Conversations are taking place all the time on the Internet, and it is crucial for
companies to be aware of what is being said about them. Customers are now
dictating the channels of communication, and companies that cannot engage
with their consumers in this way stand to lose them.
ORM is about using the tools of the Internet, the same tools that customers
are using, to monitor, analyse, influence the conversation and gain business
insight. Companies need to learn to listen and engage.
There are many free and paid for tools available for monitoring online
conversations, and with most it is easy to set up custom RSS feeds that will
update with any new mentions. Mentions need to be analysed for sentiment,
credibility, influence and source, and appropriate action to be taken.
Responses should be swift, factual, transparent and honest. The best way for
a company to influence the conversation is to be involved in it through the tools
of social media.
ORM can help a company to gain an inherent understanding of how consumers
perceive and interact with their brand, and thus can provide a platform for
planning marketing campaigns.