Online Reputation Management

Understand What People Are Saying Before You Decide What to Say Back.

Reputation is built from thousands of small signals — reviews, comments, searches and conversations. Managing it starts with understanding them: the sentiment, the recurring themes, the risk and what customers actually expect.

• Monitoring
• Sentiment & themes
• Response strategy
• Escalation
• AI-assisted, human-led

• Positive
• Mixed
• Negative

1. Voice of customer
2. Sentiment
3. Themes
4. Risk
5. Response
6. Improvement

Reputation isn't what you say about yourself. It's what people say when you're not in the room.

1. Voice of customer
2. Sentiment
3. Themes
4. Risk
5. Response
6. Improvement

• Reputation Monitoring
• Review Management
• Sentiment Analysis
• Theme Analysis
• Response Strategy
• Escalation
• Search Reputation
• Reporting

When Reputation Is Managed One Review at a Time

Most reputation problems aren't single reviews. They're patterns nobody connected.

Review Replies vs Perception Intelligence

Both respond. One understands what the responses should fix.

Conventional campaign approach

1. New review
2. Reply
3. Next review
4. Star rating

Frequent Research approach

1. Voice of customer
2. Sentiment
3. Themes
4. Risk
5. Response
6. Improvement
7. Learning

Reputation Built on Understanding, Not Just Replies

How this approach to reputation differs — question by question.

1. 01What a conventional provider usually does
2. 02What we do differently
3. 03Where data and AI improve it
4. 04Additional business value
5. 05Before execution
6. 06After execution
7. 07How it connects with other channels
8. 08How AI improves the process
9. 09What stays human-led
10. 10The larger business objective

Mentions are understood first — sentiment, recurring themes, expectations and risk — and the response strategy follows.

Perception Intelligence: What Gets Understood First

Switch the insight layer on and off to see what changes.

• Reviews & mentionsScattered checks+ One view across the channels that matter
• SentimentStar rating+ The tone behind what is said
• Recurring themesOne review at a time+ Patterns across many voices
• Customer expectationsAssumed+ What people expected and didn't get
• RiskDiscovered late+ Signals assessed and escalated early
• Response strategyCopy-paste replies+ Responses matched to the situation

How Reputation Management Works: Intelligence to Impact

Select a stage — or watch the framework run.

Understand the brand, its audiences, its channels and what's at stake.

1. Understand
2. Discover
3. Define
4. Activate
5. Measure
6. Learn
7. Improve
8. Grow

Know What Is Being Said Before It Becomes a Bigger Problem

Monitoring brings scattered signals into one place, then routes each one: alert, analyse, prioritise, act.

• Review detected — Respond and learn
• Brand mention detected — Classify and log
• Search result changed — Assess the change
• Negative conversation detected — Prioritise and respond
• Customer complaint — Resolve and escalate
• Positive advocacy — Acknowledge and amplify

Every Mention Has a Tone, a Theme and a Weight

Mentions are sorted by sentiment, then by theme and severity — so the response matches what was actually said. We show categories, not invented percentages.

Positive

• Praise
• Recommendation
• Advocacy
• Satisfaction

Neutral

• Questions
• Information requests
• General mentions

Negative

• Complaints
• Frustration
• Service issues
• Misinformation

1. Sentiment
2. Theme
3. Severity
4. Action

What Online Reputation Management Covers

Select a capability.

Reputation audit

Know where you stand.

A Mention Appears. What Happens Next?

Not 'we respond to reviews' — a decision path that matches the response to the situation. Hover or tap a question.

1. Is it positive? YesAcknowledge, encourage and learn from it.
2. Is it a genuine complaint? YesRespond, resolve and escalate where needed.
3. Is it misinformation? YesAssess, clarify and correct where appropriate.
4. Is it potentially harmful or high-risk? YesEscalate through the agreed crisis process.

AI-Assisted. Human-Led.

AI classifies and summarises. People decide how the brand responds.

1. 01Data
2. 02AI assistance
3. 03Human interpretation
4. 04Business decision
5. 05Action
6. 06Measurement

Where AI assists

• Sentiment classificationSorts mentions by tone.
• Theme detectionGroups mentions into recurring topics.
• SummariesCondenses long threads and review sets.
• Pattern alertsFlags unusual spikes early.
• Response draftsSuggests starting points for review.

What stays human-led

• Sensitive responsesReviewed and written by people.
• ContextWhat a mention really means.
• EscalationWhen and how to act.
• AccuracyFacts checked before anything is said.
• Brand voiceHow the brand sounds under pressure.

Measure Perception, Not Just Ratings

The right KPI depends on the objective. Choose one to see which levels matter most.

1. ActivityIs it being seen?MentionsReviewsShare of voice
2. BehaviourWhat do people do next?SentimentRecurring themesResponse timeResolution
3. ConversionDo they take a meaningful action?Branded searchReview trendsEscalations handled
4. BusinessDoes it matter to the business?TrustCustomer experience changesBrand perception

What people say, how they feel and which themes recur.

Every Mention Should Improve the Next Response

1. Campaign
2. Signal
3. Insight
4. Decision
5. Experiment
6. Learning
7. Better campaign

Campaign: Monitoring and responses across review sites.

Marketing as a Source of Business Intelligence

Campaign data is also evidence about your market. Select a signal to see which parts of the business it can inform.

• Complaints that keep recurring
• What customers praise
• Expectations the brand misses
• How competitors are perceived
• Early signs of risk

• Product
• Sales
• Customer experience
• Content
• Positioning
• Market strategy

Why Frequent Research for Reputation Management

Reputation Works Better When It's Connected

Perception is shaped across one customer journey.

• DigitalSocial Media Marketing

  Conversations where reputation is built.

  Explore
• DigitalInfluencer Marketing

  Credible voices the audience trusts.

  Explore
• DigitalContent Marketing

  Credible information that answers concerns.

  Explore
• Data & analyticsDigital Analytics & Reporting

  Track perception signals over time.

  Explore

Online Reputation Management: Frequently Asked Questions

Want more detail? Read the online reputation management guide.

• What is online reputation management?

  Online reputation management (ORM) is monitoring, understanding and influencing how a brand is represented and perceived across the online channels that matter to its customers — search results, reviews, social media, forums and news.

• What is Perception Intelligence?

  It's our starting point for reputation work: understanding what people say, how they feel, which themes recur, where risk is building and what customers expect — before deciding what to say back.

• What does an online reputation management service include?

  Depending on your needs: monitoring, review management, sentiment and theme analysis, response strategy, escalation processes, search reputation, trust-building content and reporting.

• Can you remove negative reviews?

  No promise of removal is made. Legitimate reviews generally can't simply be removed. The work focuses on appropriate responses, resolving issues where possible, reporting content that breaks a platform's own policies, and strengthening credible information.

• Can you guarantee search results or ratings?

  No. Search results, rankings and ratings depend on platforms and on what people write, so no specific outcome is guaranteed.

• How does AI support reputation management?

  AI can help classify mentions by sentiment and theme, summarise conversations and detect patterns. People review sensitive responses, judge context and decide on escalation.

• How much does online reputation management cost?

  It depends on scope, markets, channels, monitoring requirements and complexity, so an assessment usually comes first.

Listen. Understand. Respond.

Reputation managed from what people actually say — with people reviewing what matters.

Have a Marketing Challenge That Needs More Than a Channel?

Tell us where your reputation lives online and what concerns you. We'll help define where to start.

Request a Reputation Assessment

A few quick steps. We review your situation before we talk.

• Reply within one working day
• No obligation
• Clear, practical next steps

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