Forecasting Trends and What’s Next for 2024

With an eye toward the future, i.e., 2024, let’s ponder possible developments in online reputation management (ORM). Everything is evolving rapidly, driven by tech, business, and consumers. Let’s dive into some key trends that are shaping web reputation management for next year.

1. Shifting From Google to AI-Driven Search Tools

There will be less reliance on Google searches. (Young people are turning more to TikTok and Instagram, and I have drastically cut down on seeking solutions from Google, and look to ChatGPT and Bard where there is less spam.) Tools are jockeying constantly for the top position and might change over the next year, but AI-generated answers from ChatGPT, among other things, seem to be clearly here and now.

What does that mean for your online reputation? If you don’t show up in AI results, you don’t exist. Many businesses or owners have spent years building their online brand but it could disappear quickly as more people shift to machine learning. I think this is the biggest, most important trend to look out for.

2. Navigating the Risks of AI-Generated Content in Digital Reputation Strategies

Not surprisingly, AI technologies are set to revolutionize ORM, but maybe not in the way you think. Individuals and agencies look toward AI-content creation as a panacea to churning out quick, effortless information.

Yet, unfiltered reliance on ChatGPT, Bard, Midjourney, etc. can actually lead to reputation damage. These tools will always be smarter, faster, and more precise as AI continues to advance–but everyone will have the same access, which just raises the bar for genuine, authentic blogs, articles, videos, photos, and audio. Keep an eye on quality to avoid being mired in poor content.

3. Combating AI-Weaponized Fake Content in Reputation Management

AI will continue to be “weaponized”. Competitors, disgruntled ex-clients, unhappy previous employees can and will use ChatGPT, Bard, Midjourney, etc., to purposely make fake content that causes reputation damage. Since it’s easy to create and difficult to immediately detect, new tools will lead to a nearly endless supply of hurtful reputation management tactics.

4. Avoiding Reputation Pitfalls on Declining Social Platforms: Twitter/X

We’ve come to the point where just using a platform can lead to a bad web presence. Posting on X is a bad move and it will get worse. The toxicity of Twitter might get to the level of OnlyFans, adult sites, and far-right platforms, and I don’t think I’ve ever seen this happening for a mainstream product. Yet, given the turmoil we’ve all heard about, this is no surprise if you’ve glanced at news headlines. Elon Musk’s ownership has driven away advertisers. Why? Because brands are not fond of seeing Nazi posts next to their ads. Stay clear.

5. Emerging Online Opportunities on Rising Social Platforms: Reddit, Quora, Threads

Some old platforms will see a continued rise, while a new one will expand. It seems that Google has been focusing more on Reddit, the raucous online forum, and Quora, the answer-based site for searches, and this will continue in 2024. Meanwhile, as users and advertisers abandon X, the social media site Threads by Meta seems to be on the rise. As a result, these are sites to place extra emphasis on in 2024 for reputation management.

6. The Growing Importance of Localized Online Image Maintenance

Local, local, local. For businesses, localized reputation strategies will gain more importance. Consider regional social media platforms, search engines, and cultural nuances. You might be surprised that regions or even some countries have their own platforms (such as Xing, a LinkedIn-like platform in German). Flesh out local connections on Yelp, Google My Business, Bing Places, Patch, Next Door, and more.

7. Assessing Bing’s Potential Rise in the Digital Brand Management Landscape

Given the current popularity of ChatGPT, which is part-owned by Microsoft, will it see more traffic and be a competitor to Google? Traffic yes; competitor, no. Bing will receive new interest and get a boost but probably not at a major level. Still, don’t forget about Bing when it comes to your online reputation, since search results differ somewhat between that of Google.

8. Leveraging Video Content for Effective Digital Reputation Management

Platforms like YouTube and TikTok continue to be pivotal for ORM. Videos are something that AI tools, for the moment at least, can’t “scrape”, or seamlessly replicate. Managing video content and addressing reputation issues on these platforms will be crucial for maintaining a positive online presence. If it feels overwhelming to learn editing techniques and polished visual elements, start with just holding your phone up to your face, and make a thirty-second video on something helpful for a client–while not perfectly crafted, it is authentic.

9. Adapting to the Changing Impact of Social Media on Online Reputation Management

Social media’s influence on reputation management stays the same or dips. While it’s important to continue to maintain and optimize social media profiles, the importance of sites like Facebook will stagnate. As always, however, address negative comments and leverage platforms for positive engagement, ensuring that every social interaction enhances your online reputation.

10. Integrating ORM with Broader Digital Marketing Efforts

Online reputation management is becoming more integrated with other digital marketing strategies like SEO, content marketing, and social media marketing and this is true for 2024 (in reality, it always was–just people are starting to see the connections). This holistic approach is crucial for creating a cohesive and impactful digital presence.

11. Prioritizing Transparency and Authenticity in Internet Reputation Maintenance

People demand transparency and authenticity from brands, especially since AI can easily generate content. Reputation management must reflect this in 2024. Strategies need to focus more on genuine engagement and transparent communications to build and maintain trust.

12. Addressing Privacy and Data Protection in ORM Strategies

With heightened awareness of fake images, falsely generated blogs, and data privacy leaks, online reputation management needs more than ever to align with privacy laws and ethical standards, particularly in handling personal data and responding to online feedback. “Black hat” techniques will be tempting but could quickly be discovered. The ease of checking for AI-generated content is now even easier, which also leads to reputation damage. Thus, security and data protection are super important.

13. Adapting Web Reputation Optimization to New and Emerging Digital Platforms

We’ve spoken about a variety of platforms, such as Reddit, Quora, Threads, Facebook, and more, but we might see new social media platforms and digital spaces emerge that we’ve never seen before. What will they be? Who knows! Maybe they’ll be a combination of AI and web tools. Regardless, ORM strategies will need to adapt quickly to manage reputations across these evolving platforms.

Strategizing for Online Reputation Management Success in 2024

Predicting the future of online reputation management is not exactly easy. However, the general solution is almost always the same: maintain a focus on quality.

This means:

• Looking for life after Google and maybe even search engines
• Avoiding unbridled AI creation: it’s not a “cut and paste” tool
• Searching for fake content connected to your name or business
• Getting active on Reddit and Quora
• Posting regularly to Threads
• Avoiding Twitter/X, which could lead to unintended reputation damage
• Keeping local for ORM strategies
• Not forgetting about Microsoft’s Bing
• Creating video content for YouTube and TikTok
• Using Facebook, but certainly not exclusively
• Taking a holistic approach, being mindful of search engine optimization and content
• Being transparent and ethical, always
• Remaining open to developing new platforms

Bottom Line: Embracing ORM Evolution and Challenges in 2024

The online reputation management landscape in 2024 is dynamic and multifaceted, influenced by technological advancements, social media trends, consumer behaviors, and regulatory changes. Staying ahead in ORM means adapting to these changes with agility and foresight.