Bad News Burial Service (ORM):
Thank your visiting and reading this.
The fact that you have found this article is probably due to one of the tactics that we use when it comes to Online Reputation Management or ORM: search engine optimistion (SEO).
This article explains a little about why there is a growing demand for Online Reputation Management services for both individuals and companies alike. It also talks about some of the methods we use to influence search engines using search engine optimisation (SEO).
If it’s true that you found this article through a search engine like Google or Yahoo, then you’ll also see why using search engine optimisation forms a critical part (both on and offline) of managing your online reputation.
ORM: A New Age
The days when news was spread by only by TV, radio and newspapers is a long gone. Today there is no faster (or better) way of disseminating information than the internet. Malicious, negative or incorrect information published online by critics can spread quickly and damage your company’s reputation if left uncorrected or un-refuted.
Even if you have operated a business ethically and cleanly for years, all it can take is one negative event to blemish your public brand image. This event may affect your business and it can be ongoing…costing you customers, business and money.
Simple things like a negative product review in a blog or forum can have negative effects to your brand or you personally, and can be especially damaging if you operate in a environment where competitors are ready top act against you.
Online Reputation Management (ORM) is Becoming Important
Google it. It’s what we do. If I want to buy a new car, I’ll Google it. Same thing for plumbers, health insurance and even for researching the best internet market companies to use in New Zealand.
As consumers we also research company brands (as well as individuals), with search engines giving fast and convenient access for performing due diligence.
As broadband internet increases in New Zealand, as more and more people start using search engines to research, the demand for online reputation management ORM) servies will increase.
Social Networking and ORM
At the time of writing, Facebook has displaced Trade Me as the number one accessed site in NZ (after Google). Social networking then, is becoming a more important internet medium.
While some smart businesses see social networking as a long-term strategy to strengthen their business and interact with their customers, most businesses struggle with it. But regardless of how business comes to term with social networking, one thing is certain…
Consumers (and competitors) now have a voice for which to share ideas information and contacts. And that includes negative or even malicious information about any brand and any person.
Reactive and Procative Reputation Management
There are two ways that companies can act when it comes to online reputation management (ORM).
- First is the proactive management of your name or brand. This involves the ongoing monitoring of news, social networks, customer feedback, forums etc. Often, damage to your reputation may be happening without your knowledge.
Proative reputation management involves the monitoring of customer and market perceptions online from blogs, social networking, forums etc., as well as the creation of blogs, sub-domain websites, websites and other online ‘assets’ that present truthful and positive information. The setting up of these assets effectively ensures that any damaging information can be relegated further down the search engines…often to page 3 or 4.
- Reactive reputation mangement involves the relegation of harmful information in search engines (using the same methods), once it appears as well as publishing information that refutes negative, malicious or damaging information.
So how do we do this?
There are a number of ways we achieve this. One way is to use effective keyword analysis and the effective creation of these online assets which contain factual and positive information. Next we use link-building and other ‘off-page’ SEO techniques to elevate the rankings of these sites.
Online Reputation Services
If you or your organisation would like more information about online reputation management, please go ahead and contact us. We’ll set up a confidential meeting by phone or skype to discuss your situation.
We’ll also provide you with our ORM Brand Audit at no charge. It will give you a ‘snapshot’ glance at the state of your online reputation including some concepts ideas and strategy to deal with negative information (if any).
