Reputation Management
Proud to Be Googled
Will what you post online make you proud to be googled?
If we’re marketing online, then I think the goal should be simple. We should strive to always be proud to be googled. After awhile of building an online presence, we have bios and profiles posted all over the web.
Not only that, somewhere our tweets live on – even if Google isn’t indexing them anymore. Wherever we’ve commented on blogs, it’s there to be served up in response to simple queries that include our names, our urls, our companies and any other identifiers or keywords that pull up something we’ve posted or contributed to online.
The fun of marketing online – and what keeps me writing blog posts at the end of the work-a-day – is that you never know where what you put into the cyber world will end up. It’s exciting!
The whole history of my career in PR and online marketing is on the Web. Press releases for clients. Milestones in my agency. Columns I write. Blog posts. Comments here and there. Guest posts. Media coverage.
It doesn’t matter one iota what I say about myself. Everything I’ve done is there to be found, there to be seen by anyone who types my name or company name into a search field. It provides credibility. She says she writes columns? Oh yes. There’s her column.
Whenever I post something online, I say to myself, “If I tell someone to google me and this comes up in the SERPs, how will I feel about it? What will it say about me to someone who doesn’t know me and is thinking of hiring me?”
My clients and I are building our businesses on the web. None of us is perfect and we may all exercise an occasional lack of judgment about something we post. It can happen.
But why not build our online personae in a way that is both authentic and that we can be proud of…that we can say, “Here’s my bio, but if you want the bigger picture, google me!”
By the way…follow the link if you’re interested in how Inbound Marketing can generate online leads.
The image is by y0mbo under Creative Commons license.
Read Full Post | Make a Comment ( 6 so far )Writing as Conversation: 7 Do’s and 7 Don’ts to Find Your Voice
In previous posts I’ve mentioned my daily email vocabulary builder, A Word A Day (www.wordsmith.org). It’s free and if you’re blogging and trying to spiff up your writing, I recommend you sign up. A Word A Day also includes a Thought for Today, a wise quote from a variety of sources. This morning’s quote inspired this post.
“Writing, when properly managed, (as you may be sure I think mine is) is but a different name for conversation.” -Laurence Sterne, novelist and clergyman (1713-1768)
Writing as Conversation
I love the idea of writing as conversation. Straight from the 18th century comes a concept as fresh as though it were communicated for the first time in 2011. Contrary to the sales-y communications of traditional advertising, or the corporate-speak of the last generation (and in some cases the current generation) of company websites, or the overly-nuanced language of press releases, writing in a social, Web 2.0 world calls for a different – and conversational — style.
As I’m writing this, I’m thinking about you and wondering what you might have to contribute on this topic. Also, I’m hoping that you will add to it. We’re all learning new tools and new tactics everyday. So conversing to pool our knowledge, experience and wisdom is a very good thing.
When we communicate verbally, though, it’s easier to have our personalities come through. In addition to the visual cues in-person talk provides, it’s somehow more spontaneous when words spill from our lips and don’t require fingers on keyboards lagging behind a thought process.
Nonetheless, we’re all communicating in writing all the time these days – especially in emails, on blogs and on social media sites. So please allow me to offer a few thoughts about finding an authentic voice for written conversation.
- Do write as though you were speaking.
- Don’t over think the first draft. You can – and should – always go back and edit.
- Do share occasional personal thoughts, perceptions and experiences when they serve to illustrate a point.
- Don’t go overboard with personal info. Learn to walk a line that offers an authentic peek at who you are, while retaining a business-like decorum.
- Do use interesting words and turns of phrase.
- Don’t use industry jargon — and no off-color language.
- Do try for humor at moments that can benefit from a bit of lightening up or to poke fun at yourself for some human foible that anyone can relate to.
- Don’t make jokes at someone’s expense – including your own. Leave sarcasm and snark out of the equation. It’s not attractive.
- Do be polite. Welcome your readers, acknowledge them and thank them.
- Don’t be overly-solicitous; it’s not credible. Invite disagreement.
- Do be a cheerleader for others. Use your content to include their ideas and praise their achievements.
- Don’t promote your own stuff exclusively
- Do listen for what’s important to your audience/s.
- Don’t assume you know what’s important to others. Asking questions is divine.
And so I’ll conclude with this question…
How have you found your conversational writing voice?
Photo by Kris Hoet Under Creative Commons License
Read Full Post | Make a Comment ( 8 so far )Social Media: Your Reputation on Steroids
I was so dismayed tonight – but not surprised — to hear New York U.S. Representative Anthony Weiner’s press conference awhile ago coming clean about his posting of improper photos to various women on social media.
I really don’t want to talk about him. But the whole disgusting affair makes me want to share my thoughts with you about the importance of protecting your good reputation online.
Now consider that my background is in public relations. I’ve spent my career counseling clients about how to communicate their value while maintaining their dignity and credibility. I’ve spent countless hours going over copy, press releases, speeches and other materials to be sure that the chosen words are in keeping with the client’s values and that there’s nothing that could be misinterpreted in a way that would cast doubt on the client’s reputation.
Let’s shift to the online world where we tend to dash off emails and texts and blog posts and where we feel more relaxed than in the more formal communications of yesteryear. Beware. It only takes one off-message tweet or blog post to cast doubt on your positioning, message or culture. Those messages last forever online.
Be in the moment but don’t be impulsive. Take a minute or two to re-read what you’re about to send out to the universe. And listen to your gut. If anything gives you a little raising of the hackles on the back of your neck – EDIT!! Make sure that everything you write is in keeping with your mission, with your audiences’ expectations and your own self respect.
You know, when I am deciding whether to follow someone on Twitter, I go to their profile and read about a dozen recent tweets to see if they have anything to contribute to me and my Twitter stream. Recently I performed that ritual when a new local brand selling a family and environmentally-friendly product followed me.
I scrolled through their previous day’s tweets and found that they re-tweeted a tweet that included a profanity. That tweet communicated bad judgment and lack of sophistication in their marketing. It really turned me off.
But social media marketer that I am, I felt compelled to share a bit of well-meant advice. I sent a direct (private) message that said: Thnx for following. Congrats! Friendly tip…Keep curse words out of your tweets and RTs. It’s counter to your brand image.
I haven’t had a response, but hope they took it in the positive spirit that was meant. My message to you is to make sure to protect your reputation online with every tweet, update and post. We can be open, authentic, and personal. But it’s crucial that we understand where to draw the line online. If you put it out there, it’s out there forever. Make it worthy, make it valuable and do your best to share your finest attributes.
Read Full Post | Make a Comment ( 5 so far )
New PR Words - and Music! 