Overview of the importance of online reputation management
Online Reputation Management (ORM) is the process of monitoring and improving the online presence of a business, brand, or individual. The goal of ORM is to ensure that positive content about the entity is easily accessible and visible in search engine results, while negative content is suppressed or removed.
ORM involves monitoring various online platforms, including social media, review sites, and news articles, for any mention of the entity. If negative content is found, ORM specialists work to remove or suppress it by creating positive content, improving existing content, and utilizing SEO strategies.
ORM is critical for businesses and individuals who want to protect their reputation online. A negative online reputation can damage a business's credibility, reduce customer trust, and lead to a loss of revenue. By proactively managing their online reputation, businesses and individuals can ensure that their online presence accurately reflects their values and reputation, and can help to build trust with customers and stakeholders.
Case studies of successful online reputation management campaigns
In 2017, a video went viral showing a passenger being forcibly removed from a United Airlines flight. The incident sparked outrage on social media, and United Airlines' reputation suffered greatly as a result. In response, the company launched an online reputation management campaign, including issuing a public apology, implementing new policies and procedures, and engaging with customers on social media. Over time, the company's reputation improved, and its stock prices rebounded.
In the 1980s, Johnson & Johnson faced a major crisis when seven people died after taking its Tylenol pain reliever. The company responded quickly, issuing a recall of all Tylenol products and implementing new tamper-proof packaging. The company also launched a comprehensive public relations campaign, emphasizing its commitment to customer safety and transparency. As a result, the company's reputation recovered, and it has continued to be a trusted brand in the decades since the crisis.
In 2009, two Domino's Pizza employees created a viral video showing them tampering with food at a Domino's franchise. The video quickly spread on social media, and the company's reputation was severely damaged. In response, Domino's launched an online reputation management campaign, including a public apology, a commitment to improving food safety and quality, and a campaign to listen to customer feedback and respond to concerns. Over time, the company's reputation improved, and it has continued to be a successful brand in the pizza industry.
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