Managing Your Reputation Online

BRAND + COMMUNICATION

Managing Your Reputation Online

#GenNextSA@fullercom

What’s your personal brand?

Google Yourself

(Your living CV)

It takes 20 years to build a reputation and 5 minutes to ruin it

Warren Buffett

Who cares?

(Photo: Joe Logon via Creative Commons/Flickr)

Friends Work Family (Grandma Test)

# FAIL

Stephanie Rice

Australia’s Golden Girl” peak of her career.

posted a homophobic slur on Twitter.'Suck on that f***ots" when Australia's rugby union team, the Wallabies, defeated South Africa's Springboks on Saturday. “I am not a person who judges others or speaks in a way that hurts others.”

lost a lucrattive sponsorship deal

Justine SaccoIAC is a leading media and Internet company focused on the areas of search, applications, online dating, media and eCommerce.Sacco gained notoriety on Friday for the tweet she wrote before a trip to Cape Town, South Africa that offended many and generated loads of social media

responses. The tweet read: “Going to Africa. Hope I don’t get AIDS. Just Kidding. I’m white!” As of Friday night, IAC had already removed her name from its website‘s media contacts list ahead of its official announcement of her employment termination

and before she landed in Cape Town. Sacco’s tweet spread quickly on social media. For a time, #HasJustineLandedYet became the No. 1 non-promoted hashtag on Twitter while she was en route to Cape Town. It was also covered widely by both trade and consumer news sites.

IAC has terminated the employment of Justine Sacco, its now former corporate communications staffer at the center of controversy over a tweet that the company viewed as “offensive.”

#FAIL

• Goals (Passive or Thought Leadership?)• Messages/Themes• Tone of Voice/Conduct• Channels

Strategy

Facebook

STRATEGY:• Be interesting and interested• Dinner table (not Boardroom)

Facebook

RISK MANAGEMENT:• Keep Personal Profile private• Take care accepting strangers• Grandma test

Facebook

STRATEGY:• Network (grow yours)• Expertise• Endorse others• Join groups and conversations• Share content (add value)

LinkedIn

RISK MANAGEMENT:• Keep it professional• ‘Boss’ test• Be timely• Be transparent (not creepy)

LinkedIn

Twitter

TwitterSTRATEGY:• Stay ‘On Message’• Value-Add shares• Follow (and be followed)• @Back

TwitterRISK MANAGEMENT:• Be timely• #dontoverhashtag• Keep Private private

STRATEGY:• Thought Leadership• ‘Niche’ Theme• Original and curated content• Once a week/month

Blog

RISK MANAGEMENT:• Moderate Comments (but don’t sensor)

Blog

Youtube

STRATEGY:• See “BLOG”• Comment on other videos• Webcam OK• Use Microphone

Youtube

RISK MANAGEMENT:• Don’t get defensive with comments• Keep private playlists private• Turn off “suggested videos” when sharing

Youtube

Google+

http://computer-tricks-corner.blogspot.com.au/2011/10/facebooks-recent-updates-trying-to.html

Google+

Hootsuite

Facebook Privacy Settings

Youtube Privacy Settings

Google: right to be removed

14 May, 2014

http://www.telegraph.co.uk/technology/google/10827653/Search-aborted.html

Mario Costeja Gonzalez(then 12,000 on the first day!)

Google: right to be removed

Don’t be

a

(Credit: (AP Photo/Jae C. Hong))

Managing Your Reputation Online

Internet

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