What is Reputation Management and ORM?

Andrew Strassmore
Andrew Strassmore
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Reputation management is the practice of monitoring and influencing an individual or organization's reputation. Reputation can be positive or negative, and it can be based on the public's perception of the individual or organization, as well as their actions.

There are a number of different objectives that can be pursued as part of a reputation management strategy. Some common objectives include:

  • Improving the public's perception of an individual or organization
  • Reducing the impact of negative publicity
  • Protecting an individual or organization's reputation from attack
  • Repairing damage to an individual or organization's reputation

Brand Reputation and Brand Safety

When it comes to reputation management, there are two key concepts that are worth mentioning: brand reputation and brand safety. Brand reputation is the overall reputation of a brand. It is the perception that the public has of a brand, and it can be positive or negative. Brand safety, on the other hand, refers to the safety of a brand online. It is the measure of how safe a brand is online, and it can be affected by things such as negative comments or reviews, spam, or malware. Brand reputation management and brand safety are two separate concepts, but they are both important for brands to consider. Brand reputation management is important because it refers to the overall reputation of a brand, while brand safety is important because it refers to the safety of a brand online. Both of these concepts are important for brands to track and monitor in order to protect their reputation and ensure that their brand remains safe online.

Whether you are an individual or an organization, reputation management is something that should always be a top priority. With the right approach and strategy in place, it is possible to build and maintain a positive reputation online, no matter what challenges or obstacles come your way.

What is Online reputation management (ORM)?

Online reputation management (ORM) is the process of monitoring and managing an individual or organization's reputation online. This can include activities such as tracking what is being said about the individual or organization online, responding to any negative comments, and working to improve the overall perception of the individual or organization online.

It is important to track online reputation because the Internet has become a key source of information for many people. In today's world, it is more important than ever to have a positive online reputation, as bad publicity can have a serious negative impact on an individual or organization. By tracking online reputation, individuals and organizations can stay informed about what is being said about them online, and take steps to mitigate any negative impacts.

    ORM consists of 4 main blocks of work:
  • Infofield Monitoring;
  • Responding;
  • SERM (Search Engine Reputation Management) - reputation management in search engines;
  • Information placement.

Each block solves its own problems in reputation management. There is no point in doing just one thing - it will be ineffective. For example, if there is a lot of negative information about the company in social networks, it is useless to work only with SERM block, you have to deal with monitoring and response, because if bad reviews in social networks occupy, for example, 80% of the entire infofield around the brand, the positive output in Google will not help. The overall background will still remain negative, because users who have published negative opinions will never get a response to their complaints. In turn, potential customers will see this and think: "Ok, if the company ignores the complaint of its long-time client, then why should I go here?

Reputation needs to be handled comprehensively: only this way you will reduce reputational risks and unpredictable cases.

3 Stages of ORM

ORM works are carried out in 3 stages: analysis, strategy and implementation. They always go sequentially. Let's figure out what each of them consists of.

The first stage of ORM is analysis. It helps to get the data to form a strategy and understand what resources will be needed to implement it. In other words, analytics data is the basis on which further work is being built. Without them, we would have to rely not on concrete figures, but on speculative assumptions and intuition. This could lead to a loss of money and time.


This way you will have a chance to assess the real picture of events and identify priority areas for work. In parallel, you should ask yourself what information and tips about the company should be present in the output. And finally, a separate section of the analysis is devoted to competitors in order to understand how their situation differs from yours and adjust expectations.

The analytical study should last at least for three months. This will allow you to deeply study the sources of opinions, track possible stuffing and intersections of mentions. Ideally, the analysis should take a year to capture not only peaks, but also a decrease in user activity.

Strategy is the second stage of the ORM analysis. The strategy is based on the data obtained at the analysis stage and is formed separately for each ORM block.

Monitoring Strategy

Within its framework, objects for tracking are defined (legal entities, geo-points, social networks, resources for brand and reputation queries, etc.). Next, criteria for evaluating mentions are set and a tagging system is being developed to sort opinions by tonality. The final stage is the selection of resources for tracking and the installation of KPIs to assess the effectiveness of work.

Response Strategy

Here you need to indicate which reviews are worthy of attention from the brand and which are not, and also calculate the optimal reaction time, for example 24 hours. If there is time, you can work out the formats of responses to users. Scripts for communicating with clients are better not to use, but a memo on the analysis of problematic situations will definitely come in handy.

SERM Strategy

Within this block, a list of resources is compiled and methods of working with them are selected. The main ones are the change of tonality, displacement and replacement of problematic materials.

Strategy for Adding Content

Here it is necessary to determine the volume of image content and the site for its placement.

Realization Stage

This part of the work falls on the project team. Since strategies are developed for each ORM block, different specialists will work on them. SERM has its own analytics specialists who process the data, draw up a strategy, and track the progress of the project, making adjustments if necessary.

If you are looking to improve your online reputation, there are a number of strategies that you can employ.


With the right strategy in place, you can ensure that your reputation stays intact online, no matter what challenges or obstacles come your way.


How ethical is this service? There are periodic disputes on the web about how environmentally friendly it is to work with reputation, so we suggest that we focus on this point in more detail. Most of the discussions are caused by the removal of negative sites from search results and ordering positive reviews. However, it should be borne in mind that deletion is an extreme measure, and the main task of ORM is still replacing outdated information, publishing new content and working with problem areas (communicating with dissatisfied customers). From this point of view, reputation management is a completely justified step for most companies. As for posting positive reviews, if you order fake opinions, the question of ethics remains open. However, you can go a more honest way, motivating customers to write real good reviews. And in this case, your actions will not violate the laws of ethics in any way.

Andrew Strassmore

Chief Marketing Officer

Visits: 66

Marketing addicted and blockchain inspired. Writing about marketing and cryptocurrency since 2017.

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