ORM is performed by professional online marketing companies that will scout the internet for any mentions of the person or brand. They will quickly respond to all reviews about the business, especially negative reviews, which must be handled carefully and promptly. Some of the standard steps in the online reputation management process include performing a brand audit, monitoring the internet for brand mentions, responding to negative reviews, optimizing the online presence of the business, leveraging public relations, promoting positive content about the company, and encouraging customers to share reviews and feedback about their experience with the brand products and/or services.