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Online reputation: how to work with it and why is it so important?


Every year, network buying and selling, advertising, various services are gaining momentum, the audience of the Internet is growing, so users are increasingly turning to the worldwide network, trusting it more and more. There is every reason to assume that control and manipulation of reputation in the next decade in any advertising campaign will become an indispensable link. The information community dictates its own rule to the company – "he who owns the information rules the world."

Similar services appeared on the PR market not so long ago. For ordinary users, it is not known that many companies began to clean up their image on the Internet. For him, work in this direction remains invisible, being, in fact, manipulation. Search engines as a result of it give out only articles and reviews that are beneficial to the customer.

SERM Features

Internet reputation control and management, denoted by the English abbreviations ORM or SERM, has grown into a new way of PR technologies that can be used to manipulate the contents of the Internet. These may include:

  • promotion and promotion of informative sites;
  • publication of articles, press releases and testimonials in order to form a positive or negative image of a company or a specific person.

What is the focus of SERM?

Reputation management in search engines allows you to create the desired reputation in the media environment, taking into account SEO-optimization of content and features of promotion mechanisms.

SERM events are designed to create a positive reputation of an object on the Internet. Their main task is to eliminate negative and add positive information about the object, which will be reflected in the tops of search engines. Everyone from a homemade gingerbread housewife to a transcontinental company selling cars around the world will benefit from this service. All individuals and companies trading via the Internet (online stores, legal and consulting companies, service organizations, travel agencies, media people) are also interested in maintaining their reputation.

Video about SERM

To engage in such activities, quite a lot of specific specialists are required:

  • editors;
  • copywriters;
  • designers;
  • SEO specialists;
  • programmers.

It is clear that an ordinary person, and even a businessman, is unlikely to be able to find qualified specialists to manage their reputation on the Internet. He simply does not have enough time for this, doing his business in real life. That is why it is better to turn to experienced SERM companies that know all the principles and know how to use all the tools for monitoring, controlling and correcting the reputation on the network.

Services of SERM companies

The main services of such companies include:

  • reputation management (layout, placement, promotion of materials that begin to displace negative information from the tops of search engines);
  • removal of negative reviews;
  • preparation of positive reviews;
  • tracking information field.

Reputation management methods

Online reputation can be managed in the following main ways:

  • selection of resources for the implementation of the desired material;
  • creation of informative pages on managed Internet resources;
  • creating a positive image of a person or company in the network;
  • pushing out negative reviews.

The goal of specialists working on this technology, using a variety of methods, is the final attractive image of a person or company by disseminating positive information about the object. As a result, the efficiency and profitability of the enterprise increase.

Why is online reputation so important?

It can be said about modern Internet users that they make up the most active and solvent part of buyers. These are mainly demanding, educated people, spoiled by attention to themselves. On the other hand, being modern people, they try to do everything as quickly as possible, on the go, saving time. This also applies to purchases. The smartphones that flooded everything around opened round-the-clock access to online shopping anywhere. Today, it does not take too much time to collect information of interest about a particular company, its service or product. From this it is clear that if the reputation in the network of such a company-seller or its product has a predominantly negative connotation, then buyers immediately form a biased attitude towards it.

For example, the lack of media reputation of a company or a person who positions himself as a solid expert in a particular type of activity immediately arouses suspicion. Therefore, not only potential business partners or investors began to study the business reputation of companies, but even an applicant applying for an open vacancy in this company, before finally deciding to apply there, will make inquiries about its reputation via the Internet. If there is no mention of this company in the search results, then this will only serve to form a negative image of the company that lags behind the norms of modern business.

It turns out that work on the adjustment of business reputation in the network becomes not only useful, but also necessary. The world’s largest corporations spend no less on the promotion of their services and goods on the Internet than on other sections of advertising.

So far, our businessmen take decisive action to promote their business virtually only when various search services, as if by agreement, begin to unanimously give out only negative information about the company. However, this is not surprising, if we recall the proverb, beloved in Russia, about cancer on the mountain. Restoring the good name of the company and its tarnished reputation will require a significant investment of time and money. In the West, unwanted search queries can simply be bought out, but this is not possible in the Russian segment of the network.