My friend and former colleague, Teena, recently commented on her blog, And then….there’s that, about reputation management.This got me thinking about how people and corporations have to manage their images, profiles and reputation in this increased scrutiny of citizen journalism and access to information.
First, it was how much information you wanted to give out for free email programs like Rocketmail and Hotmail mail (am I dating myself here?). Frankly, I put in fake information because I wasn’t sure how my information would be used.
Then it was posting to electronic bulletin boards and email newsletters. At the time, posting was relatively safe, being seen and commented by that specific community. The speed of information transfer wasn’t as easily dispersed through blogs and search engines were just beginning to leverage powerful alogortithms for revealing even the minute detail about you.
With the advent of Google, a person’s postings or online commments could be more easily found. But as PR professionals, we had the ability or time to manage prospective fallout and marketers could still control the message.
Now, blogs, twitter, instant messaging and other real time communications technology enable information – both good and bad – to spread very quickly. We now have hours maybe minutes to respond to what is being said online.
Blogging, Facebook, LinkedIn and now people search engines provide us an ability to portray our personalities online. But instead of managing one profile, how do you manage several? A personal profile may convey something that you don’t want to present professionally and vice versa. Your reputation can be managed by you but people can make their opinions about what that means.
My blog is where I put most of my effort. It allows me to communicate mythoughts on PR and marketing, while transmitting part of my personality. I point my personal email and online profiles to my blog.
Managing an online reputation requires time. In this more transparent world, it’simportant to manage your reputation. You don’t have to create multiple profiles, just one and point back. And from a marketing perspective, your prospective customers/prospects will have insight on who you are before engaging with you.
It’s just marketing 101. If you don’t do it, someone else will.
Resource: When I was with Niehaus Ryan Wong in 1996-1998, I read an article called “A Brand Called You” in Fast Company by Tom Peters. It is the best article that I recommend for everyone.
Since writing my post on “Where does sincerity fit in?”, I posed this question to a few bloggers to get their perspective on sincerity. Here is a response from Paul Dunay, author of Buzz Marketing for Technology:
Web 2.0 is all about creating transparency in your organization blogs, podcasts, videocasts, wikis, participating in social networks all give you a new view into a company and its employees.
The very next level down is – Is this person/company being authentic in their communications – meaning is someone writing this for them and they are just posting it or is it real? Then there is a fine line between authentic and sincere. I think (as you said) you can be transparent and completely authentic but not sincere. I think a great example of all three was the apology from Southwest airlines on their blog when they had a system outage that stranded many travelers. The blog gave them a transparent platform into their organization, the apology was authentic from the CEO and what was written was absolutely sincere in feeling.
The assumption is that transparency and authenticity will automatically equate to sincerity, but this may not always be the case. The challenge that we have as marketers and PR practioners is how we are perceived by our target audiences – customers, analysts, media and bloggers.
With text based communications, sincerity is difficult to communicate. In fact, Fast Company had a tidbit about a how people interprete emails in their story about “There’s a Message in Every Email.” Punctuation, emoticons and other factors impact how your email is received and perceived by the recipient.
You could be completely transparent and authentic, but not truly speaking sincerely. Or truly sincere but perceived otherwise. How can you differentiate one from the other? I think that social media, when used properly, provides us an opportunity to be sincere in a more “natural” environment.
Why? Because the formality of email pitching gives way to the profile, pictures and personality portrayed in our LinkedIn or Facebook pages. Woul there be value in including links to our profiles when contacting bloggers and media? Possibly because face-to-face contact was previously required to achieve a level of familiarity. Now social media is helping to shape how our target audiences perceive us. If those profiles were contrived for other purposes, it would be very obvious. The sincerity factor would disappear.
I caution that the issue isn’t to pitch or promote your product/service at every opportunity – though sincere, it lacks authenticity. I believe that along with participation, transparency, and authenticity, sincerity is an important element of marketing and PR.
What do you think?
In my first guest post on Tom Pick’s WebMarketCentral Blog I looked at the macro issues of PR and blogging. That post primarily focused on the macro issues impacting the quality of outreach – both traditional media and blogging.
Since that original post, your can read my follow up guest post that highlights my 8 Tips About Blogging Outreach. To me, good blogger relationships is one part doing your research, one part old school PR and one part transparency. Some additional resources on this topic include:
1. Erik Sebellin-Ross’ Tech for PR: Erik has included a page on Social Media Basics and his tips for blogging.
2. The Friendly Ghost’s post on Ghost Blogging: when the chips are down the balloon goes up and the lights go on. Discusses if ghost-writing a blog is advisable
3. Lifehacker’s guide to weblog comments. Great points about the do’s and don’ts of blog commenting.
4. Micro Persuasion: Steve Rubel started a lively conversation with his post on The Future of PR is Participation: Not Pitching Can PR go beyond pitching and understand how to leverage social media?
5. B.L. Ochman included her MaketingSherpa article on How to Pitch Me – and Other Bloggers – with PR on her blog
6. Lee Odden’s Online Marketing Blog discusses How NOT to pitch a blogger
7. Update: Sept. 4, 6:25 pm PST: In the August 27 PR Week, Renee Blodgett of Blodgett Communications was quoted, “Most start ups know to use blogs to clarify information about their brand and to correct inaccuracies. The PR industry should not be intimidated by ths medium that is really an extension of basic PR strategy.” Um – maybe they just need to now how to reach out to bloggers…
8. Update: Sept. 5, 6:01 pm PST: Paul Stamatiou includes his Checklist for Public Relations People. How many more people are going to include spell the name correctly I wonder?
9. Update: Sept. 10, 1:32 pm PST: Jeremiah Owyang of “Web Strategy by Jeremiah” provides his throught on this topic in his post on “How PR professionals should pitch bloggers.” Jeremiah states, “Always remember that I’m thinking of my readers first, so if the content is not going to help them, I’m not going to point to it –think backwards.”As I read all of these articles, it’s amazing that there are common threads throughout. Let’s see if my fellow colleagues can truly heed the advice that these handful of bloggers provide.
10. Update: Sept. 12, 9:59 am PST: Wow, the postings just keep on coming. This one is from Rohit Bhargava of Influential Marketing Blog. This posting is from the Ogilvy Digital team and is “[their] first stab at creating something transparent that could rebuild some credibility in the eyes of bloggers who have had to hear too many clueless pitches from inexperienced PR and marketing folks.” Check out The Ogilvy Blogger Outreach Code of Ethics (Beta Version). And why is everything a beta now?
Social networking sites are extremely popular, receiving a lot of attention in the press. From my perspective, LinkedIn is different from other social networking sites, such as Facebook, MySpace or Reunion (disclosure: my good friend works at Reunion), in that the purpose is busines related. There are other bloggers who have focused on how to measure social media, most notably KD Paine’s PR Measurement Blog. My goal is to specifically look at how LinkedIn Answers can provide measureable impact, especially from a business-to-business perspective.
In terms of measuring the impact of participating – this is where coordinating with your marketing department will be key.
1. How many people were referred to your site from LinkedIn?
2. Did an incoming sales prospect reference the site?
3. If you included links to a page on your site, how many clicks did it get from LinkedIn?
4. And if you decide to include your contact info, did someone contact you as a result of the contact info?
And of course, it’s a great way to get your “community” to help with research , such as services, resources, and other expertise.
I would love to hear if anyone experienced direct benefit from LinkedIn.
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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