Category Archives: Uncategorized

Online reputation management: exercising your digital “do not disturb” sign

Have you ever “Googled” yourself or your company?

If you haven’t, you should. Online personas are detailed, traceable and permanent. In a world of constant posting, commenting and uploading, we have lost control of our reputations.

Deep breath.

I recently finished reading Daniel Solove’s book The Future of Reputation. In it, he discusses the migration of conversation to social networks. More than ever, we’re losing our ability to control what is made public about us. But, that isn’t really the problem. According to Solove, “the problem is that these sites are not designed in ways to emphasize the potential harms to privacy and other consequences. Cyberspace is the new place to hang out, the perils of exposure notwithstanding.”

It’s true. In today’s climate of viral content, public defamation can be toxic and even deadly. So what are we going to do about it? We’re taking back the night. Maintain your online credibility by actively defending your privacy and staying in tune with the conversation. Try some of these FREE reputation management tools to stay in touch with your runaway online rep:

Google Alerts – It couldn’t get much easier than this free service that sends you an email every time your keyword is mentioned on the web.

Technorati – Search your keyboard for blog mentions with this search engine.

Twitter Search – This simple search engine allows you to enter a keyboard and browse real-time mentions on Twitter.

Who Links to Me – Understand your realm of influence by monitoring anyone who links to you.

monitorThis – Consider this your one stop shop. MonitorThis searches photos, tags, blogs, news, articles, microblogs, videos and websites from 26 different search engine feeds.

Rapleaf – Rapleaf lets you trace your online footprint. Users contribute to your online score, so create an account to start managing your privacy.

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Five Commandments of Web Analytics

Mark Tosczak, senior account executive at RLF Communications, shared with me his top five tips for web analytics. And because I’m a giving person, I’m going to share them with you.

1. Your metrics shall be tied to your goals.

Every Facebook friend and pay-per-click should be tied to a big picture. Don’t do anything until you know WHY you are doing what you’re doing. Someone in a tie will eventually ask you this question and expect you to answer it within 3 seconds.

2. Evaluate results, not activities.

Pay more attention to click through rates than a mere presence on a site or social network

3. Thou shall understand the data.

Know what things like “hits” and “unique visitors” mean before you start throwing them out casually in conversation.

4. Don’t trust computers.

Computers are not very good at more qualitative and subjective measurements so use multiple evaluation methods in your research.

5. Always measure!

You can’t really beat Google Analytics in terms of free analytics tools.

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Solis’ Social Marketing Compass helps stray brands find true North

3987986119_01f18cc422-1OK, to those 50 (or so) percent who are not thinking before they tweet, take a second to look at the pretty picture to the left.

From the great makers of the Conversation Prism, Brian Solis and Jesse Thomas of JESS3, comes the brand new Social Marketing Compass.

This brightly colored information visualization illustrates how to cultivate a brand based on key emotions, channels, platforms and players.

According to Solis, the Social Marketing Compass points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.

In a technological era where tools are continually changing, we really cannot afford to voyage into the wilderness that is social marketing without at least a road map and compass at our side.

Media noise online and off is only going to get louder and some people will choose to combat it with a megaphone and good old-fashioned hollering (as we call it here in the South).

But—you and I are part of a very small and very smart few who know that the best remedy for noise is hanging on to what is constantly good and true. Honesty. Empathy. Sincerity. Are you with me? It’s a return to these virtues that should be the new building blocks for marketing. I think Solis is right on target with his very reminiscent model of the moral compass.

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