Reputation management
What is reputation management?
Reputation management, often called online reputation management (ORM), is the work of shaping how a brand is perceived online: monitoring mentions and reviews, responding to feedback, fixing real problems, encouraging happy customers to leave reviews and making sure accurate information ranks well.
Ethical reputation management improves the real experience and the visibility of honest feedback; it does not hide or fake reviews.
Why reputation management matters
Buyers read reviews and search a brand before buying. A few unanswered complaints can cost more sales than any ad can win.
Related marketing terms
Review management is collecting, monitoring and responding to customer reviews on sites such as Google, G2, Trustpilot and app stores.
Brand monitoring is tracking where and how your brand is mentioned online, from forums and social media to reviews and news.
Crisis management is preparing for and responding to events that threaten a brand’s reputation, from outages to viral complaints.
Fake reviewsBlack hat
Fake reviews are reviews that do not reflect a real customer’s honest experience: written by the business, paid for, or posted to attack rivals.
Review gatingBlack hat
Review gating is asking customers how they felt first and only inviting happy ones to post a public review, hiding negative feedback.