Online Reputation Management (ORM) Specialist (TOPDON USA)

Job Overview

Online Reputation Management (ORM) Specialist will be responsible for managing TOPDON USA’s social media accounts, monitoring online reputation and sentiment related to our products (including code readers, diagnostic scanners, TPMS activation, Battery Testers, Battery Chargers, etc.), and executing strategies to enhance brand image and audience engagement. This role combines operational excellence, analytical thinking, and proactive communication to ensure our social media presence aligns with our brand values of innovation and customer focus. You will act as the first line of defense for brand reputation, responding to customer inquiries, addressing concerns, and collaborating with internal teams to protect and elevate TOPDON’s brand in the US market. Hands-on training will be provided to help you familiarize with our products and company procedures.

Responsibilities include, but are not limited to:

• Social Media Operations Management: Oversee day-to-day management of TOPDON USA’s social media accounts (including but not limited to X, Facebook, Instagram, LinkedIn, TikTok), including content scheduling, publishing, and community enagement. Ensure content aligns with brand guidelines, tone, and business objectives, and maintain a consistent posting calendar. Collaborate with internal teams to develop engaging content related to TOPDON's products and brand story.
• Brand Reputation & Sentiment Monitoring: Proactively monitor social media platforms, review sites, forums, and industry outlets for brand mentions, customer feedback, and conversations related to TOPDON’s products. Use monitoring tools to analyze sentiment (positive, negative, neutral), identify potential risks or opportunities, and track trends relevant to the automotive tech industry.
• Customer Response & Crisis Management: Respond promptly and professionally to customer comments, messages, and reviews via social media channels, addressing questions about our products (e.g., software updates, registration, operation, warranty, repair) and resolving concerns. Develop and follow response protocols for negative feedback/public criticism, de-escalate tense situations, escalate critical issues (e.g., viral negative content, product-related complaints) to the appropriate team or leadership.
• Analytics & Reporting: Track and analyze social media performance metrics (engagement rate, reach, sentiment score, follower growth) using platform analytics and third-party tools. Generate regular reports (weekly/monthly) to share insights with stakeholders, identify content trends, and recommend optimizations to improve brand reputation and audience engagement.
• Cross-Team Collaboration: Work closely with the Technical Support Team to align on customer inquiries and product-related feedback, ensuring consistent and accurate communication. Collaborate with marketing, product, and customer service teams to amplify positive brand stories, address product concerns, and integrate negative feedback/public criticism insights into broader business strategies.
• Brand Compliance & Training: Ensure all social media content and interactions comply with US regulations (e.g., FTC guidelines, CCPA) and TOPDON’s company policies. Participate in hands-on training to learn about TOPDON's products, company procedures, and customer support best practices to better serve our audience.
• Industry Trend Adaptation: Stay updated on social media trends, platform algorithm changes, and automotive tech industry conversations to keep our social presence relevant and effective. Recommend new tools or strategies to streamline monitoring and enhance engagement with automotive technicians and end users.

Qualifications

• Bachelor’s degree in Marketing, Communications, Public Relations, or a related field (or equivalent work experience).
• 1-2 years of experience in social media management, negative feedback/public criticism monitoring, or brand reputation management (experience in the automotive or tech industry is a plus).
• Proficient in major social media platforms (X, Facebook, Instagram, LinkedIn, TikTok) and their analytics tools; familiarity with social media management and negative feedback/public criticism monitoring tools (e.g., Hootsuite, Mention, Talkwalker) is required.
• Basic understanding of automotive service tools (code readers, diagnostic scanners, etc.) or willingness to learn (hands-on training provided).
• Excellent customer service skills, with the ability to communicate professionally via telephone, email, and social media channels.
• Strong analytical skills: Ability to interpret data, analyze sentiment, identify trends, and translate insights into actionable strategies.
• Must have computer skills and proficiency in basic office software.
• Excellent verbal and written communication skills in English; Spanish speaking is a plus!
• Be able to handle a fast-paced, high-pressure environment and maintain a positive attitude.
• Detail-oriented, adaptable, and able to work independently and collaboratively with a team.
• Dependable, people-oriented, and achievement-oriented—enjoys taking on challenges and interacting with others.

Preferred Qualifications

• Experience in the automotive tech industry or with automotive products (e.g., diagnostic tools, battery testers).
• Certifications in social media marketing (e.g., Meta Social Media Professional Certificate, Hootsuite Certification) or PR.
• Experience managing crisis communication for social media or handling high-volume customer inquiries.
• Familiarity with SEO best practices and how they integrate with social media strategies.

Pay: $50,000.00 - $65,000.00 per year

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Health insurance
• Life insurance
• Paid time off
• Referral program
• Vision insurance

Work Location: Remote