Your Online Reputation and How to Improve It

Hey,

We're going to explore the critical world of Online Reputation Management (ORM) and its impact on your business success.

ORM is the art and science of shaping public perception of a brand or individual on the internet.

It's like being your own PR agent in the digital world, but with a much wider reach and 24/7 responsibility.

• When United Airlines faced a PR crisis after a passenger was forcibly removed from a flight, their lack of effective ORM led to a stock drop of $1.4 billion in just days.

• When Airbnb faced backlash over discrimination issues, they responded with a comprehensive anti-discrimination policy and a #WeAccept campaign, effectively turning a potential crisis into a brand-strengthening moment.

The ORM Landscape: Key Findings

This groundbreaking study analyzed over 1,100 research papers with nearly 50,000 citations to give us a comprehensive view of the ORM field. Here's what they discovered:

1. ORM keeps evolving

2. Its relevance across industries is increasing

3. Beyond marketing, ORM affects sales, customer service, and even HR

4. Different platforms and industries require tailored ORM strategies

Every online interaction is an opportunity
to strengthen your reputation.
Make each one count!

The Interconnected Web of ORM Research: Visualizing relationships between key studies and themes in Online Reputation Management

Pillars of ORM

Researchers identified 14 main areas of ORM study.

Hospitality - Managing hotel and restaurant reputations on platforms like TripAdvisor and Yelp

E.g. The Ritz-Carlton's "Radar On-Antenna Up" policy, where staff actively seek to resolve guest issues before they become complaints

Building and maintaining trust in the hotel industry specifically

E.g. Marriott's implementation of cleanliness protocols during the COVID-19 pandemic

Managing reputation in online marketplaces like Amazon or eBay

E.g. eBay's detailed seller ratings system

Treating online reputation as a valuable intangible asset

E.g.: Apple's brand value, largely built through reputation, exceeded $200 billion in 2020

E-commerce - Building trust in online stores

E.g. Zappos' 365-day return policy and free shipping both ways

Integrating ORM into day-to-day business operations

E.g. Dell's creation of IdeaStorm, a platform for customers to suggest product improvements

Collaborative Economy - Managing reputation in peer-to-peer platforms

E.g. Airbnb's host and guest review system

Trust Frameworks - Developing models to explain online trust formation

E.g. The Technology Acceptance Model (TAM) used to predict user acceptance of new technologies

Strategies for building and maintaining customer trust

E.g. Patagonia's transparency about its supply chain and environmental impact

Understanding the impact of online reviews on consumer behavior

Yelp's influence on restaurant revenue (a one-star increase can lead to a 5-9% revenue increase)

Customer Behavior - Analyzing how online information affects customer decisions

E.g. The rise of "webrooming" - researching products online before buying in-store

Healthcare - Managing online reputations of healthcare providers and institutions

E.g. Cleveland Clinic's active social media presence and health education content

Understanding how online activities influence public perception of a brand

E.g. Nike's Colin Kaepernick campaign, which polarized public opinion but ultimately boosted sales

Trust Evolution - Studying how online trust develops and changes over time

E.g. The evolution of trust in online banking from its inception to widespread adoption

While some clusters may be more relevant to your industry than others, insights from each can provide valuable perspectives for managing your digital presence.

Tips for your business:

• Empower your staff to resolve issues on the spot to prevent negative reviews

• Showcase behind-the-scenes efforts to maintain quality and safety

• Prioritize quick shipping and excellent customer service to maintain high ratings

• Include reputation management in your financial planning and reporting

• Offer generous return policies to reduce perceived risk for online shoppers

• Create feedback loops to incorporate online reputation insights into product development

• Implement a two-way rating system if your business involves peer-to-peer transactions

• Use established trust frameworks to guide your website design and user experience

• Regularly communicate your company's values and actions to reinforce trust

• Actively encourage satisfied customers to leave reviews

• Ensure consistency between your online presence and in-store experience

• Share patient success stories (with permission) to humanize your healthcare brand

• Monitor social media sentiment around your brand to gauge public perception

• Regularly reassess your trust-building strategies as your customers and technology evolve

Intellectual Turning Points: Game-Changers in ORM

Four key papers revolutionized our understanding of ORM. Here are the key findings:

1. Sparks & Browning (2011): Revealed the outsized impact of online reviews on hotel bookings. Negative reviews have a greater impact than positive ones

2. Ayeh et al. (2013): Explored how user-generated content affects travel planning. Perceived trustworthiness of the source is crucial

3. Kim et al. (2008): Examined the role of trust in e-commerce decisions: Perceived risk significantly influences online purchase intentions

4. Beldad et al. (2010): Investigated how social media influences online reputation. Consistency across platforms is key to building trust

Tips for your business:

• Prioritize addressing negative feedback quickly and professionally

• Encourage reviews from verified customers to boost credibility

• Be transparent about security measures and privacy policies

• Develop a cohesive brand voice across all your online channels

Burst Patterns: Trending Topics in ORM

The study identified "hot topics" in ORM over time:

1. Early 2010s: Focus on understanding basic ORM principles. Companies started realizing the importance of monitoring online mentions

2. Mid 2010s: Surge in research on ORM in the hospitality industry. Development of specialized ORM tools and services

3. Late 2010s: Growing interest in ORM for the collaborative economy (e.g., Airbnb, Uber)

4. Current: Emphasis on integrating ORM with overall business strategy. ORM becoming a C-suite concern

Tips for your business:

• Stay ahead by focusing on emerging trends. For instance, consider how you can apply collaborative economy ORM principles to your business, even if you're not in that sector.

• If you're just starting, begin by setting up Google Alerts for your brand name

• Look for ORM case studies in your specific industry for insights

• Consider creating a cross-functional ORM team including marketing, customer service, and PR

Practical Applications Across Industries

Let's look at how different industries are applying ORM:

Retail: Managing product reviews and customer feedback

E.g. Best Buy's public response strategy to negative reviews

Finance: Building trust and credibility

E.g. Chase Bank's social media customer service

Technology: Managing rapid information spread

E.g. Apple's controlled information release strategy

Food and Beverage: Handling health and safety concerns

E.g. Chipotle's transparency during E. coli outbreaks

Tips for your business:

• Use negative feedback as product development input

• Provide financial education content to position your brand as an expert

• Develop a rapid response plan for potential product issues or leaks

• Have a crisis communication plan ready before you need it

The Future of ORM: Emerging Trends

Using AI to analyze and respond to online sentiment in real-time

E.g. IBM's Watson helping companies understand customer feedback

Optimizing online presence for voice search results

E.g. Domino's Pizza optimizing for voice ordering

Increasing importance of video in shaping online reputation

E.g. Blendtec's "Will It Blend?" YouTube series

Using blockchain to verify reviews and credentials

E.g. Revain's blockchain-based review platform

Tips for your business:

• Start exploring AI-powered ORM tools

• Ensure your online content answers common questions about your business

• Consider starting a YouTube channel to showcase your product or expertise

• Stay informed about blockchain developments in your industry

Key Takeaways

1. Be Proactive: Don't wait for a crisis to start managing your online reputation

2. Be Consistent: Ensure your brand message is uniform across all platforms

3. Be Responsive: Address both positive and negative feedback promptly

4. Be Authentic: Genuine engagement resonates more than corporate-speak

5. Be Adaptive: Stay updated on ORM trends and be ready to pivot your strategy

Your reputation is your most valuable asset and your biggest vulnerability.
With a robust ORM strategy, you're positioning your brand for growth.

In the premium section below, I present some of the ideas that I got while preparing this post. I hope you find those tips insightful.

Advanced Action Steps

Now that we've explored the landscape of Online Reputation Management, let's roll up our sleeves and get practical. Here's your action plan to take control of your digital reputation: