This is a guest post from Ann Holman
Phil Zimmerman was recently quoted as saying in the future we will all get our ’15 minutes of privacy’ rather than our Andy Warhol moment. Clever thought, and sadly, perhaps true. Both professionally and personally we are all going to have to manage our online reputations. We’ll even measure and score it. We’ll leave the personal element in the bottom drawer for now.
Measurement will evolve and monitoring is here already. I believe we will be measured independently based on the following five gauges:
Content – More work is online than ever before. With wikis and cloud computing, filing cabinets are becoming a thing of the past and it’s exposed, to some degree for everyone to see. In fact, it’s important that the content is accessible rather than hidden. The quality of that content will be critical. More of us will be publishing our work online, our ideas, knowledge and opinions.
Influence – This will be about your popularity. How many people are following you? How many fans you have? How often you are mentioned or referenced in other peoples content? It’s also about how well you are connected, who you are connected to and how you influence those networks.
Trust – Part of this will be how transparent, open and whether people respect your integrity. It will be about how you deal with the positive as well as the negative issues every business has. Included will be testimonials and case studies that clients quite openly communicate across their own online sphere not your website.
Community – Having a strong community around your brand will make online reputation management easier. A robust set of people full of influencers and passionate about what you do will fight your battles on your behalf. They are more ready to forgive if you deal with problems well. They will be engaged and assist you in managing your reputation over the long run.
How you use social media – This is perhaps as much about sourcing as marketing. The sourcing of innovative solutions, using social media to co-create, participate and share information. It will also involve seeking out top suppliers and partners.
It goes without saying that you earn reputation. If you don’t manage your online reputation someone else will and it isn’t that coffee induced, fast food journalist out to get you. Its not shameful promotion, its now the bedrock of managing your brand and developing a community. Expect to be measuring accurately soon…..
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