Last Updated on August 2, 2023 by Steven W. Giovinco
What Are the Ethics of Reputation Management?
Be transparent and honest when crafting an online reputation. Appearing at the top of Google searches can make or break a business, making a stellar web presence paramount. Yet some cut corners on reputation management practices–or worse, engage in unethical methods.
I firmly believe moral integrity is crucial to reputation building. If a firm knowingly repeats problems or is systematically harmful, then they rightly deserve their negative notoriety. When this appears prominently in Google searches, the activities become highly visible for all to see.
However, what if a wrong business decision deserves a second chance? I sometimes suggest owners or professionals apologize for the poor business practice and move on by correcting the problem. In these cases, adequately implemented online reputation management is the best way to salvage a career or wrong decision.
Also, reputation management should never be used to hurt another business. I’ve seen disgruntled ex-partners, revenge porn, angry clients, or competitors purposely create an online smear campaign to inflict online damage. Never do this. Not only is it wrong when discovered, but your reputation will also be ruined as well.
In desperation, some will do almost anything to fix problems in Google search results. Since a lousy reputation means lost business, firms might be tempted to buy reviews, use “Black Hat” tactics, or hack sites. But, of course, itis is all illegal and never should be attempted.
Finally, an online reputation firm must do honest work. They need to follow proper guidelines, be scrupulously fair, and not cut corners–whether asked by clients or their own. Also, it is wrong for a firm to charge $3,000 for a solution and not deliver it or know that it really will take $20,000. Knowingly overpromising and under-delivering is unethical too.
Second Chances
An online repair can mend damaged search results. Everyone makes mistakes in life and business, and a web presence can be rebuilt through excellent content and dedicated hard work. In these cases, especially when there is contrition, reputation reconstruction is the best option.
For example, I had a case where a business executive misbehaved at a holiday party nineteen years ago. When a competitor leaked this to the New York Times, he could not get a new job years later, resulting in hundreds of thousands of dollars in lost wages. However, since he was apologetic, I felt comfortable given his career a second chance. Eventually, six months later, he got a new high-paying position.
Honestly Address Issues
Use online reputation management only when necessary. It is not a method to cover systemic business problems or to hide poor customer complaints. While neither are pleasant, real issues need to be thoroughly resolved, and savvy business owners use these problems as an opportunity to improve.
Bad People
To be honest, not everyone deserves a second chance. There are instances in which reputation management cannot and should not be used. This may sound harsh, but some issues do not warrant repair. In my opinion, some include clear proof of sexual harassment and related conviction, swindling seniors, discovering purposeful online smear campaigns, and other ways that exact online revenge.
Fake Reviews
Do not write false or fake reviews. It may seem tempting to write your own for Yelp, Google My Business, TripAdvisor, Avvo, and others, but it’s unethical and most likely illegal. IP addresses can be traced, and when the natural source is uncovered–you or someone you hired–it results in extreme reputation devastation. Contrived comments on blog posts are not a good idea too.
Blackhat
Never use “Blackhat” techniques or things that do not follow platforms’ rules and policies. This includes using link farms, software bots that artificially click on good articles, impersonation of others, plagiarism, article spinning, spam, and the like.
Hacking
In no circumstances engage in hacking. Surprisingly, at least to me, I’ve gotten requests to hack a site or platform to remove harmful content, stop a problematic link or delete a review. Never try this, and run immediately if someone offers hacking as a service.
Ethical Reputation Firms
Work with ethical online reputation management firms. Since your reputation is an extension of theirs, pick one that is honest and transparent. Unfortunately, I’ve known companies that buy reviews, make fake accounts, steal online identities, create false problems to generate business, assign tasks to low-cost and unskilled overseas workers, and worse (I feel online reputation management needs their reputation management overhaul). When the scam is discovered, your reputation will be ruined as collateral damage. Also, shoddy quality work reflects poorly on your reputation.
Undercharge
Be aware of reputation pricing. Fees can be woefully low or outrageously high. Reprepital pricing is based on careful custom analysis–not on what someone thinks a client can pay. For example, let’s say two negative links towards the top of the first page in Google search results. A company quotes an initial price of $3,000, which might seem like a bargain. But in almost all cases, the actual cost to repair this issue might cost about ten times more. Some also claim to do work but never complete it.
