Online Reputation Management (ORM) is the process of monitoring a brand or individual’s online footprint and addressing content which is seen as negative or damaging. The most common activities include monitoring customer feedback mechanisms using ORM software (i.e. tracking negative sentiment via keyword tracking) as well as looking at ethical ways to crowd out negative search results. ORM can be viewed to bridge the gap between how the public views the company versus how the company perceives itself.
In instances where one cannot ask for negative comments, posts and blog articles to be taken down which are harmful to the reputation of a company, it is justifiable to deploy ORM tactics to negate undeserved negative search results. (Sometimes the result of competitors e.g. Scams.)
The most ethical way of pushing down the visibility of negative search engine results is via publishing positive and useful information about the company or individual. Content that is controlled and which crowds page 1-2 results for a search engine query.
Hamilton Buchanan can assist clients by including ORM as a component of online marketing efforts. We can assist with the set-up, monitoring and administration of licensed ORM software. We can also provide Personal Reputation Management services via providing article writing and submitting these to paid bloggers and via building 3rd party assets to crowd out negative results.
ORM is charged at R500 per hour as well as the cost of any proprietary software license fees. Hamilton Buchanan will need to determine the extent of ORM required and a detailed quote will be provided.