ORM is mainly about managing and improving the online reputation of a business or person. It works by making sure that your business is being presented in a good way to potential customers and is considered a trusted source for whatever services or products you sell. That said, the scope of online reputation is pretty vast and may include many things, such as influencer management, paid media, public relations, partnerships & community building, social media management, content creation & marketing, authority building, and incentivizing loyal customers for trusting the business. Review management, i.e. responding to negative reviews and encouraging positive feedback is also a crucial ORM technique.