The New Black–ORM

February 02, 2008

The New Black–ORM

join_online.jpgI thought this was an insightful statement about online reputation. It was mentioned in a post by Chris Abraham who was quoting Forget Publicists, All the Cool Kids Have Online Reputation Managers. Abraham says that “online reputation management is apparently the new black.” Sure seems that way to me too.
Goes back to that wonderful article in Wired by Clive Thompson about Google being a reputation management system, not a search engine. 

To digress, I read in another article somewhere that corporate responsibility is the new India. I guess this phraseology is catchy. Perhaps I should say something clever like reputation recovery is the new green. Doesn’t have the same ring to it. Worth a try.

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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of corporate and CEO reputations.

  • Emily Pearce
    Posted at 13:00h, 04 February Reply

    How does online reputation management fit into the marketing mix? As those-in-the-know label it as essential to success, how has ORM changed the way companies market their products and services?

  • Dr. Leslie Gaines-Ross
    Posted at 14:22h, 05 February Reply

    I think that companies have to include ORM into their marketing mix or else. Starbucks was able to build its entire reputation by word of mouth and continues to do so. For Starbucks to revive its reputation with Howard Schultz now at the helm again, monitoring its reputation online is important. There are several blogs already gathering ideas on what Starbucks can do to restore its reputation. The best companies should harness the new technology to better serve their customers. I imagine that in years to come there will be Online Reputation Managers as part of the marketing or communications departments. It is essential.

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