Online Reputation Management (ORM) is the activity of monitoring, influencing or mitigating SERPs (search engine result pages) or mentions in online media and Net sphere articles and other content. The term arose from a recognition with the significance that influencing how somebody or some thing is perceived based on an world wide web search could have to a organization. As the amount of user-generated articles and other content on the internet grew, it began to affect world wide web search outcomes additional meaningfully, and the desire to change those outcomes naturally followed.

Frequent strategies involve online PR activity by means of new articles and other content creation, involvement in social Net sphere (through forums, blogs, social networking), promotion of existing positive articles and other content and building social profiles. additional difficult, but nonetheless relevant strategies can involve formal take-down requests to try and have negative articles and other content removed where achievable.

The goal of all this is good public relations, as it can translate into increased sales, personal career advancement, or just general social acceptability. Being mentioned in social media could be a threat if there’s criticism, but can also generate advantages if such criticisms are reversed. The material monitored can involve both professional journalism and user-created articles and other content.

Rising Prominence Of Online Reputation Management
EBay was one with the first Net providers to expolit feedback from consumer generated media. By utilizing person generated feedback ratings, buyers and sellers were given reputations that helped other users make purchasing and selling decisions. A countervailing service is emerging which exposes reputation data suppressed by online reputation management providers.

An online research report stated in August 2008 that the UK market for online reputation management would grow in that year by around 30%, to an estimated value of £60 million.