What is the field called that involves monitoring and influencing an organization's online reputation across digital channels?

• A. Online Reputation Management (ORM)
• B. Sherlock
• C. Usenet
• D. Network News Transfer Protocol (NNTP)

Answer: (B)

Monitoring and shaping how an organization is perceived across digital channels, including social media, review sites, blogs, forums, and news, is known as Online Reputation Management. This field combines listening for mentions, analyzing sentiment, crafting appropriate responses, and implementing strategic actions to protect and improve a brand’s image online. It covers both monitoring for potential issues and actively influencing public perception through communications, content strategy, and crisis management.

The other terms refer to unrelated concepts: Sherlock is a name commonly associated with a detective figure (and, in some contexts, a tool for locating online accounts), Usenet is an early discussion system, and NNTP is the protocol used to transfer posts on Usenet. They don’t describe a discipline focused on managing an organization’s online reputation across digital channels.