Online reputation management
ORM establishes truthful work with public mentions and routes each case to the responsible specialist. Online reputation management starts with monitoring and ends with changes to company processes.
Monitoring with context
We collect public brand mentions and sort them by platform, topic, date, and case type. Count alone is not enough: a response needs facts such as order history, correspondence, service terms, or steps already taken. This separates a question, an error, and a genuine complaint.
Routing cases
Marketing should not write every reply. Each case type needs a route to support, an account manager, a product specialist, or legal review. An agreed response time and tone are more useful than a stock comment because public communication must reflect a real resolution.
Working with platforms
A publication can only be challenged when there is a substantiated rule breach or factual error. We do not create fabricated reviews, disguise problems, or promise removal of honest negative experience. Durable reputation comes from accurate responses, process correction, and transparent information.
What the work includes
Online reputation management covers monitoring, work with reviews on platforms, and response setup inside the company. The scope depends on where the company is discussed: maps and marketplaces for retail, review sites and professional communities for services.
- Mention monitoring setup: review platforms, maps, social networks, forums, marketplaces.
- Case classification by platform, topic, sentiment, and type: question, error, complaint.
- Response rules: who replies, within what timeframe, in what tone, and with which facts.
- Official review responses prepared with in-company fact checking.
- Verification and completion of company profiles on review platforms and maps.
- Platform requests where a rule breach or factual error can be substantiated.
- Honest review collection: a request mechanism for real customers after a service.
- Feedback into processes: which complaints recur and what needs fixing.
What we need from you
Reputation work is impossible without the company’s involvement: we need facts and responsible people. Without facts on specific situations a reply becomes generic, and readers do not accept generic replies.
- Access to company profiles on review platforms and maps, or their creation together with you.
- Contacts for responsible people: support, managers, product, legal review.
- Access to order or case history to check facts behind specific reviews.
- An agreed communication tone and constraints: what can and cannot be disclosed publicly.
- A list of platforms and queries that matter most.
- Details of any previous attempts to work on reputation, if there were any.
What you get
You receive configured monitoring with mention classification, routing and response rules with templates for typical situations, completed and verified platform profiles, and prepared official responses to accumulated reviews. A regular report records new mentions, handled cases, platform requests, and recurring causes of negative feedback worth fixing in processes.
Documents
Routing and response rules with owners and response times, response templates for typical situations that require facts to be inserted, and instructions for collecting customer reviews. The rules are designed for your team and do not require our involvement in every reply.
Implemented changes
Configured monitoring, completed and verified profiles on platforms and maps, published official responses to accumulated reviews, and submitted platform requests. Profiles are completed from company data, without embellishment.
Regular report
New mentions by platform and topic, handled cases and reaction time, platform request status, and a list of recurring causes of negative feedback with process recommendations. The report can be shown to management without further explanation.
How the work is organised
-
Step 1
We collect mentions across platforms and queries, classify them, and assess the current reputation state.
-
Step 2
We agree the rules: case routes by type, responsible people, reaction times, and the tone of public replies.
-
Step 3
We verify company profiles on platforms and maps and prepare fact-checked responses to accumulated reviews.
-
Step 4
We launch regular monitoring, handling of new cases under the rules, and honest review collection from customers.
-
Step 5
We deliver regular reports and process recommendations for recurring complaints.
Scope and estimate
The scope of online reputation management is driven by the number of platforms and profiles, the volume of accumulated reviews, the flow of new mentions, and how involved the company is in preparing responses. Platform requests with an evidence base and review collection setup are considered separately. The task list is fixed after the initial mention collection. Companies with many branches or map locations are estimated separately because of the volume of profiles.
Frequently asked questions
Who replies to a customer?
It depends on the case: support handles an order, the product team handles service behaviour, and an account manager handles agreements. Confirmed facts and an agreed tone matter more than one script.
Can negative content be removed?
Only where there is a substantiated platform-rule breach or factual error. Honest negative experience is not removed artificially; it receives a real reply and, when needed, process correction.
How long does reputation work take?
Monitoring and rules are set up quickly, while a shift in perception takes time because it depends on new reviews and real changes in service. The work is usually ongoing rather than one-off: mentions appear constantly. The first visible effect is the speed and quality of responses, not a change in ratings.
How does ORM differ from SERM?
ORM works with all public mentions: reviews, comments, and discussions on platforms, regardless of search. SERM focuses on what a searcher sees in results for brand queries. ORM is usually the source of facts and responses that SERM then makes visible. Both services can run together when branded results are shaped mainly by reviews.
How are positive reviews collected?
By asking real customers after a service: via a link, an email, or a messenger, with no reward for a rating and no pressure. Reviews must be honest, otherwise platforms remove them and the company risks its reputation more than from negative feedback. The request mechanism is built into your service process so it works without our involvement.
What about fake negative reviews?
Gather evidence: no matching order, templated wording, abnormal activity. Then contact the platform through its official procedure with the facts. In parallel, reply publicly, calmly, and to the point so readers see the company’s position. We do not use templated replies to fake negative reviews: every case is answered on the facts.