[New Jobs] Cyber Reputation Manager Catching YouTubers' 'Sil-eon'

PR, Previously an Advertising Role, Expands to Online
Preventing Negative Evaluations of Internet Celebrities in Advance

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The life of online influencers is often described as walking on thin ice. One day, a casual remark they make can be hailed as a 'refreshing statement' and praised, while the next moment it can be labeled a 'blunder' leading to an apology.

This erratic 'online reputation' is not just a problem for individual influencers. Companies and advertising agencies that hire influencers based on their fame can unexpectedly get caught in the fallout. Since the advent of social networking services (SNS), the role of 'reputation managers' has become increasingly important.

PR Moving from Reality to Online Space

Influencers, including YouTubers, have grown into large-scale businesses.
[Image source=Pixabay]

Reputation management has long been one of the consulting fields. The activity commonly known as 'Public Relation', or PR for short, can be considered the root of reputation management. From private companies to public institutions, they focus on PR to build positive relationships with consumers and the public and to promote products and policies.

However, with the rise of the online era and SNS permeating our daily lives, PR has evolved. Now, consumers access most information on the internet. If false information or misleading rumors about a company or individual circulate on SNS, immediate response is necessary. For this reason, reputation management is expanding into the cyber domain.

Reputation Experts Removing 'Unlikable' Factors from Influencers

Today, reputation experts focus on improving the 'internet search information' of companies and individuals. For example, they prevent negative information from appearing first when specific keywords are searched on portal sites. This activity is called 'search engine optimization'. They also evaluate the influence of content individuals leave on SNS or websites and predict how such content might provoke public reactions in the future.

A cyber reputation manager can be defined as a PR service developed to suit the online era.
[Image source=Pixabay]

Abroad, many reputation experts operate as companies or individual corporations. In PR consultancies, it is not uncommon to find professionals with the title of reputation expert. Since the growth of short-form streaming platforms like YouTube Shorts and TikTok, influencer management agencies or online advertising agencies sometimes directly handle reputation management.

The Growth of 'Cyber Reputation Manager' Roles in Korea

In Korea, the position of reputation experts is also growing steadily. A specific job category called 'Cyber Reputation Management' has been newly established domestically. According to job-related sites like CareerNet, cyber reputation managers are responsible for "monitoring evaluations, satisfaction, and dissatisfaction related to individuals or companies online."

Currently, most cyber reputation managers in Korea are employed in corporate PR departments. However, recently, there has been an increase in cases where individuals obtain related private certifications and establish their own corporations to operate independently.