Reputation management

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Reputation management, originally a public relations term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's reputation. 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. [1] Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search engine results. [2]

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. [3] Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites. [3]

This field of public relations has developed extensively with the growth of the internet, social media, and the advent of reputation management companies. The overall outlook of search results has become an integral part of what defines "reputation" and 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, which 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 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. [4]

Offline reputation management shapes public perception of a said entity outside the digital sphere using clearly defined controls and measures towards a desired result that ideally represent what stakeholders think and feel about that entity. [5] The most popular controls for off-line reputation management include social responsibility, media visibility, press releases in print media and sponsorship amongst related tools. [6]

In the 2010s, marketing a company and promoting its products online have become large components of business strategies. Companies are trying to be more aware of how they are perceived by their audiences both inside and outside their target market. A problem which often arises from this is false advertising. [7] 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, with more competitors and more clutter, it is increasingly difficult to get noticed and become popular within the realm of online business or among influencers because of how the algorithms that serve users content work on social media.[ citation needed ]

Reputation management is a marketing technique used to restore lost reputations by companies who have lost it, or to establish a new one. [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] [27]

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. [28] [29]

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." [30] [31] 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. [32]

Examples

Organisations attempt to manage their reputations on websites that many people visit, such as eBay, [33] Wikipedia, and Google. Some of the tactics used by reputation management firms include: [34]

Ethics

The practice of reputation management raises many ethical questions. [37] [42] 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] [35] The exposure of unethical reputation management may itself be risky to the reputation of a firm that attempts it if known. [43]

In 2007 Google declared there to be nothing inherently wrong with reputation management, [36] and even introduced a toolset in 2011 for users to monitor their online identity and request the removal of unwanted content. [44] 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. [37]

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. [45] 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. [46] [47] [48] 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". [49] 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. [50]

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. [51]

See also

Related Research Articles

<span class="mw-page-title-main">Public relations</span> Management of public communication of organizations

Public relations (PR) is the practice of managing and disseminating information from an individual or an organization to the public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly media-based, and this differentiates it from advertising as a form of marketing communications. Public relations aims to create or obtain coverage for clients for free, also known as earned media, rather than paying for marketing or advertising also known as paid media. But in the early 21st century, advertising is also a part of broader PR activities.

<span class="mw-page-title-main">Marketing</span> Study and process of exploring, creating, and delivering value to customers

Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.

The reputation or prestige of a social entity is an opinion about that entity – typically developed as a result of social evaluation on a set of criteria, such as behavior or performance.

Astroturfing is the practice of hiding the sponsors of a message or organization to make it appear as though it originates from, and is supported by, grassroots participants. It is a practice intended to give the statements or organizations credibility by withholding information about the source's financial backers. The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word "grassroots". The implication behind the use of the term is that instead of a "true" or "natural" grassroots effort behind the activity in question, there is a "fake" or "artificial" appearance of support.

In marketing, publicity is the public visibility or awareness for any product, service, person or organization. It may also refer to the movement of information from its source to the general public, often via the media. The subjects of publicity include people of public recognition, goods and services, organizations, and works of art or entertainment.

Earned media is content relating to a person or organization, which is published by a third party without any form of payment to the publisher. It includes articles by media outlets, interviews with the person or representatives of the organization, or bylined editorials in trade press and other publications. It may also include social media sharing, unpaid mentions by podcast hosts and guests, or word-of-mouth marketing.

Corporate communication(s) is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which the company depends. It is the messages issued by a corporate organization, body or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethics.

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news, bookmarking sites, and social networking sites such as Facebook, Instagram, Twitter, video sharing websites, and blogging sites. SMO is similar to search engine optimization (SEO) in that the goal is to generate web traffic and increase awareness for a website. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy. In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites.

A review site is a website on which reviews can be posted about people, businesses, products, or services. These sites may use Web 2.0 techniques to gather reviews from site users or may employ professional writers to author reviews on the topic of concern for the site.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Online identity management (OIM), also known as online image management, online personal branding, or personal reputation management (PRM), is a set of methods for generating a distinguished web presence of a person on the Internet. Online identity management also refers to identity exposure and identity disclosure, and has particularly developed in the management on online identity in social network services or online dating services.

<span class="mw-page-title-main">Content marketing</span> Form of marketing focused on creating content for a targeted audience online

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.

Marketing buzz or simply buzz—a term used in viral marketing—is the interaction of consumers and users with a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative. Buzz can be generated by intentional marketing activities by the brand owner or it can be the result of an independent event that enters public awareness through social or traditional media such as newspapers. Marketing buzz originally referred to oral communication but in the age of Web 2.0, social media such as Facebook, Twitter, Instagram and YouTube are now the dominant communication channels for marketing buzz.

<span class="mw-page-title-main">Social media marketing</span> Promotion of products or services on social media

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone".

Internet branding is a brand management technique that uses the World Wide Web & Social Media Channels as a medium for positioning a brand in the marketplace. Branding is increasingly important with the advancements of the internet. Most businesses are exploring various online channels, which include search engine, social media, online press releases, online marketplace, to establish strong relationships with consumers and to build their brands awareness.

<span class="mw-page-title-main">Corporate social media</span>

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Word-of-mouth marketing differs from naturally occurring word of mouth, in that it is actively influenced or encouraged by organizations. While it is difficult to truly control WOM, research has shown that there are three generic avenues to 'manage' WOM for the purpose of WOMM:

Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

<span class="mw-page-title-main">Brand.com</span> Defunct American online reputation and brand management company

Brand.com was an American online reputation and brand management company based in Philadelphia, Pennsylvania. It was founded as Reputation Changer in 2009. In 2013, it purchased the Brand.com domain name for $500,000, and changed its name. The company provided Internet search management, creating positive web articles about its clients in order to have them overtake negative news, and Wikipedia profile management. The company filed for bankruptcy in 2015 and was shut down.

Social media use by businesses includes a range of applications. Although social media accessed via desktop computers offer a variety of opportunities for companies in a wide range of business sectors, mobile social media, which users can access when they are "on the go" via tablet computers or smartphones, benefit companies because of the location- and time-sensitive awareness of their users. Mobile social media tools can be used for marketing research, communication, sales promotions/discounts, informal employee learning/organizational development, relationship development/loyalty programs, and e-commerce.

References

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