Brands can live and die by their online reputation. And so can leaders of business.

Much has been discussed around how brands exploit social media and search marketing channels, but the subject of online executive profile management has barely scratched the surface. Influence in this respect is as much an art as it is a science, but here are seven simple steps to improve your corporate standing.

1. Start with Google

Online reputation management begins and ends with Google, as this is the first port of call for information and knowledge gathering.

Typing your name into the search engine, by itself or associated with your company, you soon start to get a picture of the level of interest in you as an individual.

2. Maximise your profile on your corporate website or blog

Your company has a website – but does it provide sufficient information on your executive leaders? Each executive should have a dedicated page with biographical info and links to their various profiles elsewhere in social media and beyond.

You should also consider a company blog, with corporate leaders being encouraged to byline blog posts on a continual basis.

3. Establish and optimise LinkedIn

It is crucial to take full advantage of LinkedIn. In social media, it provides the one true professional-minded network and, as with the other major social networks, it ranks highly in Google search results.

4. Understand Wikipedia

Now, Wikipedia is a complex beast. The “dark arts” of Wikipedia is well documented with brands and agencies that represent them having been found out manipulating pages for promotional or corporate gain.

Wikipedia as a platform, which you might expect to be a no go territory, can in fact be influenced so long as you play by the rules of the site and its important community of Wikipedians.

5. Consider wider social media approach

Twitter, Facebook, Google+ and so on all influence your executive reputation, so it is important to consider their impact and approach. Be present and active, not absent or intermittent.

6. Content marketing magic

It is highly likely your business is producing digital content that features your executive leaders – photos, videos, infographics, presentations, documents and so on. Spread your content far and wide.

7. Wider PR and online profile

Finally, do not forget the impact that PR activities have on executive profile management.

In the online reputation game, big hits win. Look to secure quality and frequent mentions across media outlets that drive online conversation, have sizable social media followings and index well in search.

So there you have it. As you see this is hardly rocket science. Yes, online reputation is a minefield, but if you approach it in a methodical manner you’ll soon crack it.

 

By Jonny Rosemont, Head of Digital at Seven Hills.

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