What should a reputation management firm’s reporting look like?

A reputation firm’s reporting is where you see whether the work is real and whether it is moving anything, so it should be substantive rather than a slideshow of activity. Strong reporting covers the composition of the branded result set over time, so you can see how the page-one picture is shifting; AI narrative analysis, characterizing what the engines say about the entity and how it is changing; Wikipedia activity where applicable, including disclosed editing and monitoring; peer benchmarks, since reputation is relative and context matters; the work completed in the period, itemized rather than summarized; attributed business outcomes where the data supports it; and clear, prioritized recommendations for the next period. The discipline that separates good reporting from theater is that it ties activity to outcomes and is grounded in data. Reporting that is all activity and no measurement is a warning sign. We report against IMPACT™ for search, AIQ™ for the AI engines, and WikiAlerts™ for Wikipedia, with interpretation and recommendations attached.