Online Reputation

on Social Media
(ORM)
Yagmur Unal
What is Online
Reputation
Management?
Process of managing online information about a
brand , company or a person.
Priority is the control of what people see when
they search your brand.
Establishing controllable ,accurate search
landscapes for consumers in long term
Variety of tactics marketers use to boost brand
awareness and reputation.
(monitoring social media channels , and
engaging with consumers on those channels )
Why?
Brands in every industry can benefit.
Consumers today makes purchase
decisions based on companies online
reputation on social media and
business review sites.
Today, there is more digital ground to
cover ,so its one of the best way to
preserve your brands image.
 ·54% of people use social media to research
products. (GWI)

Gündem According to online reviews statistics, 76% of

all reviews are spread between two sites:
Google and Facebook.

·79% of people say that user-generated

content on social media significantly impacts
their purchasing decisions. (Stackla)

The most common filter applied is ;only

companies with 4-star ratings and higher.
(Online Reviews Statistics)
 A well-managed social media reputation management plan can be a difference-maker.

According to Harvard Business School’s research, an additional one-star rating in Yelp increases the
ROI by 9%.

Companies like Yelp ;

especially uses negative customer
comments to not only help the original
commenter, also to show that they value
and respect the opinions of consumers.
usually on the side of the reviewer and
will not likely to delete a bad review.
responses quick, shows that consumers
can establish a long-term relationship.
LEGO - associated with "family
and community" also as, "creative,
desirable and educational play".

High-value brand ;good ethics

and progressive social values.

Products are seen valuable

enough that they can charge
high prices and still dominate
the market.

Patagonia Nike support -Nike

their focus on social has a separate
responsibility, corporate Twitter account
culture, and environmental known as
sustainability are what set @NikeSupport
-only dedicated to
them apart.
handling customer
Their values and ethics
interrogations.
reflects on the customers,
employees, and their
stakeholders.
5 ORM Techniques for Brands
1. Perform a brand audit
2. Monitor brand mentions
3. Respond to negative reviews
4. Leverage public relations (Live
streams ,Interviews of company
executives, charitable events) 5 Online Reputation Tools
5. Promote positive content BrandMentions
Buzzsumo
Mention
Google Alerts
Reputology.