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See how brands have nailed online reputation management and what your agency can take away from it. 7 real lessons and real strategies that actually make sense.
7 Examples of Online Reputation Management Done Right (And What Agencies Can Learn From It)
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. Starbucks
In 2018, Starbucks faced a major PR crisis when a racial profiling incident at one of its stores went viral. The backlash was swift, with customers calling for boycotts and damaging the brand’s reputation.
Instead of staying silent or issuing a generic apology, Starbucks took full accountability. They closed 8,000 stores for a day to conduct racial bias training, actively engaged with customers on social media, and committed to long-term changes.
Source: Linkedin
What agencies can take away from this?
Address negative incidents head-on with transparency. Avoid vague statements, own up to mistakes, communicate clearly, and outline the next steps.
Push clients to back their words with action. A well-crafted apology is meaningless if it’s not followed by real change.
Being proactive beats playing defense. Waiting for a crisis to explode before responding puts brands at a disadvantage. Instead, agencies should help clients build solid reputation management strategies before issues arise.
2. Nike
Nike’s partnership with Colin Kaepernick in its 2018 campaign stirred controversy, with strong opinions on both sides. Some customers even burned Nike products in protest.
Nike didn’t backpedal. Instead, they doubled down on their stance, using powerful messaging like “Believe in something. Even if it means sacrificing everything.” While divisive, this strategy strengthened brand loyalty among their target audience.
What agencies can take away from this?
Not every brand is meant to appeal to everyone, and that’s okay. Taking a stand on certain values might mean losing a segment of the audience, but it can also make a brand more relatable and trustworthy to the right people. Authenticity matters more than mass appeal.
As an agency, your role isn’t just about marketing, it’s about helping clients define what they truly stand for and ensuring they stick to it, even if it ruffles a few feathers. A strong, consistent brand identity builds deeper connections and long-term loyalty.
The key is to make these decisions intentionally. Encourage clients to think beyond short-term reactions and focus on the bigger picture, because the right audience will always appreciate a brand that stays true to its values.
3. Domino’s Pizza
Domino’s was struggling with customer complaints about the quality of its pizza. Instead of ignoring the criticism, they made it the foundation of their transformation.
Domino’s launched the “Pizza Turnaround” campaign, showcasing real customer complaints and addressing them directly. They changed their recipe, revamped their marketing, and embraced transparency, leading to a huge sales turnaround.
Negative feedback isn’t always a bad thing, it’s an opportunity in disguise. When handled the right way, it can turn unhappy customers into loyal advocates and show that a brand actually cares about its audience.
As an agency, encourage clients to do more than just respond, help them truly listen. Acknowledge the issue, take responsibility where needed, and most importantly, act on the feedback. A well-handled response can shift the narrative from damage control to genuine customer engagement.
At the end of the day, authenticity wins. People respect brands that own their mistakes and show a willingness to improve. It’s not about being perfect, it’s about being real.
4. Tesla
Tesla, like any other company, gets its fair share of complaints, whether it's about product quality, delivery delays, or stock fluctuations.
Elon Musk directly responds to customers on Twitter, addressing complaints, providing updates, and even implementing suggested changes. This level of accessibility and transparency keeps Tesla’s audience engaged and builds trust.
Source: Twitter / X, Elon Musk
What agencies can take away from this?
A strong personal brand especially from a CEO or founder can do more than just boost visibility; it can make the entire company feel more approachable and human. People connect with people, not faceless brands. If your client has a leader with a solid personal brand, lean into it. Their voice can add authenticity and trust in ways traditional marketing can’t.
Also, social media isn’t just a megaphone for pushing content, it’s a space for real conversations. Brands that treat it as an engagement tool rather than a one-way broadcast channel build stronger relationships with their audience.
And when it comes to engagement, speed matters. Timely responses, even if they aren’t perfectly polished show customers that the brand is listening. It’s better to acknowledge and address something quickly than to leave people feeling ignored.
5. Airbnb
Airbnb has faced multiple issues, including discrimination reports and safety concerns. One particular case involved a host refusing to rent to a guest based on race, which led to a PR nightmare.
Instead of issuing just another corporate apology, Airbnb launched new anti-discrimination policies, diversified its executive leadership, and implemented stronger security measures to protect guests and hosts.
What agencies can take away from this?
A well-crafted statement might smooth things over temporarily, but real change comes from long-term action. Brands that commit to meaningful policy changes rather than just reacting to public pressure, build credibility and trust over time. Words are easy; follow-through is what matters.
As an agency, your job isn’t just to help clients manage their image it’s to help them spot deeper, systemic issues and address them before they become PR nightmares. Proactive improvements are always better than reactive damage control.
At its core, online reputation management (ORM) isn’t just about how a brand is perceived, it’s about what it actually does. A strong reputation is built on real actions, not just good messaging.
6. Southwest Airlines
Southwest Airlines is known for its lighthearted approach to customer interactions, which has helped them navigate ORM challenges. When faced with complaints or PR issues, they often respond with humor and transparency.
For example, when a technical issue caused flight delays, instead of a standard corporate response, they used witty social media updates to keep customers informed. This approach diffused frustration and maintained positive sentiment.
Source: Reddit
What agencies can take away from this?
Humor can be an effective ORM tool when used appropriately.
Brands that respond with personality stand out and build stronger relationships with customers.
ORM isn’t always about damage control, sometimes, it’s about keeping the conversation light and engaging.
7. Zappos
Zappos has built its brand on legendary customer service, and they take ORM seriously. When customers complain, Zappos doesn’t just fix the issue, they go above and beyond.
One example? A customer whose shoes were stolen. Instead of just offering a refund, Zappos replaced the shoes for free, upgraded the shipping, and threw in a handwritten note.
ORM isn’t just about damage control, it’s about turning problems into wins.
Exceptional customer service can turn negative situations into viral positive stories.
Small gestures create lifelong brand advocates.
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.
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