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Reputation management is the practice of monitoring the reputation of an individual or brand, addressing contents which are damaging to it, and using customer feedback to get feedback or early warning signals to reputation problems. Most of reputation management is focused on pushing down negative search results. It may attempt to bridge the gap between how a company perceives itself and how others view it. Reputation Management (Negative Suppression Service) helps companies eliminate or reduce the damage caused by negative Internet postings that are ranking highly on searches for their company, brand names or individuals associated with the organization (such as the company president). Removing the offending pages is difficult; however, the targeted use of Search Engine Optimization (SEO) and Social Media Marketing lets us move such pages down in search engine rankings to the second page or lower, where they will be "buried" and attract less attention. Most of reputation management is focused on pushing down negative search results to avoid negative comments about their management. It attempts to bridge the gap between how a company performs itself and how others view it. This service will help in a systematic way to remove these damaging posts from the web and other media using various strategies. Reputation is based on public perceptions formed both offline and online. The reputation system is configured from the Reputation area. Configuring the system means performing the following five tasks: • Deciding on the number of reputation levels • Naming each reputation level • Associating an icon with each reputation level • Defining the number of points needed to attain each reputation level Some of the tactics used by reputation management firms include the following: • Improving the tagging and search engine optimization of company-published materials, such as white papers and positive customer testimonials in order to push down negative content. • Publishing original, positive websites and social media profiles, with the aim of outperforming negative results in a search. • Submitting online press releases to authoritative websites in order to promote brand presence and suppress negative content. • Submitting legal take-down requests if someone believes they have been labelled. • Getting mentions of the business or individual in third-party sites that rank highly in Google. • Creating fake blogs pretending to be a different person that shares the same name in order to push down negative search results on the actual person or brand. • Using spam bot and denial-of-service attacks to force sites with damaging content off the web entirely. • Astroturfing third-party websites by creating anonymous accounts that create positive reviews or lash out against negative ones. • Proactively offering free products to prominent reviewers. • Proactively responding to public criticism stemming from recent changes. In the online reputation management scenario, there are two types of negative content that companies should be aware of. One is represented by complaints on social networks. They need to be addressed properly, but unless your company has serious problems, they do not pose a real challenge to your business. The other is what I define as “online reputation bombs,” which affect your reputation and sales long term and can severely damage a business. They are very powerful because, unlike social network content, they are prominent in search engine results. They are: • Negative reviews: Review sites allow users to express their opinion on your brand. Did they like your service/product? Would they recommend it? Negative content can affect your sales, and addressing the criticism on the site may not be enough. • Hate sites: Some people go beyond simple negative reviews and create ad hoc websites with their opinions, some of them containing illegal content. So-called “hate sites” sometimes address companies and public figures with insults and false information. • Negative media coverage: That may be true for controversial public figures but many times unfavourable TV, print, and online media coverage impacts negatively on companies and brands. Don’t mention any negative things which drive bad reputation to your company. Even pay attention to your offline reputation. By sending out optimized reports to Press Releases on a regular basis your company name has a chance of getting ranked number one in reputation management. When the above mentioned tactics used a good reputation is formed.

The Internet and New Media are perfect for direct marketing. Business suppliers have never had access to so many markets in UK. Direct marketing is a channel free approach to marketing communications. So a company may have a strategy of dealing with its customers 'directly'.

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