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Reputation management
 | This article contains promotional content. (January 2019) |
Reputation management, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. It is a marketing technique used to modify a company's reputation in a positive way.[1] The growth of the internet and social media led to growth of reputation management companies, with search results as a core part of a client's reputation.[2] Online reputation management (ORM) involves overseeing and influencing the search engine results related to products and services.[3]
Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring complaints, and using search engine optimization tactics to influence results. In other cases, the ethical lines are clear; some reputation management companies are closely connected to websites that publish unverified and libelous statements about people.[4] Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites.[4]
The field of public relations has evolved with the rise of the internet and social media. Reputation management is now broadly categorized into two areas: online reputation management and offline reputation management.
Online reputation management focuses on the management of product and service search results within the digital space. A variety of electronic markets and online communities like eBay, Amazon and Alibaba have ORM systems built in, and using effective control nodes can minimize the threat and protect systems from possible misuses and abuses by malicious nodes in decentralized overlay networks.[5] Big data has the potential to be employed in overseeing and enhancing the reputation of organizations.[6]
Offline reputation management shapes public perception of a said entity outside the digital sphere.[7] Popular controls for off-line reputation management include social responsibility, media visibility, press releases in print media and sponsorship amongst related tools.[8]
- ^ Cook, James (2022-01-04). "The Telegraph: Inside the booming business of reputation management". The Telegraph. Retrieved 1 June 2022.
- ^ "9 Online Reputation Management Services Entrepreneurs can Achieve by Themselves". Forbes. Retrieved 11 May 2016.
- ^ Yu, Bin; P. Singh, Munindar (2000). "A social mechanism of reputation management in electronic communities" (PDF). Cooperative Information Agents IV – The Future of Information Agents in Cyberspace. Lecture Notes in Computer Science. Vol. 1860. Springer. pp. 154–165. CiteSeerX 10.1.1.43.2241. doi:10.1007/978-3-540-45012-2_15. ISBN 978-3-540-67703-1.
- ^ a b Krolik, Aaron; Hill, Kashmir (2021-04-24). "The Slander Industry". The New York Times. ISSN 0362-4331. Retrieved 2021-04-26.
- ^ Mudhakar Srivatsa; Li Xiong; Ling Liu (2005). TrustGuard: Countering Vulnerabilities in Reputation Management for Decentralized Overlay Networks (PDF). WWW '05 Proceedings of the 14th international conference on World Wide Web. doi:10.1145/1060745.1060808. S2CID 1612033. Archived from the original (PDF) on 2017-10-18.
- ^ "Reputation management: Using big data to manage and repair organizational reputation". Strategic Direction. 37 (2): 24–25. 2020-01-01. doi:10.1108/SD-11-2020-0203. ISSN 0258-0543.
- ^ Hall, R. 1992. The Strategic Analysis of Intangible Resources. Strateg. Manage. J. 13(2) 135
- ^ (What's in a Name? Reputation Building and Corporate Strategy, Fombrun, Charles; Shanley, Mark, Academy of Management Journal; Jun 1990; 33, 2; ABI/INFORM Global, pp 239–240.)
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