What is online reputation? | How to protect your brand online in 2025?
Reputation management takes place on social networks, in the media and on online evaluation platforms
- What is online reputation management (ORM)?
- What is brand reputation management?
- Online reputation management for companies
- How to create a reputation management strategy
- Investigate, monitor and evaluate your reputation
- Developing reactive and proactive management approaches
- Create a guide for the tone used in replying to comments
- Communicate the strategy to your organisation
- Act on comments, observations and evaluations
- Use the steps consistently
- Monitor your results
- Can reputation really be managed?
- FAQ
- Summary
Overseeing online discussions can seem like a challenge, especially since a large proportion of them are outside your influence.
Ultimately, 79 per cent of shoppers consult reviews while exploring local businesses. 79% of consumers expect brands to respond within 24 hours of being contacted on social media. There are countless platforms where people can discuss your brand, which makes it difficult to monitor and react to everything. Fortunately, there are many tools and techniques available to safeguard your brand and reputation. In this article, we'll present a simple summary of the essential information you should know.
Ultimately, 79 per cent of shoppers consult reviews while exploring local businesses. 79% of consumers expect brands to respond within 24 hours of being contacted on social media. There are countless platforms where people can discuss your brand, which makes it difficult to monitor and react to everything. Fortunately, there are many tools and techniques available to safeguard your brand and reputation. In this article, we'll present a simple summary of the essential information you should know.
1
What is online reputation management (ORM)?
Online reputation management involves monitoring how the public perceives a business or company. This procedure has gained importance as discussions about companies online have become commonplace. Reputation management techniques can involve countering or dealing with online messages. These tactics can also include SEO, social media or public relations initiatives. When your reputation is strong, it fosters customer loyalty, a key factor in driving revenue and growth.
2
What is brand reputation management?
Brand reputation management involves monitoring how customers perceive your brand and implementing strategic measures to improve its image. Today, reputation management usually centres on monitoring and protecting your brand's online reputation through reviews, social media and Google.
Brand reputation management involves an ongoing process. It helps you to continuously monitor the public perception of your brand and deal with potential damaging situations as soon as they arise.
Reputation management and brand reputation management are sometimes used interchangeably. Although there are similarities in their definitions and practices, the main distinctions remain.
Brand reputation management targets a specific brand, while reputation management affects the entire company.
Your brand reputation is just one aspect of how people see your company. A solid brand reputation can encourage customers to trust a company. However, reputation management measures and responds to a company's reputation in its entirety. So a company can have a strong brand reputation. At the same time, it may also need to conduct reputation management for production practices, sustainability or other issues that could affect reputation. Brand safety is often related to brand reputation management. We'll explain below. Brand reputation management compared to brand safety.
According to the Internet Advertising Bureau (IAB), brand safety ensures that adverts, their content and any content shared by the brand are appropriate. It also guides brands to avoid inappropriate subject matter. Although they are related concepts, brand safety is included in brand reputation management. One example that can jeopardise brand safety is the inappropriate placement of adverts. The IAB advises buying advertising space from reliable publishers.
This way, your adverts aren't placed next to content that could be considered offensive by consumers or cause them to lose confidence in your brand. You also want your adverts to be related to what you are promoting. If customers click on an advert for a new blanket but are directed to irrelevant content, you are advertising in a misleading way. This jeopardises the safety of your customers. Brand safety is reciprocal. It protects your company from external entities seeking to cause harm.
It also protects your customers from harmful business tactics that could upset them or result in financial losses. Brand safety is an aspect of brand reputation management. You are making sure that your advertising methods are valid. This ensures that your customers believe they can trust your company and the products you provide.
Brand reputation management involves an ongoing process. It helps you to continuously monitor the public perception of your brand and deal with potential damaging situations as soon as they arise.
Reputation management and brand reputation management are sometimes used interchangeably. Although there are similarities in their definitions and practices, the main distinctions remain.
Brand reputation management targets a specific brand, while reputation management affects the entire company.
Your brand reputation is just one aspect of how people see your company. A solid brand reputation can encourage customers to trust a company. However, reputation management measures and responds to a company's reputation in its entirety. So a company can have a strong brand reputation. At the same time, it may also need to conduct reputation management for production practices, sustainability or other issues that could affect reputation. Brand safety is often related to brand reputation management. We'll explain below. Brand reputation management compared to brand safety.
According to the Internet Advertising Bureau (IAB), brand safety ensures that adverts, their content and any content shared by the brand are appropriate. It also guides brands to avoid inappropriate subject matter. Although they are related concepts, brand safety is included in brand reputation management. One example that can jeopardise brand safety is the inappropriate placement of adverts. The IAB advises buying advertising space from reliable publishers.
This way, your adverts aren't placed next to content that could be considered offensive by consumers or cause them to lose confidence in your brand. You also want your adverts to be related to what you are promoting. If customers click on an advert for a new blanket but are directed to irrelevant content, you are advertising in a misleading way. This jeopardises the safety of your customers. Brand safety is reciprocal. It protects your company from external entities seeking to cause harm.
It also protects your customers from harmful business tactics that could upset them or result in financial losses. Brand safety is an aspect of brand reputation management. You are making sure that your advertising methods are valid. This ensures that your customers believe they can trust your company and the products you provide.
3
Online reputation management for companies
To protect your online reputation, focus on these strategies: Ensure that all the platforms you own reflect your latest visuals, messages and principles. Check that all information on the Internet about your company is accurate and uniform.
Use clear language on your website to describe your company's trademarks and establish guidelines. Promote a positive user experience from start to finish. Pay attention to customer comments and address negative remarks with useful, actionable solutions whenever possible.
How do companies deal with their reputation? Since every company is different, their approaches to reputation management vary. For example, small companies can significantly influence their reputation simply by being reliable and providing value to customers. However, as the company expands, communication can become more complex. The strategies and tactics mentioned above can help reinforce your brand.
It can also affect a company's reputation:
Examining reputational risk, company image and criticism management can further improve your reputation management strategies.
What role does a brand reputation manager play? A brand reputation manager defends a brand's online reputation by overseeing digital assets. Some brand reputation managers participate in the branding process. Some use digital channels and platforms to monitor and influence public opinion towards the brand. Brand management can include evaluating online reviews and references. It can also involve assessing brand sentiment in order to establish and maintain a favourable brand image.
Use clear language on your website to describe your company's trademarks and establish guidelines. Promote a positive user experience from start to finish. Pay attention to customer comments and address negative remarks with useful, actionable solutions whenever possible.
How do companies deal with their reputation? Since every company is different, their approaches to reputation management vary. For example, small companies can significantly influence their reputation simply by being reliable and providing value to customers. However, as the company expands, communication can become more complex. The strategies and tactics mentioned above can help reinforce your brand.
It can also affect a company's reputation:
- Local SEO;
- Community management;
- Branding for employers;
- Customer experience strategy.
Examining reputational risk, company image and criticism management can further improve your reputation management strategies.
What role does a brand reputation manager play? A brand reputation manager defends a brand's online reputation by overseeing digital assets. Some brand reputation managers participate in the branding process. Some use digital channels and platforms to monitor and influence public opinion towards the brand. Brand management can include evaluating online reviews and references. It can also involve assessing brand sentiment in order to establish and maintain a favourable brand image.
4
How to create a reputation management strategy
- Investigate, monitor and evaluate your reputation;
- Develop reactive and proactive management approaches;
- Create a guide for the tone used in responding to comments;
- Communicate the strategy to your organisation;
- Act on comments, observations and evaluations;
- Consistently rehearse phases one, two and three;
- Monitor your results.
Whether you belong to a small group or a large organisation, reputation management is crucial. Let's analyse an example of a reputation management strategy that can be modified to suit your company's needs. Key point: Reputation management is an ongoing endeavour. To maintain a strong and favourable corporate and brand reputation, follow these steps consistently for as long as your company is in operation.
5
Investigate, monitor and evaluate your reputation
The initial step in reputation management is to carry out research. At this stage, you will use the Internet to find discussions related to your company and what others are saying about you. Try to explore various types of conversations. Every piece of feedback helps to capture insights and improve your reputation.
You can carry out this audit by looking for
You can also search for sector-specific keywords or even your rivals' updates. Customers are talking; you just need to engage with them in their existing spaces. There are countless platforms and websites available to carry out your research. That said, using a top reputation management tool will simplify the process.
You can carry out this audit by looking for
- Feedback from your customers;
- Evaluation platforms;
- Social media platforms;
- Searching for your company name on Google and other search engines,
You can also search for sector-specific keywords or even your rivals' updates. Customers are talking; you just need to engage with them in their existing spaces. There are countless platforms and websites available to carry out your research. That said, using a top reputation management tool will simplify the process.
6
Developing reactive and proactive management approaches
When you understand the reputation of your brand and your company, you will identify the areas that require attention to improve. For example, if your audit reveals that discussions about your brand are negative. In that case, you should look to improve the interactions people have with your company and the discussions around your brand. This study can also help you identify trends and changes in the sector that could affect your position in the future.
With this information, the next step is to develop a cohesive management plan. This plan should clearly specify what your company wants to achieve with each piece of information released. It includes objectives, favourable instruments and a timetable. Regardless of your current situation, your plans should consider the following:
Select specific people in your company to monitor your reputation. These team members will oversee ongoing research and monitor discussions about your company online. If your company doesn't have a brand reputation manager, people in customer contact roles are excellent options. They are probably the best prepared to interact with customers and develop public communications.
For some people, the main aim is to provoke rather than discuss real experiences. These comments and discussions are fabricated, designed to intentionally damage your reputation. However, most comments are the result of genuine interactions and experiences. They offer authentic opinions about your brand, whether positive or negative. You should refrain from responding to comments that seem insincere.
However, it is important to respond to feedback from real customers, which makes it crucial to identify which reviews need a response. Responding to all reviews is not always possible. If this is true, you may want to develop a strategy for prioritising your responses, such as answering customer questions first.
Recent statistics indicate that 69 per cent of companies surveyed have faced at least one crisis in the last five years. At the same time, only 45 per cent have a registered crisis communication strategy. The way a company reacts to a crisis can significantly affect its reputation. This emphasises the need for an active reputation management strategy that prepares for crises.
Emergency preparedness can help your team develop the right reaction in situations that escalate quickly or are difficult to manage. Such circumstances can make the individuals responsible anxious and more likely to ignore standard procedures.
With this information, the next step is to develop a cohesive management plan. This plan should clearly specify what your company wants to achieve with each piece of information released. It includes objectives, favourable instruments and a timetable. Regardless of your current situation, your plans should consider the following:
- Who will regularly monitor online discussions?
Select specific people in your company to monitor your reputation. These team members will oversee ongoing research and monitor discussions about your company online. If your company doesn't have a brand reputation manager, people in customer contact roles are excellent options. They are probably the best prepared to interact with customers and develop public communications.
- How do you determine which comments, criticisms or mentions need a response?
For some people, the main aim is to provoke rather than discuss real experiences. These comments and discussions are fabricated, designed to intentionally damage your reputation. However, most comments are the result of genuine interactions and experiences. They offer authentic opinions about your brand, whether positive or negative. You should refrain from responding to comments that seem insincere.
However, it is important to respond to feedback from real customers, which makes it crucial to identify which reviews need a response. Responding to all reviews is not always possible. If this is true, you may want to develop a strategy for prioritising your responses, such as answering customer questions first.
- Even if your auditing and monitoring indicate a solid reputation, it's wise to prepare for change
Recent statistics indicate that 69 per cent of companies surveyed have faced at least one crisis in the last five years. At the same time, only 45 per cent have a registered crisis communication strategy. The way a company reacts to a crisis can significantly affect its reputation. This emphasises the need for an active reputation management strategy that prepares for crises.
Emergency preparedness can help your team develop the right reaction in situations that escalate quickly or are difficult to manage. Such circumstances can make the individuals responsible anxious and more likely to ignore standard procedures.
7
Create a guide for the tone used in replying to comments
It's important to respond to criticism of your brand and company with an even tone of voice. For example, suppose you react to criticism harshly, but make encouraging comments in response to positivity. This method can do more harm than good, as it sounds defensive and insincere.
Create a standard tone guide for your responses and endeavour to adhere to it. This encompasses the language of your crisis management strategy. Present your brand's tone of voice and tonal values, detailing their meaning and how they align with your corporate brand and mission.
Create a standard tone guide for your responses and endeavour to adhere to it. This encompasses the language of your crisis management strategy. Present your brand's tone of voice and tonal values, detailing their meaning and how they align with your corporate brand and mission.
8
Communicate the strategy to your organisation
With a well-defined plan and structured communication, you're ready to present your reputation strategy to the team. Managing reputation is not just the duty of your brand's reputation manager. Anyone associated with your company can influence its reputation. Therefore, your team must collectively share responsibility for this plan.
To foster this sense of responsibility, it's important to motivate your team by highlighting the potential results of the plan. Then conduct meetings and develop the details. In each session, discuss how each employee can relate their tasks to the effects of reputation management. For example, an employee can easily share a simple internal email outside the company. While this sharing may seem harmless, it can also misrepresent a message and put the company in a difficult situation.
To foster this sense of responsibility, it's important to motivate your team by highlighting the potential results of the plan. Then conduct meetings and develop the details. In each session, discuss how each employee can relate their tasks to the effects of reputation management. For example, an employee can easily share a simple internal email outside the company. While this sharing may seem harmless, it can also misrepresent a message and put the company in a difficult situation.
9
Act on comments, observations and evaluations
Understanding consumers' perception of your brand is the most important asset for valorisation and creativity. It's a crucial task for monitoring your reputation. Their comments and problems will guide you to the aspects of your company that need the most attention. At the same time, their encouraging comments inform you about what you are doing well and what should be maintained.
As you seek to maintain your reputation, act on the comments, feedback and criticism you receive. This helps you manage your reputation as you implement the changes customers want. Although your communication strategy offers advice and templates for tone and messaging, remember to pay attention. While solutions are important, customers will be more receptive to your proposals if they believe their concerns have been recognised.
As you seek to maintain your reputation, act on the comments, feedback and criticism you receive. This helps you manage your reputation as you implement the changes customers want. Although your communication strategy offers advice and templates for tone and messaging, remember to pay attention. While solutions are important, customers will be more receptive to your proposals if they believe their concerns have been recognised.
10
Use the steps consistently
Maintaining your digital reputation requires constant effort. While it's gratifying to resolve an important issue, resolving a problem doesn't guarantee that everything will be easy from now on. Constantly investigate and monitor discussions related to your company. This will give you an idea of the state of your reputation.
Then implement your plan and respond to the feedback you get. As you monitor your company's reputation over time, don't forget to make adjustments. Notice subtle changes, not just significant occurrences. You could also consider carrying out regular surveys of the employees who interact most with customers. This can provide you with concepts for improving your outreach.
In addition, it's beneficial to provide ongoing training and feedback meetings. This can help your team adapt to changes in your company that may affect your reputation, even if they don't coincide with their daily tasks.
Then implement your plan and respond to the feedback you get. As you monitor your company's reputation over time, don't forget to make adjustments. Notice subtle changes, not just significant occurrences. You could also consider carrying out regular surveys of the employees who interact most with customers. This can provide you with concepts for improving your outreach.
In addition, it's beneficial to provide ongoing training and feedback meetings. This can help your team adapt to changes in your company that may affect your reputation, even if they don't coincide with their daily tasks.
11
Monitor your results
To determine whether your reputation management tactics are effective, you need to evaluate their results. There are various KPIs you can monitor to analyse reputation, such as:
The metrics for monitoring your reputation vary depending on your business objectives and the challenges identified in your research. These resources can help you determine the most appropriate metrics for assessing brand health, brand value and brand perception.
- Financial and sales performance;
- Brand or customer loyalty;
- Net promoter score;
- Customer lifetime value;
- Repeat purchase rate;
- Employee satisfaction;
- Stakeholder surveys;
- Social media reach;
- Sentiment analysis;
- Share of voice.
The metrics for monitoring your reputation vary depending on your business objectives and the challenges identified in your research. These resources can help you determine the most appropriate metrics for assessing brand health, brand value and brand perception.
12
Can reputation really be managed?
Customers can easily focus on the negative aspects when the positive ones are difficult to identify. Reputation management is an effective approach to emphasising the strengths of your company and your brand. It serves as a method to recover your brand after a crisis and to demonstrate to customers that you are a reliable, credible and genuine company.
Effective planning and strong leadership can help any company face turbulent reputational challenges. Consider these suggestions and concepts and then develop a reputation strategy that suits you and your brand.
Effective planning and strong leadership can help any company face turbulent reputational challenges. Consider these suggestions and concepts and then develop a reputation strategy that suits you and your brand.
13
FAQ
- What is online reputation management?
- Why is online reputation management important in 2025?
- What are the main online reputation management strategies?
- How do I monitor my online reputation?
- How do you respond to criticism or negative comments online?
- What role does search engine optimization have in managing online reputation?
- What should I do if my online reputation is already damaged?
- What are the main platforms that impact my online reputation?
- How is artificial intelligence (AI) helping online reputation management in 2025?
- How do you maintain a good online reputation in the long term?
14
Summary
Key steps for effective online reputation management:
- Monitor Your Reputation Regularly;
- Respond Quickly to Comments and Criticisms;
- Create and Share Positive Content;
- Manage Online Ratings and Reviews;
- Optimise Your SEO to Position Positive Content;
- Engage Authentically on Social Media;
- Act Proactively to Prevent Image Crises;
- Conduct Regular Reputation Audits;
- Protect Your Brand from Defamation Attacks;
- Maintain Consistency and Transparency.
Online reputation management is an important process for a company of any size. Sometimes this process seems complex and requires professional tools and skills to implement a systematic approach to this task. The Studio.351 team provides professional online reputation management services. Get in touch with us and we'll put together an ideal proposal for you.
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