Mastering ORM: Building Strong Online Reputation In India

In the digital age, Online Reputation Management (ORM) has emerged as a critical aspect of corporate strategy. It's not just about averting crises; it's about proactively shaping and maintaining a positive image in the eyes of stakeholders. In India, where markets are dynamic and digital penetration is growing rapidly, a robust ORM strategy is indispensable. Let's explore the cornerstones essential for a sound and holistic ORM approach tailored to the Indian landscape.

In the era of social media and online forums, information spreads like wildfire. A vigilant monitoring system is paramount to identify potential reputation threats early. Advanced analytics tools can help in tracking brand mentions, sentiment analysis, and identifying emerging trends, enabling timely interventions. 

An idea can sound great in the conference room, but when you get it out there, not so much. Sometimes what you thought was a great idea can go terribly wrong in so many ways. Whether it’s how it's executed or how it's perceived, the result can be a complicated mess that can hurt your brand. Today, marketers are exploring new channels and new media. Competition is intense and as you chase after that viral video or trending tweet, marketing fails happen. In fact, even the biggest, most recognizable brands make them. And these blunders can be incredibly costly.

Quick Way To Build Connections

In the fast-paced realm of marketing and public relations, unexpected collaborations often ignite intrigue and excitement. Some brands tend to go overboard and struggle to execute gimmick marketing effectively, resulting in their efforts being perceived as in bad taste.

The recent encounter between Nagpur's beloved Dolly Chaiwala and tech magnate Bill Gates has left many puzzled. What was the purpose behind this seemingly random meeting, and who truly benefitted from it? During his visit to India, Microsoft founder Bill Gates expressed his admiration for the country's innovative spirit through regular social media updates. In one instance, he highlighted his interaction with Dolly Chaiwala, an internet sensation known for her unique approach to tea-making. Gates remarked, "In India, innovation is everywhere you look — even in the simple act of making a cup of tea." However, the specific intent behind his statement remains unclear. It could be seen as a nod to India's progress towards digitalisation, especially if the tea payment was conducted through digital means, reflecting the ethos of Digital India. Whether Gates' engagement was driven by public relations, digital outreach, a genuine connection with ordinary people, or simply his appreciation for tea culture, remains open to interpretation.

Misleading Media Tactics

Another example will be the recent Zomato's marketing campaign, was it a Case Study of Digital Success or Marketing Misstep? Zomato's introduction of "Pure Veg Mode" under CEO Deepinder Goyal's leadership sparked both praise and controversy. By targeting vegetarian customers, the move showcased the company's proactive approach to accommodating diverse dietary preferences. From a marketing perspective, Zomato's decision had its ups and downs. On one hand, it effectively sparked conversations and boosted brand visibility, highlighting the company's digital marketing prowess. However, the timing of the announcement, just before elections, raised questions about potential political implications. Some viewed it as a strategic move to align with ongoing discussions surrounding vegetarianism and non-vegetarianism.

The market was taken aback when Ramesh Menon, CEO of Audio Business at HT Media Group, announced on LinkedIn that the company was 'shutting down' Fever FM. The announcement instantly became industry news as Fever FM, a part of HT Media, was perceived to be performing well. Media portals swiftly covered the news, making it viral and causing anxiety among Fever FM employees, advertisers, and loyal listeners. The announcement lacked transparency and failed to involve employees in the decision-making process, creating confusion among advertisers about existing relationships with Fever FM. The messaging in the announcement videos was vague, with the only clear message being the closure of Fever FM. However, it was later revealed to be a marketing stunt, which experts believe was executed poorly. Misleading marketing tactics, such as feigning the closure of a brand, have become increasingly common, particularly with the rise of social media during the Covid pandemic. However, using such tactics can create negative publicity and raise questions about a company's judgment and brand integrity.

Branding expert Harish Bijoor commented, "The demise of a brand, even if feigned, attracts attention. While 100 may read the headline, only around 5 delve into the content where the prank is revealed. Therefore, employing such tactics is strategically unwise. It may be tempting, but never depict the demise of your brand."

What Is Holistic ORM Strategy?

Authenticity resonates deeply with Indian audiences. Crafting compelling narratives that reflect the brand's values, mission, and societal impact fosters emotional connections. Leveraging storytelling across digital platforms humanizes the brand, engendering goodwill and loyalty among consumers.

ORM is an ongoing process that demands continuous evaluation and adaptation. Regular audits, performance metrics tracking, and stakeholder feedback mechanisms provide valuable insights for refining strategies. Flexibility and agility in response to changing market dynamics and emerging risks ensure the relevance and effectiveness of ORM initiatives over the long term.

A holistic ORM strategy in India requires a multifaceted approach encompassing proactive monitoring, transparent communication, crisis preparedness, authentic storytelling, stakeholder engagement, ethical conduct, and continuous evaluation. By adhering to these cornerstones, organizations can not only safeguard their reputations but also foster resilience, trust, and sustained success in an increasingly interconnected digital landscape.

Bhaskar Majumdar

Guest Author