Reputation Management – What Is It

Definition: Reputation management is the influencing and/or control of an individual’s or business’s reputation.

Originally a public relations term, the advancement of internet and social media use, along with reputation management companies, have made it primarily an issue of search results.

There are also ethical forms of reputation management, which are frequently used, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development.[1][2]

Online Reputation Management is Also Known as ORM.


The practice of reputation management raises many ethical considerations.[19] There is no agreement within the industry on where to draw the line on issues of disclosure, astroturfing, and censorship.

Firms have been known to hire staff to pose as bloggers on third party sites without disclosing they were paid, and some have been criticized for asking websites to remove negative posts.[5][17] In some instances, the act of unethical reputation management can itself be risky to the reputation of the firm, if their tactics to hide negative information are bad credit unsecured loan exposed.

Some firms practice ethical forms of reputation management. The Online Reputation Management Association tries instant loands to promote ethical best practices through a certification program.[5] Google considers there to be nothing inherently wrong with reputation management as the industry was formed in 2007.[18]

Google even introduced a toolset in 2011 for personal loan rate uk users to monitor their online identity and request removal of unwanted content.[24] Many firms are selective about clients they accept. For example, they may avoid individuals that committed violent crimes that are looking to push information about their crimes lower on loans 100 search results.[19]

As the industry has developed, general practices have become more standardized and the ethics of them have become more defined, although not always explicitly. The use of automation by some of the major review sites like Yelp has seen court cases dismissed,[25] which may imply the use of algorithms to manage reviews is here to stay.

In a different case, the automotive review site sued a reputation management firm for posting fake reviews.[26] Lawsuits like these may be an indicator that the review sites and other industry leaders are attempting to bring more transparency to online reviews while limiting manipulation by firms that are paid by businesses or consumers to artificially boost ratings or suppress negative reviews.

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