Oh. Then why didn't you just say "Reputation Management"? It's basically reputation warfare when you think about it. All you need to do is get people to write good things about you/your company/site online and link to it in such numbers that it drowns out the naysayers.
I have never heard about such term... Can you please let me know where have you found that definition?
Intersting article. I believe in any case your main task should be to reach bets places in the SE to have good reputation