Online Reputation Management Glossary- 2024 Update w/ AI terms

Published: March 2, 2024
Cover image for a blog post titled 'Online Reputation Management Glossary with AI Terms' by RepBot, featuring a colorful illustration of a computer monitor displaying various social media engagement symbols like hearts, stars, comments, and a play button, symbolizing the management of online presence and reputation through social media and digital platforms.

This glossary offers a comprehensive overview of key Online Reputation Management (ORM) terminology, updated for 2024.  The terms include both classic concepts like sentiment analysis and the exciting new frontier of Artificial Intelligence-powered ORM (AIORM) techniques. This glossary equips you with the essential knowledge to navigate the world of ORM with confidence.


AIORM (Artificial Intelligence Online Reputation Management)

The integration of AI technologies into ORM strategies to monitor, analyze, and influence the online reputation of a brand or individual. AIORM can automate the detection of sentiment in online content, identify trends, and recommend actions.

Artificial Intelligence (AI)

The simulation of human intelligence in machines programmed to think and learn like humans. AI can perform tasks such as problem-solving, recognizing patterns, and understanding language, improving efficiency and decision-making processes in businesses.


The deceptive practice of presenting orchestrated marketing or public relations campaigns in the guise of unsolicited testimonials or grassroots efforts. This includes fake reviews and testimonials that mislead consumers about the popularity or quality of a service or product.



Links from one website to a page on another website. Backlinks are significant for SEO because they signal to search engines that others vouch for your content, which can improve a site's ranking and visibility.

Brand Advocacy

The act of customers or employees promoting and supporting your brand voluntarily. Advocates recommend your products or services to new potential customers, enhancing your brand’s credibility and extending its reach organically.

Brand Ambassador

An individual who promotes a company's brand, products, or services by embodying the brand's values and messaging. Brand ambassadors can be customers, employees, or influencers who have a significant following and can sway public opinion or consumer behavior.

Brand Monitoring

The ongoing process of reviewing various channels, such as social media, websites, and online forums, to monitor what is being said about your brand. This practice helps in understanding public sentiment, managing reputation, and identifying areas for engagement.


Chatbots & Virtual Assistants

AI-powered tools that can simulate human interaction to assist users or customers. Chatbots and virtual assistants can answer questions, provide customer support, and even handle various tasks, improving user experience and operational efficiency.

Chief Brand Officer (CBO)

An executive role focused on a company’s brand development, strategic branding, and brand positioning. The CBO ensures that all facets of the company’s products or services align with the brand's identity and values, aiming to build brand equity and consumer trust.

Community Building

The practice of creating and nurturing an online community where members can interact, share experiences, and discuss topics related to your brand. A strong community fosters loyalty, provides valuable feedback, and supports customer retention.

Crisis Management

The methodical approach to dealing with unexpected events or crises that could harm your business's reputation. It involves having a responsive plan in place to address issues swiftly and maintain customer confidence.

Customer Acquisition Cost (CAC)

The total cost of acquiring a new customer, including all marketing and sales expenses. CAC is an important metric for understanding how much a business is spending on average to gain one customer. This includes advertising costs, employee salaries, and other expenses related to marketing and sales activities.

Customer Engagement

The process of building a relationship between your brand and your customers through various forms of interaction. High engagement leads to increased loyalty, customer retention, and advocacy, influencing overall business success.

Customer Lifetime Value (CLTV)

The total revenue a business can reasonably expect from a single customer account throughout the business relationship. CLTV considers a customer's revenue value and compares that number to the company's predicted customer lifespan. Businesses use this metric to identify significant customer segments that are most valuable over time.


Earned Media Value (EMV)

A metric that estimates the value of publicity gained through digital marketing efforts, such as social media shares and mentions, rather than paid advertising. It reflects the equivalent cost if the exposure had been bought.



A social media platform that also serves as a valuable tool for businesses looking to establish and enhance their online presence. Companies can create a Facebook Page to post updates, respond to reviews, and interact with their audience. Facebook’s review and recommendation system allows customers to leave feedback, contributing to the business's online reputation.


Google My Business (GMB)

A free tool provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. By verifying and editing business information, companies can help customers find them and tell them their story. GMB is crucial for local SEO as it affects where and how businesses appear in local search results and on Google maps.



A person with a substantial online following who can affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. Influencers collaborate with brands to promote products or services to their followers.

Influencer Marketing

A marketing strategy that involves endorsing products, services, or brands by influencers or people who have a dedicated social following and are viewed as experts within their niche. Influencer marketing can effectively build trust and reach a targeted audience.


Key Performance Indicators (KPIs)

Quantifiable measures used to evaluate the success of an organization, employee, or specific activity in meeting objectives for performance.

Keyword Research

The process of identifying popular words and phrases people enter into search engines. This research helps inform content strategies and SEO efforts to improve rankings and attract the right audience.


Local SEO

The process of optimizing a business's online presence to attract more business from relevant local searches. This includes optimizing the business’s website and its content, as well as managing local listings and citations like GMB, Yelp, and others. Local SEO is vital for businesses that operate on a regional level, as it helps them rank higher in local search results.


Machine Learning (ML)

A subset of AI focused on the idea that machines can learn from data, identify patterns, and make decisions with minimal human intervention. ML algorithms improve their performance as the amount of data available for learning increases, used extensively in predictive analytics and personalization.

Natural Language Processing (NLP)

A branch of AI that helps computers understand, interpret, and manipulate human language. NLP enables machines to read text, hear speech, interpret it, measure sentiment, and determine which parts are important, widely used in chatbots, translation services, and social media monitoring.


Negative Review Management

The specific aspect of reputation management that focuses on addressing and mitigating the impact of negative reviews. Strategies may include responding professionally to criticism, resolving the underlying issues, and sometimes requesting the removal of reviews that violate platform guidelines or are defamatory.

Negative SEO

The practice of using black hat and unethical techniques to harm a competitor’s search engine standings. This can include building unnatural or toxic backlinks to their site or spreading negative content about them.

Net Promoter Score (NPS)

A customer loyalty metric that measures the likelihood of customers to recommend a company’s products or services to others. It is used to gauge the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.


Online Reputation

The collective sentiment and perception that consumers have of your business based on information, reviews, and interactions available online. A strong online reputation can attract more customers and foster trust.

Online Reputation Audit

An evaluation process where you assess your brand's current online reputation. This can involve analyzing search engine results, social media mentions, and reviews across various platforms to understand public perception and identify areas for improvement.

Online Reputation Management (ORM)

The strategic practice aimed at shaping the public perception of your business on the internet. It involves managing online content, addressing negative reviews, and promoting a positive image to influence your brand's online presence.

Online Reputation Score

A numerical expression or rating that represents the health of your brand's online presence based on various factors such as search results, social media activity, and online reviews. This score helps businesses understand their online reputation standing and areas for improvement.

Online Reviews

Written evaluations and ratings left by customers on the internet regarding your business, products, or services. These reviews significantly influence potential customers' perceptions and decisions.

ORM Platforms

Online platforms that provide an integrated suite of tools and services to monitor, manage, and improve the online reputation of businesses or individuals. These platforms often include functionalities like review aggregation, social listening, and analytics.

ORM Software

Software tools designed to help manage and improve an individual's or a company's online reputation. These tools typically provide features such as social media monitoring, review management, sentiment analysis, and crisis alerts.

ORM Specialist

An Online Reputation Management Specialist focuses on monitoring and improving the online reputation of individuals or businesses. They employ strategies to enhance positive online content, mitigate negative reviews, and engage with online communities to build and maintain a positive brand image.


Positive Reviews

Favorable assessments and feedback left by customers online. Positive reviews boost your business's reputation, influence potential customers' purchasing decisions, and can improve your search engine rankings.

Proactive Reputation Management

The strategy of building and maintaining a positive online reputation before any negative feedback or crises arise. This can involve regularly updating content, engaging with customers online, monitoring your brand's online presence, and establishing a strong brand image.

Public Relations (PR) Strategies

Planned approaches used to manage the public perception of a brand and maintain a positive image. PR strategies may include media outreach, event organization, crisis management, and content distribution to build and manage relationships with the public.

Public Relations Specialist

A professional tasked with creating and maintaining a positive public image for the companies or individuals they represent. They handle media inquiries, prepare press releases, develop public relations strategies, and manage crisis communications.

Reputation Building

The ongoing process of creating and enhancing a positive image of your brand online. This includes consistent content publication, active engagement with your audience, encouraging positive reviews, and maintaining a strong social media presence.

Reputation Manager

A professional responsible for overseeing and influencing the public perception of an organization or individual. They implement strategies to enhance positive visibility, manage negative incidents or feedback, and maintain a favorable overall image.


Reputation Repair

The actions taken to fix a damaged online reputation. This can include addressing any false or misleading information, improving customer service practices, generating positive content, and engaging in community outreach to shift public perception positively.

Responding to Local Reviews

The practice of replying to customer reviews on local platforms such as GMB, Yelp, and Facebook. Responding to reviews, whether positive or negative, shows that a business values customer feedback and is committed to customer satisfaction. It can also improve the business's online reputation and influence potential customers' decisions.

Return on Investment (ROI)

A performance measure used to evaluate the efficiency or profitability of an investment. ROI compares the gain from an investment relative to its cost.

Review Aggregators

Websites or tools that collect and display customer reviews from various sources. Aggregators help provide a comprehensive view of a business's reputation across different platforms.

Review Fraud

The act of posting fake reviews to mislead consumers about the quality, effectiveness, or reliability of a product or service. This can include both positive reviews for one's own business and negative reviews for competitors.

Review Generation

The process of encouraging customers to write reviews for your business. Effective strategies include direct requests, follow-up emails, or incentives that comply with platform policies.

Review Generation for Local Businesses

Strategies and tactics used by local businesses to encourage customers to leave positive reviews on platforms like GMB, Yelp, and Facebook. This can include asking customers directly, sending follow-up emails or messages, and using signage in-store. Positive reviews can significantly impact local search rankings and customer trust.

Review Management

The process of overseeing, evaluating, and responding to customer reviews across various platforms. Effective management can enhance customer satisfaction, address issues efficiently, and improve your business's online reputation.

Review Platforms

Websites like Google My Business, Yelp, and Trustpilot where customers can leave reviews for businesses. These platforms help consumers make informed decisions and allow businesses to manage their online reputation.

Review Response Management

The practice of monitoring and replying to customer reviews across different platforms. It involves crafting appropriate responses to both positive and negative reviews in a timely manner, demonstrating that your business values customer feedback and is committed to customer satisfaction.

Review Response Templates

Pre-designed frameworks that businesses use to respond to customer reviews. These templates help ensure a consistent and professional tone across communications, saving time while allowing customization to address specific customer feedback.

Review Solicitation Strategies

Methods used by businesses to encourage customers to write positive reviews. These strategies can include asking customers directly after a purchase, sending follow-up emails, or using incentives, all while adhering to platform guidelines to ensure authenticity.


Search Engine Optimization (SEO)

The practice of increasing the quantity and quality of traffic to your website through organic search engine results. SEO involves optimizing your website's structure, content, and authority to rank higher in search results for relevant keywords.

Search Engine Ranking Factors (SERFs)

The criteria used by search engines to determine the placement of websites on the search engine results page (SERP). Factors can include the relevance and quality of content, user experience, backlink profiles, and keyword usage.

Search Engine Reputation Management (SERM)

The process of controlling what appears when someone searches for your brand name on search engines. SERM strategies may involve SEO, content creation, and online public relations to enhance positive content and diminish negative content.

Search Engine Results Page (SERP)

The page displayed by a search engine in response to a user's query. The SERP includes organic search results, paid advertisements, and other types of search engine data like snippets and maps.

Sentiment Analysis

An analytical approach to sifting through online content to determine the emotional tone, whether positive, negative, or neutral. It aids businesses in grasping the public opinion surrounding their brand or products for better reputation management.

Sentiment Analysis Tools

Software applications or platforms that use NLP and ML to analyze text for sentiment, typically categorizing it as positive, negative, or neutral. These tools help businesses gauge public opinion, monitor brand health, and respond to customer feedback effectively.

Social Listening Strategy

The practice of monitoring social media channels for mentions of your brand, competitors, products, and industry trends. A social listening strategy allows you to gather insights about your audience, identify opportunities for engagement, and manage your brand's reputation effectively.

Social Listening Tools

Tools that monitor social media platforms and the internet for mentions of a brand, product, or relevant keywords. They provide insights into what people are saying about a brand online, enabling businesses to engage with their audience and manage their reputation more proactively.

Social Media Management

The process of creating, scheduling, analyzing, and engaging with content posted on social media platforms. Effective management helps in building a strong online presence, engaging with the audience, and promoting brand values.

Social Media Manager

This role involves managing an organization's presence on social media platforms. Responsibilities include creating content, engaging with followers, analyzing performance metrics, and developing social media strategies to increase engagement and brand awareness.

Social Media Monitoring

The use of tools and techniques to observe and analyze mentions of your brand on social media platforms. This helps in understanding customer opinions, engaging with the audience, and overseeing your brand’s social reputation.

Thought Leadership

The position a brand or individual occupies as a respected authority in a particular field, leading to increased credibility and respect. Thought leadership is established through sharing insights, providing valuable content, and contributing to industry discussions.


User-Generated Content (UGC)

Any form of content, such as text, reviews, images, videos, or comments, created by users rather than brands. UGC can enhance a brand's credibility and SEO, as it increases engagement and produces fresh, relevant content.



An online platform that hosts reviews for a wide range of industries, including restaurants, entertainment, and services. Yelp allows customers to leave ratings and reviews about their experiences, and businesses can respond to reviews, update their information, and use the platform for advertising. It is a significant source of local business reviews and can influence consumer decisions.


A cloud-based platform that manages a business's online information across multiple directories and platforms. Yext helps ensure that business listings are consistent and up-to-date across the web, which can improve local search engine rankings and help customers find accurate information about the business.