Reputation refers to the predictability of a company’s or person’s future behavior – whether as a contractual partner in an economic context or, for example, as a mayor in the social context of a village structure. The Internet has become a second reality for employees and customers. Everyone forms an opinion, asks for stories and experiences about the Internet. It is not enough just to have a web presence; the presence must be alive.
In the past, reputation was created through continuity of behavior and word-of-mouth propaganda. Capitalism recognized these structures and mediation strategies and transferred them to advertising in order to provide products or people with a positive reputation.
Recommendation strategies as a successor to word-of-mouth propaganda paired with branding as a simplification for consumers and consumers. „Good product quality is associated with the brand produced, making it easy to navigate, among other things; in the event of stress, an outlier in quality is forgiven.“
Good reputation is acquired offline through many years of continuity.
The principle of truth does not apply to advertising or the Internet as it does in the „offline“ sector.
Truth and fiction merge through media and advertising.
Reputation „online“ is just as relevant as „offline“.
Clear information – within seconds the online reputation must be formed. Information that is not relevant to search engines will not be taken note of.
1. freedom of the content of the internet pages
The Internet has hardly any legal and technical limits and presents legal systems with unsolvable tasks. Similar to the freedom of law during the settlement of North America 170 years ago, everything is allowed on the Internet and nothing is effectively prohibited. There is no control of content (key words: protection of minors, pornography, violence, extreme political opinions, religious delusion). Everyone can express himself freely on any topic and any person at any time.
2. eternity concept internet
The Internet has no „forgetting curve“, everything that has ever been released into the freedom of the Internet can be preserved practically forever. Newspapers turn yellow, the Internet does not.
3. time limit for information on the Internet
The information that forms the reputation of a third party due to the freedom of the Internet under the concept of eternity is noted within a very short period of time. As a rule, reputation formation takes only a few seconds or minutes. Deeper research with longer duration of stay for information acquisition is not required. Offline, a lifetime is spent working on a good reputation; online, reputation is (v)achieved within seconds.
4. search engine dependency
The Internet is only theoretically free in the information procurement for the Reputationbildung; in 99% of all cases Internet users arrive over the offer of search machines at reputation-relevant information. It means: I am googled, therefore I am. Or: without search results very far in front, the result does not exist.