Online Reputation Management: Its Hurdles and How to Overcome Them

Keeping an eye on Online Reputation Management (ORM)  is crucial at a time when having an online presence is a sign of success.

ORM means establishing a reputation and preserving the identity of your brand.

According to Podium, 93% of consumers believe online reviews affect purchasing decisions.

Therefore, even one negative Google review or viral tweet from a disappointed customer can significantly affect your company’s reputation and financial performance.

However, keeping your brand’s internet reputation positive with the appropriate approach and tactics is possible.

Let’s discuss some of the most common challenges you might face and look at feasible solutions.

What is online reputation management?

Online reputation management, or ORM, is the collective term for the strategies employed by businesses to mold and maintain their online reputation.

It entails actively fostering a favorable reputation, responding to criticism, and averting possible harm to one’s reputation.

SEO services in the USA, social media interaction, and review management are all essential components of an effective ORM strategy.

Nearly 60% of US consumers stated that they would not do business with a company that gave them the impression of being unreliable.

Common Hurdles in ORM and Strategies to Overcome

Let’s look at a few of the most typical obstacles and solutions for them:

1. Generative AI and Its Impact on ORM

Content production is one of the most important components of managing one’s online reputation. If artificial intelligence is to be used, it should be applied to content improvement rather than just creation while keeping a human touch.

AI has been used to create and carry out deceptive tactics, even though it has made some beneficial contributions. These are a few instances:

• Artificial intelligence (AI)-driven deep fake technology 

It has been abused to produce phoney media, such as audio and video recordings. The reputation of a business can suffer greatly if such content damages its brand.

• False social media profiles

Some companies or people have utilized AI-powered tools to make false profiles on social media that mimic well-known businesses or personalities. If the fictitious accounts propagate misleading information or carry out detrimental actions, such deceit can result in reputational injury.

• Automated misinformation campaigns

Artificial intelligence can create and spread misleading information. Companies have sometimes been accused of using AI to influence public opinion or disparage competitors, causing significant harm to their reputations.

Methods for Creating a Secure ORM

Fortunately, businesses can mitigate the risks associated with generative AI in ORM by implementing the following measures:

• AI guarantees brand and messaging consistency, lowering the possibility of inconsistent communication that could damage a company’s reputation. It aids in preserving a consistent voice and image across numerous platforms and channels.
• Generative AI allows firms to react quickly to emergent scenarios, good or bad, in a fast-paced digital environment. Public trust can be promoted, and reputation damage can be avoided with prompt and accurate responses.
• AI-powered sentiment analysis provides businesses with valuable information about the public’s perception of their brand. Making knowledgeable judgments about reputation management, customizing plans, and swiftly resolving problems are all made easier using this data.

Let’s say,

Consider a scenario in which a rival restaurant uses artificial intelligence (AI) to create a deluge of unfavorable reviews that all hail a made-up dish that doesn’t exist. Customers may become confused as a result, harming your reputation. Working with an ORM expert, you can see questionable review trends and take action before they harm your company.     

                                                         Source: images.ctfassets.net       

2. Ambiguous semantics

Understanding what people say about your brand online is essential to online reputation management, or ORM.

However, what happens if negative energy disguises itself as helpful language?

Negativity presented ambiguously through semantics might fool search engines that prioritize keyword matches.

Imagine reading a review where it says, “The service was underwhelming.” The underlying tone is negative, even though the word “bad” isn’t used overtly. Search engines can overlook this. This might result in:

• Missed opportunity to improve by attending to client complaints.
• Escalating negativity when clients don’t feel heard.
• Loss of trust when potential clients encounter unseen hostility.

Two strategies are needed to solve the problem:

• Sentiment Analysis Tools: These artificial intelligence (AI)-driven tools examine the emotional tone of online content in addition to keywords. They can identify negativity even in words that appear neutral. For instance, even though there was no specific critique in the prior evaluation, the program can identify it as negative.
• Developing a Strong Business Voice: Communication should start with consistently using particular, uplifting language linked to your business. When reviews mention terms like “disappointment” or “issues,” they deviate from this baseline and are more easily recognized as perhaps unfavorable.

3. Lack of Proper Monitoring

Silence on the internet can be loud. It can put you at risk of not keeping an eye on your online discussions. A critical news item or an unanswered, unfavorable review can linger and harm your reputation.

Resolution 

An extensive online monitoring system is essential. These technologies monitor mentions of your brand on the internet across social media and review sites. By continuing to learn:

• Negative reviews can be quickly addressed, showcasing your client service and response.
• Potential problems can be seen before they become more serious, enabling preventative measures.
• Positive remarks might enhance your web story and highlight client happiness.

4.  User-generated content and Reddit

The popularity of user-generated content (UGC) websites such as Reddit has opened up new channels for the rapid spread of false information.

Negative customer experiences can be readily shared, and these platforms can be a haven for falsehoods and false information.

Solution.

It is imperative to monitor social media actively.

• By observing Reddit threads and other user-generated content sites, businesses can detect possible problems and take action before they become more serious.
• You can slow down the spread of negative content by interacting with users honestly and openly.

5. Google reviews

Some intriguing data from a recent Birdeye survey regarding internet reviews in 2024 was discovered.

• Over the previous year, there was a notable 5% increase in online reviews.
• Currently, an astounding 79% of all internet reviews are from Google.

Here are three essential methods for managing your online reputation while controlling Google reviews:

• Method1: Aids in obtaining fresh client testimonials
• Method 2: Continue interacting with your clients
• Method 3: Make your clients advocates

Source: birdeye.com

6. Competitors and Affiliates

Consider the scenario where a prospective client looks for your founder’s name, main product, or brand name. They will probably locate the product page, about page, or brand website at the top of the SERPs.

On the other hand, prospective customers will frequently find affiliate sites and competitive domains close to the top of the SERPs if you neglect your online reputation.

Being alert is essential. Keep an eye on competition activities and internet references for your brand. Recognize dubious reviews by comparing their wording or timing. Inform others about them!

Have explicit agreements for affiliates that spell out the expectations and penalties for infractions such as phoney reviews.

7.  Competing Ads Showing for Your Brand Name

Source: qph.cf2.quoracdn.net

When you search for your preferred sneaker brand, you can find an advertisement featuring their insignia, but it leads to a dubious website that sells knockoffs!

Malicious actors enter the picture here. They can purchase advertisements that exploit your identity to entice viewers to click and view deceptive or offensive material.

You can counter this by using Google’s Trademark Clarification procedure. This makes it more difficult for rivals to use your exact brand name in their advertisements.

Additionally, be aware of any questionable versions of your brand name that appear in search results.

To safeguard your consumers and brand’s reputation, report any deceptive advertisements to Google.

8. Inactive Social Media Accounts

Social media profiles that are not updated might seriously limit a company’s potential.

You can answer consumer questions, offer updates and material about your goods and services, and build a vibrant community around your brand via social media.

This approach has been quite effective for several prosperous companies, such as Apple and Coca-Cola.

Having accounts on the major platforms is essential for effectively defending your brand’s reputation.

9. Balancing the tone of pages

Keeping your brand voice consistent across all your internet channels is critical. Customers may get confused and distrustful of inconsistencies.

Create a brand style guide that specifies the messaging and tone you want to use. Do you come across as approachable and kind or as authoritative and smart? This handbook ought to serve as your virtual bible.

For instance, a fitness company with a reputation for having a friendly and upbeat community can desire a brand style guide that stresses upbeat language and inspirational content on all media.

10. Responsibility and the lack of defined processes

ORM efforts risk becoming dispersed and ineffectual without clear ownership and established methods.

Resolution

Clearly define who is responsible for ORM inside your company. Create a thorough ORM strategy with detailed protocol development.

• How to react to reviews—both good and bad
• How to handle crises on social media
• How to deal with unfavorable content (e.g., locating the source, reporting for removal if it deviates from platform policies, and formulating a formal statement if required).

Conclusion 

It takes ongoing attention to detail and proactive steps to establish a positive online reputation. You can effectively manage your online presence and reduce potential reputation threats by following the above-mentioned tactics and being aware of frequent obstacles.

Building a positive brand image that encourages trust and loyalty can be accomplished through consistent online mention monitoring, prompt issue resolution, and genuine audience engagement.