In the modern world, online reputation management has taken the form of mug shots removal on sites, publishing of original and authentic contents on personal or organizational websites, payment of persons to post positive online reviews so as to push down the negative reviews, enabling the optimization of search engines to positively represent published materials of some companies, and increasing tagging to reach a wide range of people with the right content among others. Others increase the frequencies of posting success stories on their websites, especially for those that deal with direct service provision to people. Public relations consultants have realized these changes and preferences among their clientele and so as not to remain behind, they too provide online reputation management as a package to their services.
As an online endeavor, online reputation management is just as critical in operations as would any public relations strategy. Whether taking the form of public releases, autobiography, reviews or success stories, ethical considerations must be made. Traffic to one’s website may increase tremendously due to effective online reputation and the increased contracting of reputation management specialists, however, this will only remain so if done correctly. Taking unnecessary short cuts may meet the need but lead to the unexpected outcome. Since there is no worse place to tell a failure than the web, it will be the company against the world. Web surfing has taken to comparing competitions among companies and if one didn’t play their cards well, then consumers are likely to trace their digital shadows and should this happen, it is a loss to the company and may need extra resources to mend such reputation.
The current online platform reputation management has taken into its web a range of users. This could include political opinion polls and surveys. Opinions will tell the popularity and the preferences of voters to certain leadership styles. Online campaigns have become very instrumental in shaping the views of voters contrary to early 1980s when they largely depended on verbal persuasion. Celebrities use online reputation specialists to sell their merchandise from videos to audios. Contrary to the initial dependency on television to capture their audience, there is now a more reliable platform to market them. The Kardashians are an example of a family of celebrities who have made online reputation management their primary requirement to maintain their status and also keep their followers. Primark online retailers are also an example of business owners who use the online platform to boost their businesses. The reviews they get and how they manage their reputation has enabled their presence in eleven countries marketing its fashion and design products and services.