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Whether repairing or proactively managing your reputation, prioritize a multi-pronged approach to build a positive impression for your online identity.
Chris Silver Smith on January 13, 2020 at 2:42 pm
The reputation management industry has come a long way since the BIA Kelsey Group predicted that it would become a $5 billion industry sector by 2016. Indeed, there are more review management solutions, sentiment analysis monitoring services, and agencies engaged in ORM than ever before!
However, I am not certain that I would call online reputation management a “mature” industry, yet. Search algorithms have become more sophisticated, making search engine optimization of positive content more challenging to supplant negative items in search. Social media platforms, responsive to criticisms for enabling astroturfing in politics, have tightened security such that it is more challenging for agencies to manage accounts on behalf of reputation clientele. Laws protecting major online companies from liabilities for assisting defamation victims continue to be entrenched. And, personal and private data has become more and more exposed despite some efforts to reduce the public’s exposure.
All of this has made reputations more vulnerable to serious damage and has made reputation management more difficult in terms of clean-up of issues or even proactive development.
But, there are some positive things happening, too, so things are not all doom-and-gloom. Consciousness about online harassment, bullying, extortion and sextortion are on the upswing. The FBI and the Department of Justice have taken more of an interest in helping victims in such situations, and local law enforcement agencies have been increasing their capabilities for assisting in such situations. (See the California Attorney General’s Cyber Exploitation resource, for example.)
So, I have a few predictions for what may be in store for online reputations in 2020 — prepare yourself and prepare your company for what is one of the most important aspects of personal and corporate identity.