Reputation Management

Reputation management is the practice of understanding or influencing an individual or business' reputation. It was originally coined as a public relations term, but advancement in computing, the internet and social media made it primarily an issue of search results. Although it is often associated with ethical grey areas, such as astroturfing review sites, trying to censor negative complaints or using gamey SEO tactics to influence results, there are also ethical forms of reputation management, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development.