Online Reputation Management
The reputation is the opinion, consideration, prestige or esteem in which you have someone or something. In other words, the perception that others have of us is what makes up the reputation we enjoy.
Whether it’s online or offline: reputation is built from what others see in us (is distributed) and what passed (from their perception) those who know us. What differentiates the two environments is that the internet buzz has three distinguishing features over the traditional: it is much more contagious, fast and persistent.
Indeed, if someone on the street talking about my company, the scope will be limited and will be reduced to a more or less close (friends, family, co-workers …). But the same message made public on the Web can be received instantly (and replicated) by anyone in the world. In addition, forward on what someone else does not normally have internet expiration date but will be available for those arriving looking for long after.
These features make the online reputation management a critical aspect of our business. Not that the reputation is something that has not had to consider: what happens is that at the moment ignore is much more dangerous than when the messages traveling more slowly or could easily disintegrate in the air.
A brand , meanwhile, is the signal made to a person, animal or thing, to distinguish it from another, or denoting quality or membership.
Branding is what you convey, what exteriorized. Typically associate the concept with a logo, a name, but also brand is everything a person or organization transmits itself: I am building my brand when I publish a text, when I notice a certain way on the radio, when I talk to a prospect, etc..
Therefore, to simplify, we could say that brand is what I say to myself (active or passive) and reputation is what others see in me. It follows that the brand is very important, but eventually joins the reputation and continues to be an element of it. The reputation, ultimately, will cause people to welcome me or reject me, as a company, I want that reputation is as close as possible to the brand idea I have in mind.
Of course, we can not everyone like. What one seems good, someone else hates, what someone else hates grateful. Even if we do the same thing, the same person may perceive it differently at one time or another. The reasons are many and this is not the place to go to analyze them, but you can point affecting moments, moods and needs related to two factors. In principle and within reasonable margins, do not worry because you are not happy with us 100% of the people we met along the way. 
On the other hand, it is difficult to speak of the reputation as something finite or accurate. It is said that reputation is distributed because the total form of the messages in any place and time appear on us (own or other). I would also add that reputation is not unique but each person or institution has several. In my case, for example, I have a reputation as a professional, the other as a parent (or other: indoors, for the rest of the family, for the teachers of the school …), another between my childhood friends, among other mates of a short course I did once, etc.. Each of these audiences perceive me differently and if I buy it or not (understood here as a synonym buy reputable) depending on what you have seen (and continue perceiving) on me.
Influence
The influence is the authority of someone with another or others, or to intervene in a business. That authority is not everyone who has it and has not obtained automatically, but usually get through a career or personal (depends on the subject and context).
The influence is not measured by numbers. It is measured by analyzing the radius of action we have on the people we want to follow us.
Therefore, to be influential we must have previously earned a good reputation. At the same time, if we find someone who can help us to influence others will be on the lookout for someone renowned in the field that interests us.
Your community is cooked and enriched gradually. Making a musical analogy, your digital identity must carve their digital reputation as Adele (for who you are and sing) and not like Lady Gaga (by fireworks that strips around), one the best reputable digital marketing.
So, we can say we are in a string:
We convey a brand image (through our words and our actions) and seek others also convey an image of our brand in line with what we want to convey.
That brand image that is transmitted through multiple channels and now is building our reputation (online, talking on the internet environment).
Thanks to the (good) reputation achieved, we are able to influence others.
To stream should be. In fact, 80% of managers say they have seen how to be present and active in social media made them grow in terms of influence and even economic benefits had noticed it.
But remember that not only we who pass our brand image and therefore which we build our own reputation. So we should be able to find influential people who can help convey our message. From there, they do or not depends on the value you bring them to know them.
