Browse Definitions:
Definition

reputation management

Contributor(s): Ivy Wigmore

Reputation management (sometimes referred to as rep management, online reputation management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.

The first step in reputation management is monitoring references to the person or business, primarily through social media monitoring and carefully crafted search queries. Social media analytics and similar processes on search results help to deliver a snapshot of current public opinion of the person or business in question and then a campaign can be designed to address any problematic issues that have been revealed.

Public relations (PR) campaigns may be conducted to increase the visibility of positive opinions or to decrease the visibility of negative opinions. One common practice is the creation of positive content pieces about a business to counter negative organic content. A reputation manager posts positive pieces in sufficient numbers to make the negative commentary display less prominently in search results or on social media sites. They might also join conversations, for example responding to tweets complaining about a company with comments that they had only good experiences to report.

Although there are artificial ways to at least attempt to affect your online reputation, there’s no way to effectively create a false impression with any lasting power. You can choose what information to intentionally share online but you cannot control the conversation about you or your brand. According to research by the Nielson consulting group, 53 percent of adults follow particular brands online and 60 percent of users of social networking sites write reviews of products and services. Given the number of people willing to discuss real customer experiences – and especially negative ones -- the only truly effective way to create a positive online reputation is through appropriate behaviour.

For individuals, the first and most essential step of reputation management is limiting what you make available online to information – whether images, video, posts or comments – that you are comfortable sharing with the world for the foreseeable future. For businesses, the most effective approach to reputation management involves promoting your company honestly, implementing customer experience management (CEM) practices and actively engaging with customers online.

See also: spin, internet shill, sock puppet, sock puppet marketing

 

This was last updated in December 2016

Continue Reading About reputation management

Join the conversation

3 comments

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

Great post! Very informative. Learn a lot from reputation management. <a href="http://www.linkedin.com/in/taxtigeronline/">Tax Tiger</a>
Cancel
Good definition - if you want to investigate further how these practices work in reality check out - www.igniyte.com
Cancel
Reputation can be managed for any individual and organization. A study suggested that it influences more in the restaurant business where positive reviews play an important role. Reputation management can be used in medical industry as well. Patients often look for the history of medical organization and doctors. A good post can be found at http://medicalmarketing.in/reputation-management/ for medical reputation management. .
Cancel

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

  • pure risk (absolute risk)

    Pure risk, also called absolute risk, is a category of threat that is beyond human control and has only one possible outcome if ...

  • risk assessment

    Risk assessment is the identification of hazards that could negatively impact an organization's ability to conduct business.

  • audit program (audit plan)

    An audit program, also called an audit plan, is an action plan that documents what procedures an auditor will follow to validate ...

SearchSecurity

  • computer worm

    A computer worm is a type of malicious software program whose primary function is to infect other computers while remaining ...

  • black hat

    Black hat refers to a hacker who breaks into a computer system or network with malicious intent.

  • copyright

    Copyright is a legal term describing ownership of control of the rights to the use and distribution of certain works of creative ...

SearchHealthIT

SearchDisasterRecovery

  • business continuity and disaster recovery (BCDR)

    Business continuity and disaster recovery (BCDR) are closely related practices that describe an organization's preparation for ...

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

SearchStorage

SearchSolidStateStorage

  • RRAM or ReRAM (resistive RAM)

    RRAM or ReRAM (resistive random access memory) is a form of nonvolatile storage that operates by changing the resistance of a ...

  • JEDEC

    JEDEC is a global industry group that develops open standards for microelectronics.

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

SearchCloudStorage

  • Google Cloud Storage

    Google Cloud Storage is an enterprise public cloud storage platform that can house large unstructured data sets.

  • RESTful API

    A RESTful application program interface breaks down a transaction to create a series of small modules, each of which addresses an...

  • cloud storage infrastructure

    Cloud storage infrastructure is the hardware and software framework that supports the computing requirements of a private or ...

Close