What does online reputation management (ORM) involve?

Online reputation management (ORM) involves monitoring and influencing how a brand is perceived in the digital landscape. This encompasses a variety of activities aimed at creating a positive image for a brand while also addressing any negative perceptions or feedback that may arise online. ORM includes tracking online reviews, engaging with customers on social media, search engine optimization to manage the visibility of information, and crafting responses to criticism to help steer public opinion in a favorable direction.

In essence, ORM is about shaping the narrative and ensuring that the brand’s online presence accurately reflects its values and quality. This proactive approach to managing a brand's reputation is crucial in today's digital environment, where consumer perceptions can significantly impact a company's success. Therefore, the choice correctly identifies the fundamental nature of online reputation management.