Online Reputation Management
Online Reputation Management
used extensively by Jason Barnard since 2015.
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.
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