After SEO, SEM and other abbreviations you’ve had to learn in online marketing, here comes another one: ORM – Online Reputation Management. But what exactly does it mean?
Most people and companies now have profiles on many social media sites: Facebook, Trip Advisor, Twitter, YouTube to name but a few. Often, posts on those sites are being picked up by Google. For example, did you know that your Amazon wishlist can be found in Google and usually ranks quite high? Just google yourself and see. Having so much information about you or your business on the web can pose a problem. Disappointed customers, an angry ex-partner or friends can post blogs and photos that portray you or your business in a negative light. This week’s BBC fast:track programme talks about exactly that:
‘Over the past decade, travel review websites have become a primary source of travel information, especially as the web has grown. Rajan Datar investigates this trend and looks into their vulnerability to deception. Fake posts, biased reviews and intentionally negative comments to rivals have become common, as well as questions about the kind of people who post reviews. fast:track talks to industry professionals including a traditional guide writer and the Director of Trip Advisor.’
ORM is the attempt to control hotel review sites, travel blogs and consumer-generated content in the modern world of Web 2.0. Some companies have been offering solutions for a while, e.g.: Hotel Protect by TIG Global.
The other option is doing ORM yourself, for example by setting up Google alerts or run Twitter searches but managing hundreds of profiles could be overwhelming.
It is still early days for many hotels or chains but with Web 2.0 becoming ever more important for the success of your online marketing, I am sure ORM will have to be an element of your marketing mix in future.