How Search Results Shape your Brand’s Online Reputation

Roger Hollings

How Search Results Shape your Brand’s Online Reputation

Reputation management refers to the influencing and controlling or concealing of an individual's or group's reputation. Originally a public relations term, the growth of the internet and social media, led to growth of reputation management companies, made search results can make core part of an individual's or group's reputation.[1] Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search website results.[2] Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring negative complaints, and using search engine optimization tactics to influence results.

With extensive developments in this field of public relations, in-sync with the growth of the internet and social media, along with the advent of reputation management companies, the overall outlook of search results has become an integral part of what defines "reputation" and subsequent to all these developments, reputation management now exists under two spheres: online and offline reputation management.

Online reputation management focuses on the management of product and service search results within the digital space, that is why it is common to see the same suggested links in the first page of a Google search.[1] A variety of electronic markets and online communities like e-Bay, Amazon and Alibaba have ORM systems built in, and using effective control nodes these can minimize the threat and protect systems from possible misuses and abuses by malicious nodes in decentralized overlay networks.[3]

Offline reputation management shapes public perception of a said entity outside the digital sphere using select clearly defined controls and measures towards a desired result ideally representing what stakeholders think and feel about that entity.[4] The most popular controls for off-line reputation management include social responsibility, media visibility, press releases in print media and sponsorship amongst related tools.[5]

Within the last decade of active social media use, marketing a company and promoting their products online have become large components of businesses and their strategies. In terms of reputation management, companies are trying to be more aware of how they are perceived by their audiences both inside and outside of their target market. A problem which often arises from this is false advertising.[6] In the past contribution of internet posts and blogs to a company would have been a foreign concept to most corporations and their consumers. However, due to increased number of competitors in market, it is increasingly difficult to get noticed and become popular within the realm of online business or among influencers because of how the algorithms work on social media.

Marketing is used to restore lost reputations by companies who lost it or establish a brand new or new one.

  1. ^ a b "9 Online Reputation Management Services Entrepreneurs can Achieve by Themselves". Forbes. Retrieved 11 May 2016.
  2. ^ 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. 1860. Springer. pp. 154–165. CiteSeerX doi:10.1007/978-3-540-45012-2_15. ISBN 978-3-540-67703-1.
  3. ^ 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.
  4. ^ Hall, R. 1992. The Strategic Analysis of Intangible Resources. Strateg. Manage. J. 13(2) 135
  5. ^ (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, pp239 – 240.)
  6. ^ https://www.asa.org.uk/advice-online/misleading-advertising.html. Missing or empty |title= (help)