How Reputation Management Works
The goal of reputation management is to control and sanitize online search results. For example, third-party companies will improve the tagging of company-friendly content, such as positive customer reviews. They will also create original websites and social media profiles that positively support the company to outbalance the negative ones. Press releases are submitted to authoritative websites to promote brand awareness. Another technique is to have popular websites mention the company’s products or services in a favorable way. One final option is to send legal requests to individuals or companies that have libeled the target company.
However, there are stronger, less reputable methods that are used. For example, some reputation management companies create fake blogs with the same name in order to lower the ranking of the negative search results. Another option is to use spam bots or other internet attacks to shut negative sites down. Still, certain reputation management even engage in astroturfing, which involves using software to protect the identity of the real company. That is, individuals will create third-party websites and create very positive content that supports the target company, yet also post negative comments about the competition.
In short, reputation management is an online PR management tool that helps companies monitor, adjust and remove negative search results.