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The field of public relations has evolved with the rise of the internet and social media. Reputation management is now broadly categorized into two areas: online reputation management and offline reputation management. Online reputation management focuses on the management of product and service search results within the digital space.
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Paid tools for online reputation management focus on either brand protection or online reputation. These tools track mentions of a brand or product on the Internet, on Facebook, Twitter, blogs, and other social networking sites and websites. Online reputation is determined by how effectively it is managed.
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