It’s hard to argue with the fact that nowadays (and more than ever), business relationships demand trust. People and companies have at last understood the great significance of Online Reputation Management (ORM), a vital service that has come to serve as an essential component in the management of the perception of the public and the attainment of success.
In this article, Dima Raketa, the CEO of Reputation House, unravels the evolution of ORM, its breakthroughs that led to the growth of ORM, and the current strategies that ORM uses.
Accepting a Tool and a Turning Point for the Better
In the past, it was not clear why ORM was important. During the pioneering years of the World Wide Web, as more and more virtual communities emerged, there was a clear separation between a person’s “offline” reputation and his or her online alias. But as online interactions started to seep into people’s daily lives, both people and businesses started to feel the impact of online personas.
It was not until the mid-2000s that the utility of ORM could start to be seen as review websites such as Yelp and TripAdvisor started to emerge. Negative feedback, fake news, or even malicious content can be detrimental to any organization or individual, no matter how loyal they may be. The cross-road arrived when social media and search engines became the map to steer public opinion. According to Dima Raketa, “It was in around 2010 that there was a major paradigm shift in the attitude towards one’s online space. It was no longer just a virtual space, but a virtual shop.”
Firms realized the repercussions of having a negative online image, which is the eroding of customers’ confidence, revenues, and business relationships. At the same time, people found difficulty in getting a job, or creating relationships, when their online profile was problematic. In the contemporary world, authenticity turned out to be crucial, and that is why ORM emerged as a key concept.
Empowerment Through ORM
ORM has come a long way from being just damage control to being a proactive management tool of public perception. Thus, thanks to the new expertise, people and companies can manage their digital presence, so that it reflects their values and goals. The solution is simple: the only thing that can alter the situation to some extent is adaptation.
The current state of reputation management (ORM) encompasses real-time monitoring, sentiment analysis, and insights driven by intelligence. Businesses can monitor mentions, assess trends in sentiment, and promptly address emerging issues. Individuals can maintain a brand that fosters trust in both personal and professional settings.
Search engine optimization (SEO) which forms the foundation of ORM practices seamlessly aligns with Search Engine Reputation Management (SERM) to ensure that positive aspects receive prominence in searches. Within this interconnected ecosystem where search engines serve as nodes, agencies implement SEO techniques to elevate preferred content to prominent positions, in search results.
The collaboration between SERM and SEO is like sculpting a masterpiece; it demands skill, intuition, and an appreciation for the harmony between storytelling and algorithmic guidelines. So what comes next?
The growth of this industry serves as proof of its significance. The worldwide market for ORM is set to experience expansion, with forecasts pointing towards growth from 2024 to 2030. In 2022 there was a trend in the market fueled by the increased adoption of strategic approaches by key industry players. This pattern is expected to persist in the coming years, offering an outlook for the advancement of ORM globally.
Don't let your online reputation be an afterthought. Take control of your brand's image today and ensure it reflects the values and trustworthiness your customers expect. Partner with experts who understand the power of a positive digital presence. Act now to protect and enhance your online reputation—because, in the digital age, your reputation is your most valuable asset.
