Online Reputation Management (ORM), it’s more than just monitoring your reputation online…

It’s been a couple of years now that companies and brands have been using ORM tools to monitor what people are saying about their brand.
However, having been in this field for quite some years, I always wonder whether they are using these tools to their full ability. There is so much more to any ORM tool than just monitoring.
Here’s a list of quick things that are top of mind for me:
  • Listen to what people say about you, your brand, your products and services.
  • Set up crisis alerts that notify you when something bad is being said about you. Remember that not everything is a crisis! One bad comment might just be that, one bad comment. Yes, you need to monitor this, and manage it correctly, but look at the context, person and their credibility online as well.
  • Monitor what people say about your spokespeople, and what spokespeople say about the brand.
  • Listen to what people say about your competitors. (don’t try and include all of them, pick the 3 more prominent ones. Whilst you can learn a lot from all of them, the time spent analysing the findings needs to weigh up against the learnings you get out)
  • Listen to what your own staff is saying about your brand, and how this can impact the brand’s reputation. Remember that as soon as they state that they work for you, everything they say might be linked back to the company.
  • Report back to key people in the business on the success of a campaign, or the success of your brand. Don’t get me wrong though, key people does not mean the board of directors or Exco. Everybody in the company who is impacted by what happens online should be privy to the reports.
  • Analyse the results and get learnings on what you can do better next time. No campaign is ever perfect! There is always something you can take out for the next campaign.
  • Don’t copy paste the results from the tool into a powerpoint. Analyse the results and ask yourself every time: What does this mean to my business and what can we learn from it.
  • What do people like and don’t like about your business. And be willing to make the necessary changes! There is no point doing the research but not actioning the findings.
  • Which products do and don’t they talk about, and why? Perhaps it is worth doing campaigns around those products or services not well known by your audience.
  • Which areas of the business are constantly a problem, and are you able to fix this?
  • Where is your target audience hanging out and are you there?
  • Are people aware of the profiles you have on social media and if not, how can this be fixed?
  • Check out new product names you are looking at implementing and how these are being used already.
  • Find out how people are speaking about specific products and services and make sure to use the same language.
  • Check out tag lines and their connections before implementing them.
  • Find out what people do and don’t like about your competitors and see how you can use this in your advantage.
  • Looking to partner up with a company or specific product or service? Make sure to check them out online. You do not want to be associated to a company with a potentially bad reputation.
  • The way people speak about your and your competitors’ products and services is often also the way they search for these products. Use your ORM findings to direct your PPC campaign.
  • Use the wording used by people for your ATL marketing, banner advertising and text ads on the Google Display Network. People respond better to words that they are using already to talk about you.
  • When looking at campaign tag lines, check them out on your ORM tool first. Don’t just assume that you are the first one to come up with this.
Most importantly:
Every ORM tool can give you great findings, results and information. But reporting back on every single piece is a long process that might not provide you with the results you are looking for.
Therefore, every month, set goals and objectives for yourself and for what you want to monitor and focus on those. This can be a specific product (this doesn’t mean not monitoring the other products, just spending more analysis time on this specific one), a campaign you are launching, a specific competitor, a press release you have sent out, etc.
In closing, make sure to get the most out of your ORM tool, and get the right support people in place to make sense of the endless amount of data and insights you can get out!

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