people always check gadget every 10 seconds?

This digital revolution has also had a major impact on digital marketing, one of which is the emergence of the ZMOT (Zero Moment of Truth) trend, a trend whereby netizens will seek information, references or recommendations (eg on Google) before they decide to buy products or services. For a brand, this is where the importance of building brand reputation. Just imagine, if netizens search for information about your brand in Google search engine, then the search results are there is a lot of negative information or review. Will netizens believe in your product? The answer is certainly not.

Looking at the current trend or reality, all brands should understand that it is important to attract potential customers by building positive perceptions (especially in digital). Yes, the brand needs to build a positive side or a good reputation through various strategies, one of which is the strategy of Online Reputation Management (ORM).

What is Online Reputation Management (ORM)?
ORM is a strategy to control all interactions, activities, and feedback on a brand, especially in digital. The goal is to make the brand’s online reputation ‘good’ in the eyes of consumers and potential customers. Yes, Online reputation is how netizens see or have a perception of a brand. For a brand, the emergence of information, comments, or negative sentiments, especially in digital (Google search engine) can certainly be a threat, because it can negatively affect the reputation of the brand itself. This is where the role of ORM is needed.

In addition to strengthening brand reputation in digital, ORM is also effective against negative propaganda from competitors, because it can not be denied that in this era of globalization and digitalization tight competition occurs in all fields, especially in the business world. So, the possibility of propaganda or black campaign is certainly very open. Then, what strategies should be done to run ORM? There are many ways, ranging from forums, social media, content marketing, buzzer, SEO and more.

Jonathan Loiselle Media
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Steven D Lawson

Steven D Lawson