Today, reputation management is one of the most important components of successful business. This research is devoted to the study of the factors of formation of company reputation in the Internet, as well as the development of measures to improve the management of online reputation of enterprises. In the course of the study, the authors analyzed the methods of assessing the online reputation of enterprises, identified the tools for managing the reputation of companies in the digital environment, and put forward a number of proposals to improve online reputation management.