It is the influencing and the control of an individual's or business's reputation. Originally a public relations term, the advancement of internet and social media expansion, along with reputation management companies, have made it primarily an issue of search results and a field more concerning about online society. Online Reputation Management is known as ORM. ORM is mostly used for evaluating the services and referrals and finding the most useful and reliable parties for users. It is widely used in lots of circumstances, not only in social media, also in blog posts, review sites, forums, competitor websites and press releases.
Reputation is the stakeholder’s overall evaluation of a company over time, so reputation management is very necessary. However, there are some ethical grey areas, such as mug shot removal sites, astroturfing review sites, censoring negative complaints or using SEO tactics to game the system and influence results. All of these need to be considered.