Wear It Like Armor

The CEO of Brandyourself Patrick Ambron is teaming up with Likeable Local CEO Dave Kerpen for a free webinar on 5 Hacks for Turning Negativity Online Into Rave Reviews. 

You can read more about this on LinkedIn.

This is very timely conversation. With the tapping of a few keys and several clicks of a mouse, someone can easily say something damaging about you online – true or untrue. The trick is to use it to your advantage.

The idea is not entirely new. What’s the old PR saying? “Any publicity is good publicity?” But that adage usually applies to big profile companies and VIPs. What about everyone else? What about you and me?

In the above LinkedIn article, Patrick posts an excerpt from Dave Kerpen’s new book, The Art of People. I personally haven’t read it yet, but one excerpt of an excerpt really stood out to me:

“Who you are online is who you are in life and vice versa. There is no need to have a different writing style for your professional blog, a different voice for your professional Twitter feed, or separate social media profiles for your personal life and your professional life. Why? Because “business you” and “personal you” are the exact same person. Or they can be. Otherwise, you’re going to find yourself trying to manage split personalities and double lives, which is tiring, unnecessary, and ineffective.”

This in turn reminded me of some wise words from cultural icon Tyrion Lanister:

Let me give you some advice bastard. Never forget what you are. The rest of the world will not. Wear it like armor, and it can never be used to hurt you.

Where my GOT fans at?

What is Online Reputation Management?

I help people manage their online reputations for a living.

But what does reputation management entail?

Well, in the case that you’ve already looked over the BrandYourself website and still feel like you’re missing something, this article from SearchEngineLand.com offers a great explanation.

In summary, online reputation management (ORM) is making sure that then when some searches a kewyord (your name or company), the results that pop-up are all relevant and supportive to your image. Of course, people are entitle to free speech, and so should and are able to say whatever they want about whoever they want on the internet. But just because someone is free to say whatever they want, that doesn’t mean that whatever they say needs to be at the top of search results. In fact, that can be downright injurious to someone’s online reputation. In the case of businesses, it can result in the loss of a lot of potential customers.

That’s where ORM comes in.

We work to push positive results (positives) to the top of search result lists and negative results (negatives) to the bottom. It’s impossible (without delving into hacking) to downright eliminate a search result, but you can effect it’s ranking on search result lists.

A few things you should know:

ORM is a marathon, not a sprint

It takes search engines (Google, Bing, etc.) a long time to update their results. Which is actually a good thing when you think about it. Otherwise, search results would be shifting everyday and it’d be impossible to effect any lasting change on keyword ranking. Specifically at BrandYourself, we usually yield optimal results around month 7 of campaigns. That may seem like a while, but every month before that is spent working hard and laying the framework so that month 7 can happen at all. Sometimes, it takes even longer than that.

You have to keep at it, to stay in shape

You could diet and exercise for a year, feel great and look great, but if at the end of the year you started to eat donuts for breakfast, lunch, dinner and dessert and the only exercise you did was light walking and heavy typing, then you’d end up losing the results you want. It’s the same thing with ORM. As mentioned above, it takes a lot of hard-work over a long period of time to yield results. Once you start getting results, you have to keep at it to maintain them. Google is constantly updating their search algorithms, web traffic is always shifting, and online properties need to stay fresh (keep updating) in order to look good in Google’s eye. That means that without persistence, negatives can go up in rankings and positives can unfortunately go down.

Celebrate

At least you know that if your online reputation is not how you want it to be, you can effect a change. That’s pretty empowering and pretty freaking cool.

 

Websites like brandyourself.com, searchengineland.com, and moz.com all offer great tips for managing your online reputation. If you’re curious, I highly recommend checking them out.

I hope this has been helpful in explaining a little more about what I do. Feel free to contact me if you have anymore questions.

 

Brandon