The concept of reputation management came into existence in order to help companies build a brand image and good reputation on search engines so that those interested will not get a bad impression of their company. The primary focus is to create positive content on the web that pushes negative material away from the first three pages of search results.
There are countless reasons why one would generate negative information on the internet about a certain company, or an individual. Disgruntled ex-employees, nefarious competitions and unhappy customers can post reviews comments, blogs on the net and once that information is online, it can appear in search engines like Google and Yahoo and tarnish a company's good name and brand image. As a result, the credibility of the company is lost. It can have a serious impact on the customers. One way to handle this would be to hire a reputation management firm that can clean up the first few pages on these search engines. Generally people who use a search engine do not go past the first three pages in a search; reputation management firms strive to create positive or neutral material that will force the negative material into the fourth page and beyond. This can be done is a number of ways.
Online reputation management is a relatively new concept. These firms use tactics such as social media, microsites, and more to keep their clients' names untarnished. Some of the tactics and marketing strategies that are followed by reputation management firms are as given below:
There are minisites or weblets that function as smaller parts of a larger website. A reputation management firm often creates microsites to increase hits on the parent web site. Each microsite focuses on a specific subject or keyword in order to enhance the probability of a website's appearance in a search engine's results.
The second option would be to use RSS feeds to standardize frequently updated works (such as press releases) so that users can stay up to date when new things come about.
Blogging is a yet another powerful tool that is used for creating positive content about a certain website or company. A reputation management firm will use properly managed blogs in order to build interest and provide links that will increase traffic on a company's website.
Social media websites such as Facebook and Myspace are used by a company in order to reach a certain demographic and create a good reputation in these communities. A reputation management firm assists its client to create a solid webpage providing sufficient links and advertising to rank well for the company's name.
Other tactics used for reputation management include SEO articles, business profile linking, videos, and Wiki-sites. Apart from creating positive content about a client or a company, a reputation management firm tracks negative comments and posts and try to eliminate them. Sometimes, if the site holding that information is contacted, the negative content can be removed and the company's reputation can be enhanced.
Through ongoing search engine research, website development, search engine optimization, blogging, participating in social networks, posting articles, and issuing press releases a good reputation management firm should be able to help you increase your exposure online and help you develop a positive online reputation.