October 23, 2013

Burnish your brand’s reputation, don’t ‘manage’ it

reputation

Reputation management is not about dressing up mistakes

Target audience: Marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists.

Chris AbrahamIf you want to fix your online reputation, writing big checks to an online reputation agency isn’t enough over the long haul — you’ll also really need to get your own house in order.

Most online reputation management (ORM) agencies can easily take back all the land you’ve ceded to negative reviews, rigorous and vigorous besmirchment, and terrible happenstance; however, this is all assuming you’ve been done wrong.

I call this scenario “the clean.” The crime scene may well be bloody and I may well need to don a Hazmat suit, fill my bucket with Clorox bleach, and get scrubbing with my stiff brush until the apartment is again rentable. The crime is over, it’s unlikely to repeat, and my job is just to restore the scene to normal. Continue reading

September 26, 2012

Why you need to buy all your domain names now

Chris AbrahamIf you’re interested in protecting and controlling your own online reputation, one of the easiest things in the world you can do is register as many domain names as are available and try to back-order all the rest.

Expensive? Don’t tell me how expensive that’ll be, because it’ll surely end up being a lot cheaper than options B, C, etc. — where option B is the thousands of dollars you’ll need to spend if someone else gets your domains first and is willing to sell them back to you and option C is when, instead of selling your domain name back to you, they create an attack site where mis-info is the special of the day.

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September 24, 2012

Win the online reputation land war

Online reputation management tries to replace negative results with positive & neutral entries

Chris AbrahamWhile I concur with Vizzini, the Sicilian from the movie The Princess Bride, that one should “never get involved in a land war in Asia,” sometimes there’s no escape — and taking on Google’s search index, algorithmic prowess, and the natural results of organic search itself is, indeed, akin to getting involved in a land war in Asia. Most folks know only of the fierce fighting associated with organic search engine optimization (SEO), a process by which we write copy, optimize architecture, use keywords, add hyperlinks, and interlink sites in order to associate a keyword phrase with our particular brand, product, service, and site; another, larger battle is online reputation management, or ORM. Continue reading

August 29, 2012

Remove those regrettable online reputation tattoos

Chris AbrahamThe way you feel now about all those photos of you at the beach, in your suit, body-proud, tanned and drinking — liberation and joy — may end up making you feel completely different in your near future — trapped and ashamed. No matter how young you may be, reading these words, you need to start thinking long-game when it comes to your online reputation.

You’re at the mercy of the Panopticon: networked cameras are almost ubiquitous

Your online reputation on Google Search is a culmination of all your separate, discrete (or indiscreet) choices — sort of like tattoos — and it’s always easier to not get inked in the first place than it is live with the consequences or go through the pain and expense of having all of your tribal, prison, lower-back, ankle, neck, and face tattoos removed. Continue reading

August 22, 2012

Own your online reputation with help from your friends

Chris AbrahamMany hands make light online reputation work. Changing your reputation online is no small task. It’s also a house of cards. You can either do it yourself, about yourself, for yourself, or you can start the equivalent of an online reputation club, inviting friends, family, your colleagues, and your industry to start building a universe of content that is germane and salient to who you are, what you believe, what you’ve done, and what you’re doing as well as who they are, what they believe, what they’ve done, and what they’re doing.

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August 9, 2012

How to wine, dine and marry into the Google Search Index

Take your time to do reputation defense the right way

Chris AbrahamOnline reputation is a marathon and not a sprint. One thing I have learned over time is that you cannot treat your online reputation like a barn-raising — you can’t construct an entire online reputation in a long weekend by just getting “all hands on deck,” throwing money, availability, strong shoulders, and resources at it all at once.

Rather, it’s more like building a wooden boat from scratch: You can spend a weekend designing it, sourcing your materials, and collecting all your tools, but some things take time; and, in boat-building, some things take longer than others (stains and waterproofing take time to dry, bending and curving and shaping wood also requires wetting and careful molding).

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