Online reputation management

Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility. ^{[1] [2] [3]}

Definition

Online Reputation Management (ORM) is the act of monitoring,^[4] addressing or mitigating SERPs ^[5] (search engine result pages) or mentions in online media and Web sphere content. ORM primarily involves tracking what is written about a client on the Internet, then utilizing sophisticated online and offline techniques in promoting positive and neutral content, while at the same time pushing down those links the sponsor (in most cases business or individuals) may not want to show when their name is searched.^[6]

Rather than working to raise link results with a particular search term in order to (ostensibly) generate more commerce or page views, the goal of ORM is to push already highly-ranked negative posts off the results pages so that they are seen by fewer people, thus creating a more positive results environment for the sponsor of the effort. ORM is the specialization in prevention and repair of online reputation threats, and has less to do with directly promoting businesses. ^[7]

The term arose from a recognition of the importance that influencing how someone or something is perceived based on an internet search has to a business. As the amount of user-generated content on the internet grew, it began to affect internet search results more meaningfully, and the desire to change those results naturally followed. ^[8]

Techniques

ORM is related to search engine optimization (SEO)^[9] and uses many of the same techniques. However, their goals differ greatly. ^[10] Common ORM techniques include online promotional activity through new content creation, involvement in the social web sphere (through forums, blogs, social networking), promotion of existing positive content and building social profiles. Traditional websites and consumer reviews are also monitored. The material monitored can include both professional journalism and user-created content such as blogs and blog comments. More difficult, but nonetheless relevant techniques can include formal "take-down" requests to try to convince site managers to remove negative content, and finally, litigation. ^[11]

Proactive reputation-building techniques can include responding immediately to public criticism stemming from unannounced changes to a product's capabilities and features; offering free products to prominent reviewers; and writing positive comments and reviews in the guise of customers posting to online forums or review sites. However, most sites attempt to screen out such covert plugs, and rate their contributors based on how highly others value their contributions.^[12]

Growth

One of the first web companies to exploit feedback from consumer generated media was eBay.^[13] By using user generated feedback ratings, buyers and sellers were given reputations that helped other users make purchasing and selling decisions. A countervailing service is emerging which exposes reputation information suppressed by online reputation management companies. ^[14]

An online research report stated in August 2008 that the UK market for online reputation management would grow in that year by around 30%, to an estimated value of £60 million. ^[15]

The first company created specifically to help individuals (not just brands) manage their online reputations was Reputation Defender (now Reputation.com).^[16] The World Economic Forum recognized Reputation Defender as one of 31 Technology Pioneers for 2011.^[17]

Reputation management was first widely engaged by companies in developed countries. However, as the field grows, it is finding its way into developing nations as well. The Philippines saw its first local online reputation management firm open last year, specifically serving local celebrities.^[18]

See also

• Search engine optimization
• Search engine image protection
• Social media optimization
• Online identity
• Online identity management
• Reputation capital
• Reputation management

References

1. ^ New York Times
2. ^ Times of India
3. ^ The Huffington Post
4. ^ Silver Arc
5. ^ CNET
6. ^ Herald Sun
7. ^ PC World Magazine
8. ^ Sempo
9. ^ Impact media
10. ^ SEO Chat
11. ^ CNET
12. ^ New York Times
13. ^ Ebay History
14. ^ CNET
15. ^ Econsultancy
16. ^ Reputation Defender
17. ^ We Forum
18. ^ Spot