ORM (Online Reputation Management)
A company's online reputation is built on dozens of sources that users check before contacting them: search results, Google Maps, review sites, social media, media publications, forums, and discussions. Even a strong product can lose traffic when negative brand imagery is constantly associated with it or information about the company is insufficient.
What is ORM and online reputation management?
Online reputation management helps you see this information field as a whole and work with it consistently. ORM Online Reputation Management includes mention monitoring, review management, SERM, social media management, reputational content, and analytics. ORM services are needed both for existing issues and for regular reputational risk monitoring.
ORM covers the platforms where people obtain information about a brand and form opinions about it. This can include search engines, review sites, maps, social media, media outlets, forums, marketplaces, and industry resources. Online reputation management begins with understanding where exactly a company is mentioned and the tone of these posts.
Managing a company's online reputation is tied to real-world business processes. If customers constantly complain about delivery times, the quality of customer support, or terms of service, simply responding to comments won't be enough. These signals need to be recorded, passed on to responsible employees, and taken into account in future information management.
What does Online Reputation Management mean?
Online Reputation Management (ORM) is the management of online reputation. The focus may be the reputation of a company, an individual brand, a product, a service, a manager, or a public expert. An ORM manager monitors changes in the information environment and coordinates the efforts of specialists responsible for search results, reviews, content, PR, and social media communications.
Online ORM is used where audience opinion depends on information from multiple channels simultaneously. Users may first see an ad, then read reviews, check the company's rating on a map, open search results, and only then make a decision. Therefore, managing a company's reputation requires consistency across platforms and a unified approach to communications.
What is ORM in marketing?
In marketing, ORM is concerned with audience trust in a brand and the quality of information a potential customer finds before making a purchase. Reputation marketing takes into account reviews, expert content, public company responses, brand mentions, and search engine reputation. These elements influence how compelling a company's offering appears compared to its competitors.
ORM marketing also provides businesses with feedback. Repeated complaints highlight weaknesses in a product or service, positive reviews help identify strengths, and mention monitoring reveals which topics are most frequently discussed by the audience. Such analytics are useful for marketing, customer support, sales, and product development.
How does ORM differ from SERM, SEO, and CRM?
These disciplines can work together, but they solve different problems. ORM is responsible for the overall brand information landscape, SERM focuses on search engine reputation, SEO manages the organic visibility of pages, and CRM stores data on the company's interactions with customers. Confusion between ORM, CRM, SEO, and SERM often arises due to the overlap of data and specialists.
| Direction | The main task | Key points of work |
|---|---|---|
| ORM | Online reputation management | Reviews, media, social media, search, maps, forums |
| SERM | Search engine reputation management | Branded search results and reputation queries |
| SEO | Organic website visibility | Website pages, content, links, technical optimization |
| CRM | Working with the client base | Contacts, requests, transactions, interaction history |
The boundaries between these disciplines don't prevent them from being used together. For example, CRM data helps identify the underlying causes of customer dissatisfaction, SEO supports the promotion of relevant content, and SERM helps improve branded search results.
ORM and SERM
SERM, or Search Engine Reputation Management, primarily works with search results for brand and reputational queries. A specialist analyzes which pages rank prominently, where negative content is located, and which high-quality materials can be developed or promoted. ORM reputation management covers a broader range of sources.
Within a single project, SERM often becomes part of an ORM strategy. If negative feedback arises on review sites, social media, and the media, focusing solely on search results won't address the root cause. Therefore, SERM data is compared with reviews, brand mentions, publications, and other sources.
What is included in reputation management services?
Online reputation management services are determined after an initial analysis. A reputation agency must understand the underlying problem, which platforms the audience sees, and the volume of mentions. Without this data, it's impossible to reasonably estimate the cost and scope of future work.
Comprehensive management may include auditing, monitoring, strategy, reviews, SERM, social media reputation management, PR, content, and analytics. The specific scope depends on the project.
Current reputation audit
A reputation audit reveals the initial situation. Specialists check search results, company ratings, review sites, maps, social media, media publications, and other sources. Branded queries and pages that receive significant organic visibility are analyzed separately.
The audit results in a risk and priority platform map. It reveals sources of negativity, weaknesses in the media presence, and the topics most frequently discussed by the audience. This data is used in strategy development.
Setting up mention monitoring
Monitoring is necessary for regularly discovering new publications. Company names, brands, products, and other queries that have reputational significance are added to the system. For common names, additional filters are set up to distinguish genuine mentions from irrelevant results.
Automatic collection alone isn't enough. Mentions need to be verified, classified, and compared with previous data. Then, the company sees not just a stream of notifications, but a clear reputation trend.
Developing an ORM strategy
An ORM strategy defines the project's goals, priority channels, and operational guidelines. It takes into account the company's reputation, industry specifics, mention volume, search engine rankings, and business resources. For one project, SERM will be the primary focus, while for another, reviews and social media will be the primary focus.
The strategy is linked to measurable metrics: rating, sentiment, response rate, number of processed requests, and changes in search results. This makes it easier to evaluate results and adjust actions.
Response strategy
A response strategy sets the rules for public communication. It specifies the categories of requests, the responsible employees, the acceptable response time, and instances when a message should be escalated to a manager, lawyer, or support team. This is especially useful during a crisis.
The tone of the response depends on the platform and the nature of the request, but the company's actual position should remain consistent. Users shouldn't receive different explanations for the same situation from multiple brand representatives.
SERM and SEO strategy
A SERM and SEO strategy begins with an analysis of search results for brand queries. Specialists evaluate the current rankings of the official website, reviews, maps, media, social media, and third-party publications. Next, pages worth developing or creating are identified.
New content must match actual search intent. Trying to fill search results with similar, optimized pages is no substitute for quality content and often creates additional trust issues.
Content and PR strategy
A content and PR strategy determines the topics, platforms, and formats of publications. These can be based on real-life case studies, research, expert commentary, interviews, expert articles, and company news. The purpose of each piece should be clear and relevant to the audience.
When choosing platforms, consider their topic, audience, and search visibility. A large number of random publications are less useful than a few high-quality pieces that genuinely answer user questions.
Working with reviews
Review management begins with identifying platforms that truly influence customer decisions. For local businesses, these are often maps and specialized directories; for online stores, marketplaces and review sites are added; for B2B companies, industry-specific resources can play a significant role.
Companies should regularly respond to users and ask real customers to share their experiences after receiving services. Creating reviews from fictitious customers creates additional reputational risks and distorts feedback.
Working with social networks and social media
Social media reputation management is built around the speed of message discovery and the quality of responses. Direct mentions, comments, user posts, topic-based communities, and blogger discussions are all reviewed. Posts that quickly gain views and reactions receive special attention.
Social media data is also used for analytics. Repeated questions and complaints reveal where audiences are missing information or which service elements are causing dissatisfaction.
Dealing with negativity and reputational crises
A typical customer complaint and a massive crisis require different levels of action. In the former case, it's enough to understand the situation and provide a meaningful response. A sharp increase in publications will require centralized data collection, coordinated company positions, and constant monitoring of audience reactions.
An information attack also requires fact-checking. Critical material shouldn't be automatically assumed to be paid for simply because it's offensive to the company. Sources, content, and distribution dynamics are assessed first.
Creation and promotion of reputational content
Reputation-building content addresses the questions users have about a company before engaging with it. This could include product pages, case studies, materials about the team's expertise, interviews, answers to frequently asked questions, and media publications. Each page should contain useful, verifiable information.
Promotion of such content is supported by SEO, internal linking, PR, and external mentions. It's better to focus on topics that meet real demand rather than creating articles solely for the sake of repeating the brand name.
Analytics and reporting
The ORM report should show what has changed over time. Useful metrics include the number of mentions found, sentiment distribution, rankings on important platforms, the number of processed requests, and changes in brand search results. These metrics are selected before the work begins.
The ORM project control schedule may look like this:
| Indicator | Start | Monthly control | Purpose of analysis |
|---|---|---|---|
| Tonality of mentions | The base value is fixed | The dynamics are compared | Find an increase in negative or positive themes |
| Site rating | Current ratings are recorded | Changes are being checked | Monitor reviews and customer experience |
| Search results | The TOP lineup is being removed | Changes are being tracked | Evaluate search reputation |
| Reaction speed | The current indicator is determined | Checked every period | Reduce the delay in processing requests |
This report provides operational data for the next period. If a particular area doesn't impact results, the strategy is adjusted and resources are reallocated.
I view ORM as ongoing work with a brand's information environment. First, I check what users see in brand queries, on maps, review sites, social media, and in the media. Then, I can identify the root causes of problems, priority platforms, and content worth developing. If I only begin work during a crisis, it usually takes more resources and time to change the situation.
How is an ORM strategy built?
An ORM strategy begins with facts that can be collected and verified. The team analyzes platforms, queries, reviews, publications, and social media, and then defines tasks based on the business context. Reputable companies that offer the same set of actions to every client risk wasting budget on low-impact channels.
The work is divided into sequential stages. Each subsequent step builds on the results of the previous one, and monitoring continues throughout the project.
Analysis of current reputation
The first stage involves recording the composition of search results, ratings, the number and tone of reviews, notable publications, social media activity, and the main causes of negative reviews. If necessary, a competitor analysis is conducted to understand the industry context.
The visibility of each site is checked separately. A review on a little-known site and a piece that ranks in the top three Google results for the company name require different priority.
Defining goals and KPIs
An ORM goal should describe a specific, measurable change. This could be a reduction in response time, improved rankings on a key platform, a reduction in the rate of duplicate complaints, or an increase in the presence of useful content in branded search results.
Indicators are selected based on the initial situation. There are no universal KPIs for all projects, as the volume of mentions and the impact of different channels vary significantly.
Selecting channels
After the audit, it becomes clear where the audience most frequently encounters the brand. A local business may need to focus on Google Maps and reviews, a large company may need to monitor media and social media, and a B2B project may need to focus on search engine reputation and industry publications.
Channels are ranked by influence, scope of issues, and available resources. This helps avoid spreading budgets across platforms that have little or no role in the client's decision-making process.
Formulation of a response and content strategy
At this stage, response rules, publication topics, platforms, and action steps are determined. Online brand reputation management can simultaneously include SERM, SEO, PR, SMM, and customer support.
The content plan is built around the audience's real questions and problems. If the negative feedback is related to a specific service, it's more useful to explain the terms and conditions in detail and improve the process than to publish general content about the company's advantages.
Monitoring results and adjustments
After launching the project, the dynamics of the selected indicators are monitored. The emergence of a new source of negativity, changes in search results, or an increase in discussions on social media may require a reassessment of priorities.
What we actually did
Dental clinic · Kyiv and Chernihiv
+44% clicks from search
A domain with no history and a site on a website builder. We built the semantic core for both cities, reworked the landing pages and built the link profile from zero. In four months: 34.8k clicks, impressions 1.32 → 1.76M, DR 0 → 41.
E-commerce · international
+96% clicks in two months
A catalog of digital 3D models. We clustered the semantics, rebuilt the hub pages and fixed duplicates and indexing errors. Google users 247 → 532, CTR 2.4% → 4%.
Medical center · Ukraine
+68.75% visibility in the first month
Narrow visibility and a small semantic core at the start. Semantics, landing page structure, metadata and internal linking, then gradual link building.
How long does reputation management take?
The timeframe depends on the current reputation, the number of platforms, the volume of mentions, and the complexity of the task. Monitoring and responding to new reviews can be organized quickly, but changing search results or the stable media landscape requires more time-consuming work.
When evaluating a project, it's best to separate operational and long-term tasks. This approach allows you to immediately begin monitoring new mentions while simultaneously working on areas where changes are gradual.
How much does online reputation management cost?
Online reputation management—the cost of which depends on the scope of work—should be properly assessed after a preliminary audit. A similar price for a company with just a few local locations and a large brand with thousands of monthly mentions doesn't reflect the true workload.
Queries for "reputation management price" and "online reputation price" typically arise during the contractor selection process. It's helpful for clients to understand the factors that influence the budget and what exactly the agency's proposal includes.
What determines the price of ORM?
The cost is influenced by the number of brands and monitored sites, the number of important platforms, the volume of mentions, the scale of existing negative feedback, and the need to integrate additional channels. SERM, SEO, content, PR, and regular social media engagement are assessed separately.
Reputation management—the cost and price of which are calculated individually—also depends on the frequency of monitoring and reporting. A reputation crisis requires more intensive work than quietly maintaining a brand with a few mentions.
What is included in the price of the service?
The basic project may include auditing, monitoring setup, strategy development, feedback management, analytics, and regular reporting. Additional reputation management services are included after a specific situation is assessed and the objectives are agreed upon.
If a project requires content creation, SERM, PR placements, or ongoing social media management, these areas are accounted for separately. This calculation gives the client a clear understanding of what they are paying for.
Order reputation management from Seo-Gen
Seo-Gen begins reputation management with an analysis of the company's current information environment. Search results, reviews, ratings, social media, publications, and other prominent sources are checked. Following the audit, an ORM strategy and scope of work for a specific project are determined.
As a reputation management agency, we integrate ORM with SEO, SERM, analytics, and content where needed to solve the problem. Clients receive a clear list of areas and priorities, without a one-size-fits-all package offered to every business.
To order online reputation management, please provide your company name, website, and a brief description of your current situation. This is sufficient for a preliminary reputation assessment, after which we can determine the required scope of work and prepare a quote.
Answers to your questions
What is ORM in simple terms?
ORM, or Online Reputation Management, refers to managing the online reputation of a company, brand, or individual. This includes searching for and analyzing mentions, reviews, search results, social media, media, and other platforms that influence audience opinion.
The goal depends on the situation: some businesses need to respond more quickly to negative reviews, others need to manage their search engine reputation, and still others need to develop ongoing monitoring and a clear customer communication strategy.
What is the difference between ORM and SERM?
SERM works primarily with search results for brand and reputation queries. ORM covers a broader information field, including review sites, maps, social media, media, forums, and other sources.
That's why SERM is often included in reputation management services as a separate feature. If the problem is related to search, reviews, and social media simultaneously, focusing solely on Google results won't provide a complete picture.
Is it possible to delete all negative reviews?
There's no guarantee that every negative review will be removed. If the material violates the site's rules or contains information that can be appealed in accordance with the established procedure, the company may contact the site's administration and provide the necessary arguments.
When a review describes a genuine customer problem, the primary focus is on verifying the situation, responding, and attempting to resolve the issue. Deleting legitimate criticism doesn't address the underlying cause of new complaints.
How much does online reputation management cost?
Online reputation management—the price of which is calculated individually—depends on the number of sites, the number of mentions, the current negative press, and the scope of services required. SERM, SEO, content, PR, and social media management are all considered separately.
To provide an accurate estimate, a preliminary analysis is first conducted. This allows us to determine the priority areas, the frequency of work, and the resources needed for the project.
What is included in ORM services?
Reputation management services may include auditing, mention monitoring, sentiment analysis, review management, SERM, social media, reputational content, PR, and analytics. The scope of these services depends on the specific company's situation.
Not every project requires a full range of activities. After the audit, the sites and tasks that truly impact the company's online reputation and require regular attention are selected.
Is it necessary to engage in ORM if the company has no negative impact?
Even in the absence of significant negative feedback, it's helpful to know what users see when they hear a company's name and where they're discussing the brand. Preventative monitoring helps identify problems faster and understand which platforms have the most influence on customer decisions.
In addition to risk management, a company can systematically collect real feedback, develop expert content, and keep brand information up-to-date. This type of work is especially useful before launching new products or entering new markets.
Does ORM work with social networks?
Yes, social media reputation management is part of ORM if these platforms are significant to the company's audience. Specialists monitor comments, direct mentions, user posts, discussions, and materials with significant reach.
Once a message is detected, its content and the need for a response are assessed. For critical situations, a pre-determined procedure for disseminating the information is established for staff, who can verify the facts and prepare a meaningful response.
ORM helps a company constantly monitor its online reputation, respond to issues more quickly, and address sources that influence audience trust. The most sustainable results come from a combination of monitoring, reviews, SERM, SEO, social media, content, and internal changes where customer complaints point to genuine shortcomings.
If you need reputation management services, please send Seo-Gen your website or company name and a brief description of your current task. We'll review key reputation areas and determine which areas need to be addressed first.
We reply within one business day. No newsletters, no “just a reminder” calls.
He will look at the site himself instead of passing it to a manager.
More on: ORM (Online Reputation Management)
When does a company need reputation management?
Online brand reputation management is required in various situations. Sometimes a company has already experienced negative publicity, sometimes it's preparing to launch a product or enter a new market, and sometimes it wants to regularly monitor the information landscape. A company's online reputation changes even without the brand's active efforts, as users continue to leave reviews and discuss their experiences.
The sooner a company notices changes, the easier it is to identify the source of the problem. Continuously monitoring a company's reputation helps distinguish a one-off complaint from a systemic glitch, identify increases in negative sentiment, and assess audience reaction after measures are taken.
There are a lot of negative reviews on the Internet.
The rise in negative reviews has a particularly strong impact on user decisions when the same complaints are repeated across multiple platforms. Potential customers see similar comments on maps, review sites, and social media and begin to perceive the problem as systemic. In such a situation, addressing the negative feedback begins with investigating the underlying causes, rather than mass responses.
Some reviews may be legitimate, others may contain false information, and some posts may violate the platform's rules. Each situation requires its own approach: a public response, resolving the issue with the client, contacting the platform, or further monitoring.
There is little information about the company.
The absence of significant negative feedback doesn't necessarily mean a strong online reputation. If users can't find a proper company description, genuine customer reviews, expert content, or proof of experience, it's harder for them to assess the brand's credibility. This problem is especially noticeable in niches with long decision-making cycles.
Online reputation building services in this case include developing the company's information presence on relevant platforms. Content should be based on real facts, experience, and business data. Artificially filling search results with similar publications quickly degrades the quality of the information space.
The company enters a new market
When entering a new region or launching a product, a company often faces a lack of established reputation. Potential customers aren't yet familiar with the brand, so they check available mentions more closely. Online brand reputation management helps identify in advance the platforms where audiences will seek confirmation of the company's reliability.
Work may include preparing profiles, expert materials, communicating with initial clients, and monitoring new reviews. Reputation management in Kyiv, another city, or a new country also takes into account local platforms, the audience's language, and search engine performance.
A reputational crisis has arisen
A reputational crisis can arise after a public conflict, a technical failure, poor communication, a massive complaint, or an information attack. At this point, conflicting responses from different employees are especially damaging. The company needs a coordinated course of action and a unified, confirmed position.
Crisis management begins with gathering facts and assessing the scope of information dissemination. Next, platforms requiring a response are identified, messages are prepared, and audience reactions are monitored. Speed is crucial, but unsubstantiated claims can worsen the situation.
It is necessary to constantly monitor the brand's reputation
Regular online reputation management is suitable for companies for which reviews and public trust directly impact sales or customer engagement. Continuous monitoring allows you to quickly identify new mentions without waiting for a single complaint to garner dozens of comments or appear in search results.
This format includes regular mention analysis, ratings assessment, branded searches, and monitoring of highly visible platforms. Preventative work reduces the likelihood that a company will only notice a problem after a significant drop in audience trust.
What tasks does ORM solve?
An ORM strategy is built around specific business objectives. One brand needs to manage reviews, another needs to improve its search reputation, and a third must simultaneously monitor maps, social media, and media. Therefore, using the same set of actions for all projects is pointless.
At the outset, we identify sources of mentions, sentiment, site visibility, and the causes of current issues. After this, it becomes clear which ORM services the company truly needs and which metrics should be monitored.
Company reputation monitoring
Mention monitoring covers the brand name, products, services, executives, and other related queries. Search engines, Google Maps, review sites, social media, forums, media outlets, video platforms, and marketplaces are checked. For large brands, automated monitoring is supplemented by manual verification of the most important sources.
The collected mentions are categorized by platform and sentiment. Themes recurring in negative reviews, changes in the company's rating, and the speed of response to inquiries are separately recorded. This approach helps us understand the dynamics of our reputation.
Dealing with negative reviews
Managing your reputation and online reviews requires effective communication with your client. First, you need to understand what happened, verify the details of the request, and determine whether the company can resolve the issue. The response should be tailored to the situation and include a clear next step, rather than a standard request to send a private message without further action.
If a publication contains false information or violates the platform's rules, you can use the established appeals procedure. Once the complaint is upheld, it's best to correct the cause and explain the decision to the client. This type of reputation management reduces the likelihood of similar negative comments being repeated.
Formation of a positive information field
Positive content should provide users with useful and verifiable information about the company. Case studies, interviews, expert commentary, articles, service pages, real reviews, and PR publications are all suitable for this purpose. Materials are selected based on the questions the audience asks before contacting the company.
A company's image develops gradually, so publications are distributed between internal and external platforms. Content marketing and PR help expand the information space, and SEO maintains the visibility of relevant pages in search results.
Social Media Reputation Management
Social media reputation management includes comments on posts and ads, direct brand mentions, community discussions, blogger content, and user posts. Information spreads quickly on social media, so a delayed response can sometimes exacerbate the problem.
Managing your reputation on social media requires communication guidelines. The team must understand which messages to respond to publicly, when to move the conversation to a private channel, and which requests should be immediately escalated to management or support.
Search engine reputation management
Search reputation shows what image a user gets after searching for a company, brand, product, or executive name. It analyzes not only top rankings but also page types: official websites, maps, reviews, media, catalogs, social media, and discussions.
SERM helps manage this part of the information space, while SEO supports the necessary, relevant content. The goal is to ensure that users find more high-quality, up-to-date, and verifiable information about the company.
Online reputation and review management
Reviews provide a company with direct information about the customer experience, so they shouldn't be considered in isolation from the quality of the product and service. Online reputation and review management involves monitoring, responding to, verifying recurring complaints, and collecting feedback from real customers.
The work is primarily carried out on sites visible to the target audience. The number of resources alone doesn't tell the whole story: a few prominent reviews on Google Maps can have a greater impact on a local business than hundreds of comments on a low-traffic site.
How to deal with negative reviews?
The first step is to verify the circumstances and understand the cause of the complaint. A meaningful response demonstrates that the company has read the complaint and is proposing a specific course of action. If personal information is required for resolution, the conversation can be continued in a private channel, but it's important to publicly express a willingness to address the issue.
Once resolved, it's important to retain information about the cause of the complaint. If the same issue recurs, it should be escalated to the department responsible for the relevant process. This approach links reputation management to real changes within the company.
How to increase the number of positive reviews?
The best source of positive reviews is real customers who have already received a service or product. A company can remind customers to share their experience after completing an order, provide a convenient link to the platform, and adhere to the specific service's terms and conditions.
A request for feedback shouldn't require a specific rating. Honest feedback is more useful than an artificially perfect rating, as it helps identify both the strengths and challenges of the customer journey.
Social Media and Social Networking Reputation Management
Social media reputation management requires constant monitoring of the platforms where audiences discuss the company. This monitoring includes comments on publications and advertisements, brand mentions, user posts, niche communities, and blogger content.
Reputation management on social media is characterized by the rapid spread of information. A single public conflict can quickly garner additional commentary and spread beyond the initial platform. Therefore, the team needs clear response guidelines and employees who have access to factual information about the situation.
However, not every mention requires a response. The reach, content of the message, the validity of the complaint, and the opportunity for constructive dialogue are all assessed. An aggressive public debate with a user often does more harm to a brand than the original comment.
Who is working on the ORM project?
Comprehensive reputation management requires expertise across multiple disciplines. Team composition depends on the scale of the project, so a small company may work with just a few specialists, while a large brand may employ separate teams for analytics, SERM, PR, and social media.
The key requirement is a unified strategy and clear division of responsibilities. If each channel operates in isolation, the company risks sending users conflicting messages.
Who is an ORM manager?
An ORM manager coordinates tasks related to monitoring, feedback, content, and other areas. They monitor strategy execution, collect data from specialists, and help identify changes that require business attention. In complex situations, the ORM manager also coordinates responses across departments.
Depending on the project, an SEO and SERM specialist, analyst, PR specialist, editor, content manager, and SMM specialist are involved. If legal risks arise, a consultation with a specialist lawyer is necessary.
Why is it better to manage reputation systematically?
Systematic work allows a company to spot changes before they become major problems. Regular reputation monitoring helps quickly spot new complaints, rating changes, negative posts, and discussions with growing reach.
In addition to responding to issues, the company is gradually building a high-quality information base. Real reviews, expert materials, clear answers, and up-to-date pages provide users with more information for decision-making. At the same time, businesses receive feedback on service weaknesses.
Regular analytics also helps avoid wasting resources on random platforms. The team sees which sources influence a brand's online reputation and focuses efforts on those where changes are truly noticeable to the audience.
ORM and SEO
An ORM SEO integration is necessary when search results significantly impact a brand's image. An SEO specialist can work with official company pages, expert materials, publications, profiles, and other resources relevant to brand queries. The goal is determined by analyzing search results, rather than mechanically eliminating any critical content.
SEO also helps create useful touchpoints for users. About pages, case studies, FAQs, expert publications, and detailed service descriptions provide search engines with more high-quality information about the brand. The work should take into account real content and not mask legitimate customer concerns.
ORM and CRM
ORM and CRM work with different parts of the customer experience. CRM contains data on inquiries, purchases, requests, and communication history, while ORM displays public audience reactions. When analyzed together, it's possible to identify recurring causes of negative reviews and understand where a company's internal processes are creating reputational risks.
For example, an increase in support complaints should be monitored not only through review sites but also through requests within the CRM. If the cause is confirmed, adjusting the service's performance will be more beneficial than a large number of templated responses. After the issue is resolved, the ORM team continues to monitor customer reactions.