Introduction
Online reputation is crucial for any company as it directly affects how customers perceive the brand. People often turn to the internet to check reviews, social media, and search results before making decisions.
So, the role of an Online Reputation Manager (ORM) has become increasingly important. ORM professionals help businesses build and maintain a positive reputation by handling reviews, social media, and online content.If you’re interested in a career that blends communication, strategy, and digital marketing, becoming an ORM could be a rewarding path.
What is Online Reputation Management (ORM)?
Online Reputation Management (ORM) is the practice of monitoring, improving, and protecting a person’s or a company’s image on the internet.
It involves managing online reviews, social media comments, and search engine results to ensure that people see positive content when they search for the brand or individual.
ORM focuses on four main digital marketing channels:
- Owned Media: These are platforms you fully control, like your website or blog, where you can showcase your brand and content.
- Earned Media: It includes publicity you gain without paying, such as customer reviews or mentions on external websites. It happens when people share or talk about your brand because they like your products or content.
- Social Media: Active engagement on platforms like Facebook, Twitter, or Instagram helps build your online presence, allowing you to interact with your audience and improve your reputation.
- Paid Media: This includes paying for ads on social media, blogs, or other sites to reach a wider audience and drive traffic to your business.
Why is Online Reputation Management (ORM) important for business?
Online Reputation Management (ORM) is important for businesses as it helps them maintain a positive image on the internet.In today’s digital world, customers often look online for reviews, opinions, and information about a company before making decisions. If a business has negative reviews or a bad online presence, it can drive potential customers away and harm its reputation.
ORM helps monitor and manage what people are saying online, address any negative content, and promote positive feedback. This builds trust with customers, improves the company’s image, and ultimately leads to more business opportunities and growth.ORM plays a crucial role in protecting and strengthening a brand’s reputation.
Career Scope as an Online Reputation Manager (ORM)
The career scope for an Online Reputation Manager (ORM) is growing as more businesses recognise the importance of managing their online image. In today’s digital world, companies need to maintain a strong, positive presence on the internet to stay competitive and attract customers.
The demand for Online Reputation Managers (ORM)s is expected to keep increasing as businesses focus more on digital marketing and customer experience. With experience, ORMs can move into higher roles like Reputation Management Director or Digital Marketing Manager or even work as consultants.
The role also offers opportunities for growth in related fields like public relations, crisis management, and brand management.
Role & Responsibilities of Online Reputation Manager (ORM)
Online Reputation Managers (ORMs) are responsible for maintaining an organisation’s positive online image and managing its digital presence across various platforms. They are also responsible for many other tasks.
Some of their key responsibilities include:
- Keep track of the company’s online reputation across social media, review sites, forums, and other digital platforms.
- Respond to customer reviews and feedback, both positive and negative, to maintain a good image.
- Manage and resolve any online crises or PR issues before they escalate and harm the brand’s reputation.
- Use SEO techniques to improve the visibility of positive content and push down negative results in search engines.
- Track mentions of the brand, competitors, and industry trends to stay ahead of potential issues.
- To work closely with other departments to align reputation management with broader business goals.
Employment Scope Career Options for Online Reputation Managers (ORM)
Online Reputation Managers (ORMs) are required in every field and organisation to manage their online image.
As an ORM, you can work in various industries like technology, retail, entertainment, healthcare, manufacturing, etc. The demand for ORMs is increasing because a good reputation is essential for attracting customers and staying competitive.ORMs get recruited for different job profiles, such as Reputation Manager, Social Media Manager, Content Manager, SEO Specialist, Public Relations Specialist, etc.Top companies that hire Online Reputation Managers (ORMs) are BC Web Wise, Sprinklr, KreditBee, Chimp&z Inc, Delhi Press, Vinsys, KloudPortal, Kryptobees, Conceptualise, etc.
Salary Range
The salary of Online Reputation Managers depends on the job position, experience, company size, and location.
The average salary ranges between 3 to 25 lacs per annum. Those in senior management roles earn lucrative packages along with other additional benefits.
- Entry-level — 2.5 to 4.5 lacs per annum
- Mid-level — 6 to 10 lacs per annum
- Senior level — 10 to 25 lacs per annum
Skills Required to Become an Online Reputation Manager (ORM)
The role of Online Reputation Managers (ORM)s has become vital for companies due to advances in digital technology.
Some of the key skills required are a good understanding of social media platforms, knowledge of SEO (Search Engine Optimization) and SEM (Search Engine Marketing), content creation, knowledge about the various rules and legal requirements about copyright and image rights, maintaining public relations, crisis management, social media management, analytical skills, creativity, good communication, problem-solving, organisational and management skills.They also need to know how to use different tools such as Google Business Profile, GAlert, Mention (social listening and media monitoring tool), Brand24, Semrush, Ahrefs, Moz, Buffer, Sprout Social, Yelp, etc.
How to Become an Online Reputation Manager (ORM)?
There is no specific degree or course offered for becoming an Online Reputation Manager (ORM). However, one can take formal education in fields like marketing, public relations, communications, or business.
Steps to Become an Online Reputation Manager (ORM):
- Gain Relevant Education: Aspiring students can complete their graduation in marketing or social media management. BMS in Marketing, BMM in Public Relations and Communications, BA in Advertising & PR, and BBA in Digital Marketing are some courses that one can undertake. Those interested in further studies can complete their MBA in Digital Marketing, MBA in Marketing, or related field.
- Develop Key Skills: The next step is to develop the skills. Understanding SEO (Search Engine Optimization), social media, and online marketing is crucial. Soft skills such as good communication, problem-solving, creativity, and management skills are also essential.
- Gain Experience: Experience is crucial while applying for any managerial role. You can start with entry-level jobs in customer service, digital marketing, or public relations. The best is to manage social media accounts or handle reviews for a business.
- Certifications: It’s always good to have relevant certifications along with experience and education. Certifications help you demonstrate your skills and knowledge to potential employers. Google Analytics Certification, HubSpot Content Marketing, Facebook Blueprint, Yoast SEO Training, Moz SEO Essentials Certificate, PRSA Accreditation for PR, etc., are some certifications that you can take to enhance your skills and knowledge.
- Stay Updated: The online world changes quickly, so stay updated on the latest trends in social media, SEO, and online reviews to keep your skills sharp.
- Apply for Jobs: Look for job opportunities as an ORM, which may be advertised as roles in digital marketing, PR, or brand management. Start with entry-level positions and build your career from there.
Final Thoughts
A career as an Online Reputation Manager (ORM) offers exciting opportunities in a growing field. With businesses focusing more on their digital presence, ORMs play a vital role in shaping how brands are perceived online.
If you have strong communication skills, a knack for problem-solving, and a passion for digital marketing, this career can lead to long-term success and job satisfaction.