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

How To Manage Your Brand on Google? Google Business Tips From Jason Barnard – EP76

Discover the secrets of managing your business on Google, enhancing your personal brand, and leveraging brand SERP optimization techniques. Jason shares his wealth of knowledge on knowledge panel management, building...

BrandBrand ManagementBrand SERP+13 more
Feb 7, 2023 Jason Barnard

Google Knowledge Graph: Online Reputation Management feat. Jason Barnard 

Jason Barnard explains how you can make your Online Reputation Management effective and preemptive in detail. Find out exactly what you need to do and how it works. Knowledge Panels...

BingBrandBrand SERP+40 more
Dec 16, 2021 Jason Barnard

The Knowledge Panel Course: Six Knowledge Verticals that Trigger a Knowledge Panel

Jason Barnard speaking: Hi, and welcome. You might think that all Knowledge Panels are directly linked to Google’s Main Knowledge Graph, which we can also call the Knowledge Vault. This isn’t...

BingBrandBrand Management+26 more
Apr 21, 2021 Jason Barnard

Online Reputation Management - Managing online brand experience through Search and Content Optimization

Published on SearchMetrics March 30, 2017 (Daniel Furch) Reputation matters. People buy brands they trust and read news they believe. When the BBC publishes a story about Antarctic penguins flying...

BrandCorporationCredibility+5 more
Mar 10, 2021 Jason Barnard

I Was Once A Cartoon Dog! Interview with Jason Barnard

The guest today was a musician in the 1990s and once gave his voice to a blue cartoon dog. However he is not Dave McCormack from Custard. He is Jason...

AmazonBrandBrand SERP+37 more
Feb 14, 2021 Jason Barnard

We Discuss Brand SERPs and ORM with Jason Barnard

Paul Warren, Ryan Klein and special guest Jason Barnard discuss online reputation management, the Brand SERPs and his new software platform Kalicube®.  Video and Published by: SEO is Dead and Other...

BrandJason BarnardKalicube+4 more
Feb 11, 2021 Jason Barnard

Managing Your Reputation on Google with Jason Barnard

In this podcast, we discuss: What are Brand SERPs and why do they matter. The difference between online reputation management and SEO. Impact of brand SERPS on brand reputation. How...

BrandGoogleHTML+6 more
Nov 13, 2020 Jason Barnard

Brand SERPS and ORM - Jason Barnard // Kalicube

Jason Barnard, The Brand SERP Guy® at Kalicube®, continues discussions on the importance of brand search engine results pages and online reputation management. We’re unable to control everything that is...

BrandBrand SearchBrand SERP+11 more
Feb 18, 2020 Jason Barnard

Knowledge Panels For People vs Companies – Jason Barnard // Kalicube

Jason Barnard, The Brand SERP Guy® at Kalicube®, discusses the importance of brand SERPs and online reputation management. Google wants to understand who you are, what you do, and who...

BrandBrand SERPGoogle+10 more
Feb 17, 2020 Jason Barnard

Understanding and Credibility: a Simple Approach to AEO

Originally Published on SEMrush March 22, 2018 (Jason Barnard) In my previous article, I placed understanding and credibility as the two central pillars of Answer Engine Optimisation (AEO). They are two words that I use...

AmazonBingBrand+16 more
Mar 22, 2018 Jason Barnard
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