e-Reputation management goes beyond Search Engine Marketing

22 09 2008

One of the most popular questions I got from prospects is “How do you – as ORM professional – compete with Search Engine Marketing (SEM) agencies offering Online Reputation Management?”

Before answering that question, I’d like to add that most of ORM specialists come from eMarketing or PR worlds. As you know I’m a PR. 🙂

As PR my answer is: “When I’m doing ORM services, I’m not PR anymore. I don’t want to limit our actions portfolio to SEO-friendly press release, online press room, PR campaign,… When I’m offering ORM services, I’m ready to give you advice on how to react to online rumor/attacks with ads, marketing, PR, SEM, legal,… tools. Of course I won’t be able to take all the actions on my own. BUT that’s not my job as consultant!”

“When you are looking at most of the SEM e-Reputation Management services you rapidly understand that their only focus is ranking/positioning in search engines. They just miss the global idea of Online Reputation Management such as communication opportunities, brand protection, buzz analysis, etc.”

All right! SEM is a great tool to manage your online reputation. BUT ORM goes beyond SEM!!!




5 responses

23 09 2008

Excellent point: Dominating SERPs definitely is a major part of ORM, but there is just so much more about it. It already starts in creating an awareness of what actually influences your web reputation when consulting customers and react to each new challenge in an appropriate way of which SEM is just one.

23 09 2008

Dear Sascha,
You are 300% right! Thank you for you input. 🙂

26 09 2008
Oscar Del Santo

As ever, Valerie is right on target. SEM is an excellent starting point but ORM goes well beyond SEM. We ORM professionals need to be well trained in issues like reputation managamente, PR, corporate communication, etc to be effective.

Thanks for another good posting.

7 10 2008
Jaco van Wilgenburgh - Tapping the Groundswell » Web 2.0: Art of Science?

[…] Léonard made a righteous statement in her last post: ORM goes beyond SEM. It certainly does, and for me this illustration also shows that. SEM is on the left side of the […]

12 11 2011
John Moor

Nice!!! It’s really very informative article, I really appreciate your thoughts. I obviously enjoying and I also bookmarked & will visit again in future updates.
John Moor
“Web Reputation”

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