Reputation management is the practice of influencing, controlling, enhancing, or concealing an individuals or groups reputation. It involves monitoring the reputation of an individual or a brand on the internet, primarily focusing on various social media platforms such as Facebook, Instagram, YouTube, etc. . Reputation management is a marketing technique used to restore lost reputations by companies who have lost it, or to establish a new one. It is the process of influencing and monitoring public perception about the business and its brands. Reputation management is part of a comprehensive organizational strategy that implicates most business functions in some capacity, including marketing, communications, customer experience, and sales. Reputation management techniques can include suppressing or reacting to messages online, SEO, social media, or PR outreach and campaigns. Reputation management is essential for businesses of all sizes, as it helps to maintain a positive reputation and address any problems that arise. Some of the benefits of reputation management include identifying negative reviews, responding to reputation threats, proactively seizing opportunities to boost reputation, and creating positive content to enhance reputation.