2024 ORM Playbook: Future-Proofing Your Brand
Download our 2024 ORM Playbook for strategies to future-proof your brand's reputation, manage online reviews, and tackle potential PR challenges effectively.
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2024 ORM Playbook: Future-Proofing Your Brand
The 2024 ORM Playbook explains how to build a strong online reputation for your business in 2024. It focuses on how to monitor and improve what people say about you online.What ORM is not
About just managing negative reviews, being reactive, or solely for PR.
What ORM is
A strategic approach to monitoring and influencing how a brand is perceived online.
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Assess current reputation: Analyze response rates, common customer issues, and sentiment across various platforms.
Track ORM channels: Paid (ads), Owned (website content), Shared (social media), and Earned (reviews).
Monitor user perception: Track metrics like mentions and engagement to measure campaign success.
Essential ORM metrics
Response turnaround time
Measure how long it takes to address customer concerns. Aim for a quick first response.
Social media listening
Monitor what customers are saying about your brand on social media.
Net Promoter Score (NPS) and Social Reputation Score
Measure customer loyalty and brand perception on social media.
Closure turnaround time
Track how long it takes to resolve customer issues.
Campaign analysis
Analyze interactions and reach of campaigns to measure success.
Positive reviews and User-generated content (UGC)
Encourage positive reviews and UGC to build trust and authenticity.
Navigating negative reviews
Engage with customers to understand their experience and offer solutions.
Respond to false comments with explanations and take steps to remove them.
Craft empathetic responses to negative reviews, acknowledge pain points, and offer solutions.
Be transparent and take ownership of mistakes if your brand reputation is damaged.
Ready to put the playbook to work?
Download the full guide — frameworks, checklists, templates, and the case-study annexes referenced throughout.