Twenty years ago, if something bad happened to you, like losing a job, facing a legal issue, or getting a DUI, it was likely that it would stay private. But now, because of the Internet, these things can be found quickly with just a few keystrokes.
Just one small negative item can harm your online reputation for years. Even if the news is irrelevant now, people can still find it with a quick Google search. Social media also makes it easy for others to find personal information about you without your consent. To prevent search engines from displaying negative or incriminating personal or company information about you, you need an online reputation management (ORM) campaign.
What is ORM?
Online reputation management replaces negative or unwanted content in search engine results with positive or neutral content. ORM campaigns help in many situations, such as bad business reviews, embarrassing photos, negative links about you or your company, and unfair media coverage.
ORM specialists help promote the content clients want people to see, like their work history, positive reviews, news stories about their business, or their blog. Clients often bring specific links or content they want hidden. The specialist then creates a plan to push those unwanted links down in search results by promoting better content.
Why Do You Need It?
You might think, “It’s just one bad review. How much harm can it do?” But it’s easy for someone’s reputation to suffer when something negative is posted online. One bad review or article can outweigh a hundred positive ones. People often trust a “third-party perspective,” even if they don’t know the person’s motives.
Below are four main reasons you should actively manage your online reputation:
- People are looking you up right now. Customers might be reading reviews of your company, or employers could be checking your social profiles. You want to make sure what they find is accurate.
- First impressions are hard to change. If someone reads a negative article or review about you, it’s hard to replace that with a good impression. It’s best if their first impression is positive.
- A good reputation can increase sales, attract clients, or lead to job offers. While a bad reputation can hurt your chances, a positive one makes it easier to succeed.
- It’s easier and cheaper to build a good reputation than to fix a bad one. If you create positive content and keep an eye on your online reputation, it’s much easier to manage than trying to fix it in a crisis. Reaching out to a professional early can save your business time and money.
You can start an ORM campaign by setting up Google Alerts for your name or your company, and by updating your social media profiles and website. If you’re worried about something that’s already online, it can help to talk to an ORM specialist at Tucker/Hall.
