Editing Reputation (section)

==Online==
{{tone|date=December 2011}}
{{See also|Reputation system|Reputation management|Online identity}}

Online reputation plays a crucial role in [[online communities]] where [[Trust (sociology)|trust]] is a key factor. Platforms like [[eBay]] implement customer feedback systems to publicly rate users, while [[Amazon.com]] employs a similar review system to assess seller credibility.<ref>{{cite journal |last1=Ghose |first1=Anindya |last2=Ipeirotis |first2=Panagiotis G. |last3=Sundararajan |first3=Arun |title=The Dimensions of Reputation in Electronic Markets |journal=NYU Center for Digital Economy Research |date=February 2006 |ssrn=885568}}</ref> Additionally, establishing and maintaining a strong reputation serves as a significant [[Motivations for contributing to online communities|motivator]] for individuals to actively engage in [[online participation|online communities]].<ref>{{cite journal |last1=Hendrikx |first1=Ferry |last2=Bubendorfer |first2=Kris |last3=Chard |first3=Ryan |date=2015-01-01 |title=Reputation systems: A survey and taxonomy |url=https://www.sciencedirect.com/science/article/pii/S0743731514001464 |journal=Journal of Parallel and Distributed Computing |volume=75 |pages=184–197 |doi=10.1016/j.jpdc.2014.08.004 |issn=0743-7315 |url-access=subscription}}</ref>

Individuals employ monitoring to ensure that they keep up with their online reputation.<ref>{{cite web|title=Keep Track of your Reputation Online|date=21 January 2015|url=http://www.myreputationrepair.com.au/reputation-management/keep-track-reputation-online/|publisher=MyReputationRepair|access-date=22 January 2015}}</ref> Given the number of sites on the Internet, it is impossible to manually monitor the entire web for pages that may affect one's online reputation. Free tools such as [[Google Alerts]] can be used to keep track of online reputations on a small scale,<ref>{{cite web|url=http://www.searchmarketinggurus.com/search_marketing_gurus/2009/06/online-marketing-tips-video-online-reputation-management.html|archive-url=https://web.archive.org/web/20090606204126/http://www.searchmarketinggurus.com/search_marketing_gurus/2009/06/online-marketing-tips-video-online-reputation-management.html|url-status=dead|archive-date=6 June 2009|title=Online Marketing Tips Video: Online Reputation Management|last=Evans|first=Li|date=3 June 2009|publisher=Search Marketing Gurus|access-date=15 December 2012}}</ref> while larger businesses and clients may use more powerful analytics to monitor online interactions and mentions.

Paid tools for online reputation management focus on either brand protection or online reputation. These tools track mentions of a brand or product on the Internet, on [[Facebook]], [[Twitter]], blogs, and other [[social networking]] sites and websites.

Online reputation is determined by how effectively it is managed. The term digital reputation (or web reputation) is used to emphasize its broader scope, as it extends beyond online interactions to influence an individual’s or company’s overall public perception. It is important to distinguish online reputation from a company's digital identity, which refers specifically to its online presence and branding. Indeed, digital or web reputation does not concern the virtual online reputation only, but the whole real reputation of a person or a company as it is affected by the Internet. Online reputation, furthermore, should not be confused with a company's [[digital identity]].<ref>{{cite journal |last1=Zloteanu |first1=Mircea |last2=Harvey |first2=Nigel |last3=Tuckett |first3=David |last4=Livan |first4=Giacomo |title=Digital Identity: The Effect of Trust and Reputation Information on User Judgment in the Sharing Economy |journal=PLOS ONE |volume=13 |issue=12 |page=e0209071 |date=December 2018 |editor=Jason Anthony Aimone |doi=10.1371/journal.pone.0209071 |doi-access=free |arxiv=1803.03029 |bibcode=2018PLoSO..1309071Z }}</ref>

An online reputation is the perception that one generates on the Internet based on their [[digital footprint]]. Digital footprints accumulate through all of the content shared, feedback provided, and information that is created online.<ref>{{cite web |url=https://www.forbes.com/sites/forbesagencycouncil/2018/05/07/why-your-digital-reputation-matters-and-how-to-influence-it/ |title=Why Your Digital Reputation Matters And How To Influence It |website=Forbes |date=May 7, 2018 |access-date=February 2, 2025}}</ref> Due to the fact that if someone has a bad online reputation, they can easily change their pseudonym, new accounts on sites such as eBay or Amazon are usually distrusted. If an individual or company wants to manage their online reputation, they will face many more difficulties.

According to one study, 84% of responding business leaders saw the greatest reputation threat online to companies as negative media coverage.{{citation needed|date=May 2013}} The next two greatest threats are customer complaints in the media or on grievance sites online (71%) and negative word of mouth (54%).{{citation needed|date=January 2015}} This negative word of mouth could come not only from dissatisfied customers but from employees as well. With the power of business review websites and customer forums, a company's online reputation can be damaged anonymously.<ref>{{cite web|title=Help My Business is Under Attack|url=http://www.reputationstation.co.uk/help-my-business-is-under-attack/|website=Reputation Station|access-date=15 April 2015}}</ref>
 
Employers have begun using the online reputations of job applicants to guide their hiring choices. By checking a candidate's [[social networking]] profiles on sites such as [[Facebook]], [[Twitter]], and [[MySpace]], employers gain insight into a candidate's character and suitability for a job.<ref>{{cite web|url=http://www.reputation.com/how_to/how-your-online-social-network-could-cost-you-a-new-job/|archive-url=https://web.archive.org/web/20150924090120/http://www.reputation.com/how_to/how-your-online-social-network-could-cost-you-a-new-job/|url-status=dead|archive-date=2015-09-24|title=How Your Online Social Network Could Cost You a New Job|publisher=Reputation.com}}</ref>

Some individuals and organizations hire reputation management companies to attempt to hide truthful but unflattering information about themselves.  A recent alleged example is that of Dr. [[Anil Potti]], who resigned from [[Duke University]] after it was discovered that he had misrepresented himself on his resume and became the subject of a [[scientific misconduct]] investigation.<ref>{{cite web |url=http://www.dukechronicle.com/article/2011/04/potti-hires-online-reputation-manager |title=Potti hires online reputation manager |last=Doherty |first=Taylor |date=30 April 2018 |publisher=The Chronicle |access-date=15 December 2012}}</ref>