What Does a Reputation Manager Do?

The primary role and responsibility of a reputation manager is to create and maintain a favorable brand image of the company and its products. A combination of public relations and technology, reputation managers are personal brand experts who accentuate the positive and minimize the negative. For example, a CEO may want to highlight their company's charitable donations, but hide a decade-old police photo. A reputation manager can help do that. Reputation managers monitor online reputation to identify negative content posted about their customers.

They use a combination of technical and public relations skills to remove this content (or at least force it to appear lower in search results) and promote the content (news articles, blogs, tweets, posts on Facebook and LinkedIn, etc.). As a reputation manager, they must keep an eye on all activities related to the company's reputation. They analyze and manage the company's reputation, with the primary goal of neutralizing any negative reputation created for the company. Reputation managers are responsible for creating and maintaining the company's brand in the good books of an online community. Social networks, search engines, blogs, forums, etc.

are part of this online community and a reputation manager will ensure that their brand enjoys a healthy and productive presence there. It is also important for them to have an idea about the objectives, mission, direction and face of the company, as this will help create an appropriate communication strategy to include all segments of the organization. The Department of Labor (DOL) does not provide employment prospects for online reputation managers, but it does report that job opportunities for public relations specialists (a related career) are expected to grow by 8 percent through 2028, faster than the average for all careers. Reputation managers protect a brand's reputation on the Internet by controlling online information, both good and bad. To eliminate negative results on Google about your brand, they can follow certain steps. By working with both social media and search engines, they ethically manipulate information that can be easily found. Job seekers, doctors, college candidates, small businesses, people without an online presence, and almost everyone can benefit from a reputation manager.

Simply put, they ensure that your brand enjoys a positive presence in the online community.

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