Online Reputation Management Should be a Priority

May 1, 2009

Online Reputation Management (ORM) is a relatively new industry brought to the forefront by the massive volume of content created on the Internet each day.

This content is created by traditional news and journalism outlets, trade and cause-related Web sites, user-created blogs, social media outlets and all manner of specialized Web sites featuring any subject imaginable.

With the volume of content generated online each day – much of it user-created by average people – no organization should be without a multi-focal ORM strategy in which blogs, social media and news Web sites are constantly monitored for any mentions about your company, key staff, products or services. An ORM strategy allows you to be proactive about your reputation and ensures that negative mentions are immediately identified and addressed.

What if a potential prospect researches your company online and finds nothing at all? Desirable? Probably not.

For example, perhaps you discover an unfavorable mention about your company in a news article or blog post. What if it’s one of the first things that comes up when a prospect searches for your company name online? How can you combat the negative mention and counter with a positive online strategy?

Or, conversely, what if a potential prospect researches your company online and finds nothing at all? No positive news or trade publication articles and no reviews about your product or service. Desirable? Probably not.

As part of your overall reputation management game plan, BroadBased offers clients two strategies. The first identifies online mentions about your company in a cumulative, searchable alert system that provides regular, consistent reports on what is being said about you online. The second utilizes a variety of methods and is designed as a proactive strategy to position positive information, reviews and articles about your company and services online.

If you would like to learn more about Online Reputation Management, please contact Jan Korb at 398-7279.


Jan Hirabayashi founded BroadBased in 1996 and is the company's CEO and lead marketing strategist.