The Big Boom of Reputation Management


BLUE PHOENIX – Back in the dark ages of the internet (the Prodigy years, we’ll call it), nobody imagined that the rift between online and offline would ever close. Furthermore, people didn’t really imagine that their cyber-actions could have real-world consequences. The two were mutually exclusive.

Fast forward a couple decades(-ish) and we live in an age where a nasty comment on a forum can very realistically affect any company’s bottom-line. More tricky is that for businesses, word-of-mouth has become something that can now live on indefinitely, through reblogs, IMs, tweets and any number of other online communiques. Which is why news of raising a $41 million round of funding isn’t entirely alarming.

ConsumerAffairs’ James R. Hood writes: “Black hat SEO companies spam the search engines with questionable content and keywords while black hat reputation management companies flood the Web with fraudulent glowing reviews designed to mislead consumers.”

It’s a 21st century way of expressing word-of-mouth PR that’s been around for ages. A big difference is scale. If segments of angry consumers are speaking ill of a company, that company has a better chance of doing damage control if there’s a dedicated PR firm working around-the-clock to minimize the impact of angry sentiment.

Sometimes it’s also a matter of having a team on hand to correct otherwise inaccurate information being spread by customers. Hood also writes about a customer who felt defrauded after fees were assessed to her credit card — only to be admonished by another alleged customer and the company’s CEO for not reading the fine print.

But because company CEOs can’t be on damage-control duty 24/7, this is where firms like are making their bread and butter.

Although in light of the $41 million round of funding comes another interesting wrinkle: A product where consumers can store their personal data and charge advertisers to access it.

However, VentureBeat’s Meghan Kelly was wary about the process:

While the idea of having control over my data enough to monetize it is tempting, I think I’d want to know more about the back-end processes engages in. Here the details are frustratingly vague — especially for such a sensitive proposition…I was left with no details about how the company farms my data from the web, and slightly creeped out.

And when VentureBeat asked CEO Michael Fertik about’s ability to skew the web-truth, Fertik responded:

Google is pristine on its own, you have to believe that Google is perfect… Google is just a machine, it’s not God, it’s a machine.

Cross-published at the Blue Phoenix Network blog.


  1. Reputation management has been on the radar for many of the top companies and individual brands for years. LookupPage is one of the leading reputation management companies and the first to manage people’s Google CV’s. To learn more about LookupPage and reputation management, you can check out our blog at

  2. This is the type of thing chatmeter.comdoes. It allows you to see what your customers are saying about your product/service. It allows you to monitor your social media sites, review sites, and compares you to your competitors. It also help with your rankings and clears up inconsistent data across the web.

  3. The boom of reputation management is the best thing that happened online because this is the perfect tool to defend a business. People started to use the internet as a way to attack the competitors in order to steal their costumers…managing the reputation can keep a business safe from this kind of attacks.

  4. Anybody who needs to sort out his or hers internet reputation should do the homework first. has more reports in ripoffreport and scaminformer than any other company they supposetly work for. A reputation company which cannot sort its own scam and fraud reports out is probably not the first choice when it comes to be trusted to help with positive information of a client. Having recently ‘gained’ millions of dollars – will only change its name again (as done before) and walk away with the money. Michael Fertik is well known for failed Internet startups and this one will just be another one added to the list. There are companies in the field of reputation management who can actually help and easily be researched – the ones which are not mentioned in scam reports or ripoff reports are the ones to go for.


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