Online reputation management (ORM) is a set of activities aimed at creating and maintaining a positive public perception of construction companies, their brands, products and personnel in the online space.

ORM includes activities whose purpose is:
• Creation or correction of the image of a company, brand, product or personality.
• Increasing brand awareness.
• Receive applications for construction business from potential buyers;
• Strengthening the loyalty of existing customers.
• Preventing crisis situations, responding to information attacks and eliminating their consequences.
• Identify growth points, adjust the brand promotion strategy on the Internet and implement all digital marketing ideas for a construction company

The goals and objectives of ORM depend on the current situation of the company. For example, for new construction companies, increasing brand awareness and building a positive reputation may be priorities. While for established enterprises it may be important to eliminate negativity, saturate the media space with positive and neutral information.
To achieve their goals in digital marketing of the construction industry, ORM specialists use a variety of platforms: social networks, general thematic, industry blogs and forums, online media, review sites, video hosting. All activities are carried out in accordance with a strategy developed in advance, which, if necessary, is adjusted during the work process.

Why is it important for businesses to manage their online reputation?
Most construction company managers understand that a brand’s reputation on the Internet affects the level of sales, and, accordingly, the company’s profit. However, there are still those who underestimate the importance of this area of work. Here are a few facts and arguments that will help you understand how important ORM is for business.

Reputation and brand awareness directly affect sales.
Most American customers search for information on the Internet before each purchase or ordering a service. Almost every user turns to search engines for this. When choosing a site in search results, trust and loyalty are more important than the desire to save money. Buyers are more likely to click on a familiar site where they have purchased before than on a site offering promotions and discounts; are more likely to go to the official website of the brand or to a site with a high rating than to a site with the “lowest prices”.

ORM helps attract new and retain existing customers.
According to various sources, from 60 to 80% of users, before purchasing a product or service, read reviews of other customers about the company and its products, pay attention to the popularity and ratings of the brand. Positive publications, detailed reviews, positive feedback about products and services work on the company’s reputation, helping to attract new customers and maintain the interest of regular customers.

Conclusions
• Reputation management in the online environment is a set of activities aimed at forming and maintaining public opinion about a company, brand, product or personality on the Internet.
• Actions carried out as part of online reputation management help create a positive image from scratch, identify and eliminate negativity, fill the information space with positive and neutral reviews, increase awareness of the construction brand, as well as timely counteract information attacks and adjust the brand promotion strategy.
• Work in the field of ORM is carried out continuously and includes analysis of the current situation, development of a strategy, implementation of tasks, evaluation of results, and, if necessary, adjustment of the strategy. For better results, contact a company that provides digital marketing services for construction companies
• Brand mention tracking can be done either manually or automatically. Manual monitoring is justified when there are few mentions of the brand. For manual tracking, you can use search engines such as Google, as well as social media search tools. Automated monitoring systems collect mentions, determine their location, analyze sentiment, determine the subject of statements and filter out irrelevant messages.
• The cost of mention monitoring systems depends on their functionality, the number of objects to be tracked, the frequency and detail of reports, integration with customer relationship management (CRM) systems, the availability of additional functions and modules, and the ability to analyze historical data.