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Online reputation management (ORM) is a much more complex strategy than just monitoring online conversations. Not only does it involve listening to social conversations, but it includes responding to comments and interacting with your online audience to influence their opinions about your brand. Reputation monitoring is about listening whereas reputation management is about participating. Simply put, online reputation management combines traditional marketing and public relations with search engine marketing; it involves managing the search engine results to protect your company’s brand reputation from negative exposure online. Keep in mind that online searchers rarely view more than 2 pages of search engine results, so high rankings for good publicity are the ultimate goals, which will in turn push any bad publicity down the search engine listings and out of public view. Online Reputation Management

Reputation Monitoring Online reputation monitoring is the act of listening to online conversations. It involves using programs and setting up alerts to stay aware of when your company, brand, slogan, product/service or company spokesperson(s) are mentioned online. Reputation monitoring is important because customers are becoming more vocal about their questions, comments and dissatisfaction with products and services, and social media gives them a channel to share their opinions with the world. Reputation monitoring, the act of listening to brand mentions online, is only a small component of online reputation management. 

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