What Is Reputation Management?
Online reputation management (ORM) is the practice of monitoring, influencing, and managing how your business is perceived online. In a world where 93% of consumers say online reviews impact their purchasing decisions, your digital reputation directly affects your revenue. One negative review on the first page of Google can cost you up to 22% of potential customers. Proactive reputation management ensures your online presence accurately reflects the quality of your business.
Monitoring Your Online Reputation
The first step in reputation management is knowing what people are saying about your business. Set up Google Alerts for your business name, monitor review platforms (Google, Yelp, Facebook, industry-specific sites), track social media mentions, and regularly search for your business name to see what appears. You cannot manage what you do not monitor.
Generating Positive Reviews
The best defense against negative reviews is an overwhelming number of positive ones. Develop a systematic review generation strategy: ask satisfied customers for reviews at the point of maximum satisfaction, send follow-up emails with direct links to your review profiles, make the process as easy as possible, and train your team to identify and capitalize on positive customer interactions.
Responding to Negative Reviews
Negative reviews are inevitable, but how you respond matters more than the review itself. Respond promptly, acknowledge the customer’s experience, apologize for any shortcomings, offer to resolve the issue offline, and remain professional regardless of the review’s tone. Potential customers are watching how you handle criticism — a professional, empathetic response can actually improve their perception of your business.
Managing Search Results
When someone Googles your business, what do they see? Ideally, the first page should be filled with your website, social media profiles, review platforms, and positive content. If negative results appear, you can push them down by creating and optimizing positive content: social media profiles, directory listings, blog posts, press releases, and guest articles on industry websites.
Social Media Reputation
Social media is where reputation crises can escalate quickly. Monitor your social media mentions, respond to customer complaints publicly and promptly, and maintain an active, positive presence that reflects your brand values. Have a crisis communication plan in place so you are prepared to respond quickly and effectively if a reputation issue arises.
Building a Reputation-First Culture
The best reputation management strategy is delivering excellent products and services consistently. Build a culture where every team member understands that they are a brand ambassador. Train your staff on customer service excellence, address issues before they become public complaints, and continuously improve based on customer feedback. A business that genuinely prioritizes customer experience will naturally build a strong online reputation.
The ROI of Reputation Management
Investing in reputation management pays dividends across your entire business. Businesses with strong online reputations attract more customers, can charge premium prices, spend less on customer acquisition, and retain customers longer. A one-star increase in your Yelp rating can lead to a 5-9% increase in revenue. Your reputation is not just a marketing asset — it is a business growth engine.
Resources
- BrightLocal Consumer Review Survey — data on how reviews impact buying decisions
- Google Review Policies — official guidelines for Google reviews
Need help managing your online reputation? See our social media marketing services or learn how to optimize your Google Business Profile.
