Online reputation management (ORM) is the practice of using digital marketing tactics and channels to help shape the public perception of a brand, an organization, or an individual online.
How to do it
Reputation management includes many different activities. For example, it may involve using social media to jump in on conversations and tackle negative or unhappy comments about your company.
By acknowledging the source of unhappiness and listening to the customer, we were able to deflect anger and improve our relationship with him.
But it’s not just about social media. You can do reputation management in search engines too. For example, you may find articles ranking high on Google that speak negatively about your brand or perpetuate a misconception.
If it’s something you can correct, you should try to nip it in the bud.
Here’s how to find such articles:
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Go to Ahrefs’ Content Explorer
Search for your brand name and exclude your own site [-site:yourdomain.com]
Set a Page traffic filter to something high (e.g., 1,000+ visits per month)
Excerpt of Content Explorer results
For example, we found a post by HubSpot about the best digital marketing tools. Even though it is a huge compliment about our toolset (thanks, HubSpot!), it mentions something inaccurate about our data:
Excerpt of HubSpot's article about Ahrefs
Instead of “150 million keywords” in the U.S, we actually have 4.4 billion keywords. And instead of 150 countries, we have more than 200.
Excerpt of Ahrefs' "big data" page showing key stats about our toolset
Plus, the screenshot of our UI it featured is outdated.
We’re proud of our data, and the ones mentioned by HubSpot are way off from our current state. And it may set up wrong or different expectations from users who discover us via this article.
In this case, we can reach out and ask HubSpot or the author to update these metrics.