You’d better know what you need before starting ORM

8 04 2009


I often hear marketeers asking ORM actions plans. They are facing online crisis/issues and need to take actions. BUT they don’t know who’s talking about them, they don’t know the credibility of the bloggers and they have no idea of what is Online Reputation Management. They just want us to act as a plaster on a wound without diagnosis & treatment.

Before starting ORM you should determine:

  1. your objectives (buzz monitoring, crisis management, looking for communication opportunities, building company reputation, building your boss reputation,…)
  2. your weaknesses in term of communication, products, process,…
  3. what’s your internal resources (who’s is able to communicate on blogs, crisis committee, messages, etc.)
  4. what’s your allied websites (corporate, products, partners, etc.)

Based on this 1st reflexion, we will be able to help you selecting your ORM solution (adapted to your real needs) to monitor your positive & negative buzz. We will then have to analyse the results and the sources as well. And finally we will take actions (if needed).

Good ORM needs expertize and professional process to be efficient!

P.S.: This all process doesn’t take very long. Don’t miss it! 😉




6 responses

12 05 2009
Mark Peter

Thanks Ivan for such a nice article.This will be very helpful to internet marketers. Monitoring search engines have become so much important with rapidly growing number of internet users.Check out AirCheese . AirCheese monitors every major search engine, blog network, social network, media site, and news outlet almost instantly. Its beta version is available for free download. Its a good one check it out.

12 05 2009

Hi Mark, Thank you for your comment. But on the top of that thank you for giving me the opportunity to discover AirCheese.

14 09 2009
Oscar Del Santo

Right on target Valerie!

There are a number of preventive and ‘after-the-event’ measures that have to be taken and it is indeed necessary to cover the four points in your bullet list for a serious ORM initiative to succeed.


27 08 2010

Very good article, I think it is a great leveller of the playing field that this marketing which costs nothing needs to be done by big companies. BP can’t just throw money at their problems to make it go away.

29 06 2011
ORM Company

Good points. Too many companies do not take a proactive effort. Then they are stuck with a crisis as soon as a complaint makes it into search results.

22 10 2011
online reputation

Thank you so much for sharing such a informative article. god bless!

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