Archives For Digital Reputation Management

greg swan_success theater wcco

I was interviewed for this WCCO-TV piece, Beware: Your Reputation is Being Googled, this week:

“If you look at your Facebook and Twitter feeds, our friends lead amazing lives…that’s not real life, that’s success theater, that’s us perfectly orchestrating that,” said Greg Swan, a digital strategist at Weber Shandwick…

“Surveys show that 70 percent of job candidates were rejected by recruiters just from a pure search engine perspective, of seeing what comes up,” Swan said…

“It used to be that you’d ask someone, ‘Have you Googled yourself lately?,’ and we’d all giggle. But now that’s a real thing,” Swan said.

Typing your name into the Google search box will show what you look like online, whether you’ve posted anything truly embarrassing, and whether you have a “digital doppelganger.”

“A digital doppelganger would be someone with the exact same name, who comes up when your name is Googled,” Swan said.

If that happens, you may want to use your middle initial to set your name apart. Other tricks include filling out a complete profile on LinkedIn, the business networking site, and making sure your Facebook settings keep your pictures as private as you want.

Swan also uses an app called Time Hop to look back at his posts from the past. It’s mostly for fun, but also serves as a gentle reminder of what’s been put up.

And if he has to send an embarrassing picture, Swan will use Snapchat or Facebook poke. Those apps make the pictures you send disappear in 10 seconds or less.


Watch the whole piece here
.

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photo by @tbrunelle

photo by @tbrunelle

On Wednesday, I had the profound pleasure of moderating a Minnesota Interactive Marketing Association (MIMA) event on the topic Digital Reputation Management, a topic that is a core focus of my company (and me personally) in 2009.

A Weber Shandwick proprietary analysis revealed that over three-quarters (79 percent) of the world’s number-one most admired companies lost their crowns over the past five years in their respective industries.

Reputation loss is also on the rise. Nearly 9 out of 10 business executives participating in our Safeguarding Reputation™ survey agree that susceptibility to reputation damage is a growing threat.

Similarly, a sizable 84 percent of global senior executives surveyed by the Economist Intelligence Unit reported that reputation risk increased significantly over the past five years. When executives were asked to choose among 13 risk types, reputation risk emerged as the most significant threat to global corporate business.

As company, brand and product reputations fluctuate and/or deteriorate worldwide, communicators need to proactively engage reputation radar systems to identify, track and respond to approaching reputation threats, as well as find ways to locate and empower brand advocates.

This is definitely a topic which our interactive marketing community needs to be active (especially proactive) in discussing, exploring and collaborating. What a great panel topic!

greg_mima02

Our star-studded panel constsited of Tammy Lee Stanoch, VP Corporate Communications for Delta/NWA, Lela Phommasouvanh, Senior Consultant, Search Marketing for FindLaw, a Thomson Reuters Business, and Steve Bendt, Social Technology Activist for Best Buy, Inc.

More than 250 attendees absorbed tips about tracking buzz, making the business case to leadership and the imperative “Set Up a Google Alert for your name and your clients’ names” mantras. If you missed the event, you can stream the archive here.

Gems from the discussion:

  • Be authentic
  • Be transparent
  • Be cautious, but fearless
  • Don’t be stupid
  • Don’t be unethical
  • Trust your employees and your customers
  • Realize you don’t have control, but put forth measures to proactively inoculate detractors and engage advocates

The panel put together a list of suggested reading links on del.icio.us here, and also mentioned the following resources to research, check out, use or peruse:

  • Best Buy Connect (BBY Employee Aggregator)
  • Blue Shirt Nation (BBY’s Internal Social Network)
  • Spy (can listen in on the social media conversations you’re interested in)
  • Twitter Search (Twitter search tool that includes RSS feeds)
  • RipOff Report (central place to enter complaints about companies and individuals who are ripping people off)
  • Yelp (User Reviews and Recommendations of Top Restaurants, Shopping, Nightlife, Entertainment, Services and More)
  • Radian6 (tools for real-time social media monitoring and analysis designed primarily for PR and Ad agencies)
  • Trakur (online reputation monitoring tool designed to assist you in tracking what is said about you on the internet)
  • FlyerTalk (the world’s most popular frequent flyer community)
  • LinkedIn (a networking tool that helps you discover inside connections to recommended job candidates, industry experts and business partners.)
  • ZoomInfo (a Web-based service that extracts information about people and companies from millions of published resources)
  • Spock (the world’s leading people search engine)
  • Cluetrain Manifesto (suggestion from audience that everyone should read it, and I concur)
  • Addictomatic (suggestion from the audience)

I also recommend:

If you have others to share, please include them in the comments.

UPDATE:

Steve Bendt has a recap post here.

Tim Brunelle has a recap post here.

Hello Viking has a recap post here.