Reputation management

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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]

Contents

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]

History

Reputation is a social construct based on the opinion other people hold about a person or thing. Before the internet was developed, consumers wanting to learn about a company had fewer options. They had access to resources such as the Yellow Pages, but mostly relied on word-of-mouth. A company's reputation depended on personal experience.[ citation needed ] A company while it grew and expanded was subject to the market's perception of the brand. Public relations were developed to manage the image and manage the reputation of a company or individual.[ citation needed ] The concept was initially created to broaden public relations outside of media relations. [9] Academic studies have identified it as a driving force behind Fortune 500 corporate public relations since the beginning of the 21st century. [10]

As of 1988, reputation management was acknowledged as a valuable intangible asset and corporate necessity, which can be one of the most important sources of competitive edge in a fiercely competitive market, [11] and with firms under scrutiny from the business community, regulators[ vague ], and corporate governance watchdogs; good reputation management practices would to help firms cope with this scrutiny. [12]

As of 2006, reputation management practices reinforce and aid a corporation's branding objectives. Good reputation management practices are helping any entity manage staff confidence as a control tool on public perceptions which if undermined and ignored can be costly, which in the long run may cripple employee confidence, a risk no employer would dare explore as staff morale is one of the most important drivers of company performance. [13]

Online

Originally, public relations included printed media, events and networking campaigns. At the end of 1990s search engines became widely used. The popularity of the internet introduced new marketing and branding opportunities. Where once journalists were the main source of media content, blogs, review sites and social media gave a voice to consumers regardless of qualification. Public relations became part of online reputation management (ORM). ORM includes traditional reputation strategies of public relations but also focuses on building a long-term reputation strategy that is consistent across all web-based channels and platforms. ORM includes search engine reputation management which is designed to counter negative search results and elevate positive content. [14] [15] Reputation management (sometimes referred to as rep management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing information about that entity, primarily online. [16] What necessitates this shaping of perceptions being the role of consumers in any organization and the cognizance of how much if ignored these perceptions may harm a company's performance at any time of the year, a risk no entrepreneur or company executive can afford. [17]

Specifically, reputation management involves the monitoring of the reputation of an individual or a brand on the internet, primarily focusing on the various social media platforms such as Facebook, Instagram, YouTube, etc. addressing content which is potentially damaging to it, and using customer feedback to try to solve problems before they damage the individual's or brand's reputation. [18] A major part of reputation management involves suppressing negative search results, while highlighting positive ones. [19] For businesses, reputation management usually involves an attempt to bridge the gap between how a company perceives itself and how others view it. [20]

In 2012, there had been an article released titled "Social Media Research in Advertising, Communication, Marketing and Public Relations" written by Hyoungkoo Khang et-al. [21] The references to Kaplan and Haenleins theory of social presence, highlights the "concept of self-presentation." [22]

Khang highlights that "companies must monitor individual's comments regarding service 24/7." [23] This can imply that the reputation of a company does essentially rely on the consumer, as they are the ones that can make or break it. A 2015 study commissioned by the American Association of Advertising Agencies concluded that 4 percent of consumers believed advertisers and marketers practice integrity. [24]

According to Susan Crawford, a cyberlaw specialist from Cardozo Law School, most websites will remove negative content when contacted to avoid litigation. The Wall Street Journal noted that in some cases, writing a letter to a detractor can have unintended consequences, though the company makes an effort to avoid writing to certain website operators that are likely to respond negatively. The company says it respects the First Amendment and does not try to remove "genuinely newsworthy speech." It generally cannot remove major government-related news stories from established publications or court records. [25] [26]

In 2015, Jon Ronson, author of "So You've Been Publicly Shamed", said that reputation management helped some people who became agoraphobic due to public humiliation from online shaming, but that it was an expensive service that many could not afford. [27] [28]

In 2011, controversy around the Taco Bell restaurant chain arose when public accusations were made that their "seasoned beef" product was only made up of only 35% real beef. A class action lawsuit was filed by the law firm Beasley Allen against Taco Bell. The suit was voluntarily withdrawn with Beasley Allen citing that "From the inception of this case, we stated that if Taco Bell would make certain changes regarding disclosure and marketing of its 'seasoned beef' product, the case could be dismissed." [29] [30] Taco Bell responded to the case being withdrawn by launching a reputation management campaign titled "Would it kill you to say you're sorry?" that ran advertisements in various news outlets in print and online, which attempted to draw attention to the voluntary withdrawal of the case. [31]

In 2015, Volkswagen, a german automobile manufacturer, faced a massive €30 billion controversy. A scandal erupted when it was revealed that 11 million of its vehicles globally had been fitted with devices designed to mask the true levels of harmful emissions. The reaction from the company's investors was swift as Volkswagen's stock value started to fall rapidly. [32] The brand released a two-minute video in which the CEO and other representatives apologized after pleading guilty. However, this wasn't enough to change the public perception. The automotive giant had to bring in four PR firms led by Hering Schuppener, a German crisis communications and reputation management agency. [33] To rebuild its reputation, Volkswagen launched an initiative to transition to electric motors on an unprecedented scale. The company released print media and published pieces in top publications to show its commitment to developing electric and hybrid vehicle models worldwide, which helped improve its CSR image. [33]

Starbucks, the coffeehouse chain, also faced reputation damage in response to the arrests of two African-American men at its Philadelphia branch. In response to a request to use the bathroom, the branch's manager denied the two men's access since they hadn't bought anything, calling the police when they refused to leave. [34] The incident sparked massive public outrage and boycotts across the country. [35] SYPartners, a business reputation consultancy, was engaged to provide Starbucks leadership with advice after the incident. Starbucks issued an apology, which was circulated across top media publications. [36] The company also initiated an anti-bias training for its 175,00 employees across 8,000 locations. [37] Starbucks also changed its policy, allowing people to sit without making a purchase. Both men also reached a settlement with Starbucks and the city. [34]

In 2024, a London restaurant was review bombed by a cybercrime group to extort £10,000. The negative reviews brought the eatery's Google rating down to 2.3 stars from a 4.9 stars before the attack. [38] Maximatic Media, an online reputation management firm, was hired to identify the origin of the malicious reviews and found that they were being generated by a botnet. The agency worked with Google for the removal of these fake reviews to restore the restaurant's online reputation to a 4.8-star rating. [39]

Examples

Organisations attempt to manage their reputations on websites that many people visit, such as eBay, [40] Wikipedia, and Google. Some of the tactics used by reputation management firms include: [41]

Ethics

The practice of reputation management raises many ethical questions. [44] [48] It is widely disagreed upon where the line for disclosure, astroturfing, and censorship should be drawn. 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. [14] [42] The exposure of unethical reputation management may itself be risky to the reputation of a firm that attempts it if known. [49]

In 2007 Google declared there to be nothing inherently wrong with reputation management, [43] and even introduced a toolset in 2011 for users to monitor their online identity and request the removal of unwanted content. [50] Many firms are selective about clients they accept. For example, they may avoid individuals who committed violent crimes who are looking to push information about their crimes lower on search results. [44]

In 2010, a study showed that Naymz, one of the first Web 2.0 services to provide utilities for Online Reputation Management (ORM), had developed a method to assess the online reputation of its members (RepScore) that was rather easy to deceive. The study found that the highest level of online reputation was easily achieved by engaging a small social group of nine persons who connect with each other and provide reciprocal positive feedbacks and endorsements. [51] As of December 2017, Naymz was shut down.

In 2015, the online retailer Amazon.com sued 1,114 people who were paid to publish fake five-star reviews for products. These reviews were created using a website for Macrotasking, Fiverr.com. [52] [53] [54] Several other companies offer fake Yelp and Facebook reviews, and one journalist amassed five-star reviews for a business that doesn't exist, from social media accounts that have also given overwhelmingly positive reviews to "a chiropractor in Arizona, a hair salon in London, a limo company in North Carolina, a realtor in Texas, and a locksmith in Florida, among other far-flung businesses". [55] In 2007, a study by the University of California Berkeley found that some sellers on eBay were undertaking reputation management by selling products at a discount in exchange for positive feedback to game the system. [56]

In 2016, the Washington Post detailed 25 court cases, at least 15 of which had false addresses for the defendant. The court cases had similar language and the defendant agreed to the injunction by the plaintiff, which allowed the reputation management company to issue takedown notices to Google, Yelp, Leagle, Ripoff Report, various news sites, and other websites. [57]

See also

References

  1. ↑ Cook, James (2022-01-04). "The Telegraph: Inside the booming business of reputation management". The Telegraph. Retrieved 1 June 2022.
  2. ↑ "9 Online Reputation Management Services Entrepreneurs can Achieve by Themselves". Forbes . Retrieved 11 May 2016.
  3. ↑ 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.
  4. 1 2 Krolik, Aaron; Hill, Kashmir (2021-04-24). "The Slander Industry". The New York Times. ISSN   0362-4331 . Retrieved 2021-04-26.
  5. ↑ 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.
  6. ↑ "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.
  7. ↑ Hall, R. 1992. The Strategic Analysis of Intangible Resources. Strateg. Manage. J. 13(2) 135
  8. ↑ (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.)
  9. ↑ S. Jai, Shankar (June 1, 1999). "Reputation is everything". New Straits Times (Malaysia).
  10. ↑ Hutton, James G.; Goodman, Michael B.; Alexander, Jill B.; Genest, Christina M. (2001). "Reputation management: the new face of corporate public relations?". Public Relations Review. 27 (3): 247–261. doi:10.1016/S0363-8111(01)00085-6.
  11. ↑ Weigelt, K., and C. Camerer (1988). "Reputation and corporate strategy: A review of recent theory and applications." Strategic Management Journal 9: 443–454.
  12. ↑ (Hymowitz, C. (2003). 'How to be a good director?', Wall Street Journal, 241, pp. R1–R4).
  13. ↑ Cravens, Karen S.; Oliver, Elizabeth Goad (1 July 2006). "Employees: The key link to corporate reputation management". Business Horizons. 49 (4): 293–302. doi:10.1016/j.bushor.2005.10.006.
  14. 1 2 John Tozzi (April 30, 2008). "Do Reputation Management Services Work?". Bloomberg Businessweek . Bloomberg L.P. Archived from the original on July 4, 2012. Retrieved August 3, 2012.
  15. ↑ Bilton, Nick (April 4, 2011). "The Growing Business of Online Reputation Management". The New York Times. Retrieved June 12, 2012.
  16. ↑ "What is reputation management? – Definition from WhatIs.com". WhatIs.com. Retrieved 2015-12-01.
  17. ↑ Sepandar D. Kamvar; Mario T. Schlosser; Hector Garcia-Molina (2003). "The EigenTrust Algorithm for Reputation Management in P2P Networks" (PDF). Proceedings of the twelfth international conference on World Wide Web. WWW '03 Proceedings of the 12th international conference on World Wide Web. p. 640. doi:10.1145/775152.775242. ISBN   1-58113-680-3.
  18. ↑ Milo, Moryt (2013-05-17). "Great Businesses Lean Forward, Respond Fast". Silicon Valley Business Journal. Retrieved 2013-09-05.
  19. ↑ Lieb, Rebecca (July 10, 2012). "How Your Content Strategy Is Critical For Reputation Management". MarketingLand. Retrieved June 12, 2012.
  20. ↑ "MT Masterclass – Reputation management". Management Today. May 1, 2007.
  21. ↑ Khang, Hyoungkoo; Ki, Eyun-Jung; Ye, Lan (2012). "Social Media Research in Advertising, Communication, Marketing, and Public Relations, 1997–2010". Journalism & Mass Communication Quarterly. 89 (2): 279–298. doi:10.1177/1077699012439853. S2CID   143272082.
  22. ↑ Khang, Hyoungkoo. "Social Media Research in Advertising, Communication, Marketing, and Public Relations": 280.{{cite journal}}: Cite journal requires |journal= (help)
  23. ↑ Khang, Hyoungkoo (1997–2010). "Social Media Research in Advertising, Communication, Marketing, and Public Relations": 281.{{cite journal}}: Cite journal requires |journal= (help)
  24. ↑ Shane, Dakota (2019-05-31). "96 Percent of Consumers Don't Trust Ads. Here's How to Sell Your Product Without Coming Off Sleazy". Inc.com. Retrieved 2021-02-24.
  25. ↑ Wang, Shirley S. (26 June 2017). "What Doctors Are Doing About Bad Reviews Online" . Wall Street Journal. Retrieved 2023-04-21.
  26. ↑ WIRED Staff. "Delete Your Bad Web Rep". Wired. ISSN   1059-1028 . Retrieved 2023-04-30.
  27. ↑ "Jon Ronson And Public Shaming | On the Media". WNYC. Retrieved 2023-04-21.
  28. ↑ Sicha, Choire (2015-04-17). "Jon Ronson's 'So You've Been Publicly Shamed'" . The New York Times. ISSN   0362-4331 . Retrieved 2023-04-21.
  29. ↑ "Alabama's Beasley Allen law firm drops suit against Taco Bell over 'seasoned beef' claims". AL.com. 19 April 2011. Retrieved 2016-06-13.
  30. ↑ Barclay, Eliza (19 April 2011). "With Lawsuit Over, Taco Bell's Mystery Meat Is A Mystery No Longer". NPR.org. Retrieved 2016-06-13.
  31. ↑ Macedo, Diane (2011-04-26). "Taco Bell Still Has Beef With Firm That Dropped Lawsuit | Fox News". Fox News. Retrieved 2016-06-13.
  32. ↑ "Volkswagen Says 11 Million Cars Worldwide Are Affected in Diesel Deception (Published 2015)". 2015-09-22. Archived from the original on 2024-09-17. Retrieved 2024-12-29.
  33. 1 2 Cremer, Andreas (22 December 2015). "'Das Auto' no more: VW plans image offensive". Reuters.
  34. 1 2 "Black men arrested at Philadelphia Starbucks feared for their lives". The Guardian. Associated Press. 2018-04-19. ISSN   0261-3077 . Retrieved 2024-12-29.
  35. ↑ "Starbucks: Protesters call for boycott after black men arrested". 2018-04-16. Retrieved 2024-12-29.
  36. ↑ Hyken, Shep. "Starbucks Gets An A In Crisis Management". Forbes. Retrieved 2024-12-29.
  37. ↑ "Starbucks's Tall Order: Tackle Systemic Racism in 4 Hours (Published 2018)". 2018-05-29. Archived from the original on 2024-11-11. Retrieved 2024-12-29.
  38. ↑ "AI Mafia Demands £10k After Attacking London Eatery With Fake Reviews, Tanking Their Google Rating". International Business Times UK. 2024-12-20. Retrieved 2024-12-29.
  39. ↑ "London restaurant given loads of fake Google ratings by criminal gang". The Scotsman. 2024-12-20. Retrieved 2024-12-29.
  40. ↑ Resnick, Paul; Zeckhause, Richard (May 2, 2001). "Trust among strangers in internet transactions: Empirical analysis of eBay's reputation system". CiteSeerX   10.1.1.123.5332 .
  41. ↑ Spencer, Stephan (September 12, 2007). "DIY reputation management". CNET . CBS Interactive . Retrieved August 3, 2012.
  42. 1 2 Thomas Hoffman (February 12, 2008). "Online reputation management is hot – but is it ethical?". Computerworld . John Amato. Retrieved August 3, 2012.
  43. 1 2 Kinzie, Susan; Ellen Nakashima (July 2, 2007). "Calling In Pros to Refine Your Google Image". The Washington Post. Retrieved July 12, 2012.
  44. 1 2 3 4 5 6 Krazit, Tom (January 11, 2011). "A primer on online reputation management". CNET. Retrieved July 13, 2012.
  45. 1 2 Thompson, Nicholas (June 23, 2003). "More Companies Pay Heed to Their 'Word of Mouse' Reputation". The New York Times. Retrieved July 13, 2012.
  46. ↑ "Published mug shots: A constant reminder of one man's past". CNN.COM. Retrieved 27 September 2015.
  47. ↑ Holiday, Ryan (August 28, 2012). "How to solve your Wikipedia problem". Fortune. Retrieved November 30, 2015.
  48. ↑ Farmer, Yanick (2018-01-02). "Ethical Decision Making and Reputation Management in Public Relations" (PDF). Journal of Media Ethics. 33 (1): 2–13. doi:10.1080/23736992.2017.1401931. ISSN   2373-6992. S2CID   158618395.
  49. ↑ "Reputation management: Glitzkrieg". The Economist . Economist Group. March 10, 2011. Retrieved August 3, 2012.
  50. ↑ Kessler, Sarah (June 16, 2011). "Google Launches Tool for Online Reputation Management". Mashable. Retrieved July 13, 2012.
  51. ↑ Lazzari, Marco (2010). An experiment on the weakness of reputation algorithms used in professional social networks: the case of Naymz. IADIS International Conference e-Society 2010. Porto. pp. 519–522. ISBN   978-972-8939-07-6.
  52. ↑ "Don't Be Fooled by Fake Online Reviews Part II — Krebs on Security". krebsonsecurity.com. 19 October 2015.
  53. ↑ Tuttle, Brad. "Amazon Files Lawsuit Against Writers of Fake Online Reviews". Money.com. Archived from the original on May 8, 2021.
  54. ↑ Gani, Aisha (18 October 2015). "Amazon sues 1,000 'fake reviewers'". the Guardian.
  55. ↑ "I created a fake business and bought it an amazing online reputation". Fusion. Archived from the original on 2015-10-19. Retrieved 2015-10-20.
  56. ↑ Mills, Elinor (January 11, 2007). "Study: eBay sellers gaming the reputation system?". CNET. Retrieved July 14, 2012.
  57. ↑ Volokh, Eugene; Paul Alan Levy (10 October 2016). "Dozens of suspicious court cases, with missing defendants, aim at getting web pages taken down or deindexed". The Washington Post .
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