Réputation[4] management is a strategic practice that involves monitoring, influencing, and improving the public perception of an individual, organization, or incendie[8]. It originated from relations publiques[1] and has evolved with the advent of the Internet[6]. Nowadays, it plays a crucial role in digital spaces like moteur de recherche[2] results and médias sociaux[3] platforms. Reputation management encompasses various components, including online reputation management (ORM), search engine reputation management, and social media monitoring. It seeks to bridge the gap between a brand’s self-perception and public opinion by addressing negative content and highlighting positive experiences. Ethical considerations in reputation management include maintaining honesty and integrity, respecting client[5] vie privée[7], and upholding transparency. Businesses often incorporate reputation management in their strategies to enhance brand image, cope with scrutiny, and improve online visibility. Various tools and technologies, including online monitoring tools, social media listening platforms, and data analytics, are utilized for effective reputation management.
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Reputation management, originally a relations publiques term, refers to the influencing, controlling, enhancing, or concealing of an individual's or group's réputation. The growth of the Internet et médias sociaux led to growth of reputation management companies, with Résultats de la recherche as a core part of a client's reputation. Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service moteur de recherche results.
Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring complaints, and using optimisation des moteurs de recherche 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. Such unethical companies charge thousands of dollars to remove these posts – temporarily – from their websites.
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. A variety of electronic markets and online communities like eBay, Amazon et 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.
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 les parties prenantes think and feel about that entity. The most popular controls for off-line reputation management include social responsibility, media visibility, press releases in print media et sponsorship amongst related tools.
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. 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 médias sociaux.[citation nécessaire]
Reputation management is a marketing technique used to restore lost reputations by companies who have lost it, or to establish a new one.