What Does Your ORM Strategy Say About Your Brand?
Updated: Oct 6
The Internet has truly changed the way we function. Whether people are looking for information online, discovering content that they like, or engaging with businesses at the click of a button, there’s something for everyone. But did you know that 90% of consumers read up online reviews before visiting a business and that 84% consumers trust online reviews as much as a personal recommendation?
These numbers point us in one clear direction - that online reputation is a key driver of business growth. Which brings us to the question, ‘What is Online Reputation Management and why is it all the rage in 2021?’ Online reputation or ORM is simply the process of ensuring that a brand’s reputation or perception is looked after well. It includes making sure that your contact information is up to date, answering customer queries, assuaging concerns of aggrieved consumers and also using strategies that protect a brand’s online presence. While certain businesses understand the importance of ORM and take measures to ensure that their reputation is pristine, not all brands are up to speed.
ORM Needs To Be A Key Priority 2021
And don’t just take our word for it! A single negative comment can harm your brand and affect its popularity and credibility score. As per Forbes, 89% of customers are likely to view a negative comment and then take a call whether to buy your product or not. This highlights the growing need for an effective ORM team to help brands navigate the tricky world of reputation management. But that’s not where the buck stops. While online reputation management is the need of the hour, so is excelling at the tone of a response. Here’s an example: - IndiGo Airlines faced the fury of an irate passenger in 2017 when they accidentally sent his luggage to Hyderabad instead of Calcutta. As soon as the customer voiced his concern on Twitter, the airline responded with 'Glad to hear that'. Their tone-deaf reply soon turned into a viral slugfest wherein netizens took potshots at IndiGo’s customer service team. While this might have been a clear oversight on their part, the first thing that a brand needs to do is apologize and offer to fix the problem!
Take for example, a brand that knows how to keep their customers happy through the way they respond! Netflix’s ORM strategy involves a mixture of quick replies that are equally sassy and humorous. Here’s one such case: - In 2016, a man in India apparently abused the OTT platform on Twitter because he was unable to sign up for its monthly services. Netflix replied in a cool and calm fashion, addressed the customer respectively and most importantly, they did it quickly.
But is there a surefire way to always respond effectively?
Probably not! Which is when a lesson in brand tonality steps in. Brands must understand that their responses to negative comments need to be in sync with the brand voice that they have established for themselves. A deviation from this might eventually cost them their customer base. Sensitivity is a crucial aspect that needs to be factored in while dealing with the issue at hand. Brands will also benefit by bringing in experts to handle their ORM strategy. Who so? Because only an ORM expert will be able to determine which comment requires an in-person or an on-call redressal rather just than a response on social media platforms.
At the end of the day, brands need to remember that whether it is positive or negative, there is a certain emotion behind every comment. And behind every emotion, is a person who is either happy or dissatisfied with the service that they have received. So rather than being defensive towards customers, it is vital to know exactly how to resolve issues amicably, without burning bridges!