Reputationsmanagement

Reputationsmanagement, or online reputation management (ORM), is the strategic effort to influence public perception of a person, brand, or organization by monitoring what is said about them and shaping responses across media channels. It encompasses both online and offline information and aims to protect trust, credibility, and reputation over time.

Core activities include listening and monitoring across social networks, review sites, news outlets, blogs, and forums; evaluating sentiment and potential impact; developing a plan to address identified issues; and executing responses. Proactive work may involve content creation, search engine optimization of positive information, outstanding customer service, and transparent communication. Reactive work covers timely replies to complaints, clarifications, apologies, and escalation to crisis teams when needed.

Channels include social media platforms, review sites, search engine results, company websites, press, and forums. Tactics range from encouraging satisfied customers to leave reviews, to correcting misinformation, to removing or demoting defamatory content within legal and platform rules.

Challenges include lack of full control over user-generated content, platform algorithms, legal constraints, privacy concerns, and the risk of amplified attention during crises. Ethics emphasize honesty, consent, and avoiding manipulation.

Metrics used to assess reputation include sentiment analysis, share of voice, volume of credible mentions, response time, customer satisfaction, and indicators like net promoter score. Reputation management is used by individuals managing a personal brand as well as by organizations seeking to protect brand equity, manage crises, and maintain stakeholder trust.