Before we dive into the Jazz, let’s get a couple of fundamentals clear, so that we’re all on the same page. What is Online Reputation Management (ORM)?
In simple words, ORM means running the online conversation and owning it; its techniques and strategies to ensure that people find the right message you want delivered when they look for your brand online. So how is this different from Social Media Management?
Social Media and Reputation Management complement one another in harmonized co-existence. Having one without the other surely isn’t enough. Marketing managers need to tackle and address all listings and review sites alongside their brand’s own platforms and all social media platforms all in favor of creating a healthy online presence which reflect positively on the brand’s image. This is essential for leading and controlling the brand’s reputation on a location level, not only on a brand or product level. Statistically more than 90% of users search for a location online prior to visiting – now just do the math in light of this bomb shell!
As the F&B sector in the Middle East is managed by groups operating multiple outlets and brands, getting a handle on their online reputation at the location level becomes operationally tedious. Imagine having four locations, each having just six review sites (Google, Facebook, TripAdvisor, Zomato, Deliveroo, Talabat), this means the marketing manager needs to check 24 different review sites – everyday! Social media listening tools help restaurant operators manage their reputation at the brand level but Reputation Management should be done at the location level; hence being holistic.
There are two ORM cycles, a vicious one and a virtuous one – obviously we’re after the virtuous!
However; the vicious cycle is a result of ignoring your online reputation and risk falling victim to a vortex of misinformation and rumours about your brand. As for the virtuous cycle, it’s ideally controlling your online presence and content and creating a healthy cycle of quality content which will definitely reflect well on your brand.
The million dollar – or Dirham – question is… why should you care about your online reputation and invest in a tool to run that show?
Well, online reputation is becoming so real and daily related, we believe it’s actually time to drop the word “online” and just call it “brand reputation”.
It’s absolutely undeniable that the internet is our first stop for, well, everything! Plus, now-a-days people not only consider the internet their first choice of information but also trust and believe what it tells them, more importantly, they actually make their decisions based on their online findings and insights.
- 2 out of 3 people consider Social Media a credible source of information regarding a brand.
- Over 90% of people didn’t make/made a purchase based on what they’ve encountered online, whether through positive reviews, review sites, or simply, through a brand’s activity on its official social media channels.
- Over 80% of reputation damage came from a mismatch between the hype and the reality.
Based on these three quick statistical facts, it’s sealed by royal stamp – our cool way of saying “it’s clear” – that social media and reputation management are tied.