Protecting Your Online Reputation? You’d Better Be!

image of what are they saying about you?Protecting your online reputation has never been more important than it is today–for all of us. As the world races to the web to search for information, what people say about you is readily accessible and easily shared. Positive reputations, painstakingly built over time, can be quickly damaged or tarnished.

As Warren Buffet has said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.”  We would all do well to heed that advice.

People talk. And nowadays, people share those conversations online.

According to Megan Gibson, of Time Magazine, “…a 2010 study by Microsoft and Cross-Tab, a market-research agency, found that 78% of surveyed U.S. companies examined the search-engine results of prospective hires. The study also found that 86% of employers reported that a positive online reputation factors into their hiring decision. Which means all those persistent online links, videos and blog smears could become a major financial liability.”

The potential for online reputation damage lurks around every corner. I know this one firsthand. Not long after Twitter introduced its Lists function in late 2009, I checked to see which lists I had been added to.

Imagine my surprise. 

Among the lists I had been added to was one called “People I Have Seen Naked”, created by a Twitter friend I had never met in person. I was also included in a list created by a porn star (also someone I had never met).

Not the professional image I was working to build as my digital footprint.

I quickly remedied the situation by blocking the porn star, which removed me from that list, and sent a direct message to the Twitter friend whose “People I have Seen Naked” list included my name. I explained that I used Twitter as a professional tool and would appreciate being removed from his list. He took action immediately and told me that he was just trying to “liven up” his list names.

We still chuckle over that one.

A few weeks ago I got a call from a CEO who was frantic over an altercation that took place on Twitter. An unhappy customer had created a Twitter account solely to share disparaging comments about the business and its service. The CEO, caught off guard, responded angrily and a Twitter war of words ensued.

We talked about it briefly. He had apologized for his caustic tweets already and went on to invite his Twitter followers to visit his company and judge for themselves. The fact that he owned up to his angry responses and immediately apologized took the wind out of the sails of his critic.

A quick check of his Twitter page today shows many enthusiastic comments about the company’s products and services. Crisis averted.

According to the 2010 Pew Internet study, Reputation Management and Social Media, 57% of adult internet users check search engines to find information about themselves online–which also means that 43% of adult internet users do not.

image of what are they sayong about you internet website reputationYet knowing what is being said about you online is essential in today’s 24/7 online world. And responding appropriately and quickly is critical.

So what do you do to protect your online reputation? Start here: 

  • Set up realtime alerts for your name and other related keywords. Use Google Alerts and Tweetbeep (a Twitter alert system that emails you when your keywords are used on Twitter) to stay abreast of mentions of your name.
  • Monitor mentions of your name and keywords and respond as quickly as possible to negative comments.
  • Reserve your name across the social web including social networks, social media tools and domain names for possible future websites. You can easily check and reserve your name, product name, or user name, with a tool like Knowem.com or NameCheck.com.
  • Establish a strong positive online presence. Participate in social networks, comment on blogs and share positive content on a regular basis.

If this sounds overwhelming, or like it may take up too much time, use a service like BrandYourself.com to simplify management of these functions and stay on top of your online reputation.

What do you do if you find damaging information about yourself online? 

  • Assess the damage. How much of what is being said is true? How damaging is it?
  • If you are at fault, acknowledge your responsibility and apologize.
  • Delete any negative information or images if possible. Some service providers will delete defamatory information under certain circumstances although you may have to meet their burden of proof.
  • Push negative mentions down in search results by creating and posting positive content. Use social network updates on FacebookLinkedin and Google Plus, microblog comments on Twitter, blog posts, reviews on sites like Yelp and TripAdvisor and images on Pinterest that include your name and keywords.
  • If you don’t already have one, create a Google Plus profile and link to the positive content you are sharing.

Over time, the positive information will come up earlier in search engine results and most people don’t go beyond the first page of search results. Just remember, taking proactive steps to protect your online reputation will save you so much time, effort and even anguish. It may also protect your ability to find work or new customers. 

If you think this information has value value for your friends, colleagues or clients, please share this post with them. Have I overlooked something? Comment and let me know what tactics you’ve found useful.

7 comments
Sonia (Sunnnee)
Sonia (Sunnnee) like.author.displayName 1 Like

Excellent post Allen. You have to watch just about everything to always make sure that you not only sound human, but that you respond to all and any negative feedback that comes your way. I saw what I call "trolls" on one twitter account I follow and every chance they got, it was disagreements with no real reason behind it. They were complaining to complain quite honestly and I put it on the ignore button. But what I liked was that the owner responded, apologized for their unhappiness and moved on. They "owned" it and let it go. People will tell thousands how bad your service was, but when its good how many do they tell then?

allenmireles
allenmireles moderator

 @Sonia (Sunnnee) Sonia, I'm intrigued by the question you pose about how many people tell others about good service they've experienced. We see more and more people using the web to share information (negative and positive), which often results in word of mouth recommendations. But getting someone to take the time to comment is challenging and that's the part I find so interesting. How do you persuade someone to write a testimonial? What makes a person so enthusiastic about a brand's offerings that they will talk about it? Anyway, all of us benefit from the process of monitoring our online reputations and addressing issues as quickly as possible. Thanks for taking the time to comment here. :)

Sonia (Sunnnee)
Sonia (Sunnnee)

 @allenmireles  @Sonia (Sunnnee) Sorry for the late reply. I saw a video called, "Give em a pickle", 15 years ago and when I heard the presenter say that it didn't make sense to me. After being in different types of work over the years; whether it was Customer service or Marketing, I understand the meaning now.

 

From a personal standpoint, I think about issues I have faced and how I reacted to it, either negatively or positive. I was more quick to promote the "bad" than I was the good. When they made it "right" I was slow to tell. I found that I was looking for my own problem to get fixed and once it was, I forgot to give back the same reciprocation they gave me.

 

Thankfully, I don't think that way anymore and it has changed my outlook ever since. Now I am proactive of telling my story and how certain companies have helped me in the "good times". 

ginidietrich
ginidietrich like.author.displayName 1 Like

I would add one thing as a subset to your last bullet point: Build a community of people who will go to bat for you. We all make mistakes. We all have people who want to tear us down. But if we handle our apologies correctly, our communities will back us up.

Jacko
Jacko

Interesting post allen.

 

They say you cannot con an honest man.  So the only way people are motivated to spread trash about you is because you probably did something.  The best way to cover that is to cop to what you did and move on. The energy you have to put into defending moves you backward.  Or am I missing something?

allenmireles
allenmireles moderator

 @Jacko Hi Jacko, Thanks for the comment. Clearly, if you have done something wrong, admitting your culpability and apologizing is appropriate (although having said that, there may instances that involve legal issues and keep you from that admission, sadly). That can be enough to rectify a situation. These days though, there are people who live to talk trash about others (we call them trolls) so your reputation can be tarnished by someone else's words even if you have done nothing wrong. Also, sometimes there are situations that have been misinterpreted and can be cleared up with an explanation. 

 

Putting energy into defending yourself could be seen as moving backward or as building for the future. By working to build a positive online profile, strong relationships, and by sharing content that resonates and reflects well on you, you are building the positive information about you that will push negative results down in search. I don't see that as moving backward at all.The fact is that many people will judge you based on what they find online so you may want to make sure that what they find is in line with who you are and who you want to be perceived as being. I'm not advocating dishonesty but am saying to be mindful of what's being said and address any negatives quickly and strategically.

 

Make sense?