Companies often attempt to manage their reputations on websites that many people visit, such as eBay, Wikipedia, and Google. Some of the tactics used by reputation management firms include:
- 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 libeled.
- Getting mentions of the business or individual on third-party sites that rank highly on Google.
- Creating fake, positive reviews of the individual or business to counteract negative ones.
- Using spam bots 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.
- Removing online mug shots.
- Proactively responding to public criticism stemming from recent changes.
- Removing or suppressing images that are embarrassing or violate copyright.
Source : Wikipedia