View
704
Download
2
Category
Preview:
DESCRIPTION
Citation preview
Karen Freberg, Ph.D.
Introduction
Karen Freberg, Ph.D. – University of Louisville ¨ Education:
¤ Ph.D., Communications (University of Tennessee) ¤ MA, Strategic Public Relations (University of
Southern California) ¤ BS, Public Relations (University of Florida)
¨ Interests: ¤ Social media, Crisis Communications, and PR
¨ Social Media: ¤ FB, LinkedIn, Twitter (@kfreberg), and
Pinterest ¨ Blog: www.karenfreberg.com/blog
Managing Online Presence & Reputation
Something to think about…
¨ “It takes many good deeds to build a good reputation, and only one bad one to lose it.” -‐-‐ Benjamin Franklin
De1inition of a reputation
“Reputation is a collective term referring to all stakeholders’ views of corporation or individual, including identity and image based on experiences and expectations.”
-‐Professor Gary Davies Manchester Business School
Online reputation management
¨ People will have a voice – filtered or unfiltered – online and with social media
¨ Social media is the personalized digital version of traditional media – people sharing information, discussing important issues, etc
¨ Communities will engage in conversation online – with you, against you, and even about you
¨ Privacy online is really not there – people will judge you based on the information presented online on Google, Bing, Twitter, Facebook, or other sites – First impressions key!
"Google is not a search engine. It's a reputation management
system. Online your rep is quantifiable, findable and totally unavoidable."
-- Wired magazine, April 2007
Reputations are….
¨ Evolving ¨ Fragile ¨ Needs to be constantly maintained ¨ Integrated perceptions of our various roles in life ¨ Not only in the local sphere – but are now global ¨ Influenced by word-of-mouth communications – not only what you
say to others, but what your “friends” say and present about you as well.
¨ Are constructed through personal interactions online, ongoing dialogue, and the personalized presentation of information in multiple formats to showcase personality traits
¨ Formed over time ¨ Most valuable possession – part of individual, business, and
society
Risky Business White Paper (Weber Shandwick PR)
¨ Some realities we all need to be aware for 2011 and beyond: ¤ Reputation threat is high ¤ Reputations online are revealed – but not completely ¤ Naiveté can lead to surprise ¤ Leaks gush dangerously online ¤ Emergence of “reputation assassins”
Why do you need to manage your presence / reputation online?
� More people are going online for news, information about companies and jobs, and networking – and Google never forgets!
� The internet is an important medium for PR professionals to not only know, but also understand how it works.
� Employers today search online when they are interviewing job candidates.
� You need to be aware of what is posted and shared on you online
� By managing your brand with a personal web site, online portfolio, social media resume, and blog, you will have a little more control over what is posted online.
� Your reputation is your most priceless possession, once it is lost, it is very hard to get it back!
Online Reputation
Personality
Professional Content &
SNS
Technology
Online Portfolio
Consistent Interactivity
Social Network
Sites (SNS)
Discussions
Multimedia
What NOT to do or say on social media!
Online Presence Continuum
Too transparent Too closed Balanced Online Presence
Social Networking Professionally:
¨ LinkedIn ¤ Professional social networking site launched in 2003 ¤ Operates world’s largest professional network on the Internet with
more than 90 million members in over 200 countries and territories
¤ As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 69 of the Fortune 100 companies as of December 31, 2010
¨ How to optimize LinkedIn ¤ Ask for meaningful recommendations ¤ Incorporate value-added applications to LinkedIn profile
(Slideshare, Prezi, WordPress, Twitter) ¤ Create and upload Resume / CV to LinkedIn
Best practices for online reputation management ¨ Conduct environmental scan of professional and
personal reputation online and through social media – track your online presence (web shadow) ¤ Understand your networks and environment, community,
audiences and followers ¤ Me & My Web Shadow – How to Manage your Online
Reputation n http://meandmywebshadow.com/
¨ Monitor and listen to online discussion and comments – monitor personal SEO
¨ Be actively present on various social media sites - consistently
¨ Engage in dialogue with online community – showcase personality traits professionally and through consistent interactions
¨ Know when to respond / when not to respond / and when to take action towards online reputation threats
¨ Control the information you can – importance of having online presence
How to manage reputation effectively?
¨ Identify your own SWOT analysis for online reputation
¨ Set up own personal social media policy guidelines in managing own personal online reputation
¨ Opportunity to share your story - connect with others and create content
¨ Understand that whatever you post, share, comment, discuss online – it is public and on record
¨ Think before posting “Sticks and stones may break my bones, but words will never hurt me”
¨ Having personal web site / blog / social networking site ¤ Social Networking Professional – LinkedIn ¤ Social Bookmarking Site (visuals / electronic portfolio) –
Pinterest ¤ Maintain a consistent presence across social media platforms
(FB, Twitter, Instagram, YouTube, etc)
¨ Take control over your own story and image. Don’t let others control it for you.
¨ Be your own best PR spokesperson
Final Thoughts
¨ “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.” -‐-‐ John Wooden
Additional Resources
¨ Dr. Leslie Gaines-Ross (Weber-Shandwick Chief Reputation Strategist): http://reputationxchange.com/
¨ Reputation Rx: http://www.reputationrx.com/ ¨ Online reputation (Reputation Rx):
http://www.reputationrx.com/Default.aspx/ONLINEREPUTATION
¨ Reputation Institute (Corporate): http://www.reputationinstitute.com/
Recommended