This is a roadblock for businesses that seek to increase its revenues. Hence, the importance of online reputation management cannot be overstated during this time of frequently false, erroneous, and misleading search engine results. The New York Times summed it up perfectly in a few words: “Your customers are talking about you — and the whole world is listening.”
How We Got Here
The practice roots from public relations, the old school channel for shifting public perception about an individual or organization. As the progenitor, P.R. has been found lacking in providing an open-ended communication to consumers. But P.R. was the monologue, and now the internet boom has become the launching pad for self-expression. Consumers are flocking to the internet in search of reputable brands, and social media has become the predominant forum.
The migration of reputation management from traditional media to the web was not purely invented out of necessity. But what fuels the success of online reputation management campaigns and social media platforms alike can be summed up in one word: relevance.