What Is Reputation Management? – Online Reputation Management 101

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What Is Reputation Management? – Online Reputation Management 101 // Your online reputation can be a huge asset and help drive you sales and referrals. It can also hurt you and harm your brand with poor reviews and feedback even if you didn’t know it was there. Maybe it’s time you looked into Online 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.

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.

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Alan Spicer

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