Blog | Marketing Madness

What is Reputation Management?

10/07/2012

Most people use the Internet today. Social networking sites, blogs and discussion forums are just some of the places where other people can find our presence. Having an online presence can help individuals and companies in marketing and advertising a product or service especially if all online feedback you’re getting is positive.

This, however, is not always the case. Many people may find that they may be getting not only negative feedback on the Web but also derogatory remarks and malicious attacks. It is difficult to control how others will react to all these damaging remarks online. This is why today there are firms specialising in reputation management.

What is reputation management and how can it help you?

Reputation management is also sometimes called directory management. It is the method of going over and reporting on one’s actions and how others are reacting to these actions, and acting on these reports, thus creating a feedback loop. Each part of the process is important, knowing how others are reacting is useless if no plan is devised on how to address other’s reactions. An action plan is impossible to design if you do not know what to address in particular.

Online reputation management

The internet is a place where constant feedback is being given and where many entities are free to discuss anything. Online reputation management is targeted to an individual’s or company’s internet reputation. For individuals, online reputation is important because it is available to possible employers, business contacts, creditors, etc. For businesses, online reputation is important because it is available to customers, business contacts, possible business partners, etc. The goal of online reputation management is to produce more favourable results when the client’s name is searched, rather than totally eliminating negative feedback posted on the internet.

Companies specialising in online reputation management use a variety of techniques to improve how their client is being presented online. Search engine optimisation is used to move down negative results. Legal action can also be turned to when there is ground to sue for defamation, but this is often reserved for the severest cases. Other common online reputation management techniques would aim to promote positive reputation of the client through the creation of positive web content. This can be done by building a website, writing blog posts, comments, and discussion thread posts and other similar content.

Many believe that they should control how their name is presented online. There are many potential losses, financial and otherwise, associated with negative online presence. Online reputation management can help individuals and groups improve their reputation on the web. Although it is not easy to control what others are saying in a virtual community, there are ways to address them and mitigate their adverse effects.

We hope you found this interesting and informative, it’s certainly something you will always think about once your understand the concepts.  There are a wide range of tools out there to help you monitor your reputation, especially online.  These then give you the opportunity to manage it by contributing in online discussions etc.