One of the most recent examples of an attempt to use Online Reputation Management (ORM) to handle extremely negative PR was BP’s response to the oil spill in the Gulf of Mexico.

After trying to control what was said on its own social media pages, the company turned to blogging for help.

They hired two reporters to provide ‘editorial updates’ on the crisis – counting perhaps on journalistic objectivity to help rebuild its damaged reputation.

While there have been doubts about the impartiality of these employed bloggers (and the blogs don’t seem to be existing online anymore), the move demonstrates the sensitivity of multinational companies to the potential of social media in managing their brand image.

Another incident where a global company has responded to negative PR using social media is the infamous Domino’s Pizza case in North Carolina, USA.

Two staff members filmed themselves abusing food that was to be served to customers and posted the video on YouTube.

The company’s response came swiftly. Both employees were sacked the next day when Domino’s was alerted to the video and the company expanded its own online presence by creating its own Twitter account and posting an apology video on YouTube.

Feature article

People accessing information more readily through Facebook and Twitter is one the biggest reasons behind the new stress on Online Reputation Management (ORM). Read more…

Forget SEO, Online Reputation Management is what makes a brand on the web