In today’s online world, your reputation holds immense power over the trajectory of your business. Considering that 93% of users have made buying decisions based on an online review, managing your online presence isn’t optional, it’s essential. Moreover, 97% of consumers search online for local businesses, and 85% trust online reviews as much as personal recommendations. Positive online reviews can increase conversion rates by up to 370%, highlighting the enormous impact of a well-maintained online reputation.
As someone deeply involved in Online Reputation Management, I’ve witnessed firsthand how a single review can dramatically impact a business’s success.
What Is Online Reputation Management?
Online Reputation Management (ORM) involves monitoring, influencing, and maintaining how your brand is perceived online. It encompasses managing reviews, engaging on social media, and curating content, all aimed at building a positive online image. Businesses with a positive online reputation get 6.9 times more leads, and with a global market expected to grow by about 16.28% each year from 2023 to 2030, ORM is more critical than ever.
Want to dive deeper into ORM standards? Check out PRMIA’s ORM Case Studies and Standards.
Online Reputation Management Examples: Successes and Failures
Comparison Table of Online Reputation Management Examples
| Company | Challenge | Strategy Used | Outcome |
| Nike | Efficient customer support without diluting brand image | Created dedicated support channels (e.g., @NikeService on Twitter) | Efficiently addresses concerns while maintaining inspirational brand image |
| JetBlue | Maintaining authentic customer engagement | Prioritized genuine customer dialogues over arbitrary response metrics | Built a reputation for authentic engagement, transforming negatives into positives |
| Whole Foods | Strengthening community ties | Operated multiple location-specific social media accounts | Enabled community-specific engagement and swift handling of concerns |
| Hedge Fund CEO | Negative content threatening personal reputation | Developed high-quality financial content and enhanced website authority | Positive content overshadowed negative press, suppressing harmful information |
| Art Gallery Owner | Reputation challenges after business disruption | Shifted focus to artist relationships and exhibition quality | Restored standing among collectors and artists by emphasizing positive aspects |
| Domino’s Pizza | Viral prank video showing unsanitary practices | Immediate public apologies, stricter food safety processes, CEO video apology | Restored public trust through direct and sincere communication |
| Chipotle | E. coli outbreak linked to restaurants | Introduced new food safety measures, launched PR campaign, paid federal fine | Rebuilt customer trust over time despite initial mishandling |
| United Airlines | Passenger forcibly removed from overbooked flight | CEO’s initial defense lacked empathy | Experienced stock drop, boycotts, and long-term damage to customer service reputation |
| Abercrombie & Fitch | Backlash from exclusionary and discriminatory statements | Faced protests and lawsuits without effective strategies | Sales dropped 77%, suffered a tarnished brand image still recovering years later |
| Samsung Galaxy Note 7 | Devices catching fire due to battery issues | Global recall, enhanced safety testing, supplier changes, PR campaign focusing on improvements | Rebuilt consumer trust by addressing problems head-on, but faced financial setbacks and reputation damage |
1. Nike’s @Nike Proactive Customer Support Strategy
Having worked in ORM for years, I’ve seen how proactive customer support can make or break a brand’s image. Nike upholds its stellar reputation through dedicated social media support channels that address concerns efficiently.
- Strategy Used: Created a separate @NikeService Twitter account specifically for customer support and utilizes the Nike+ platform for community engagement.
- Outcome: By separating customer service from marketing, Nike successfully tackles issues without diluting their inspirational brand image.
2. JetBlue’s @JetBlue Authentic Social Media Engagement
JetBlue has set industry standards for responsive customer care on social media.
- Strategy Used: Prioritized genuine customer dialogues over arbitrary response metrics.
- Outcome: The airline has built a reputation for authentic engagement, transforming potential negative situations into positive customer experiences.
3. Whole Foods’ @WholeFoods Localized Content Marketing
Whole Foods leverages localized engagement to strengthen community ties.
- Strategy Used: Operated multiple location-specific social media accounts alongside their main brand presence.
- Outcome: Allowed for community-specific engagement and swift handling of company-wide concerns when controversies emerged.
4. Hedge Fund CEO’s Reputation Recovery
When negative content threatened a CEO’s reputation, strategic content creation played a vital role in recovery.
- Strategy Used: Developed high-quality financial content and enhanced website authority to improve search rankings.
- Outcome: Positive content overshadowed negative press, effectively suppressing harmful information from an ex-investor.
5. Art Gallery’s Post-Partnership Restoration
A gallery owner overcame reputation challenges following a messy business disruption.
- Strategy Used: Shifted online focus to artist relationships and exhibition quality.
- Outcome: By emphasizing artistic partnerships over past conflicts, the gallery restored its standing among collectors and artists.
6. Domino’s Pizza @Dominos Employee Prank Video: A Crisis Managed
In 2009, Domino’s faced a severe reputation crisis when employees posted a prank video showing unsanitary practices.
- Challenge: Viral video raised food safety concerns, causing public trust to plummet.
- Strategy Used: Immediate public apologies, implementation of stringent food safety processes, revamping staffing procedures, and a CEO video apology.
- Outcome: Domino’s direct approach resonated with the public, helping to restore trust in the brand.
Struggling with reputation-related challenges? Learn about the top ORM hurdles and how to overcome them.
Conclusion
Online reputation management isn’t just about mitigating negative perceptions, it’s about actively crafting an online presence that reflects your brand’s core values. For every additional one-star Yelp rating, businesses see an increase in revenue as high as 9%. By learning from these real-world examples of both successful and failed reputation management, and by implementing proven strategies, you can build a robust online reputation. This reputation not only attracts customers but also turns critics into advocates, ensuring long-term success in today’s market.
Having guided numerous businesses through reputation crises, I can attest that effective ORM is not just a defensive measure but a proactive strategy for growth.
By applying these insights and strategies, you can manage your online reputation effectively. Remember, in today’s world, your reputation is your most valuable asset, protect it wisely.
