refers to influencing and controlling an individual's or business's reputation. Originally a public relations term, the expansion of the internet and social media, along with reputation management companies, have made it primarily an issue of search results.
[1] Online reputation management, sometimes abbreviated as ORM, is primarily concerned with managing the results on websites that evaluate products and services and make recommendations and referrals.
[2] Ethical grey areas include mug shot removal sites, astroturfing review sites, censoring negative complaints or using search engine optimization tactics to influence results.