Our approach to Online reputation management and cleansing an information space from unwanted materials has multiple unique features. According to our data, 90% of companies that try to represent services in the ORM field believe that the solution to obtain desired results is to dilute negative information with positive information background. We do not think so, and there are objective reasons for this. When we talk about the cleanup of the information space, we are speaking about actually eliminating materials or removing negative information from search engines, excluding the Streisand effect. Partially, we will use the “Neuro-Shield” system to solve such problems. Nevertheless, we exploit our own methodology, which consists of a 4-factor model that enables us to solve problems in ORM area.
Four elements that facilitate solving problems in ORM area: Google/Facebook/Youtube employees + legal department + plaintiffs + special resources. Certainly, the immediate implementation is preceded by several important stages. exemplify this, on the first stage, a team of specialists determines websites with negative materials, afterward team structures and classifies obtained data in a specific way. The next step is to develop strategy and tactics to neutralize information threats in an online environment. Following that they cooperate with lawyers, attorneys, and plaintiffs, who are carefully chosen in a way to prevent the Streisand effect.
Another tactical unit is assigned to a 4-factor model, which is the central element of the system, it ensures the possibility to discreetly conduct operations in the web as well as to exclude the Streisand effect.
Let’s take a closer look at each of the project implementation phases. The first step is to collect data, to structure it and classify reputational threats. While working with clients, we identify 8 groups of information sources:
“A” Class: Governmental websites;
“B” Class: International reputable media;
“C” Class: National media;
“D” Class: Specialized expert writings;
“E” Class: Well-indexed information sources, which are not official media, regional media;
“F” Class: Blogs, vlogs, forums (YouTube, Livejournal, blog.korrespondent.net, etc.).
Note: Verified accounts that have for example a blue verification badge on Facebook, are categorized as A, B or C class by default;
“G” Class: Custom built websites intending to discredit particular person, group of persons or organization;
“H” Class: Social networks (Facebook, Instagram, Twitter).
The second stage requires separate strategy and tactics to remove every URL, taking into account time and resources. Team of experts, lawyers, information security experts and, in some cases, representatives of Facebook or Google, develops a set of strategic and tactical solutions.
The third stage mainly involves legal department. The task of lawyers and attorneys is not only to prepare lawsuits and ensure favorable rulings on lawsuits but also to promptly advise on each signal against the client. Google, Facebook, and Youtube employees might be invited to facilitate the prompt query review process.
We believe that partial removal of information from online does not solve the problem. The fact is that search engines use multiple algorithms and one of its main parameters is an output relevance. Even if you remove 50% of the negative content about yourself or your organization, the first page of Google would automatically “fill up” with other materials that you might not know about. It is not a phenomenon; nothing but search algorithm function. Therefore, we always recommend our clients to take this issue very seriously.
What about the Streisand effect?
Another tactical unit works together with the 4-factor model. It is the central element of the system, without which it is impossible to discreetly conduct operations in the web, excluding the Streisand effect. The whole point is to make it look like an unintended coincidence. Accordingly, it is necessary to ensure security at a level that does not leave any traces, and that all suspicions relating to the cleanup of the information space fall on persons who have no relation to you. For these reasons, ORM is a subject of private discussion. Also, we are capable of finding out who are executors and ordering customers of information attack against you and stop their discrediting activities.