Understanding Online Reputation Management
The second step is a comprehensive program that includes consistent monitoring of online comments across the web. During every moment of the day individuals can be harming corporate reputations online; constant monitoring is essential. In addition, online reputation companies can recommend and push positive information, positive testimonials and other information that boosts an organization’s reputation to outweigh the negative content and information found online. Additional tactics include the release of positive press releases, an increase presence in answering negative comments in blogs, forums, and other locations. Proactively having a team of customers and corporate reputation professionals that consistently blog and participate in online forums that reflect positively on organizations is one way to lessen the effect of negative information, and draw an overall more favorable online reputation.
There are also other tactics that are considered somewhat less ethical. These include the creation of fake blogs under an assumed identify that counteracts negative posts and information, the use of spam bots and other black hat techniques to bring down websites and the content, and a tactic referred to as “astroturfing” that creates anonymous accounts focused on creating positive reviews and information. Some online reputation management companies offer these services in addition to monitoring and what are considered “white hat” reputation management tactics to help business reputations.