The Benefits of Reputation Management Services
Submitted on Thu, 31 May 2012
Once we surpassed the woes of the go-go days of the dot.com boom and bust, the online marketplace shook itself off and retooled for a stronger, more effective way to sell goods and services over the Internet.
In fact, the dot.com revival was so robust and successful, along with it came competition for all businesses and professionals who advertise their services online, which meant individuals and owners alike have also exposed themselves to online reviews, many of which can be hurtful and even devastating for the bottom line.
There are many individuals out there making a living doing nothing but writing negative reviews and commentary about companies and individuals, in many cases for the soul purposes of helping another similar online entity gain a competitive edge in some way, shape or form.
Enter the ORM providers. In an effort to keep erroneous reviews and online social commentary from destroying your customer base and/or personal reputation, these companies work to give you full control over online search results, improving your ability to protect your good name and that of your company.
To put it simply, ORM provides you with a way to combat negative press, rip-off reports, social media attacks, forum posts, and other negative search results pertaining to your company name or your personal identity. There are increasingly more instances of individuals who turn to ORM professionals to help them work out a plan for proactively shielding their brand and reputation from these damaging content providers that come through via sear engine queries.
These so-called “flame websites or weblogs are typically launched by consumers and in a vast number of cases, your competitors.
Search Engine Reputation Management strategies, according to Wikipedia, often include Search engine optimization also known as SEO, and Online Content Management. Due to the fact that these search engines are dynamic and in constant flux, it is imperative that search results be monitored on a consistent basis. This is one of the big differences between SEO and online reputation management. SEO involves making technological and content changes to a website in order to make it more friendly for search engines. Online reputation management is about controlling what information users will see when they search for information about a company or person, Wikipedia suggests.
Common ORM techniques include online promotional activity by offering new content creation, some sort of social web presence, either through onloine forums, blogs, social networking, promotion of existing positive content and building social profiles on Facebook and other similar sites.
Traditional websites and consumer reviews are also monitored using ORM services and programs. The material monitored can include both professional journalism and user-created content, again such as blogs and blog commentary provided to keep positive responses surfacing more often than negative commentary. More difficult, but nonetheless relevant techniques can include formal "take-down" requests to try to convince site managers to remove negative content, and finally, if all else fails, the pursuit of litigation.
Proactive reputation-building and brand identity management techniques can and often do include immediate responses to any public criticism linked to unannounced changes to a product's capabilities and features. Product reviewers are commonly employed by many businesses who may or may not receive products and services in exchange for online reviews.
Most often, companies will use online blogging and news and information pages to write about their products and services and put their brand front and center in the online world, giving them ammunition against the ever-growing field of online criticism.
If you run a company or provide some kind of service for which you advertise over the Internet, you do so at risk of being scrutinized by thousands of online users, some of whom may have a direct and vested interest in seeing to it that your brand and/or identity fail in the eye of the consumer.
Utilizing the services of an ORM firm can help you combat negative reviews and unjust commentary. Just one thing to keep in mind: to obtain a solid presence on the web, with your name and brand up top on all of the major search engines, requires resources and time. Blogs, e-news reports, reviews and marketing all required writing and constant monitoring, but the payoff and protection you’ll receive from ORM strategies should be worth every minute and penny spent.
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