"In its early days—the mid-1990s—online reputation management(ORM) focused on repairing malicious content: anonymous, negative online commentary posted on Internet forums and in the comments sections accompanying blogs and media platforms."
DEFINITION ORM is the process of controlling what shows up when someone look for your brand, name, product on internet especially on Google. ORM covers how to promote positive content to the top of the searching and push unwanted content (negative, irrelevant or competition).
Source: https://brandyourself.com/online-reputation-management
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