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ONLINE REPUTATION MANAGEMENT Unlike gravity, what goes up online, never comes down
Online reputation management (ORM) is a relatively new Internet challenge for companies and individuals that have experienced negative commentary from unhappy customer, disgruntled employees or disreputable competitors.
TAO Consultants inc. has been heavily focused on reputation management issues for large and small corporations and several individuals for the past three years. According to website http://www.ormgoddess.com, there are three major categories into which ORM falls:
- Corporate Branding – building a new online presence and expanding the corporate image into a competitive market
- Negative reputation recovery – the most common form of ORM where the company or individual is struggling with negative online commentary that is threatening the well-being and marketing efforts of a company because the negative information appears when the brand is searched
- Prepaving a reputation – there are companies that are in a high-risk business for negative feedback simply because of the industry in which they operate; example: international financial investment companies in harsh economic conditions
In order to effectively combat a negative online image, it is necessary to expand the company’s online presence. TAO Consultants has developed a strategy, termed Multiple Points of Presence that focuses on expanding opportunities for getting the right message to the right audience. Often online complaints have a basis in truth, so it is absolutely necessary for a company to pay attention to the nature of the complaint and correct the problem before expanding its presence online.
In order for ORM to be effective, the activities that created the problems in the first place must be resolved. From there it is a matter of promoting the corporate image that was not strong enough in the first place to combat the negativity. A strong and positive corporate or personal reputation is the foundation of a successful future. Without it, failure is the only outcome.
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TAO Consultants was founded in 1982 as a computer consulting firm. TAO has provided online activities including web design and development, search engine optimization (SEO), and online reputation management (ORM) since 1995.
Websites related to these online activities include: http://www.computergoddess.com, http://www.focusingtools.com and http://www.ormgoddess.com.
Chesa Keane established TAO Consultants Inc. for the purpose of helping companies and individuals promote their business online and get the right message to the right audience. TAO Consultants also provides consulting to meet the accounting and business management needs of large and small corporations.