The scoring economy: Reputation management in the age of algorithms

Abstract

We live in an algorithmic age, an age where algorithms influence our smallest, most miniscule choices to our largest, most life-defining decisions. The proliferation of algorithms and mounting public concern present challenges for not only individuals, but also organizations. The purpose of this study is to understand how and to what extent algorithms impact corporate reputation management. This research is quite novel in that it attempts to marry two fields that have yet to be united; notably, algorithms and organizational reputation management. Current research explores these topics independent of one another. This study intends to expand current research by highlighting the impact search engine and automated journalism algorithms have on organizational reputation management in hopes that it helps organizations better understand how to build and maintain their reputations – on and offline. The practical and social implications of this study are both educational and directional for both communications practitioners and organizations. The results of this research have the potential to alter the practice of reputation management altogether. The practical intent of this study is to provide communicators with a guide of how to mitigate and manage reputational issues that might arise from our new scoring economy.