1. Start a blog. If you haven’t already done so, starting
a blog is a great way to build your online reputation.
According to HubSpot’s 2010 report, The Science of
Blogging, 46 percent of people read blogs more than
once a day. Blogging is an affordable, manageable
way to advance your brand, build credibility and
engage with key stakeholders in the comment
section. A blog can also be an important tool in the
event that you do face a reputational crisis, since it
will give you a platform to immediately quell rumors
or misconceptions and respond in real-time to
questions and comments.
2. Engage meaningfully on social media. Trust- and
relationship-building are essential to establishing
a positive online reputation. Use social media as a
platform for building these relationships by creating
and sharing meaningful, valuable content and by
engaging with others in your network. Just a few
minutes a day of thoughtful, positive engagement on
social media can help establish your reputation as
someone who’s both knowledgeable and likeable.
3. Get serious about SEO. According to Interconnected
World: Shopping and Personal Finance, a 2012 report
by the global market-research firm Ipsos, 61 percent
of global Internet users research products online.
This means that you need a search for your name
and/or your business’ name on search engines, such
as Google, to yield positive results. If you haven’t
already done so, search for your name with the
search engine your clients are likely to use most
frequently and review the results that appear on the
first page. Ideally, all of these results will be content
that you’ve created or have control over (e.g., your
website, blog and social media profiles). If this isn’t
the case—or, more critically, if one or more results
on the first page are damaging to your reputation—
then it’s time to refocus some of your digital
branding efforts on search engine optimization.
4. Leverage third-party platforms. Another way
to exert influence over search engine results is by
leveraging relationships with other online influencers
to extend the reach of your personal brand. Beal and
Strauss’ recommendations for achieving this include:
• Presenting at a seminar or conference (Make
sure that your speaker bio includes the name of
your business!)
• Contributing a guest post to a well-trafficked blog,
such as the ICF Blog
• Making yourself available for interview
opportunities that could yield electronic
publications (Consider setting up a free HARO
account to receive email alerts when a journalist is
seeking your subject-matter expertise, and don’t
forget to link to any online media coverage from
your own blog or online newsroom!)
If you aren’t able to control all of your front-page
search engine results, these efforts may help ensure
that, at the very least, all front-page results reflect
positively on you.
5. Monitor your online reputation. Pay attention to
mentions of your name and/or business on blogs,
social media channels and business-review websites.
It’s possible to automate this process using tools
such as an RSS reader, Google Alerts, and free and
paid social media monitoring services. As you identify
mentions of your brand, log them in a spreadsheet
with the date, URL, sentiment of the mention
(positive, negative or neutral) and any other important
details. Review this document periodically to identify
trends, concerns and areas where you may wish to
accelerate your reputation-management efforts.
6. Be authentic and transparent. Although many
people believe they can take shortcuts to repairing
or building their online reputation (e.g., deleting
negative Facebook posts, astroturfing), these
strategies can backfire. The best way to build a
stellar online reputation is to practice the same
integrity, authenticity and transparency in your online
interactions that govern your offline conversations
and relationships.
ORM and SEO Resources
Radically Transparent: Monitoring and
Managing Reputations Online,
by Andy Beal and Dr. Judy Strauss
(Wiley Publishing, 2008)
The Beginner’s Guide to SEO,
by SEOmoz, Inc.
Repped: 30 Days to a Better Online
Reputation, by Andy Beal
(CreateSpace, 2014)
“Winning Web Copy” (from Coaching
World, Issue 8: November 2013)
Your Brand Voice
*Only available to ICF Global Members
9
Big Blue Robot
“Attracting More of Your Clients
Online,” with Steve Mitten, MCC
(Archived Virtual Education from the
2014 ICF Business Development Series)*
Coaching World
Andy Beal (Blog)