Reputation management refers to the influencing and controlling of an individual's
or group's reputation. Originally a public relations term, the growth of the internet and social media, along with
reputation management companies, have made search results a core part of an individual's or group's reputation.
Online reputation management, sometimes abbreviated as ORM, focuses on the management of product and service search
website results.Ethical grey areas include mug shot removal sites, astroturfing customer review sites, censoring
negative complaints, and using search engine optimization tactics to influence results.
With extensive developments in this field of public relations, in-sync with the growth of the internet and social media,
along with the advent of reputation management companies, the overall out-look of search results has become an integral part of
what defines "reputation" and subsequent to all these developments, reputation management now exists under two spheres: online and off-line
Online reputation management focuses on the management of product and service search results within the digital space. A variety of electronic markets and online communities like e-Bay, Amazon and Alibaba have ORM systems built in, and using effective control nodes these can minimize the threat and protect systems from possible misuses and abuses by malicious nodes in decentralized overlay networks.