Online Reputation Management course

Module 1: Introduction to Online Reputation Management

   1. What is Online Reputation Management (ORM)?

ORM is the practice of monitoring, influencing, and managing how individuals or brands are perceived on the internet.

It includes:

• Monitoring mentions and reviews

• Responding to feedback

• Promoting positive content

• Minimizing negative content visibility

   2. Importance of ORM

• Business Impact: 93% of consumers read reviews before buying.

• Trust Building: Strong reputation builds consumer trust and loyalty.

• Search Visibility: Reputation influences how you’re seen in Google results.

• Crisis Control: ORM helps control damage during negative publicity.

   3. Key Areas Covered by ORM

  4. ORM vs Traditional PR

   5. How Reputation Impacts Business

• Positive reputation → More sales, partnerships, customer loyalty

• Negative reputation → Decrease in leads, brand trust, and revenue

• Neutral presence → Missed growth opportunities

   6. Online Reputation Lifecycle

1. Awareness – What do people see when they Google you?

2. Perception – How do they feel about your brand?

3. Interaction – Do they engage positively or negatively?

4. Reputation Management – You respond, adjust, and influence perception

   7. Key Platforms to Monitor in ORM

• Google Search

• Google My Business

• Facebook, Instagram, Twitter/X

• Yelp, TripAdvisor, Glassdoor

• Forums like Reddit, Quora

• News websites & blogs

 Mini Activity

Google your name or business.

• What’s the first page of results showing?

• Are there any negative reviews or outdated content?

• What could you improve?

Module 2: Digital Branding & Online Reputation

    1. What is Digital Branding?

Digital branding is the process of creating and promoting your brand online using websites, social media, content, and other digital platforms.

It shapes how people perceive your identity across the internet.

   2. Digital Branding vs. Traditional Branding

   3. Relationship Between Branding & ORM

• Branding creates perception, ORM protects it.

• Strong branding = easier reputation control

• Positive brand identity can defend against negative incidents.

   4. Elements of a Strong Digital Brand

   5. Online Perception: How It’s Built

• What users find on Google

• Comments on social posts

• Word of mouth on forums, groups

• Reviews & ratings

• Press releases, blogs

   6. Tools to Evaluate Your Brand Perception

• Google Alerts – Track mentions

• Brand24 / Mention / Talkwalker – Social listening

• SEMrush / Ahrefs – Keyword & sentiment analysis

• Social Media Analytics – Post engagement, sentiment

   7. Building a Digital Brand from Scratch

1. Define brand mission and target audience

2. Create a clean website with SEO content

3. Establish branded social media profiles

4. Share valuable, consistent content

5. Gather testimonials and reviews

6. Respond to feedback and build authority

   8. Maintaining Brand Consistency

• Use same logo, fonts, colors

• Keep tone of voice consistent

• Don’t ignore negative comments or reviews

• Train your team on brand messaging

Mini Task

• Audit your social media and website.

• Ask: Does your brand look trustworthy and professional?

• Check your About section, profile pictures, and content tone.

Module 3: Monitoring Online Reputation

    1. Why Monitoring is Critical in ORM

• Catch negative content early

• Understand audience sentiment

• Improve customer experience

• Spot reputation threats before they spread

• Track how your brand is perceived over time

    2. What Should You Monitor?

   3. ORM Monitoring Tools

   4. Setting Up Google Alerts

Step-by-step:

1. Go to google.com/alerts

2. Enter your name, brand, or keyword

3. Click “Show options” to choose frequency and sources

4. Add your email to get alerts

Pro Tip: Use variations of your name (with and without space, common misspellings)

   5. Social Media Listening

• Use hashtags, brand handles, competitor keywords

• Monitor public and private feedback

• Check post comments, DMs, tagged photos

Tools: Hootsuite, Sprout Social, Buffer

   6. Review Monitoring

• Monitor reviews on Google, Glassdoor, Yelp, Trustpilot, etc.

• Use ORM tools to get alerts or summaries

• Always respond to reviews (positive & negative)

   7. Analyzing Sentiment

• Track positive, neutral, and negative sentiment

• Use tools like Mention or Talkwalker

• Understand emotion behind brand mentions

   8. Reporting & Action Plan

Create monthly reports including:

• Mentions count

• Positive vs negative sentiment

• Top platforms for discussion

• Most common concerns

• Suggested actions or improvements

 Mini Task

• Set up 3 Google Alerts: your name, your business, and one competitor.

• Check them daily or weekly.

• Note what kind of mentions are appearing and what tone they carry.

Module 4: Strategies to Build a Positive Online Reputation

   1. What Makes an Online Reputation Positive?

• Positive reviews and testimonials

• Trustworthy content and branding

• High engagement and transparency

• Quick, respectful responses to criticism

• Consistent messaging and tone across platforms

   2. Key Reputation-Building Strategies

1. Build a Strong Website Presence

• Mobile-optimized and SEO-friendly

• Clear About page, contact info, and testimonials

• Add blogs, FAQs, and case studies for authority

2. Maintain Active Social Media Profiles

• Post consistently with helpful or engaging content

• Respond to DMs and comments politely

• Use stories, polls, and lives to humanize your brand

3. Encourage Positive Reviews

• Ask happy customers to leave a review

• Make it easy to review you (links, QR codes)

• Never fake reviews — authenticity matters!

4. Leverage Influencer Partnerships

• Partner with micro- or niche influencers

• Get user-generated content to build credibility

• Encourage influencers to provide honest feedback

5. Publish Authoritative Content

• Write helpful blogs and guides

• Make videos, infographics, or podcasts

• Share on platforms like LinkedIn, Medium, YouTube

6. Get Listed on Relevant Platforms

• Google Business Profile

• Yelp, TripAdvisor, JustDial, Sulekha, Practo (based on industry)

• Local directories and map listings

   3. Responding to Positive Feedback

• Thank users personally

• Highlight great reviews on social media

• Engage loyal users to become brand advocates

   4. Proactive Online Reputation Building

   5. Building Personal Reputation (For Founders, CEOs, Freelancers)

• Use LinkedIn and Twitter actively

• Share insights, wins, and challenges

• Get featured on blogs and podcasts

• Reply to comments, messages professionally

• Avoid controversial or inconsistent opinions

   6. Reputation in Local SEO

• Create/claim Google Business Profile

• Add real photos and hours of operation

• Collect Google Reviews and respond to them

• Optimize for “near me” and location-based searches

Mini Task

• Create or update your Google Business Profile

• Write one blog post or article with your expertise

• Ask 2 happy clients/customers for public reviews

Module 5: Handling Negative Content in Online Reputation Management

   1. Understanding Types of Negative Content

   2. Common Mistakes When Handling Negative Content

• Ignoring it

• Deleting legitimate complaints

• Responding emotionally or angrily

• Arguing in public threads

• Blaming the customer

   3. Step-by-Step: How to Respond to Negative Content

Step 1: Stay Calm and Analyze

• Don’t panic

• Check the platform, content type, and tone

• Verify if the complaint is genuine or fake

Step 2: Respond Politely and Professionally

• Acknowledge their concern

• Apologize if needed

• Offer a resolution (email/DM for details)

Example: “We’re sorry for the inconvenience, [Name]. Please DM us your details so we can help right away.”

Step 3: Take the Conversation Offline

• Move to private chat, phone, or email

• Avoid long public disputes

• Be quick in follow-up

Step 4: Learn from Mistakes

• Identify if there’s a recurring issue

• Fix internal flaws (product, service, staff)

• Update FAQs or processes if needed

   4. When to Request Content Removal

You can politely ask the platform or poster to remove content when:

• It violates terms of service (spam, hate speech)

• It’s defamatory or fake

• It contains sensitive information

Tools to Use:

• Google’s “Remove Outdated Content” tool

• Legal notices for defamation or privacy violations

• DMCA complaints for copyrighted material

   5. Burying Negative Content with Positive SEO

• Create and promote high-quality, positive content

• Optimize new pages with brand keywords

• Push old negative results lower in Google

Examples of Content to Create:

• Blog posts

• Customer testimonials

• Success stories

• News or PR features

• Videos and webinars

  6. Handling Fake Reviews

• Report fake reviews to platforms (Google, Yelp, Facebook)

• Provide proof if possible

• Respond calmly in public, stating it’s not a verified case

Mini Task

• Find a negative review or comment about your brand

• Draft a polite response using the steps above

• If it’s fake, report it to the platform

Module 6: Tools & Techniques for Online Reputation Management

   1. Importance of Using Tools

Manual tracking is impossible as brands grow. ORM tools:

• Monitor mentions 24/7

• Track brand sentiment

• Help respond quickly

• Analyze audience perception

• Save time and human effort

   2. Free Tools for ORM

   3. Paid Tools (Popular ORM Platforms)

   4. Social Listening Techniques

Track keywords like:

• Brand Name

• Product/Service Name

• Hashtags or campaign names

• Common misspellings of your brand

Platforms to monitor:

• Instagram, Facebook, X (Twitter), LinkedIn

• YouTube comments

• Forums like Reddit and Quora

• Review sites like Google, TripAdvisor, Justdial

Response Workflow:

1. Detect

2. Analyze (positive/negative?)

3. Assign to team (PR, support)

4. Respond or escalate

5. Track resolution

   5. Setting Up Google Alerts (Step-by-step)

1. Go to https://www.google.com/alerts

2. Enter keywords (e.g., yourbrand, yourbrand reviews, your CEO)

3. Choose options (language, frequency, region)

4. Add your email to receive alerts

   6. Automating Responses (With Caution)

Use tools to:

• Thank people for reviews

• Auto-tag customer support

• Trigger alerts for negative sentiment

Don’t use bots to reply to sensitive or angry users – always respond manually.

  Mini Task

• Set up Google Alerts for your brand

• Sign up for a free trial on Brand24 or Mention

• Search Reddit/Quora for your brand and respond

Module 7: Building a Strong Brand Image Online

   1. Why Brand Image Matters in ORM

• A strong, consistent brand image builds trust

• It reduces the impact of negative reviews or content

• A professional image makes customers more loyal

• Helps in standing out from competitors

   2. Key Elements of a Positive Brand Image

   3. Steps to Strengthen Brand Image

Step 1: Brand Audit

• Check all online platforms (website, social, Google, etc.)

• Identify inconsistent visuals, messaging, or tone

• Clean up outdated or off-brand content

Step 2: Create a Brand Style Guide

• Include logo rules, fonts, brand colors

• Define brand voice and example phrases

• Ensure team follows guide when posting anywhere

Step 3: Update Social Profiles

• Add branded banners and profile pictures

• Use a clear and short bio + links

• Pin important posts (offers, achievements)

Step 4: Collect and Showcase Testimonials

• Ask happy customers for reviews

• Post them as visuals on Instagram, YouTube, website

• Use real names/photos (with permission) to boost trust

Step 5: Use Branded Hashtags & Campaigns

• Create your own hashtags

• Encourage users to post with them

• Reward the best user-generated content

   4. Positive Branding Through Content

   5. Monitoring Brand Sentiment

Use tools like:

• Social Mention

• Brand24

• Mentionlytics

Check:

• Brand mentions: Are they mostly positive?

• Influencer sentiment: Are key people promoting your brand?

• Share of Voice (SOV): How much are you talked about compared to competitors?

Mini Task

• Google your brand and analyze visual branding across top 5 results

• Create a sample brand voice guide (3-5 phrases you’d use or avoid)

• Post one testimonial with a graphic on any social media channel

Module 8: Dealing with Negative Reviews & Crisis Management

   1. Understanding Negative Reviews

Negative reviews are common, but:

• They can damage your online reputation

• But if handled professionally, they can build trust

• Customers often check how a brand responds, not just what was said

   2. Why People Leave Negative Reviews

  3. Steps to Handle Negative Reviews

Step 1: Stay Calm & Assess

• Don’t react emotionally

• Understand if the issue is real, false, or a misunderstanding

Step 2: Respond Quickly

• Reply publicly (on the platform)

• Be polite, apologize, and offer a resolution

“We’re sorry to hear that, [Name]. Let’s resolve this. Please DM us your order ID so we can assist.”

Step 3: Take it Offline

• Move complex cases to email or call

• Avoid long arguments in public comments

Step 4: Follow Up

• Once resolved, politely request the user to update their review (only if appropriate)

Step 5: Report Fake Reviews

• Platforms like Google, Facebook, Amazon allow reporting reviews that:

  • Violate policies

  • Are spam/fake

  • Use abusive language

   4. Examples of Good Responses

Bad Response:

“That’s not true. You should check properly next time.”

Good Response:

“Hi Rahul, we’re really sorry about the inconvenience. We’d like to make it right. Can you please share more details at support@brand.com?”

   5. Crisis Management in ORM

A crisis is when multiple negative events happen at once:

• Viral complaint on Twitter

• Product failure

• Negative media coverage

• Accusation or scandal

Steps for Crisis Management

1. Acknowledge quickly – Say “We’re aware and working on it.”

2. Internal meeting – Get PR, support, legal teams together

3. Craft a clear public message – Address concern, explain, share action plan

4. Use all channels – Website banner, pinned posts, press release, email

5. Monitor sentiment – Track mentions hourly

6. Update regularly – Keep audience informed

7. Post-crisis – Issue apology, offer solution, rebuild trust

   6. Example Crisis Response Template

“We acknowledge the issue with [Product/Service]. We are investigating it and will update you soon. Your trust is our top priority.”

Mini Task

• Find one negative review of a famous brand

• Draft a polite response as if you were the ORM head

• Think of how you’d respond if the complaint went viral

Module 9: Tools for Online Reputation Management

   1. Why Use Tools for ORM?

Manual monitoring is time-consuming. ORM tools help:

• Track mentions across web and social media

• Respond quickly to negative content

• Analyze brand sentiment

• Automate reports and alerts

   2. Key Features of ORM Tools

   3. Top Online Reputation Management Tools

   4. Free vs Paid Tools

Tip: Start with free tools and upgrade as your business grows.

   5. How to Set Up Google Alerts (Example)

1. Go to google.com/alerts

2. Enter your brand name in the search bar

3. Choose:

   • Frequency (as-it-happens, daily, weekly)

   • Sources (blogs, news, web)

   • Language & region

   • Email to receive alerts

4. Click “Create Alert”

   6. Comparison Chart Example

Mini Task

• Set up Google Alerts for your name or brand

• Pick one paid ORM tool and try their free trial or demo

• Create a report listing 3 mentions of your brand (real or mock)

Module 10: Crisis Management in Online Reputation

   1. What is a Reputation Crisis?

A reputation crisis** occurs when negative publicity or content damages your brand’s credibility. This can be:

• Viral social media backlash

• Bad customer reviews going viral

• News articles about fraud, lawsuits, poor service

• Negative influencer comments

• Misinformation or rumors

   2. Types of Reputation Crises

   3. Crisis Management Steps

 Step 1: Detect Early

• Use social listening tools to identify the issue before it escalates.

 Step 2: Acknowledge Publicly (Don’t Ignore)

• Issue a statement or apology quickly. Silence = guilt in online perception.

 Step 3: Take Responsibility

• Don’t deflect blame. Own up if it’s your mistake. Be honest and transparent.

 Step 4: Provide a Solution

• Announce the action you’re taking to fix the issue. Example: Refunds, staff training, updated policy, etc.

 Step 5: Engage Directly

• Respond to comments and reviews one-on-one. Show empathy.

 Step 6: Monitor and Adapt

• Track sentiment and update your messaging if needed.

   4. Reputation Recovery Tips

• Highlight Positive Stories – Promote good reviews, awards, and CSR activities

• Work with Influencers – Use trusted voices to rebuild image

• Improve Internal Processes – Audit what led to the crisis

• Launch a Positive Campaign – Run PR campaigns to rebuild trust

• Ask Loyal Customers for Support – Encourage positive reviews or testimonials

   5. Example Crisis Case Study

Company: Domino’s Pizza (2009)
Issue: Employees posted a disgusting prank video online
Response:

• Video apology from the CEO

• Legal action against the employees

• Transparency with customers
  Result: Brand recovered and gained public trust through honesty.

   6. Crisis Response Template

“We are aware of the issue and take it very seriously. We sincerely apologize to our customers. We are actively investigating and will ensure such incidents are prevented in the future. Thank you for your patience and support.”

Mini Task

• Create a mock reputation crisis for your brand

• Write your public response

• List 3 actions to rebuild trust