Reputation Management

Online Reputation Management (ORM), Search Engine Reputation Management (SERM) , Online Identity Management (OIM), Brand Reputation Management, Internet Reputation Management, Reputation Monitoring, Removal of Online, Slander, Libel, Defamation.

Reputation Management

Reputation management is the process of tracking an entity’s actions and other entities’ opinions about those actions; reporting on those actions and opinions; and reacting to that report creating a feedback loop. All entities involved are generally people, but that need not always be the case. Other examples of entities include animals, businesses, or even locations or materials. The tracking and reporting may range from word-of-mouth to statistical analysis of thousands of data points.

Reputation management has come into wide use with the advent of widespread computing. This is evidenced by a recent front page story in the Washington Post featuring several online reputation management firms. Reputation management systems use various predefined criteria for processing complex data to report reputation. However, these systems only facilitate and automate some aspects the process of determining trustworthiness. This process is central to all kinds of human interaction, including interpersonal relationships, international diplomacy, stock markets, and sports.

The classic example of reputation management is the small town. Population is small and interactions between members frequent; most interactions are face-to-face and positively identified — that is, there is no question who said or did what. Reputation accrues not only throughout one’s lifetime, but is passed down to one’s offspring; one’s individual reputation depends both on one’s own actions and one’s inherited reputation.

There are generally few formal mechanisms to manage this implicit reputation.Implicit Reputation is the accumulated reputation one gets in a small town from previous actions. The town diner and barber shop serve as forums for exchange of gossip, in which community members’ reputations are discussed (implicit reputation), often in frank terms. Outstanding members may receive small, symbolic awards or titles, but these are mere confirmations of general knowledge.

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