Online reputation management (ORM) is the practice of managing online information about individuals, companies, products, or services to manage their perceptions by different stakeholders. ORM includes both proactive measures taken by the individual or company to influence the public perception of them, and reactive measures taken by third parties after a negative event occurs. In some cases, these measures may involve legal action.
The term was first introduced in 1995 by Richard M. Fairbanks Jr., president of the American Society for Public Administration. He defined ORM as "the process of monitoring, evaluating, and controlling the quality and accuracy of what people are saying about you."
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ORM is primarily concerned with the perception of individuals, companies, products, or services in social networks such as Facebook, Twitter, YouTube, Wikipedia, etc. These social networks have become a significant part of our lives, and therefore, we need to understand how they work, who uses them, and how we can use them to build our brands.
In simple terms, ORM is the process of influencing the perception of individuals, businesses, organizations, products, and/or services in the digital world. ORM involves two processes:
Monitoring the online reputation helps in identifying the issues related to the brand, product, organization, or service. Once identified, the issues can be addressed accordingly.
The online reputation works based on the following factors: