Career Woman

Online reputation management


Most people today have an online presence, be it a personal blog or webpage, social media activity or appearing online through a third-party post. Sometimes the information is detrimental to one’s personal and professional career. That’s where an online reputation manager comes in.

Protecting your information online is important for your work and personal life. You might find that an ex has posted harmful information about your likes or dislikes or a friend is telling the world about your mobile casino activities — even if you use a secure live site like Ninja Casino. On a business level, online reviews can make or break a business, regardless of whether they’re true.

That’s where the online reputation management comes in. A reputation manager knows the tricks of the trade that allow you to recoup your good name and prevent people from seeing disadvantageous posts.

Reputation managers

Online reputation managers are part PR gurus and part tech experts. They specialize in online makeovers. They accomplish their work by  promoting content that accentuates a client’s desired image and burying negative search results.

A reputation management company’s customers can range from Fortune 500 companies to small business owners to private citizens. The goal of the company is to give these individuals maximum control over what appears online. This can include information that they don’t want seen about their medical past or personal difficulties as well as information that they do want to share about their professional history or community involvement.

Michael Fertik founder of, one of the first reputation management companies says that “the rise of the internet has given birth to a lot of good things … and a lot of things that are not so good. Now your good name can end up in the hands of people you can’t identify—and who are in places you may not be able to point to on a map.”

Why might you need a reputation manager?

If negative about you is shared or information that’s true but is old and doesn’t represent your new life, you don’t want the world accessing that data. Maybe there’s something online about an arrest or that you were fired.  These pieces of information can  damage your relationships, your career and your future.

On the other side of the coin, making sure that your best side is seen by the largest number of people can positively impact your life.

That’s where a reputation manager comes in. The manager scours the Internet to ensure that the information that people see gives you the best chance to move forward with your life.


Can you take care of your online reputation yourself? It’s not a great idea. First of all, you aren’t objective and might become emotional about what you’re seeing.

Secondly, you don’t have the professional expertise to identify the different types of information, to bury the injurious data and to bring the positive information to the top of the search results.

Reputation management companies do encourage clients to be proactive about creating a positive online presence. That means creating a good LinkedIn profile and deleting old Facebook and Twitter posts that you don’t want seen.

Identifying an online reputation service

If you think that you need an online reputation management service you should shop around. Some companies specialize in one type of service while others specialize in a different type of service. It’s not easy to get reviews because clients are, understandably, reluctant to publicize the fact that they needed a reputation make-over. After all, the whole idea of a reputation management service is to keep people from knowing that you had a bad reputation to start with!

That means that, if you’re in the market for a reputation management service, you won’t be able to rely on reviews and you won’t be able to see an example of the company’s work since these companies work in secret. Therefore, to locate a reputable company with a proven track record, you might wish to review the company’s speed of response, the way that the customer rep answers questions, costs and the methodologies used.

You might also be able to obtain references from satisfied customers – a lot depends on the kind of relationship that you’re able to build with the customer service rep with whom you are in contact. Sometimes you can obtain a list of customers who have consented to allow new clients to contact them as a reference.

When to call in an online reputation management service

Some times that you might find it worthwhile to call in an online reputation management service include:

  • To improve the search engine optimization and tagging of company-published materials, such as positive customer testimonials and white papers. This pushes down negative content in favor of the newer positive content.
  • To get new social media profiles and original, positive websites up and running. The more backlinks and positive content that exists about a new profile or website, the more authoritative it will seem to site visitors.
  • To get online press releases submitted to authoritative websites in order to suppress negative content and promote brand presence.
  • To submit legal take-down requests that threaten libel suits if libelous information is posted.
  • To get mentions of the individual or the business on to third-party sites that rank high on the search engines.
  • To create fake, positive reviews of a business or an individual that counteract negative reviews.
  • To use denial-of-service attacks and spam bots that force sites that publish damaging information about a person or a business off the web.
  • To astroturf a third-party website through anonymous fake accounts that lash out against negative reviews and create positive reviews.
  • To offer free products so that the company is proactive in promoting positive reviews.
  • To remove online mug shots or other embarrassing images (or at least push them down in the search results so that they’re almost invisible).
  • To be responsive to public criticism and/or reviews.

To get allegedly incorrect information removed from Wikipedia pages.

About Business Woman Media

Our women don’t want to settle for anything but the best. They understand that success is a journey involving personal growth, savvy optimism and the tenacity to be the best. We believe in pragmatism, having fun, hard-work and sharing inspiration. LinkedIn

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