Reputation management in the age of the world-wide web

The reciprocal interactions with others that play such a significant part in our lives depend upon trust; individuals need to be confident that their partners are cooperative, and that they will return favours. Reputation permits the choice of better partners and provides incentives to be more cooperative. These uses of reputation are not unique to humans. However, in complex human societies, with large numbers of potential partners, keeping track of each other's reputation is a vital part of everyday life, and, in an inevitable arms race, ever more powerful strategies of reputation management are being developed. In this article, we bring together insights from different disciplines to throw new light onto the importance and scope of reputation management.