ORM can have a huge impact on a brand’s reputation and its bottom line. It is only through listening to conversations being carried out by its customers and potential customers that an organisation can adequately respond and manage its situation in the market. ORM speaks to acquisition, engagement and participation. An effective ORM tool can assist a company in engaging with its customers where relevant and providing better service by responding to queries and complaints. The insights gained from ORM should be considered when evaluating and optimising strategic direction.