Managing Online Guest Lecture (Stephanie Kelly) - 2012
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Transcript of Managing Online Guest Lecture (Stephanie Kelly) - 2012
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Karen Freberg, Ph.D.
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Introduction
Karen Freberg, Ph.D. – University of Louisville ¨ Education:
¤ Ph.D., Communications (University of Tennessee) ¤ MA, Strategic Public Relations (University of
Southern California) ¤ BS, Public Relations (University of Florida)
¨ Interests: ¤ Social media, Crisis Communications, and PR
¨ Social Media: ¤ FB, LinkedIn, Twitter (@kfreberg), and
Pinterest ¨ Blog: www.karenfreberg.com/blog
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Managing Online Presence & Reputation
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Something to think about…
¨ “It takes many good deeds to build a good reputation, and only one bad one to lose it.” -‐-‐ Benjamin Franklin
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De1inition of a reputation
“Reputation is a collective term referring to all stakeholders’ views of corporation or individual, including identity and image based on experiences and expectations.”
-‐Professor Gary Davies Manchester Business School
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Online reputation management
¨ People will have a voice – filtered or unfiltered – online and with social media
¨ Social media is the personalized digital version of traditional media – people sharing information, discussing important issues, etc
¨ Communities will engage in conversation online – with you, against you, and even about you
¨ Privacy online is really not there – people will judge you based on the information presented online on Google, Bing, Twitter, Facebook, or other sites – First impressions key!
"Google is not a search engine. It's a reputation management
system. Online your rep is quantifiable, findable and totally unavoidable."
-- Wired magazine, April 2007
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Reputations are….
¨ Evolving ¨ Fragile ¨ Needs to be constantly maintained ¨ Integrated perceptions of our various roles in life ¨ Not only in the local sphere – but are now global ¨ Influenced by word-of-mouth communications – not only what you
say to others, but what your “friends” say and present about you as well.
¨ Are constructed through personal interactions online, ongoing dialogue, and the personalized presentation of information in multiple formats to showcase personality traits
¨ Formed over time ¨ Most valuable possession – part of individual, business, and
society
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Risky Business White Paper (Weber Shandwick PR)
¨ Some realities we all need to be aware for 2011 and beyond: ¤ Reputation threat is high ¤ Reputations online are revealed – but not completely ¤ Naiveté can lead to surprise ¤ Leaks gush dangerously online ¤ Emergence of “reputation assassins”
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Why do you need to manage your presence / reputation online?
� More people are going online for news, information about companies and jobs, and networking – and Google never forgets!
� The internet is an important medium for PR professionals to not only know, but also understand how it works.
� Employers today search online when they are interviewing job candidates.
� You need to be aware of what is posted and shared on you online
� By managing your brand with a personal web site, online portfolio, social media resume, and blog, you will have a little more control over what is posted online.
� Your reputation is your most priceless possession, once it is lost, it is very hard to get it back!
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Online Reputation
Personality
Professional Content &
SNS
Technology
Online Portfolio
Consistent Interactivity
Social Network
Sites (SNS)
Discussions
Multimedia
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What NOT to do or say on social media!
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Online Presence Continuum
Too transparent Too closed Balanced Online Presence
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Social Networking Professionally:
¨ LinkedIn ¤ Professional social networking site launched in 2003 ¤ Operates world’s largest professional network on the Internet with
more than 90 million members in over 200 countries and territories
¤ As of January 2011, LinkedIn counts executives from all 2010 Fortune 500 companies as members; its hiring solutions were used by 69 of the Fortune 100 companies as of December 31, 2010
¨ How to optimize LinkedIn ¤ Ask for meaningful recommendations ¤ Incorporate value-added applications to LinkedIn profile
(Slideshare, Prezi, WordPress, Twitter) ¤ Create and upload Resume / CV to LinkedIn
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Best practices for online reputation management ¨ Conduct environmental scan of professional and
personal reputation online and through social media – track your online presence (web shadow) ¤ Understand your networks and environment, community,
audiences and followers ¤ Me & My Web Shadow – How to Manage your Online
Reputation n http://meandmywebshadow.com/
¨ Monitor and listen to online discussion and comments – monitor personal SEO
¨ Be actively present on various social media sites - consistently
¨ Engage in dialogue with online community – showcase personality traits professionally and through consistent interactions
¨ Know when to respond / when not to respond / and when to take action towards online reputation threats
¨ Control the information you can – importance of having online presence
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How to manage reputation effectively?
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¨ Identify your own SWOT analysis for online reputation
¨ Set up own personal social media policy guidelines in managing own personal online reputation
¨ Opportunity to share your story - connect with others and create content
¨ Understand that whatever you post, share, comment, discuss online – it is public and on record
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¨ Think before posting “Sticks and stones may break my bones, but words will never hurt me”
¨ Having personal web site / blog / social networking site ¤ Social Networking Professional – LinkedIn ¤ Social Bookmarking Site (visuals / electronic portfolio) –
Pinterest ¤ Maintain a consistent presence across social media platforms
(FB, Twitter, Instagram, YouTube, etc)
¨ Take control over your own story and image. Don’t let others control it for you.
¨ Be your own best PR spokesperson
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Final Thoughts
¨ “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.” -‐-‐ John Wooden
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Additional Resources
¨ Dr. Leslie Gaines-Ross (Weber-Shandwick Chief Reputation Strategist): http://reputationxchange.com/
¨ Reputation Rx: http://www.reputationrx.com/ ¨ Online reputation (Reputation Rx):
http://www.reputationrx.com/Default.aspx/ONLINEREPUTATION
¨ Reputation Institute (Corporate): http://www.reputationinstitute.com/
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