What Is Online Reputation Management?
Your online reputation is influenced by what you post online, and what individuals, groups, and search engine results reveal about you online. Online reputation management involves a combination of marketing, public relations, legal and search engine optimization (SEO) skills to promote, protect and defend a client's online image.How does it work?
Online reputation management can displace false, embarrassing or irrelevant content by using social media, blogs, news media, personal websites and other tools to diminish the ranking of negative online content. While every client situation is unique, online reputation management firms leverage some of the following techniques:
- Interlinking high impact positive web content
- Monitoring online mentions and coordinating a thoughtful, rapid response
- Creating professionally edited profiles on trusted web sites with high search engine visibility
- Optimizing existing websites and social media profiles
- Contacting the source of the negative content to help
- Filing a formal complaint with the search engine or webmaster
Who needs it?
Everyone. Doctors, attorneys, small business owners, accountants, consultants, freelancers and contractors need a positive online image. If you are looking for a job, applying to school, dating online or seeking new clients or customers, your first impression will be online.
Why does it matter?
The internet does not forgive. It does not forget. And its influence continues to grow. Negative online content has destroyed relationships, devastated careers and ruined businesses. A positive online reputation is your most valuable asset in today's digital world.
70% of recruiters and HR professionals have rejected candidates based on information they found online.*
85% of recruiters and HR professionals say that a positive online reputation influences their hiring decisions.*
31% of employed internet users have searched online for information about co-workers, professional colleagues or business competitors.**
34% of those who use online dating services go online to check up on their dates.**
46% of internet users search online to find information about people from their past.**
62% of consumers surveyed said they would change their mind after reading 1-3 negative reviews about a product or service.***
Can I remove negative information about me online?
Sometimes. If a website is publishing confidential personal information, (e.g., your social security number, credit card or bank account details) you can request the page(s) be removed from the web and any search search results.
If the negative information violates copyright law or is an infringement on a registered trademark, and you are either the content owner or an authorized representative, you can request the removal of the content under the provisions of the Digital Millennium Copyright Act (DMCA).
You can also request the administrator or web master of the site to delete offensive content and any cached copies.
What can I do about it?
While you may not be able to control what others say about you online, you can create positive online content to diminish the impact and visibility of the negative posts. Here are a few simple suggestions:
- Create a complete online profile on popular social media sites, like Facebook, Twitter, LinkedIn and YouTube
- Track what is being said about you online
- Respond directly on the site where the negative content appears
- Create your own website or blog
- Participate actively in online communities
- Publish positive reviews from satisfied clients or customers
- Hire an online reputation management firm
Call us today or click here to learn more.
* Microsoft and Cross-Tab Market Research, "Online Reputation in a Connected World" (January 2010)
** Pew Internet & American Life Project (May 2010)
*** Lightspeed Research, "Consumer Reviews and Research Online" (March 2011)