Online Reputation Management Glossary

A

• Accessibility

  The design of products, devices, services, or environments for people with disabilities, ensuring equal access and usability for all users.

• Affiliate Link

  A unique URL used to track referrals from one website to another, typically for commission-based marketing.

• Aggregators

  Websites or applications that collect and present content from multiple sources in one place.

• Algorithm

  A set of rules or procedures followed by a computer to solve a problem or perform a task.

• Anchor Text

  The clickable text in a hyperlink, used by search engines to understand the content of the linked page.

• Apple Business Connect

  A free tool allowing businesses to manage their information across Apple apps and services.

• Astroturfing

  The practice of masking the sponsors of a message to make it appear as though it originates from grassroots participants.

• Attack Blog

  A blog created with the primary purpose of criticizing or damaging the reputation of a person, business, or organization.

• Authenticity

  The quality of being genuine, real, and true to one's values, both in personal interactions and brand communications.

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B

• Backlink Profile

  The collective group of all inbound links to a website, used to assess its authority and relevance.

• Black Hat SEO

  Unethical SEO practices that violate search engine guidelines to manipulate rankings.

• Bot

  An automated software application designed to perform specific tasks on the internet.

• Brand

  The overall image, identity, and perception of a company, product, or individual in the minds of consumers.

• Brand Ambassador

  An individual who represents and promotes a brand, often through social media and public appearances.

• Brand Ambiguity

  Confusion or lack of clarity about a brand's identity, values, or offerings in the marketplace.

• Brand Awareness

  The extent to which consumers recognize and recall a brand in various contexts.

• Brand Management

  The process of maintaining, improving, and upholding a brand's reputation and visibility.

• Brand Mentions

  References to a brand on social media, news articles, or other online platforms, with or without links.

• Brand Monitoring

  The process of tracking and analyzing mentions, conversations, and sentiment about a brand across various channels.

• Brand Perception

  How consumers view and interpret a brand based on their experiences, interactions, and impressions.

• Brand Protection

  Strategies and actions taken to safeguard a brand from counterfeiting, fraud, and reputation damage.

• Brand Reputation

  The overall estimation of a brand's character or quality as perceived by the public.

• Brand Safety

  Protecting a brand's reputation by ensuring its content doesn't appear in inappropriate or harmful contexts.

• Brand Sentiment

  The overall emotion or attitude expressed by consumers towards a brand, product, or service.

• Branded Content

  Content created by or in collaboration with a brand to promote its values, products, or services.

• Branding

  The process of creating and maintaining a unique identity and image for a product, service, or individual.

• Brandjacking

  The unauthorized use of a brand's identity or reputation for malicious purposes or personal gain.

• Business Listings

  Online directories or platforms where businesses can list their information for improved visibility and credibility.

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C

• Clickbait

  Content with sensationalized headlines designed to entice users to click, often at the expense of accuracy or quality.

• Command Center

  A centralized hub for monitoring, analyzing, and responding to digital communications and brand mentions in real-time.

• Community Management

  The process of building, engaging, and maintaining online communities around a brand or cause.

• Concern Troll

  Someone who pretends to support a cause while subtly undermining it through criticism or doubt.

• Content Aggregator

  A tool or platform that collects and presents content from various sources in one location.

• Content Curation

  The process of gathering, organizing, and presenting relevant content from various sources on a specific topic.

• Content Farms

  Websites that produce large amounts of low-quality content primarily to attract search engine traffic.

• Content Gap Analysis

  The process of identifying areas where content is missing or insufficient to meet audience needs or business goals.

• Content Marketing

  A strategic marketing approach focused on creating and distributing valuable, relevant content to attract and retain a target audience.

• Content Moderation

  The practice of monitoring and applying a set of rules and guidelines to user-generated content to determine if it's appropriate to be published.

• Content Removal

  The process of deleting or suppressing unwanted or harmful content from the internet or specific platforms.

• Content Strategist

  A professional who plans, develops, and manages content creation and distribution to achieve business goals.

• Content Suppression

  Techniques used to reduce the visibility or ranking of specific content in search engine results.

• Conversion Rate Optimization (CRO)

  The process of improving website or landing page elements to increase the percentage of visitors who take a desired action.

• Corporate Responsibility

  A company's commitment to manage its business processes' impact on society and the environment.

• Corporate Social Responsibility (CSR)

  A business model that helps companies be socially accountable to stakeholders and the public.

• Covert Attack Blog

  A blog that criticizes a person or brand while disguising its true purpose or affiliation.

• Crisis Communication

  The practice of managing and disseminating information during emergency situations or negative events.

• Crisis Communication Plan

  A predetermined set of guidelines and procedures for effectively communicating with stakeholders during an emergency or unexpected event.

• Crisis Management

  The process of preparing for and managing unexpected events that could harm an organization's reputation or operations.

• Crisis Management Plan

  A predetermined set of procedures to guide an organization's response to potential crisis situations.

• Customer Experience (CX)

  The overall perception a customer has of a brand based on their interactions across all touchpoints.

• Customer Feedback

  Information provided by customers about their experiences with a product, service, or brand.

• Customer Sentiment

  The overall attitude or feeling customers have towards a brand, product, or service.

• Cyber Bullying

  The use of electronic communication to intimidate, harass, or harm others, often repeatedly and intentionally.

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D

• Dark Social

  The sharing of content through private channels such as messaging apps, email, or text messages, which are difficult to track.

• Data Broker

  A company that collects, analyzes, and sells personal or consumer information to other businesses.

• Deep Fakes

  Synthetic media in which a person's likeness is replaced with someone else's, often using artificial intelligence and machine learning techniques.

• Defamation

  The act of damaging someone's reputation through false statements, either written (libel) or spoken (slander).

• Digital Assets

  Any content owned by an individual or company that exists in digital form, including images, videos, and documents.

• Digital Footprint

  The trail of data left behind by an individual's online activities and interactions.

• Digital Identity

  The online persona or representation of an individual or organization based on their digital activities and presence.

• Digital Marketing

  The promotion of products, services, or brands through digital channels and technologies.

• Digital Millennium Copyright Act (DMCA)

  A U.S. copyright law addressing digital copyright issues, including procedures for removing infringing content online.

• Digital PR

  Public relations strategies and tactics focused on online channels and digital media to build brand awareness and reputation.

• Digital Privacy

  The protection of personal information and communications in digital environments.

• Digital Services Act

  An EU regulation aimed at creating a safer digital space and establishing a level playing field for digital services.

• Digital War Room

  A centralized hub for monitoring and responding to online crises or significant digital events in real-time.

• Domain Authority

  A metric that predicts how well a website will rank on search engine result pages based on various factors.

• Domain/Cyber Squatting

  The practice of registering domain names similar to existing brands with the intent to profit from them.

• Doxing

  The act of publishing private or identifying information about an individual on the internet, typically with malicious intent.

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E

• Earned Media

  Publicity gained through promotional efforts other than paid advertising, such as word-of-mouth or media coverage.

• Earned Promotion

  Marketing exposure gained through organic means, such as positive reviews, social media shares, or press mentions.

• Echo Chamber

  A situation where individuals are exposed only to information or opinions that align with and reinforce their existing beliefs.

• EdgeRank

  Facebook's original algorithm for determining which content appears in a user's News Feed.

• Emotional Branding

  A marketing strategy that focuses on creating an emotional connection between a brand and its customers.

• Engagement Rate

  A metric that measures the level of interaction (likes, comments, shares) content receives relative to its reach or the number of followers.

• Entity SEO

  An SEO approach focused on optimizing for entities (people, places, things) rather than just keywords.

• ESG (Environmental, Social, and Governance)

  A set of standards for a company's operations used by socially conscious investors to screen potential investments.

• eWOM (Electronic Word of Mouth)

  The online sharing of opinions and experiences about products, services, or brands among consumers.

• Executive Branding

  The process of developing and maintaining a personal brand for corporate leaders or executives.

• Expunction/Expungement

  The legal process of removing or sealing arrest or conviction records from public access.

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F

• Faceplant

  A significant and often public failure or embarrassment, particularly in the context of social media or online presence.

• Fact-Checking

  The process of verifying the accuracy of published information, often used in journalism and content creation.

• Fake News

  False or misleading information presented as legitimate news, often spread through social media.

• Fake Reviews

  Dishonest or misleading reviews created to artificially boost or damage a product's or business's reputation.

• Filter Bubble

  A state of intellectual isolation resulting from personalized searches and algorithms that limit exposure to diverse viewpoints.

• Forum

  An online discussion platform where users can post messages, ask questions, and engage in conversations on various topics.

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G

• Gap Analysis

  A method of assessing the differences between current performance and desired performance to identify areas for improvement.

• Geotargeting

  The practice of delivering content or advertisements to users based on their geographic location.

• Google Alerts

  A free Google service that monitors the web for new content based on specified keywords and sends notifications to users.

• Google Business Profile

  A free tool that allows businesses to manage their online presence across Google, including Search and Maps.

• Google Knowledge Graph

  A knowledge base used by Google to enhance search results with semantic-search information from various sources.

• Greenwashing

  The practice of making misleading claims about the environmental benefits of a product, service, or company.

• Guest Blogging

  The practice of writing and publishing content on someone else's blog or website, often to gain exposure or backlinks.

• Guest Posting

  Similar to guest blogging, it involves creating content for publication on another website or blog to build authority and reach new audiences.

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H

• Hashtag Hijacking

  The act of using a popular or trending hashtag to promote unrelated content or to exploit the hashtag's reach.

• Hate Sites

  Websites that promote prejudice, discrimination, or hostility against specific groups based on race, religion, gender, or other characteristics.

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I

• Identity Assault

  A targeted attack on an individual's or organization's online identity, often through false information or impersonation.

• Identity Confusion

  The misattribution of actions, statements, or characteristics to an individual or brand due to similar names or identities.

• Identity Management

  The process of creating, maintaining, and protecting digital identities for individuals or organizations.

• Identity Theft

  The fraudulent acquisition and use of a person's private identifying information, typically for financial gain.

• Impersonation

  The act of pretending to be another person or entity, often for deceptive or malicious purposes.

• Impression Management

  The process of influencing how others perceive an individual, brand, or organization through controlled information and behavior.

• In-depth Sentiment

  A detailed analysis of the emotions, opinions, and attitudes expressed in text or other forms of communication.

• Influence Score

  A metric that measures an individual's or brand's ability to affect others' thoughts or actions on social media or other platforms.

• Influencer

  An individual with a significant following on social media who can influence their audience's opinions and behaviors.

• Influencer Marketing

  A form of marketing that focuses on using key leaders to drive brand awareness and influence purchasing decisions.

• Influencer Proximity Scoring

  A method of evaluating an influencer's relevance and potential impact based on their closeness to a target audience or topic.

• Information Architecture (IA)

  The structural design of shared information environments, such as websites, to enhance usability and findability.

• Information Warfare

  The use of information and communication technologies to gain an advantage over an opponent or to influence public opinion.

• Internet Defamation

  The act of damaging someone's reputation through false statements published online.

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K

• Keyword Cannibalization

  A situation where multiple pages on a website compete for the same keyword, potentially diluting SEO efforts.

• Keyword Research

  The process of identifying and analyzing search terms that people use to find information online, used to optimize content for search engines.

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L

• Lack of Information

  A situation where insufficient or no information is available about a person, brand, or topic, potentially affecting reputation.

• Lead Generation

  The process of attracting and converting strangers and prospects into someone who has indicated interest in a company's product or service.

• Libel

  A published false statement that damages a person's or entity's reputation, a form of defamation.

• Link

  A hypertext connection between one webpage and another, used for navigation and as a factor in search engine rankings.

• Link Bait

  Content specifically designed to attract attention and encourage people to link to a website.

• Link Building

  The process of acquiring hyperlinks from other websites to your own, often to improve search engine rankings.

• Link Farms

  Groups of websites created primarily to link to each other in an attempt to manipulate search engine rankings.

• Local Citation

  An online mention of a business's name, address, and phone number, important for local SEO.

• Local SEO

  Search engine optimization strategies focused on improving visibility for geographically-related searches.

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M

• Media Monitoring

  The process of tracking mentions of specific keywords or topics across various media channels.

• Media Relations

  The practice of managing communication between an organization and the media to build and maintain a positive public image.

• Media Tracking

  The process of monitoring and analyzing media coverage related to a brand, individual, or topic.

• Meme

  A piece of content, typically humorous, that spreads rapidly across the internet, often with slight variations.

• Microtargeting

  A marketing strategy that uses consumer data and demographics to identify and target specific individuals or small groups with personalized messages.

• Monitoring Specialist

  A professional responsible for tracking and analyzing online mentions, sentiment, and trends related to a brand or individual.

• Mugshot Removal

  The process of removing or suppressing online mugshot photos and associated arrest information.

• Multimedia Content

  Content that uses a combination of different media types, such as text, audio, images, animations, or video.

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N

• Namespace

  A set of symbols or names that are used to organize and identify unique objects or concepts, often in programming or on the internet.

• Native Advertising

  Paid content that matches the form and function of the platform on which it appears, often blending in with regular content.

• Negative Reviews

  Customer feedback that expresses dissatisfaction with a product, service, or experience.

• Negative SEO

  Unethical practices aimed at harming a competitor's search engine rankings, often through spammy backlinks or content duplication.

• Net Promoter Score (NPS)

  A metric used to measure customer loyalty and likelihood to recommend a company's products or services.

• Newsjacking

  The practice of capitalizing on current news events to promote a brand or product.

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O

• Online Audit

  A comprehensive review and analysis of a brand's or individual's online presence and reputation.

• Online Communities

  Groups of people with shared interests who interact primarily through the internet.

• Online Harassment

  The use of digital platforms to intimidate, threaten, or bully individuals or groups.

• Online Image

  The overall perception and representation of an individual or brand on the internet.

• Online Monitoring

  The continuous tracking and analysis of online mentions, conversations, and content related to a specific topic, brand, or individual.

• Online Presence Management

  The process of monitoring, maintaining, and improving how an individual or brand appears and interacts online.

• Online Press Release

  A news announcement distributed through digital channels to inform the public and media about noteworthy events or information.

• Online Privacy

  The protection of personal information and communications in digital environments.

• Online Reputation

  The collective perception of an individual or brand based on their digital footprint and online presence.

• Online Reputation Management (ORM)

  The practice of shaping public perception of an individual or organization by influencing online information.

• Online Reputation Score

  A numerical representation of an individual's or brand's overall online reputation based on various factors and data points.

• Online Reviews

  User-generated feedback about products, services, or businesses published on websites or platforms.

• Owned Media

  Content and platforms that a brand or individual has direct control over, such as websites and social media profiles.

• Owned Promotion

  Marketing efforts conducted through channels that a brand or individual directly controls.

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P

• Page Rank

  A Google algorithm that ranks web pages based on their importance and relevance.

• Paid Media

  Advertising channels that require payment for exposure, such as sponsored content or pay-per-click ads.

• Paid Promotion

  Marketing efforts that involve paying for visibility or exposure on various platforms.

• People Also Ask

  A Google SERP feature that displays questions related to the user's search query, along with brief answers.

• People Search Site

  Websites that aggregate and provide personal information about individuals, often sourced from public records.

• Personal Branding

  The practice of marketing oneself and one's career as a brand to create a unique professional identity.

• Personal Data Broker

  An entity that collects, analyzes, and sells personal information about individuals to other businesses or organizations.

• Phishing

  A fraudulent attempt to obtain sensitive information by disguising as a trustworthy entity in digital communication.

• PPC Management

  The process of overseeing and optimizing pay-per-click advertising campaigns to maximize their effectiveness.

• PR Crisis

  A situation that threatens to damage an organization's or individual's reputation, often requiring immediate attention.

• Press Release

  An official statement distributed to the media to announce newsworthy information about an organization or individual.

• Privacy Protection

  Measures taken to safeguard personal information and maintain confidentiality in digital environments.

• Public Records

  Documents or pieces of information that are not considered confidential and are generally accessible to the public.

• Public Relations

  The practice of managing the spread of information between an individual or organization and the public.

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R

• Relationship Management

  The process of maintaining positive relationships with customers, stakeholders, and the public.

• Reputation Analysis

  The process of evaluating and understanding how an individual or brand is perceived by the public.

• Reputation Capital

  The intangible value of an individual's or organization's reputation, which can influence trust and credibility.

• Reputation Management Software

  Tools designed to monitor, analyze, and manage online reputation across various digital platforms.

• Reputation Marketing

  The practice of leveraging a positive reputation to attract new customers and enhance brand loyalty.

• Reputation Monitoring

  The ongoing process of tracking and analyzing mentions, reviews, and sentiment related to an individual or brand.

• Reputation Repair

  The process of addressing and mitigating negative perceptions to improve an individual's or brand's reputation.

• Reputation Risk

  The potential for loss or damage to an individual's or organization's reputation due to various factors.

• Reputation Score

  A numerical representation of an individual's or brand's overall reputation, often based on various online factors.

• Reverse SEO

  Techniques used to push down negative search results and promote positive content in search engine rankings.

• Review Gating

  The practice of selectively soliciting reviews from satisfied customers while discouraging negative reviews.

• Review Generation

  The process of encouraging customers to leave reviews for a product, service, or business.

• Review Management

  The practice of monitoring, responding to, and leveraging customer reviews to improve reputation and customer satisfaction.

• Review Sites

  Websites that allow users to post and read reviews about products, services, or businesses.

• Review Velocity

  The speed and frequency at which new reviews are posted for a business or product.

• Right to be Forgotten

  A concept that allows individuals to request the removal of personal information from internet searches and other directories.

• Robo-journalism

  The use of artificial intelligence and natural language processing to automatically generate news articles and reports.

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S

• Scraping

  The automated process of extracting data from websites or other digital sources.

• Search Engine Marketing (SEM)

  A digital marketing strategy that involves promoting websites by increasing their visibility in search engine results pages through paid advertising.

• Search Engine Optimization (SEO)

  The practice of improving a website's visibility and ranking in organic search engine results.

• Search Engine Results Page (SERP)

  The page displayed by a search engine in response to a user's search query, showing a list of results.

• Search Intent

  The purpose or goal behind a user's search query, which can be informational, navigational, commercial, or transactional.

• Semantic Analysis

  The process of understanding the meaning and context of text or speech, often used in natural language processing and SEO.

• Semantic SEO

  An SEO approach that focuses on the meaning behind search queries and content rather than just keywords.

• Sentiment Analysis

  The process of determining the emotional tone behind a series of words, used to understand attitudes and opinions expressed online.

• SEO-optimized

  Content or websites that have been structured and written to improve their visibility in search engine results.

• Shame Farmers

  Individuals or entities that intentionally create or amplify negative content about others for profit or personal gain.

• Share of Voice

  A measure of the market your brand owns compared to your competitors, often calculated as the percentage of all brand mentions within an industry.

• Silent Slashes

  Subtle or indirect criticisms or attacks on an individual or brand, often difficult to detect or address.

• Site Architecture

  The structure and organization of a website's content and navigation, important for both user experience and SEO.

• Slander

  Spoken defamation that damages a person's or entity's reputation.

• Social CRM

  The integration of social media channels into Customer Relationship Management systems to improve customer engagement and service.

• Social Listening

  The process of monitoring digital conversations to understand what customers are saying about a brand or industry online.

• Social Media

  Websites and applications that enable users to create and share content or participate in social networking.

• Social Media Crisis

  A situation where negative content about a brand spreads rapidly on social media platforms, potentially damaging reputation.

• Social Media Management

  The process of creating, scheduling, analyzing, and engaging with content posted on social media platforms.

• Social Media Marketing

  The use of social media platforms to connect with an audience, build a brand, increase sales, and drive website traffic.

• Social Media Measurement

  The process of tracking, analyzing, and reporting on social media performance relative to specific goals and objectives.

• Social Media Monitoring

  The act of tracking social media channels for mentions, comments, and conversations related to a brand or specific topics.

• Social Media Policy

  A set of guidelines that outline how an organization and its employees should conduct themselves on social media platforms.

• Social Media War Room

  A centralized location where teams gather to monitor and respond to social media activity during high-stakes events or crises.

• Social Mention

  Any reference to a brand, product, or individual on social media platforms.

• Social Network

  An online platform that allows users to create a public profile and interact with other users on the website.

• Social Network Aggregation

  The process of collecting content from multiple social network services into one unified presentation.

• Social Networking Sites

  Websites that focus on facilitating the building of social networks or social relations among people.

• Social Proof

  A psychological phenomenon where people follow the actions of others in an attempt to reflect correct behavior in a given situation.

• Social Selling

  The practice of using social media to interact directly with prospects, answer questions, and offer thoughtful content.

• Social Strategist

  A professional who develops and implements social media strategies to achieve business objectives.

• Sock Puppet

  An online identity used for purposes of deception, often to manipulate public opinion or create the illusion of support.

• Sockpuppeting

  The creation and use of fake online identities to manipulate public opinion or create the illusion of support for a person, organization, or idea.

• Spokesperson

  An individual chosen to represent and communicate on behalf of an organization or brand.

• Spoofing

  The act of disguising a communication from an unknown source as being from a known, trusted source, often used in phishing attacks.

• Stakeholder Management

  The process of maintaining positive relationships with individuals or groups who have an interest in or influence on an organization.

• Strawman

  A deliberately misrepresented proposition set up to be easily refuted, often used in arguments or debates.

• Streisand Effect

  The phenomenon where attempts to hide or censor information lead to increased publicity and awareness of that information.

• Synthetic Media

  Media content that is artificially created or manipulated using AI and machine learning techniques, including deep fakes and AI-generated text.

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T

• Thought Leadership

  The expression of ideas that demonstrate expertise in a particular field, area, or topic.

• Transparency

  The practice of being open, honest, and clear in communications and actions, particularly in business operations.

• Troll

  An individual who posts inflammatory, insincere, or offensive comments online to provoke an emotional response or disrupt normal discussions.

• Trust Signals

  Elements on a website or in marketing materials that help build credibility and trust with potential customers, such as security badges, testimonials, or certifications.

• Truth Remix

  The act of manipulating factual information to create a misleading or false narrative.

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U

• Ungoogle

  The process of removing or suppressing unwanted information about oneself or a brand from Google search results.

• Unique Selling Proposition (USP)

  A factor that differentiates a product or service from its competitors, such as the lowest cost or highest quality.

• Unprofessional Content

  Material posted online that may damage an individual's or organization's reputation due to its inappropriate or offensive nature.

• User Experience (UX)

  The overall experience of a person using a product, particularly in terms of how easy or pleasing it is to use.

• User Interface (UI)

  The visual elements of a product or digital experience through which a user interacts with a design or device.

• User-Generated Content (UGC)

  Any form of content created and shared by consumers or end-users of an online system or service.

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V

• Viral Coefficient

  A metric that measures the average number of new users an existing user generates, indicating the viral growth potential of a product or content.

• Viral Content

  Content that spreads rapidly through social media and other online platforms due to sharing by a large number of people.

• Viral Marketing

  A marketing strategy that encourages people to pass along a marketing message, creating potential for exponential growth in exposure.

• Voice Search Optimization

  The process of optimizing content and websites to improve visibility and ranking in voice-based search results.

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W

• Weaponized Information

  The use of information, often false or misleading, as a tool to manipulate public opinion, influence behavior, or achieve strategic objectives.

• Web Property Development

  The creation and management of websites and other online assets to support an individual's or organization's digital presence.

• Website Optimization

  The process of improving a website's performance in terms of speed, search engine rankings, user experience, and conversion rates.

• White Hat SEO

  Ethical search engine optimization techniques that follow search engine guidelines to improve a website's rankings.

• Word-of-Mouth Marketing

  A form of marketing that relies on satisfied customers to spread positive messages about a product or service to others.

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Z

• Zombie

  In digital marketing, a zombie refers to inactive social media accounts or websites that are no longer maintained but still exist online.