Reputation can be defined as the result of doing something different from the norm.
By doing something different from your competitors means your business stands out from the crowd. Thus you gain reputation just for being different.
How you deal with this attention and look after the perception of your business to your customers, prospects, media and public is what we refer to as reputation management or online reputation management.
The application of protecting and increasing the positive sentiment of your business is defined in a business’s reputation management strategy.
The Internet makes it very easy for anyone to execute a defamation attack against a company.
If competitors hire professionals or a disgruntled customer is technically trained in the black-arts of SEO the attack can be disastrous for the targeted business.
A reputation management strategy is designed to counter the negativity that can be bred within forums, blogs and other online communities such as Facebook.
Unfortunately reputation management is not a short-term or one-off exercise especially if the attacks are from competitors or disgruntled clients as they are more motivated than the common “Internet Troll” who is in it for the quick thrill.
Our team often hears of businesses locating these types of attacks when their pipeline started to dry up. The negative content was appearing higher in search results than their business web site for keyword terms.