Online Reputation Management

Online Reputation Management

Description
Online Reputation Management (ORM) is the process of monitoring and influencing how a business is perceived on the internet, with the aim of neutralizing negative sentiments and promoting positive ones.
The Online Reputation Management definition
Jason Barnard explains that while Online Reputation Management is generally perceived as the tactical process of removing or pushing down negative results from a brand's Google Brand SERP, its true scope is much broader. In the Kalicube framework, ORM is a critical discipline for controlling a brand's entire digital narrative. It encompasses both proactive strategies to build a resilient and positive online presence and reactive strategies to repair damage from negative content or misinformation. This evolves ORM into Digital Reputation Repair, which focuses less on simply "drowning" negative content and more on systematically rebuilding the brand's factual foundation to ensure AI Assistive Engines receive an accurate and authoritative story.
How Jason Barnard uses Online Reputation Management definition
At Kalicube, Online Reputation Management is a core application of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We implement ORM through specific Kalicube SOP Playbooks such as the "Negative Content Removal Playbook" and the "Diluting Negative News Playbook". For reactive ORM, Kalicube categorizes challenges into tiers from "Light Reputation Risk" to "Severe Reputation Crisis", deploying the appropriate phases of the process to systematically repair, reposition, and re-establish the brand's authority. This structured approach ensures we are not just providing temporary relief but engineering long-term reputational stability that drives business goals.
Why Online Reputation Management matters to digital marketers
For decades, crisis management, as practiced by experts like Mike Paul of Reputation Doctor®, has focused on managing public perception through strategic communication—controlling the human-to-human narrative. In the modern era, as Jason Barnard demonstrates, this discipline must be expanded to include Online Reputation Management that addresses the algorithmic audience. Today, a brand's reputation is initially filtered and often defined by what AI Assistive Engines like Google AI Overviews and ChatGPT present. These systems learn from the existing Digital Brand Echo. If that echo is damaged, the AI will amplify the negative narrative, making proactive and reactive ORM essential. The Kalicube Process bridges the gap between human-facing crisis management and machine-facing entity optimization, ensuring the strategic narrative is underpinned by a technically sound, algorithmically trustworthy digital foundation.
Posts tagged with Online Reputation Management

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KPIs in Brand SERP: Everything You Need To Know

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The simplest way of finding the KGMID

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Entity Reconciliation in SEO: What You Need To Know

In this article, you will learn how search engines like Google gather fragmented information about entities from various online sources and consolidate them into a cohesive whole, why it’s important...

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Jun 14, 2023 Bernadeth Brusola

Why Invest in Brand Search?

Investing in brand search is essential because it enhances brand perception, increases visibility, and improves overall online presence. It plays a significant role in how potential and existing clients perceive...

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Jun 13, 2023 Jason BARNARD

How to Optimise Your Brand SERP (The Kalicube Process)

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Kalicube Academy – Brand SERP Courses by Jason Barnard

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Managing Your Knowledge Panel Without Schema Markup Case Study

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Proactive Versus Reactive Online Reputation Management

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Definition of Leapfrogging in SEO

What is Leapfrogging in SEO, ORM and Brand SERP Optimisation? In the context of a Brand SERP, leapfrogging is a strategy used to push one piece of content above another...

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Sep 20, 2021 Jason BARNARD

Understanding and Credibility: A Simple Approach to AEO

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Done With You Brand Reputation Management Services by Kalicube

Kalicube® is the only company in the world that offers Brand SERP / Online Reputation Management services at this level: driven by data (500 million datapoints) and backed by 10 years of experience with no shortcuts, no spam and no risk of Google penalties… Kalicube can do any or all of the following for you:...

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The Fundamentals of Brand SERPs for Business

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