The Internet works 24 hours a day, 365 days a year. During all that time, a multitude of information, statements and/or opinions are posted on the network… From this incessant river of information, Google and other search engines extract information or opinions about people, companies, brands, products or services that they include in their databases.
The knowledge, monitoring and “control” of all the information that affects your person, company or brand is part of what is called “ Online Reputation Management ” in English .
Online Reputation is the reflection of the prestige of a person, company or brand on the Internet , created not only by it, but also by the rest of the people who exchange information and opinions about it on the Internet through forums, blogs or social networks. .
Online Reputation Management ranges from the collection of all related information, through its monitoring , with criteria of whether or not it negatively affects the “reputation” and “image” of the person, company or brand, but also, its management or “control”, that is, to influence said content that harms our brand.
Online reputation is the reflection of the prestige or esteem of a person or brand on the Internet. Unlike the brand, which can be generated through advertising media, reputation is not under the absolute control of the subject or the organization, but is also ‘manufactured’ by other people when they talk and contribute their opinions. This is especially important on the Internet, where it is very easy and cheap to share information and opinions through mechanisms such as forums, blogs or social networks. This phenomenon of amateurization of content is what we know as ‘user generated content’. Therefore, online reputation is closely linked to brand reputation since reputation is generated from the online opinion climates of consumers in their social deployment, both in the online and offline context.
A more scientific definition of online reputation is “the social construction around the credibility, reliability, morality and coherence of a person, entity, organization, institution, company, etc.” A consequence of the impact of the Internet on our relational behaviors is its notable influence on the construction of reputation. Positive or negative mentions about a certain issue can achieve high visibility and a short period of time. Being easily accessible, reputation can be built from a multiplicity of sources and used by many other users to make value judgments. Thus, what could previously remain in a small social environment (family, friends or school), is now distributed on a massive scale and can reach great media levels.