Online Reputation Management Leveraged with
Social Media Optimization
Online Reputation Management, ORM, is the practice
of managing an individual or business reputation within online media.
Online media, including search engines, are managed to make positive
information visible to the public and downplay any information which
could negatively affect the individual or business. Reputations are
earned. Years of hard work and building trust can be destroyed online,
often anonymously. In this article you will learn why building,
maintaining and protecting reputations has become as important online
as it is offline. Learn how to manage your online reputation with
social media optimization.
The advent of social media, communities, and
networking sites, has been useful to many companies. They have
positively affected the majority of businesses by allowing them to
directly communicate with consumers about products and services they
offer. However social media has also opened doors to malicious behavior
of the minority, which has proven to be damaging to individual and
corporate reputations. Individuals and the small business to the
fortune 500 companies have been harmed by malicious online postings.
Part of this pain is self inflicted and some is the handiwork of
unhappy customers, disgruntled former employees or chronic complainers.
There are several rules to remember while posting online, which assist
with online reputation management:
- The positioning of a company or individual
within social media, communities, and network profiles and comments, is
indexed by search engines. Indexed pages can be cashed in search engine
files infinitely. Any text associated to your name can be found now and
for years to come.
- The content and images posted become public
domain. On many websites, including Facebook, when signing up, you
grant the social community site the right to use your photographs. The
Content to any part of the Site, you automatically grant, and you
represent and warrant that you have the right to grant, to the Company
an irrevocable, perpetual, non-exclusive, transferable, fully paid,
worldwide license (with the right to sub license) to use, copy,
publicly perform, publicly display, reformat, translate, excerpt (in
whole or in part) and distribute such User Content for any purpose,
commercial, advertising, or otherwise, on or in connection with the
Site or the promotion thereof, to prepare derivative works of, or
incorporate into other works, such User Content, and to grant and
authorize sub licenses of the foregoing."
- Never post photographs or content that you would
not want the world to see. Remember the world includes current and
future employers, parents, and current or future spouses. It is not as
easy to delete this information as you would like to believe. This is
Content from the Site at any time. If you choose to remove your User
Content, the license granted above will automatically expire, however
you acknowledge that the Company may retain archived copies of your
After interviewing prospective employees, it has
become a standard practice to go online and Google the applicant. It is
also the practice of individuals interviewing to research the employer.
Negative information associated to an individual name or corporate
entity could cause a prospective employer or employee harm. In a 2007
survey conducted by Execunet, an online community of C-level
executives, 83% of recruiters used search engines to learn more about
candidates. Of those, 43% were eliminated based on information found
online. "For better or worse, the Internet provides recruiters and
employers with a wealth of unfiltered information that's used to help
evaluate candidates," says Dave Opton, CEO and Founder of ExecuNet.
"From a candidate's perspective, there's no question that managing your
reputation online is as important as it is offline."
Due to the number of people who use search engines
as a research tool, online reputation management is becoming a big
industry. Ruthless competitors and angry clients now have open access
to blogs and web sites. They can define a person or company's online
identity. Their words have far reaching effects- whether they are true
This is why ORM is necessary. Because it is
difficult, if not impossible, to eliminate traces of thoughtless
actions or malicious attacks on the web, online reputation firms
disseminate positive information on their clients. The goal in online
reputation management is to bring public attention to positive blogs,
articles and other online media written on behalf of the company. The
positive online publicity takes the higher search engine result
rankings, thus minimizing the damage of any attack.
Article Source: http://www.articlesbase.com/internet-articles/
About the Author
Julie Ross is Principal of Rostin Reagor Smith, ORM Experts in
Public Relations Online. With 20 years in public relations,
advertising and 10 years in internet marketing, Rostin Reagor Smith has
refined the SMO Expert Formula. Social Media Optimization is used for
higher search engine ranking in Online Reputation Management for public