Popularity management
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Reputation control is the understanding or influencing of an individual's or business's reputation. It was initially coined as a advertising term, but advancement in computing, the world wide web and community press made it primarily an issue of look for. Although it is often associated with moral grey areas, such as astroturfing evaluation sites, censoring adverse problems or using SEO techniques to activity the program and impact outcomes, there are also moral types of reputation control, such as addressing client problems, asking sites to take down incorrect details and using online reviews to impact service.[1][2]
Contents
1 History
2 Concepts
3 Ethics
4 Justification
5 See also
6 References
History
The concept was initially intended to broaden advertising outside of press interaction.[3] With the rise of the world wide web and community press the meaning has shifted to focus on evaluation sites, community press and�most prominently�the top look for on a product or personal.[4][5]
In 2007 a analysis by the University of California Berkeley discovered that some sellers were undertaking reputation control on eBay by selling items at a discount in exchange for reviews that are beneficial to activity the program.[6]
Concepts
Reputation control is the exercise of monitoring the trustworthiness of an personal or product, addressing material which are destructive to it, and using reviews from customers to get reviews or early warning alerts to reputation problems. Most of reputation control is focused on pushing down adverse look for.[7] Popularity control may attempt to bridge the gap between how a company perceives itself and how others view it.[8]
Some examples of sites where a company may conduct reputation control is the reviews program on eBay,[9] and Wikipedia. Search engines look for are the primary target of reputation control efforts. Some of the techniques used by reputation control organizations include the following:[10]
Improving the tagging and seo of company-published materials, such as white papers and beneficial client testimonials to be able to force down adverse material.[11]
Posting original, beneficial sites and community press information, with the aim of outperforming adverse outcomes in a look for.[12]
Posting online press announcements to authoritative sites to be able to advertise product presence and suppress adverse material.
Posting legal take-down requests if someone believes they have been libeled.[13]
Getting refers to of the business or personal in third-party sites that gain a high position in Search engines.[13]
Developing fake weblogs pretending to be a different individual that shares the same name to be able to force down adverse look for on the actual individual or product.[13]
Using spam crawlers and denial-of-service attacks to force sites with destructive material off the web entirely.[13]
Astroturfing third-party sites by creating anonymous accounts that create reviews that are beneficial or lash out against adverse ones.[13]
Proactively offering 100 % free items to prominent reviewers.[14]
Proactively addressing community criticism stemming from recent changes.[14]
Ethics
The exercise of reputation control raises many moral considerations.[13] There is no agreement within the industry on where to draw the line on issues of disclosure, astroturfing and censorship. Firms have been known to hire staff to pose as bloggers on third celebration sites without disclosing they were paid, and some have been belittled for asking sites to remove adverse posts.[4][11] In some instances the act of illegal reputation control can itself be risky to the trustworthiness of the firm, if their techniques to hide adverse details are exposed.[15]
Some organizations exercise moral types of reputation control. The Online Popularity Management Association tries to advertise moral best practices through a certification program.[4] Search engines consider there to be nothing inherently wrong with reputation control, but they may take action on organizations using spammy or manipulative techniques to alter look for.[12] Search engines even introduced a toolset in 2011 for users to monitor their online identity and request removal of unwanted material.[16] Many organizations are selective about clients they accept. For example, they may avoid people that committed violent criminal offenses that are looking to force details about their criminal offenses lower on look for.[13]
Justification
According to a 2010 analysis by Microsoft and Cross-Tab Market Research, 70 % of organizations have rejected applicants based on the candidate's online reputation, but only 7 % of Americans believe it affects their job look for.[17] A analysis by CareerBuilder.com discovered that 1 in 4 choosing managers used google to screen applicants. One in 10 also checked candidates' information on community press sites such as MySpace or Facebook.[18] According to a Dec 2007 analysis by the Ponemon Institution, a privacy analysis company, roughly half of U.S. choosing officials use the Online in vetting job applications.[19]
There are situations of reputable organizations or individuals�even those with newly created websites�that may find their product or name listed in look for engine's recommendations as scam. Such adverse recommendations which are harmful to the trustworthiness of the company or personal are often caused by adverse material on personal weblogs, complaint sites, scraper sites, forums and comment sections. In such situations where it is not possible to ask for the adverse material to be taken down, professionals agree that reputation control is justifiable in this regard, and some professionals advise that the proper thing to do is to force down the visibility of such adverse look for through proactively publishing useful, beneficial details about the organizations or people.[20]