Online reputation management or ORM is a digital marketing practice that involves influencing the public perception of a business by using positive content and feedback to improve the online image and increase the online presence of a brand. ORM primarily deals with a negative reputation, including bad reviews by disappointed customers or, sometimes, angry or jealous competitors. All reviews, positive and negative, everywhere on social media and Google must be responded to in a timely and positive manner to show your customers that you really care about what they think and will do everything in your power to change or improve their perception of the brand.