Online reputation management professionals advocate creating multiple profile pages on social sites, forums and blogs for, let’s face it, parasite SEO tactics for the entity you’re doing ORM services for. What most pros fail to tell you is that most of these social sites are open, meaning they allow other users to add content, either via testimonials, comments or thread replies. This makes it easy for anyone with sinister plans on your reputation to hijack a seemingly positive/neutral page and load it with potentially damaging information.

Yes rely on these established sites for your ORM profile pages, but make sure you have moderation enabled for the UGC sections. Do not push a specific thread, blog post or profile page up the SERPs if you have no means of controlling the user generated conversation that can (and will) occur. There’s nothing funny or easy about having to push down a Wikipedia entry or forum thread that has mutated into an out-of-control complaints board for your company’s customers.