Many companies now tie their online reputation to business outcomes through online reputation tracking tools. For example, using social media tools like Google alerts and Technorati, public relations professionals can identify and ameliorate negative influences on corporate reputation and branding efforts.

 

While the idea of reputation is not new, applying it to corporate recognition and branding platforms is an idea that has emerged only in the last few decades, almost simultaneously with the rise of online information systems. Electronic intermediaries, or online reputation management systems, can effectively gather, analyze and distribute reputation-improving information to help your business achieve the sort of reputation that makes the product sell itself.

 

In the past decade, measuring, aggregating and molding public opinion has become an integral function of online PR firms, which can focus brand and influence public perception, as well as improve search engine rankings. No longer is it necessary to grin and bear it when negative publicity damages your corporate reputation. You can, with the ease of a mouse-click, reverse or offset the injurious remarks and prejudicial comments with positive feedback.

 

Reputation management, however, isn’t limited to brand and feedback, but also to an understanding of what, and how, a competitor is doing. “Keeping your enemies close”, as Lao Tzu recommended, is not only good war strategy but good business strategy, because your competitor’s successes (and failures) can help you target novel and unexpected ways to advance your own company’s reputation and sales figures.