Navigating the realm of reviews and reputation management requires more than just a knack for customer engagement—it demands a solid grasp of the lingo that defines this domain. Whether you’re a seasoned professional or a newcomer, understanding the vernacular will empower you to leverage reviews to your brand’s advantage and manage your online reputation effectively. Welcome to your comprehensive glossary of terms related to reviews, review management, and reputation management. This lexicon is tailored to provide a clearer understanding of the jargon, enabling you to communicate effectively and strategize proficiently in managing your brand’s digital footprint.


Aggregate Rating: An average rating calculated from individual ratings given by customers on review platforms.
Astroturfing: The practice of creating fake reviews to give the illusion of genuine customer support or dislike.
Automated Review Requests: The use of software to automatically send requests for reviews to customers.


Black Hat Techniques: Unethical practices used to improve online reputation or search rankings.
Brand Advocates: Individuals who love a brand and promote it voluntarily to others.
Brand Management: The practice of managing a brand’s reputation and public perception.
Brand Reputation: The public’s valuation and perception of a brand’s credibility and reliability.
Business Intelligence (BI): Technology-driven process for analysing data and presenting actionable information to help executives, managers, and other corporate end users make informed business decisions.


Comment Threads: A series of related comments or discussions, often on social media platforms or review sites.
Content Management System (CMS): A software application used for creating, managing, and modifying digital content.
Crisis Management: The process of handling unexpected and negative situations that threaten a company’s integrity or reputation.
Customer Feedback: Opinions or input provided by customers regarding a product, service, or overall experience.
Customer Reviews: Written evaluations provided by customers based on their experiences with a product or service.


Digital Footprint: The trail of data created by interactions in a digital environment, including actions, contributions, and opinions shared online.
Dispute Resolution: The process of resolving disputes or complaints between parties, often between businesses and customers.


Engagement Rate: A metric used to measure the level of interaction and involvement a brand has with its audience.
Ethical Guidelines: Rules or principles governing proper conduct, which can apply to responding to or managing reviews and online reputation.


Fake Reviews: False reviews that are not based on actual experiences, used to artificially inflate or deflate a business’s rating.
Feedback Loop: A process where businesses use customer feedback to improve their products or services.
Filter Bubble: Personalized searches or experiences online that are tailored to the user’s preferences, potentially limiting exposure to a wider variety of viewpoints.


Geo-fencing: A location-based service that triggers an action when a mobile device enters a set location, used in local review strategies.
Google My Business (GMB): A free tool by Google that allows business owners to manage their online presence across Google, including Search and Maps.
Guest Reviews: Reviews provided by guests or customers, often in the context of hospitality or service industries.


Hashtag Monitoring: Tracking certain hashtags to monitor conversations around a particular topic, brand, or product.
Hate Review: A review driven by an intense and persistent dislike, often not based on actual experiences.
Helpful Votes: A feature on many review platforms where readers can vote if they found a review helpful.


Impression: The point at which an ad is viewed once by a visitor, or displayed once on a web page.
Inbound Marketing: A marketing methodology that attracts customers by creating valuable content and experiences tailored to them.
Influencer: An individual with the ability to influence potential buyers by promoting or recommending the items on social media.
Integrated Marketing: A strategy that integrates all marketing communications and channels into one cohesive and individual message.


Key Performance Indicator (KPI): A measurable value that demonstrates how effectively a company is achieving key business objectives.


Listing Management: Ensuring that a business’s location data is accurate and consistent across all online platforms.
Local SEO: A search engine optimization strategy aimed to increase a business’s visibility in local search results.


Metadata: Information that provides data about other data, which can include reviews and ratings.
Micro Review Sites: Niche review sites that focus on specific industries or topics.
Monitoring Tools: Software or platforms used to monitor online mentions of a brand or products.
Mystery Shopping: A method used by market research companies or watchdog organizations to measure quality of service or compliance with regulation.


Negative Review: A review expressing dissatisfaction with a product, service, or business.
Net Promoter Score (NPS): A metric used to measure customer satisfaction and loyalty.


Online Reputation Management (ORM): The practice of crafting strategies that shape or influence the public perception of an organization, individual, or other entity on the Internet.
Online Review Platforms: Websites or applications where users can post reviews about products, services, or businesses.
Organic Reach: The number of people who see your content without paid distribution.
Organic Reviews: Reviews that are generated naturally without solicitation from the business.


Paid Reach: The number of people who see your content as a result of paid promotion.
Peer Reviews: Evaluations of a person’s work or performance by others in the same field or profession.
Positive Review: A review expressing satisfaction with a product, service, or business.
Product Review: An assessment or critique of a product, often based on personal use or experience.
Public Relations (PR): The practice of managing the spread of information between an individual or an organization and the public.
Private Feedback: Feedback given to a business privately, not shared publicly on review platforms.


Quality Assurance (QA): A way of preventing mistakes or defects in manufactured products and avoiding problems when delivering solutions or services to customers.


Rating: A measurement or evaluation of a product, service, or business, often represented numerically or with stars.
Reputation Monitoring: Keeping an eye on the public perception and online reviews regarding a brand or business.
Reputation Repair: Efforts to fix a damaged reputation, often through responding to negative reviews, improving business practices, and promoting positive reviews.
Response Rate: The rate at which a company responds to customer inquiries, reviews, or comments.
Review Aggregator: Websites or applications that collect and display reviews from various sources.
Review Bombing: The act of leaving numerous negative reviews to bring down a product or business’s overall rating, often orchestrated by groups.
Review Management: The process of monitoring, responding to, and analyzing customer reviews to improve business operations and customer satisfaction.
Review Response: The action of replying to customer reviews, whether they are positive or negative.
Review Solicitation: The act of requesting customers to leave a review.


SEO Reputation Management: Utilizing SEO strategies to improve or manage a business’s online reputation.
Sentiment Analysis: The process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc., is positive, negative, or neutral.
Social Listening: Monitoring social media channels for mentions of your brand, competitors, product, and more.
Social Media Monitoring: Tracking public conversations and mentions on social media platforms to manage a brand’s reputation.
Social Proof: A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation.
Star Rating: A common rating system that uses stars to represent levels of satisfaction or quality.


Testimonials: Written or spoken statements praising the virtue or performance of a person or product.
Third-Party Review Sites: Websites not affiliated with the reviewed business, where customers can leave reviews.
Transparency: Being open and honest in communication, which is key in managing reviews and online reputation.
TripAdvisor: A popular travel and restaurant review website where users can post reviews and rate businesses.


User Experience (UX): A person’s emotions and attitudes about using a particular product, system, or service.
User-Generated Content (UGC): Any form of content, such as images, videos, text, and audio, that have been posted by users on online platforms.


Vanity Metrics: Metrics that look good on paper but do not necessarily provide the clear insight necessary to make a meaningful business decision.
Verified Review: A review from a customer who has been confirmed to have purchased the product or service.
Viral: Content that becomes highly popular and is shared widely across a range of internet platforms.


Whitelisting: The practice of explicitly allowing some identified entities access to a particular privilege, service, mobility, access or recognition.
Word of Mouth: The passing of information from person to person through oral communication, which can be a powerful form of promotion or detriment for businesses.


Yelp: A popular local-search service powered by crowd-sourced review forum, where businesses can be reviewed and rated.


Zero Moment of Truth (ZMOT): The moment when a consumer researches a product online before deciding to make a purchase.
Zero-Sum Game: A situation in which one person’s gain is equivalent to another’s loss, so the net change in wealth or benefit is zero. In reputation management, this could refer to competitive scenarios where one business’s gain in reputation is seen as a loss for another.

Embarking on the journey of review and reputation management is akin to stepping into a dialogue with your customer base. It’s about embracing transparency, acknowledging feedback, and continuously enhancing your offerings to meet and exceed customer expectations. Equipped with the newfound understanding from this glossary, you’re now poised to delve deeper into the practical realm of managing reviews and bolstering your brand’s online reputation.

Explore the dynamic tools and features offered by Avarup to usher your review management strategy into a new era of customer engagement and business growth. Avarup is designed to streamline your review management process, offering a seamless interface to monitor, respond to, and analyse customer feedback. Ready to elevate your review management game? Venture into and embark on a free trial. Your journey towards mastering review management and fostering a sterling brand reputation begins here. Discover the potential of informed review management with Avarup, and let your brand’s positive narrative resound across the digital realm.