Norwich University student Todd Renner addressed the issue of online reputation management in one of his essays for the Spring 2011 session of the IS342 Management of Information Assurance course. Everything that follows is a close collaboration between Mr. Renner and Mich Kabay.
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Think back a few decades to some of the earlier hit TV sitcoms such as “Gilligan’s Island,” and “I Dream of Jeannie.” Can you remember the fake “live-studio” laugh tracks that backed each punch-line or comical scene? The purpose of these tracks was not only to draw attention to the joke so that it wasn’t overlooked, but also to give added effect to the comedy; if we hear others laughing, we are more likely to assume something is funny. For an illustration of the effects of an added laugh track, see the battle between Luke Skywalker and Darth Vader – with extraneous hoots of laughter throughout and insane shrieks of amusement at the moment of amputation.
Disintermediation affects reputation
Online reputation management (ORM) works much in the same way: accentuating the positives and giving the impression of mass approval. ORM businesses specialize in smoothing over rough edges in communications media; although they may salvage reputations, some of the techniques used are controversial and border on legality. However, controversy reaches a high point when the client has a notably bad reputation.
ORM monitors and manages an Internet reputation with the goal of promoting a desired image of the client. This process covers search engine result pages (SERP), news sites, blogs, social networks, streaming media, and public-relations sites. Managing online commentary has become increasingly important to businesses and professionals; a 2009 survey conducted by the Opinion Research Corporation found that “…84 percent of Americans say online customer evaluations have an influence on their decision to purchase a product or service….”
ORM companies typically employ a similar strategy; they start by searching online for anything and everything about the client, presenting this information to the client, and determining what should be deleted, changed or emphasized. In the cleaning phase, they remove the client’s name from people searches and data farms (e.g., Spokeo), deleting items (such as uploaded files), closing accounts, contacting administrators, and even threatening litigation.
The second phase focuses on creating and shaping a desired online presence for the client. One technique is called gaming search engines (a term describing the manipulation of a search engine’s algorithm in order to hijack optimal SERP positions), otherwise known as Search Engine Optimization (SEO). There are a number of legitimate SEO techniques such as Web page/HTML optimization (meta tags, named/tagged pictures and videos, increasing backlinks), utilizing Pay Per Click (PPC), or just having really popular content.
In the next article, Todd Renner reviews questionable methods for SEO.
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Todd Renner expects to graduate from Norwich University in 2012 with a degree in Computer Security and Information Assurance. He will continue his academic career at the graduate level in the field of environmental law. He welcomes correspondence from readers. He is currently working out of Livingston, MT with the Natural Resources Defense Council and actively seeking ways to incorporate his undergraduate experience into his work in the environmental field.
