Online Reputation Management (ORM) can help influence buying decisions, address negative reviews, and gather customer feedback.
Before brands implement an ORM strategy, they need to conduct an online reputation audit to identify how customers view the brand. The audit can be done by reviewing the company website, social profiles, blogs, and third-party business profiles.
Once the data is gathered, work towards crafting an ORM strategy. Use an Impact Matrix to prioritise tasks and goals that will pay the most dividends. Once the goals are in place, develop clear policy documentation, communication guidelines, and a strong brand voice across all channels to help propagate a consistent message.
Additionally, it is crucial for brands to have a crisis management strategy in place. It should outline internal communication strategies, delegate public responses, and set guidelines for addressing brand mentions on social media.
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