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Reputation Guards: Best Reputation Management — a glossary of terms




There’s a lot of jargon, technical one at that when it comes to Reputation Management — that’s why we at Reputation Guards have compiled a list of some of the acronyms, terms, slang words, made-up phrases, and weird cultural references you might stumble on while trying to control your brand’s reputation. Let’s try to keep up with the lingo.

A Reputation Guards list of Jargon — terms, acronyms, and phrases associated with Reputation Management.


Keywords are words that have a high search volume. They are usually the most used words on the internet.

They can be used in SEO, articles, and social media posts to help with search engine optimization.

A keyword is a word or phrase that is inputted into a search engine to find relevant information. The more often a keyword is searched for, the higher it ranks on the list of results returned by the  engine. Keywords are also known as “search terms.”


SERPs stands for Search Engine Results Page. It is the list of web pages that are displayed in response to a user’s search query, usually on a search engine website.


Reputation Guards Experiential marketing is a marketing technique that involves creating a memorable experience in the minds of customers.

The idea behind experiential marketing is to create an emotional connection with the customer and make them feel like they are part of the brand or company. The goal is to make them feel like they can’t live without your product or service.

Experiential marketing can be done in any number of ways. It can be anything from sponsoring a sports team to offering free samples at your store, one thing that all experiential campaigns have in common is that they are not just about advertising, but about engaging with customers and making their experience as memorable as possible.


A white paper is a document that provides information about a product, service, or process.

A white paper is often used as a marketing tool to promote products, services, and ideas. They are usually written by professionals in the industry and are designed to persuade the reader about the benefits of using their product or service. White papers can also be used as an educational tool for people who are not experts in a particular field.


Astroturfing is a term for a political or marketing strategy in which an individual or organization attempts to create the impression of representing widespread grassroots support for their point of view. The term is derived from AstroTurf, a brand of synthetic carpeting designed to look like natural grass.

AstroTurfing can be done in many ways. It can be through social media posts and comments, email campaigns, or even by paying people to attend events and protests.


A spambot is a computer program that automatically sends out emails, comments, or posts on blogs and other forums with the goal of advertising. Spambots are usually used for marketing purposes.


Greenwashing is a form of false advertising that uses misleading environmental claims to promote a product or service.

The term greenwashing is thought to have been first coined in 1986 by Jay Westervelt, an environmental activist, in his article “Green Washing: The Dirty Secrets of Clean Business” in the LA Weekly. Westervelt’s article was about how oil companies would offer car washes as a way to clean cars without using water and then advertise this as environmentally friendly.

This type of marketing is used by companies that are not environmentally friendly but want to make it seem like they are.

Greenwashing is deceptive because it uses phrases or images that imply the company has an environmental conscience when they don’t. It also uses phrases and images that suggest the company’s product will help you live more sustainably when it won’t do so.


Reputation capital is the value that a business has in the marketplace or the sum of all its intangible assets. It is an important factor for a business to consider as it will help them to understand how they are perceived by their customers and other stakeholders.

Reputation capital can be seen as an intangible asset that can be used to generate goodwill and trust with customers. It also creates confidence in a company’s services or products and thus leads to increased sales.


The Streisand effect is the phenomenon whereby an attempt to hide, remove or censor a piece of information has the unintended consequence of publicizing the information more widely.

The term comes from a 2003 incident in which American singer Barbra Streisand unsuccessfully sued photographer Kenneth Adelman and for violating her right to privacy by using a photograph of her home online. The lawsuit attracted media attention and led to the image being posted on thousands of websites, making it one of the most viewed images in history.


A smear campaign is a deliberate, premeditated effort by an individual or group to damage the reputation of someone or something, typically through the use of false and defamatory statements. The term “smear” comes from the idea that someone’s reputation is being “blackened” – or “smeared” – with false accusations.

As a marketing educator, I teach marketing concepts and principles to others. I can teach various topics, including market research, branding, advertising, public relations, social media marketing, and more. I am also responsible for developing a curriculum, creating educational materials, and helping companies apply marketing principles to real-world situations.