Online Reputation Management (ORM) software helps businesses track and manage their online presence. Here's what you need to know:
- Scans the internet for brand mentions across review sites, social media, news, and forums
- Analyzes sentiment and trends in customer feedback
- Allows businesses to respond to reviews and comments from one dashboard
- Generates reports on brand perception and competitor comparisons
Key benefits:
- Spot and fix negative feedback quickly
- Showcase positive reviews
- Understand customer sentiment
- Make data-driven decisions to improve brand image
| Feature | Benefit |
|---|---|
| Real-time monitoring | Catch issues early |
| Sentiment analysis | Gauge public opinion |
| Review management | Respond faster to customers |
| Reporting tools | Track reputation over time |
For small businesses, ORM software levels the playing field, providing enterprise-level tools at an affordable price (often under $100/month).
Basics of ORM Software
ORM software has three main parts: data gathering, analysis, and interaction tools.
Data Gathering
ORM tools scan the web for brand mentions. They search:
- Social media
- Review sites
- News articles
- Forums
This gives you a complete view of your online presence.
Analysis
The software then:
- Sorts mentions (positive, negative, neutral)
- Spots trends
- Flags urgent issues
Interaction Tools
These let you:
- Reply to reviews and comments
- Share positive feedback
- Address concerns quickly
Why It's Better
ORM software beats old methods:
| Old Way | ORM Software |
|---|---|
| Manual searches | Real-time monitoring |
| Slow responses | Instant alerts |
| Limited data | Full view across platforms |
| Time-consuming reports | Automated analytics |
It saves time and gives deeper insights. Take Birdeye, for example. It lets you handle customer issues across channels from one dashboard. Result? Faster responses and happier customers.
"The success of a company's brand depends largely on how it manages its reputation." - Christopher Robinson, Senior Productivity Research Analyst
With ORM software, you're not just reacting - you're staying ahead. It helps you:
- Spot issues early
- Understand customer thoughts
- Make smart decisions to boost your brand
For small businesses, it's a game-changer. You get big-company tools without the big price. Most ORM software starts under $100 a month, making it a smart buy for any size business.
Main Functions of ORM Software
ORM software helps businesses manage their online reputation in four key ways:
Tracking Online Mentions
These tools scan the web for brand mentions across social media, review sites, news articles, and forums. For example, Determ monitors over 100 million online sources and sends alerts for new mentions.
Analyzing Sentiment
ORM software doesn't just find mentions - it decides if they're positive, negative, or neutral. Here's how:
1. Each word gets a score from -4 to +4
2. The tool adds up these scores
3. It determines the overall sentiment
This quick analysis helps businesses spot trends and potential issues.
Handling Reviews
ORM software simplifies customer feedback management:
- Gathers reviews from different sites in one place
- Allows direct responses from the dashboard
- Helps identify common complaints
Creating Reports
These tools turn data into insights:
- Show brand perception changes over time
- Compare your reputation to competitors
- Highlight platforms with the most mentions
Here's a real-world example:
A car dealership used ORM software for customer satisfaction surveys. They asked about likelihood to recommend and reasons for the rating.
The software:
1. Identified happy customers for online review requests
2. Flagged unhappy customers for follow-up
3. Spotted common issues to improve
This approach boosted the dealership's online ratings and sped up problem-solving.
How to Use ORM Software: Step-by-Step
Setting Up the Software
- Pick your ORM tool
- Link your accounts
- Add your keywords
- Set up your alerts
It's that simple. Just choose software that works for you, connect your platforms, add your brand terms, and decide on notification frequency.
Understanding Data and Stats
ORM software throws a LOT of info at you. Here's what to focus on:
- How often people talk about you
- Whether they're saying nice things or not
- Where these conversations are happening
Don't sweat the small stuff. Look at the big picture over time.
Answering Feedback
Responding to what people say about you online? It's crucial. Here's a quick guide:
| Review | Your Move |
|---|---|
| Good | Say thanks, invite them back |
| Bad | Say sorry, offer to fix it, take it private |
| Meh | Say thanks, ask how to do better |
Pro tip: Don't wait. Respond within a day or two.
Making Reports
Regular reports keep you on track. Include these:
- Overall mood about your brand
- Where people talk about you most
- Your most engaging stuff
- What people keep bringing up
Use these to tweak your game plan and show why ORM matters.
Important Features in ORM Software
When choosing ORM software for your SMB, focus on these key features:
Live Monitoring
You need real-time tracking. It helps you spot and handle issues fast. Brand24, for example, sends instant alerts when someone mentions your brand online.
Integration Capabilities
Your ORM tool should work with your existing tech. Look for software that connects with your CRM, email, and social media platforms. ReviewTrackers links up with Salesforce, MailChimp, and HubSpot.
Custom Alerts
Not all mentions matter equally. You want alerts you can customize. Media Monitoring ($39/month) lets you set up alerts for specific keywords or sentiment changes.
User-Friendly Design
If it's hard to use, no one will. Go for software with a clear, simple interface. Brand Monitoring ($49/month) has an intuitive dashboard that makes reputation management easy.
Here's a quick comparison of some ORM tools:
| Tool | Key Feature | Starting Price |
|---|---|---|
| Media Monitoring | Custom alerts | $39/month |
| Brand Monitoring | User-friendly interface | $49/month |
| Brand24 | Real-time monitoring | $99/month |
| ReviewTrackers | Multi-platform integration | $119/month per location |
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Tips for Getting the Most from ORM Software
Here's how to make your ORM tool work harder for you:
Regular Checking
Don't set it and forget it. Stick to a schedule:
- Daily: Scan for new mentions
- Weekly: Look at trends
- Monthly: Review brand health
Pro tip: Use the mobile app for quick checks. Brand24's app is great for this.
Quick Responses
Speed is key. Here's how to stay sharp:
- Create a response playbook
- Use templates (but personalize)
- Set up alerts for important mentions
Spectrum Retirement crushed it in 2020. They used ORM to spot customer concerns during COVID. Result? 160 positive reviews in 6 months. They turned problems into wins by acting fast.
Linking with Marketing Plans
Don't let ORM live alone. Connect it to your marketing:
- Share good reviews on social
- Use feedback for content ideas
- Use ORM insights for SEO
| ORM Data | Marketing Action |
|---|---|
| Common questions | Write FAQ posts |
| Good reviews | Use in social ads |
| Hot topics | Make timely content |
Remember: 88% of people research online before buying. Your ORM can sway those decisions.
Common Problems and Fixes
ORM software can be tricky. Here's how to tackle some common issues:
Dealing with Bad Reviews
Negative feedback happens. Here's what to do:
- Respond fast. People trust online reviews like personal recommendations.
- Stay cool. Wait 24 hours before replying to avoid emotional responses.
- Keep it short. Don't sound defensive.
- Take it offline. Ask the reviewer to contact you directly.
Try this response:
"Thanks for your feedback. We're sorry about your experience. Please contact us at [phone/email] to address your concerns."
Managing Many Mentions
When mentions pile up:
- Use filters in your ORM tool to focus on what matters most.
- Group similar issues and create template responses.
- Assign different team members to handle specific types of mentions.
Mixing Automation and Personal Touch
Balance is key:
| Automated | Personal |
|---|---|
| Initial response | Follow-up messages |
| Categorizing mentions | Complex issues |
| Scheduling posts | Crisis management |
Use automation for routine tasks, but always review important communications.
ORM isn't just about managing reviews. It's about improving your business. As Owen Jones from ZoomShift puts it:
"Negative reviews aren't the end. Handled well, they're a chance to connect with customers and improve your business."
Checking if ORM Software is Working
Want to know if your ORM software is pulling its weight? Let's dive into the metrics you should track and how to boost your strategy.
Key Metrics to Watch
Here are the numbers that matter:
1. Review Volume and Quality
Keep an eye on how many reviews you're getting and what they're saying. For healthcare providers, this is crucial. Why? 69% of patients won't even consider you if you're below a 4.0-star rating.
2. Sentiment Analysis
Tools like Brandwatch or Meltwater can tell you if people are talking about your brand in a good, bad, or meh way.
3. Social Media Engagement
| Metric | What It Tells You |
|---|---|
| Likes | Do people dig your content? |
| Shares | Is your content spreading? |
| Comments | Are people talking back? |
4. Website Traffic and Conversions
Google Analytics is your friend here. Are more people visiting your site? Are they becoming customers?
5. Net Promoter Score (NPS)
This shows if customers are singing your praises or not. It's simple math: % of Promoters (9-10 score) minus % of Detractors (0-6 score).
Stepping Up Your Game
Want to make your ORM strategy even better? Try these:
-
Be Quick: Respond to ALL reviews within 48 hours. Good or bad.
-
Stay on Top: Check your metrics weekly. Spot trends before they become problems.
-
Get Specific: Break down your data. Look at different customer groups or stages. Find where you can improve.
-
Count the Cost: Negative search results = lost business. One bad article on page one? That's 22% of potential customers gone.
-
Test and Learn: Try different approaches. See what works best. Rinse and repeat.
Wrap-Up
ORM software isn't just a fancy tool. It's a must-have for businesses today. Here's why:
- First Impressions Count
95% of customers check online reviews before buying. Your online reputation? It's often the first thing they see.
- Money Matters
Good reviews can boost spending by 31%. But one bad review? It can scare off 40% of potential customers. The math is simple: good ORM = more cash.
- Trust is Key
74% of consumers trust companies more when they see good reviews. ORM software helps you build that trust.
- Google Cares
Search engines look at your online reputation. Better reputation? Better visibility. More customers.
- Saves Time
Half of local marketers struggle to find time for reputation management. ORM software does a lot of the work for you.
Here's what ORM can do:
| Benefit | Impact |
|---|---|
| Boost Trust | 74% trust businesses more with good reviews |
| Increase Sales | 31% more customer spending with good reviews |
| Help SEO | 15% of Google's local pack ranking comes from reviews |
| Save Time | Automates monitoring and responses |
Building a strong online reputation takes time and effort. But with ORM software, you're not just managing your reputation. You're building a stronger brand.
Small business owners, listen up: ORM isn't just for big companies. It's key for any smart business. Start using ORM software now. Watch your online reputation - and your business - grow.
FAQs
How do you integrate customer feedback?
Integrating customer feedback is crucial for improving your online reputation. Here's how:
- Get engineers involved in forums
- Split-test changes
- Conduct in-person usability tests
- Use Net Promoter Score
- Follow the A.C.A.F. Loop: Ask, Categorize, Act, Follow up
Bill Gates nailed it:
"Your most unhappy customers are your greatest source of learning."
Which platform is best for reputation management?
BrightLocal stands out. Here's why:
| Feature | Benefit |
|---|---|
| Easy-to-use interface | Simple navigation |
| All-in-one tools | Covers everything |
| Smart insights | Helps decision-making |
Sameer Somal, Blue Ocean Global Technology CEO, says:
"BrightLocal simplifies the process of monitoring and managing online reputation."
It's great for small businesses. But remember, your choice depends on your needs and budget. Some services can cost up to $15,000 a month, so choose wisely.
