The document discusses two types of online reputation management: passive defensive and active defensive. Passive defensive is necessary when outdated negative information is present, while active defensive involves ongoing negative content creation. Strategies include identifying damaging key phrases, creating replacement content, and optimizing it for search engines to improve digital reputation.

1. Online Reputation Managment Internet Insights

2. Two Types of Reputation Management Passive Defensive Reputation Management Is necessary when negative information was posted at a time in the past and has not been refreshed lately. Examples include negative reviews, blog comments, journalism etc. * Techniques differ depending on type of new web content created Active Defensive Reputation Management An entity is actively posting and refreshing negative information about a brand. Examples are blog posts, editorial comments etc. *Source: Wikipeida.org

3. Case Study Example: Passive Defensive Reputation Management Problem: Unknown person posted untrue and negative information Challenge- Because of popularity and search engine ranking negative comments tend to rise quickly in search results. Solution: Find the problematic and most damaging key phrases and alternative versions of those key phrases. Create a list of appropriate key phrases and rate according to number of searches made monthly. Prioritize the list to most damaging and least damaging. Objective- not to suppress but replace information. Create content based on online reputation management plan. Creation of new content should be prioritized accordingly.

4. Objective Objective- not to suppress the negative post but to replace information with true and good in nature. Create content based on online reputation management plan. Create new and powerful content. Content should be introduced gradually using different domain ownerships and geographically diverse hosting environments. Profiles should be written and differentiated from each other. Content should be optimized for search engines. Techniques differ depending on type of new content created.

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