Online Reputation Management
Online reputation management (ORM) means taking control of the online conversation. Its techniques and strategies ensure that people find the right materials when they look for you on the Internet. The purpose of online reputation management is to create balance, counteract misleading trends, and allow you to put your best foot forward.
Vicious Cycle: Ignore your online reputation and you risk falling victim to a vicious cycle of misinformation and rumors.
Virtuous Cycle: Take care of your online reputation and you create a virtuous cycle of positive, quality materials that reflect well on you.
Good-quality, current, accurate, and balanced content ranks highly online. People naturally click on results that seem likely to provide the information they were looking for. Search engines see that users like these informative links and continue to promote them. Social media amplifies the reach and effect of engaging, high-quality items. Follow-up content, media coverage, and positive new developments create more links and traffic that validate the positive materials.
Search algorithms prioritize popularity
No algorithm can tell whether information accurately reflects you or not, so popularity becomes the main measuring stick of what makes a good search result. That’s why embarrassing party photos, frivolous lawsuits dismissed years ago, and other kinds of irrelevant but intriguing “clickbait” often dominate online reputations.
Online reputation management prioritizes balance
Online reputation management counteracts that human bias for gossip, ensuring that the materials that actually matter aren’t overwhelmed by the rumors. Do you trust your reputation to be accurately represented by an algorithm that doesn’t know the difference between what’s tantalizing and what’s truthful? If not, then you need to develop an online reputation management strategy to protect your interests.
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