Browse Definitions :
Definition

reputation management

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

SearchCompliance
  • risk reporting

    Risk reporting is a method of identifying risks tied to or potentially impacting an organization's business processes.

  • risk avoidance

    Risk avoidance is the elimination of hazards, activities and exposures that can negatively affect an organization and its assets.

  • risk profile

    A risk profile is a quantitative analysis of the types of threats an organization, asset, project or individual faces.

SearchSecurity
SearchHealthIT
SearchDisasterRecovery
  • What is risk mitigation?

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a business.

  • fault-tolerant

    Fault-tolerant technology is a capability of a computer system, electronic system or network to deliver uninterrupted service, ...

  • synchronous replication

    Synchronous replication is the process of copying data over a storage area network, local area network or wide area network so ...

SearchStorage
  • cloud archive

    A cloud archive is storage as a service for long-term data retention.

  • cache

    A cache -- pronounced CASH -- is hardware or software that is used to store something, usually data, temporarily in a computing ...

  • archive

    An archive is a collection of data moved to a repository for long-term retention, to keep separate for compliance reasons or for ...

Close