June 01, 2014

Online Reputation Management: What Is It and Why Do I Need It?

Chuck Schuele

Reputation management, as defined by Wikipedia is “The understanding or influencing of an individual’s or business’s reputation.” It was originally coined as a public relations term, but advancements in computing, the Internet, and social media made it primarily an issue of search results. For the purpose of this article, we will consider reputation management to be the practice of monitoring the reputation of an individual or brand, addressing comments or contents that are damaging to it, and using customer feedback and monitoring solutions to get early warning signals to reputation problems.

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