Search engine algorithms and social media continually evolve and Online Reputation Management must evolve with it. I predict that in the next five years, algorithms will shift toward user behaviors, not only based on browser cookies but on location and contact data collected from your phone. Every user will become a “profile” and receive information bespoke to them. We’ve already begun to see some of this happening today. For Online Reputation Management services, this means crafting thousands of unique strategies for one campaign in order to effectively reach the different user profiles that will view your online content. The future is now.