What is Online Reputation Management (ORM) Software?
Online reputation management software is used by businesses to monitor & moderate their users’ online reviews and to promote positive experiences through online review platforms. Companies use an online reputation management tool to capture negative reviews and experiences posted by consumers online and respond to them. This platform provides tools that the marketing team of an organization can use to aggregate, analyze & improve their company’s online reputation.
Online Reputation Management (ORM) Tools Features
Now that you know the main modules of the review manager software, you should know its key features. The features of online reputation management software are: -
Overall Review & Rating Information
On logging in to the software, you get to view the average rating of your company, consolidated from different platforms. Aside from this, you can also view the total number of reviews posted online, response rate and average response time for a definite period of time. Any positive or negative deviation across any of these categories are also highlighted.
When you log in to an ORM software, you can view the changes in your score trends based on pre-defined location. For example, you can assess what people in different parts of India are saying about your business or the score they are assigning on review platforms. When you view this data, it is represented as a +/- (depending on an increase or decrease in the score during a certain period of time). There is another column that shows the response rate of customers when they are asked to review or provide feedback. This location-based scoring can be tracked on city, state and zone basis, as defined by you.
With this feature, you can track the keywords that frequently appear in reviews posted. Keywords are classified according to positive, negative and mixed. Examples of each type are: -
Positive Keywords: Good, Excellent, Great
Negative Keywords: Poor, Bad, Unsatisfied
Mixed Keywords: Improve, Quality, Service
The keywords you view help in understanding the areas where your product/service is doing well and where it’s lacking. Mixed keywords need a deeper understanding as they can signify both positive or negative experiences, depending on the review. Keywords can also be viewed on different classifications such as location, platform where the review was posted, rating, sentiment and time period.
ORM tool’s dashboard also lets you view the keywords that are most trending presently in your reviews. This lets you assess the general popularity of your brand in real-time, which you can then further use to improve your online reputation.
This feature lets you view the percentage distribution of ratings sourced in the last six months. How many five, four, three, two and one-star ratings have been received by your company, can be viewed with this feature. Furthermore, when you click on the score number, it takes you to a new page where the reviews of the same score are listed. This page lists details such as date posted, location posted from, rating, platform posted on, summary & status (whether the review was responded to or not).
Review Site Distribution
With brand manager software, you can also view the review distribution across platform i.e., which platform has the most reviews about your brand and which has the lowest. Accordingly, you can distribute your efforts to focus on platforms that have the most reviews and potential customers are most likely to refer to.
Pre-Defined Templates for Review Request
Sending feedback requests is an important part of online reputation maintenance. This software comes with templates that you can use to design review requests and follow-up emails. You can also get customized email templates, by requesting vendors for the same.
Who needs Online Reputation Management Software
Any company, irrespective of whether they have a social media presence, needs ORM software. The internet today lists most businesses, which can be tracked down by typing the business name on Google search. Aside from Google, there are websites like JustDial & Sulekha, which aggregate business information and allow customers to add reviews about the same. Managing your online reputation across these different platforms individually is one heck of a time killer. With a social media management tool, you can collate, view and work on different reviews from a unified platform, saving you time and resources.
How ORM Software is Important
Marketing and customer experience teams use an online reputation management tools to not only maintain a company’s internet reputation but also to utilize digital forms furnished by the software to run email campaigns and harness positive new reviews. Many online reputation management solutions also come with monitoring tools that discover discussions regarding a brand and posts made by users on social media.
You need ORM software to: -
- Monitor websites to track both new and existing reviews about your business
- Have a consolidated management platform to collect and analyze online reviews
- Be aware of your brand’s current online reputation through alerts and reports
- Provide ways to generate new & positive online reviews & experiences.
Modules of Online Reputation Management Software
ORM software is a must-have tool for businesses to maintain their social standing. The main modules of the social media management tool are: -
Ratings & Reviews
This module of ORM software lets you view the ratings and reviews received by your brand from customers, across platforms. Brand manager’s social media tool lets you view details such as date posted, rating, platform posted on, summary and response status. Any action that needs to be taken on this, including responding to reviews, can also be done with this module. The reviews can be sorted as well, as per your need.
Ask for Reviews
As previously mentioned, businesses need online customer reviews to stay socially relevant. Such reviews not only help in maintaining your reputation, but they are also excellent ways to generate leads and attract potential customers. With this module, you can select your location and a template, to send review requests to customers. Review manager software will guide you through the request formation process, telling you what and who you should write to, and finally let you send requests in bulk. There are templates that have been designed for both PC and mobile phones, ensuring maximum chances of responses and penetration.
Reports & Analysis
This module of ORM software lets you assess your online reputation, your median scores, and your campaign efficiency. Different metrics can be analyzed with this feature such as requests sent, requests delivered, opened, clicked and left feedback. Each of them can be further analyzed to see the demography & industry response in each category. Additionally, it’ll also let you know what keywords are recurring in your reviews, whether they are positive or negative, and location wise performance. Advantages of ORM Tools With an online reputation management software, you get a consolidated platform to monitor and analyze your brand voice across the internet.
Advantages of ORM Software
Monitor Your Reputation?: Using social media manager software’s review & rating monitoring tool, you can analyze your brand’s online reputation. Get real-time access to any and all public mentions on the internet which are relevant to your brand and products.
Analyze Your Brand’s Image
The software’s simple & easy to use interface lets you analyze reviews by sentiment, social influence or sources. This gives you better intelligence about your business.
Deal with Negative Reviews and Crisis Situations
Any negative reviews you receive online can be detrimental to your business’s brand value. Social media manager software lets you address negative reviews quicker, assess pain points and manage critical crisis situations. Controlling the narrative before it gets out of hand is simpler with this software.
Improve Customers Relations
Engage with customers and react to positive comments from your brand ambassadors and loyal patrons. Respond to dissatisfied customers in real-time, before the story gets ahead of you.
Increase Your Brand Awareness
Engage and manage your online community and improve your brand awareness with this software. Easily ask customers to leave reviews for you and increase your brand awareness.
Find Brand Advocates
Customers who love your company/products can be easily identified with this software. You can convert them into brand advocates, who can spread the word out about your brand.
Buy ORM Software Online
Factors that should be taken into consideration before purchasing a reputation management software for your business include:
What Features Do You Need?
Before purchasing an ORM tool, ensure that the features offered by the system are in line with what you need. Solutions with flashy features that don’t align with your expectations won’t be of much use for your business. Opt for a solution that provides relevant features that you will certainly use.
Integration with Other Systems
Some online reputation management services leverage your existing customer database from your customer relationship management (CRM) tool so that you can contact customers and ask them to leave and share reviews. It should also integrate with your marketing software to consolidate your reputation management campaign with other marketing efforts, like blast emails and lead generation. Any software you pick should be able to integrate with other third-party solutions.
What Analytics Tools Do They Offer?
Analytics is an important part of maintaining your online reputation. Choose a solution that has a useful built-in analytics tool, which consolidates reviews from different platforms. With it, you will get a better insight into your online reputation effortlessly.
Responding to reviews in real-time and promptly is a significant part of online reputation management. To do so, pick a mobile-optimized solution that allows you to view and respond to reviews on-the-go.