Online reputation management (ORM) isn’t just about handling bad reviews, it’s about shaping how a brand is perceived online. Agencies working with businesses across different industries know the struggle: a single negative review, an overlooked comment, or a social media misstep can quickly spiral out of control.
The real challenge? Clients often don’t realize the importance of proactive reputation management until it’s too late. As an agency, you need to be the strategist, firefighter, and architect all rolled into one, mitigating risks while also helping brands build a strong, credible online presence.
Let’s look at some real-world examples of ORM done right and break down the lessons you as an agency can apply to your own processes.
1. Joe’s Auto Repair – Los Angeles
Pain Point: Joe’s Auto Repair, a small family-run business in Los Angeles, suffered from a mix of fake reviews and unresolved customer complaints. A competitor had been leaving false one-star reviews, and some legitimate negative feedback about long repair times was ignored. Their Yelp and Google ratings dropped below 3 stars, leading to a sharp decline in new customers.
Solution: They partnered with a local digital marketing agency specializing in ORM. The team flagged and disputed fake reviews on Google and Yelp, successfully removing several of them. They also set up a customer complaint resolution process, ensuring that all complaints were addressed within 24 hours. A loyalty program was introduced, offering discounts for returning customers who left honest feedback.
Outcome: Fake reviews were reduced by 60%, and the shop’s rating improved to 4.3 stars. Their customer base stabilized, and they even saw a 25% increase in new clients within a year.
What agencies can take away from this:
- Fake reviews can be disputed. Platforms like Google and Yelp allow businesses to flag suspicious activity.
- Ignoring negative feedback is a bad move. Actively addressing customer concerns and responding quickly can prevent a minor complaint from turning into a major issue.
- Incentives work. Encouraging real customers to leave honest reviews balances out unfair ratings.
Source: Local Marketing Institute Case Study
2. The Green Fork – A Vegan Restaurant in Austin
Pain Point: A viral Facebook post accused The Green Fork of serving non-vegan ingredients, causing outrage in the vegan community. Negative reviews flooded their page, and their rating plummeted. Loyal customers were hesitant to return, and reservations dropped by 30%.
Solution: Instead of ignoring the controversy, the restaurant released a transparent statement detailing their ingredient sourcing. They invited local food bloggers and vegan influencers to verify their kitchen practices. They also launched a social media campaign showing behind-the-scenes footage of their food prep process, reinforcing their commitment to 100% vegan meals.
Outcome: The public backlash subsided as influential voices in the vegan community vouched for the restaurant’s authenticity. Within three months, their rating rebounded from 2.8 stars to 4.5, and reservations surpassed previous levels.
What agencies can take away from this:
- Transparency matters. When faced with public scrutiny, open communication builds trust.
- Influencers and local voices can help restore credibility. Leveraging third-party validation can turn a crisis around.
- Visual content works. Behind-the-scenes videos and real-time responses create a sense of authenticity.
Source: Vegan Business Media
3. Elite Fitness Gym – Chicago
Pain Point: After launching a new membership plan, Elite Fitness Gym in Chicago received a wave of negative feedback regarding unexpected contract terms and cancellation policies. Members felt misled, leading to an increase in chargebacks and complaints to the Better Business Bureau.
Solution: The gym revised its contract language to be more transparent and trained sales staff to clearly explain terms before sign-ups. They also introduced a no-questions-asked cancellation policy within the first 30 days. A dedicated customer service rep was assigned to handle disputes and prevent negative reviews.
Outcome: Their BBB rating improved from a C- to an A, and customer complaints dropped by 70%. Membership retention rates also increased as trust in the brand grew.
What agencies can take away from this:
- Clear communication is key. If customers feel misled, trust erodes quickly.
- Having a dedicated support system for handling disputes can prevent complaints from going public.
- Reputation management isn’t just about online presence. It also involves internal business improvements.
Source: Chicago Business Review
4. Lakeside Landscaping – Vancouver
Pain Point: A viral Reddit post accused Lakeside Landscaping of overcharging customers and providing poor service. Although the claims were unfounded, the company saw an immediate dip in inquiries.
Solution: Instead of ignoring the issue, Lakeside Landscaping released a detailed case study breaking down their pricing structure and showcasing past customer testimonials. They also personally reached out to dissatisfied customers and offered free follow-up services to resolve complaints.
Outcome: The transparency campaign paid off, and positive reviews outweighed the negative ones. Business inquiries increased by 35%, and customer retention improved.
What agencies can take away from this:
- Misinformation spreads fast, but so does the truth. A well-documented response can counteract false claims.
- Addressing even exaggerated complaints with real solutions earns customer trust.
- Highlighting satisfied customers helps drown out negativity.
Source: Vancouver Business Journal
Here’s how agencies can make the most out of it
Monitor Brand Mentions
Reputation issues don’t appear out of nowhere, there are always warning signs. Agencies should help clients track brand mentions across social media, reviews, forums, and news sites using tools like Social Mention, TweetDeck and Google Alerts.
Catching negative sentiment early allows for quick action before it escalates into a full-blown crisis. This isn’t just about damage control, it’s about staying ahead of the conversation and managing brand perception in real time.
Respond Quickly and Thoughtfully
Ignoring a negative review or a social media complaint won’t make it disappear, it only makes things worse. A timely, empathetic response can turn a bad experience into a positive one. Agencies should guide clients on best practices: acknowledge the issue, show understanding, and offer a real solution. Even if a complaint can’t be fully resolved, a respectful and transparent response signals to other potential customers that the brand cares and listens.
Encourage More Positive Reviews
Most happy customers won’t leave a review unless they’re asked. Help clients put a system in place for automated follow-ups, QR codes at checkout, or email reminders that makes it easy for satisfied customers to share their experiences. A steady flow of positive reviews not only builds credibility but also helps counterbalance occasional negative feedback. Reviews influence purchase decisions, so the more authentic testimonials a business has, the better its reputation and visibility.
Build Thought Leadership
A brand’s reputation isn’t just about how it responds to negative feedback, it’s also about how it proactively positions itself. Agencies should encourage clients to establish thought leadership by sharing expertise through LinkedIn posts, guest articles, or speaking engagements.
When executives or brand leaders are seen as industry experts, it builds credibility and strengthens trust.
Prepare a Crisis Plan
Every client should have a crisis management playbook in place before they need it. When a reputation crisis happens, scrambling to react will only cause confusion and inconsistency. Agencies should work with clients to map out clear steps: who is responsible for responding, what messaging should be used, and how different types of issues (bad reviews, social media backlash, negative press) should be handled. Having a structured plan means faster, more effective responses that minimize damage.
Prioritize Authenticity Over PR Stunts
Customers can tell when a brand is simply trying to smooth things over with a polished statement instead of making real changes. Agencies should guide clients toward meaningful action, whether it’s improving customer service, addressing a product issue, or making policy changes. A brand that admits mistakes and takes real steps to improve will earn long-term trust, whereas performative apologies can backfire and make things worse.
Make ORM a Long-Term Strategy
Reputation management isn’t a one-and-done fix, it’s an ongoing process that agencies can turn into a core service. Proactively managing online presence, encouraging customer feedback, and continuously monitoring sentiment help businesses maintain a strong reputation over time. Agencies that position ORM as a long-term strategy (instead of just crisis intervention) provide real value to clients, ensuring they’re not just reacting to problems but preventing them.
Final Thoughts
As an agency, our job isn’t just to clean up the mess when something goes wrong, it’s to help clients build a reputation that can withstand challenges. A strong online presence isn’t built overnight, but one bad moment can undo years of trust. That’s why we need to be proactive rather than reactive.
When we make online reputation management a long-term strategy, we give our clients more than just crisis control, we give them a competitive edge. We help them shape their narrative, build credibility, and foster trust before they ever need damage control. A well-managed reputation doesn’t just protect a brand; it actively drives growth, attracting more customers and creating lasting loyalty.
That’s why we don’t wait for bad reviews or PR crises to take action. We put systems in place, ensure our clients are actively engaging with their audiences, and position them as thought leaders in their industries. When a crisis does hit and at some point, it will, our clients won’t be scrambling. They’ll be ready with a plan, a trusted audience, and a reputation strong enough to weather the storm.
Reputation management isn’t an afterthought. It’s a fundamental part of a brand’s success. And as agencies, we have the opportunity to lead that charge.
Examples of Online Reputation Management Done Right (And What Agencies Can Learn From It) – FAQs
Does online reputation management work?
Yes, online reputation management (ORM) helps businesses build trust, attract customers, and mitigate damage from negative reviews or press. By actively monitoring, responding, and improving brand perception, companies can maintain a strong online presence and credibility.
How is reputation management done?
ORM involves tracking brand mentions, responding to reviews and social media comments, ensuring accurate business listings, and promoting positive content. It also includes handling crises strategically and proactively shaping public perception.
What is the strategy of online reputation management?
A strong ORM strategy includes continuous monitoring, timely responses, encouraging positive reviews, building thought leadership, and having a crisis management plan. The goal is to create a positive digital footprint that outweighs any negative content.
How to fix your online reputation?
Start by addressing negative reviews professionally, encouraging satisfied customers to leave positive feedback, and optimizing online content to highlight strengths. Consistently engaging with audiences and correcting misinformation also help rebuild trust.
