ORM

Online reputation management entails establishing, maintaining, repairing and monitoring the publicly available online information about an individual or organization.

 

In its early days—the mid-1990s—online reputation management (ORM) focused on repairing malicious content: anonymous, negative online commentary posted on Internet forums and in the comments sections accompanying blogs and media platforms. (In the online world, it is close to impossible to remove such information unless its source takes it offline. However, it can be displaced from one page to the next, and many more, through a combination of strategies. As a result, ORM is often described as “pushing down” or “suppressing” negative content.)