The internet has done many things to change our daily interactions with the world around us. Having a library full of information at our fingertips means never being lost, never being out of contact, and always having the most up to date information on just about any topic. This vast network of information has also allowed us to connect with other users all over the world, both socially and commercially.

Before, the internet was very different. Companies were not engaging customers but just selling to a passive audience, people could not express their voice in a powerful way, and the overall communication landscape was very “top-down.” The situation has radically changed. Today, websites are no longer static brochures. User-generated content is a must. And regular interactions on social networks are vital to any business success. Nowadays, people directly take social media and other online platforms to voice their opinions, look for information and other solutions. They search for brands primarily on digital platforms and look for their credibility. If they find anything negative, it could end up bringing a significant amount of lead. A single negative media review, comment, media coverage or hate sites can act as online reputation bombs. It can prevent users from following you or purchasing a product or service of yours. Through constantly monitoring your content, media mentions, one can control the potential loss of a major amount of new leads and sales.

With so many competitors out there, Online Reputation Management has become imperative to monitor, identify and influence digital reputation of oneself and brands. It is what sets you apart from your competitors enabling you to attract and retain followers and customers. It helps in increasing sales, builds relation, credibility, brand image, effective returns, attracts employees, customers and followers.

It takes a lot of time and effort to establish oneself or a business and make it grow. In this digital world, maintaining your reputation is critical. Good online reputation management is not only about reacting well to what people say about you, your brand, or your products and services, but also about whether to react at all and, if so, when. Sometimes a reaction is not necessary, and sometimes a reaction that is too late can cost you millions. A proactive approach to the matter consists of monitoring your public reputation on a regular basis, and not just when you come to know about a specific event to deal with.

Brand doing ORM the right way: NIKE

When you’re trying to push out content, promote company news, or engage with thought leaders, it’s easy to lose track of customer complaints. Online reputation management works on many different levels and customer complaints shouldn’t be lost out of sight. Nike has created a separate social media handle for support. The @NikeService account is dedicated entirely to responding to customers who need help. Nike is a huge company with lots of different avenues and products. @NikeService allows the company to simplify the process while keeping complaints and questions in one support hub.

Online reputation management is an essential facet of any brand building, whether you’re just beginning to shape your message or have been in business for years. Online platforms are a great way to create and maintain your reputation.