All posts by Shannon M. Wilkinson

About Shannon M. Wilkinson

Shannon Wilkinson is the founder and CEO of Reputation Communications.

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According to Variety,  “As soon as the New York Times story about Bill O’Reilly’s sexual harassment settlements hit on April 1, Color of Change began to mobilize.

The nonprofit African-American civil rights group sent an email blast to its 1.2 million members, calling on them to help ramp up a campaign to pressure advertisers to pull money out of Fox News’ “The O’Reilly Factor.”

The campaign was remarkably effective, hastening the withdrawals of more than 60 major advertisers from the top-rated hour in cable news.”

Clearly, social media is now the most powerful tool for activist groups to use on organizations whose behavior, they believe, merit boycotts.

In 2014 we experienced the power of hashtag activism: the response by activist group UltraViolet to the way the National Football League handled the Ray Rice domestic abuse scandal. In their criticism of the NFL’s actions, UltraViolet employed a telling combination of the online and off. During a recent game they hired an airplane to fly a banner over the stadium printed with the hashtag “#GoodellMustGo.”

With that banner, UltraViolet was able to very succinctly (and inexpensively) direct a tremendous number of viewers to an online community. They paired that effort with an online petition demanding that the NFL change its policies. Over 50,000 people signed it. And it worked.

As the Lululemon and other crises have shown, hashtag journalism can effect a change at the highest levels of corporate leadership.

How Corporate Leaders Can Navigate this Growing Movement

How can corporate leaders navigate this growing movement? Follow the conversations on social media as they continue to develop, including #hashtags on Twitter. Stay aware of the key issues concerning women. Those include employment opportunities, low minimum wages, the lack of women on boards and the glass ceiling so many face. If you’re a CEO, tuning in to these and related concerns will help you avoid becoming the focus of the next wave of hashtag protests (and nightly newscasts). It will also help ensure you avoid the type of online reputation crisis that can impact your brand as well as your company’s stock valuation.

 
 
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Right to be Forgotten on Google

The Association for Accountability and Internet Democracy (AAID) announced today that it supports the Right to be Forgotten bill in the state of New York. The bill is being presented by Assemblyman David I. Weprin.

In a statement circulated to the media, AAID President Dan Shefet stated:

“Benefitting from concrete experience with the implementation of the Right to Be Forgotten in Europe after almost 3 years – pursuant to the landmark judgment of 13 May 2014 of the European Court of Justice which consecrated the Right to Be Forgotten as embodied in the Directive 1995/46, replaced by the General Data Protection Regulation (Art. 17) – we have seen that the Right to Be Forgotten has allowed thousands of victims throughout the European Union to reclaim their dignity and their right to live a normal life unaffected by online exclusion from society.

Our European experience is very encouraging and we strongly endorse your initiative to allow New York State residents to avail themselves of the same protection.

We also support the proposed adaptation of the Statute of Limitations since defamation is of a continuous nature on the internet.”

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Here at You(Online), we recently interviewed published an interview with AAID’s founder: Dan Shefet: Creator of the Internet’s Ombudsman. We have also published extensive information related to the Right to Be Forgotten and believe it is an important bill to support.

 

 
 
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Internet law information

We are all increasingly hearing about hot button issues such as fake news controversies, the “digital divide” and the range of narratives influencing public opinion on the internet.

In the United States, those issues are affected by the laws governing free speech and Internet content. At Reputation Communications, we are committed to educating the greater public about the laws, opportunities and nuances inherent in Internet perception-shaping and publishing.

Here at You(Online), we publish the most extensive resources specific to those topics.

Recent highlights include the following articles, which examine the “Right to be Forgotten,” Internet laws and one way President Trump protected his brand–something every public figure and many CEOs should do.

Dan Shefet: Creator of the Internet’s Ombudsman He made worldwide headlines in 2014 when he forced Google to remove links to defamatory information about him. He has since established the Association for Accountability and Internet Democracy (AAID).

An Attorney’s Advice for Removing Negative, Defamatory and Infringing Material from the Internet  Steps to take when you are a twibel target, to sue or not to sue, and “SLAPP,” a meritless lawsuit filed against a defendant in retaliation for speaking out against a public issue or figure.

President Trump’s Astute Online Reputation Management Playbook  Trump’s moves include purchasing 3,643 website domain names with variations of the word “Trump.”

As a trusted source of information on these topics, our blog has attracted a worldwide readership and been cited in leading media platforms. Please share our content with your friends and colleagues who care about these issues…and follow us on Twitter @reputationnews.com.

 
 
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President Trump's reputation management

CNN broke a story yesterday showing a rare inside look at the steps public figures take to protect their reputations from defamation on the Internet. Since 1997, according to the network, President Trump’s team has purchased 3,643 website domain names with variations of the word “Trump.”

That is a classic online reputation management strategy to protect one’s name from the attacks and extortion attempts that come with being a public figure. Celebrities and high-net wealth individuals have been snapping up website domains utilizing their names for years. They cost $12 each at Google Domains, which is half the cost charged by other providers. If you do buy one (or thousands), select the private registration option. That will shield your identity from the public and make it harder for CNN to find your stash should you become President. And certainly, anyone planning a role in politics should follow President Trump’s playbook before they take a single step toward launching a campaign.

In 2014, we wrote about a cybersquatting lawsuit Donald Trump won against a man who developed four parody websites using his name. The sites published anonymous “commentary, often disparaging, on Trump and his television shows,” according to CNN.

Such practices have proliferated on the Internet for years,” we wrote. “Facebook, Twitter and other social media platforms are also used for cybersquatting. Celebrities and other public figures are a common focus of such sites. So are CEOs and other high-profile executives.

“Many “domainers,” as the instigators are known, purchase unsecured domain names with the intent of charging high fees to sell them back to their victims. Creating parody sites can be a ploy to force them to do so faster.  Victims often feel they have little recourse over the situation or don’t want to take legal action that would attract publicity.

“Trump’s attorneys used the Anticybersquatting Consumer Protection Act as the basis of their suit, which was filed in March 2013. (The sites were created in 2007.) The law permits damages of up to $100,000 for each unauthorized domain. In this instance, the court ruled that the domainer must pay $32,000 in damages.”

If this topic interests you, check out Avi Selk’s article in the Washington Post: “Trump’s 3,000 websites — and what they say about his rise to power. “

Related articles:

Donald Trump’s Ascent to Republican Party Presidential Candidate

Winning Presidential Campaigns in the Internet Age

What to Do When You Are the Victim of Online Defamation

 
 
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CEOs and Online Reputation Risks

College-educated professionals between the ages of 40 and 60 have long formed a significant part of our clientele. They include attorneys, C-Suite and mid-level executives, law enforcement and medical professionals, financial services experts, MBA candidates, and established artists and authors.

They are computer conversant, but are not digital natives. Often they lack an intuitive understanding of how to use the web for self-promotion. In fact, they are the demographic least likely to be using the Internet to their advantage. We help them to craft an online presence that supports their professional goals. That includes replacing outdated content currently coming up high in their Google results.

Creatives

Artists and authors need to promote their work in a comprehensive way: with up-to-date websites and strategic social media messaging. They also need to connect with and engage with the audience that most matters to them, including decision-makers in their industries. We help them increase their visibility across all fronts.

Critical-Stage Career Builders

Mid-level employees need a web presence that reflects their career accomplishments, technical skills, and a personal appearance appealing to young recruiters and hiring managers. In an increasingly turbulent economy, this sector is at high risk for unemployment and can find it harder to move from job to job due to their higher income and seniority.

We help this demographic how to best showcase their strengths and be competitive, appealing prospects for promotions and recruitment.

Mid-level managers and job-seekers who are 50 or older:

As The Wall Street Journal reported in November 2016, the 55-and-older crowd is now the only age group with a rising labor-force participation rate. Still, millions of professionals over the age of 50 are unemployed. Age discrimination also remains a problem for many older job seekers.

We offer these professionals a detailed road map to creating an online profile that best promotes their value to employers, clients and shareholders.

All online reputation management uses reactive technical actions including search engine optimization, social media management and other strategies. But these are just one component of building a desirable online reputation.

Reputation Communications provides a customized approach to online reputation management that begins with claiming ownership of your online brand. While we utilize the essential technical repair tactics, our focus is on proactive reputation building and smart reputation management that utilizes effective public relations tactics in the digital age.

Over 3 billion people worldwide now use the Internet. The world is truly a stage and you’re on it. How big or small is your role online? And what information can the world find out about you?

Your online reputation doesn’t just “happen” to you. At least, it doesn’t have to.

Related reading:

Reputation Reboot: Our Real-Life Online Persona Advice Column

Reputation Communications CEO Shannon Wilkinson: Interview with an Expert

 
 
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An outpouring of reactions to the news of Brangelina’s divorce has flooded the digital space. But it was Allie Jones’ cool assessment of Angelina Jolie’s well-planned public relations offensive — published in New York Magazine — that caught our attention.

How Angelina Jolie Won the First Big Battle in Her Divorce, examines the campaign that ensured Angelina’s message saturated the digital and mainstream universe.  (Jones’ first analysis, The First Theories About the Brangelina Divorce Suggest Jolie Had Her PR Strategy Ready, appeared on the previous day.)

Celebrity messaging has tremendous power to affect reputations.  But Brad Pitt, Ms. Jolie’s husband and the focus of her messaging, has maintained an elegant silence in the face of this attack. That strategy takes restraint, but is often the winning card in a digital firestorm. And in the face of a reputational crisis, taking the high road can speak louder than words.

Recommended reading:

Johnny Depp & Taylor Swift: Managing the Message

Celebrity Spotlight: Justin Bieber’s Compelling New Honesty

Lynthia Romney on Powering Up Your Key Messages: Interview with an Expert

 
 
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Social activism impacting reputations

The Washington Post has published “The Fall of Roger Ailes,” an article that references 25 women who claim the former Fox News CEO harassed them. Their details support Gretchen Carlson’s sexual discrimination lawsuit against him. This situation won’t hurt Fox’s ratings.  If anything, it will increase them.

It could hurt the Murdoch family, though. As more proof emerges that Roger Ailes led a culture rich in sexual harassment, the Murdochs will face a growing quagmire. Job discrimination is often linked to harassment. Federal laws govern such discrimination. The Ailes’ lawsuit has opened a Pandora’s box to a company culture that will be revealed in coming weeks. Details will spill online and off regarding not just Fox’s former CEO, but the many executives and news hosts who supported his behavior.

Rupert Murdoch is impervious to such associations. But his sons James and Lachlan, who now run his media empire with him, may not want to be affiliated with such a culture. With Fox their most profitable asset, how they navigate this crisis will be telling.

We often write about reputational threats to CEOs. As a contributor to The Wall Street Journal‘s “Crisis of the Week” column, I follow situations like this as they unfold, wondering how they were allowed to reach such a crisis point. In months to come, Gretchen Carlson’s lawsuit could look small compared to the potential damage Fox News itself may face.

If you are a CEO, there are several ways you can ensure you do not find yourself in this type of position. Don’t stumble in the diversity arena. Stay aware of the key issues concerning women, especially those regarding employment opportunities, the lack of women on boards and the glass ceiling that continues to face many. Tuning in to these and related concerns will help you avoid becoming the focus of the next wave of hashtag protests (and nightly newscasts). It will also help ensure you avoid the type of reputation crisis that can impact your brand as well as your company’s stock valuation.

Here are additional tips to avoid other common workplace missteps:

1. Don’t be an out of touch CEO.  CEOs attract blowback online when their actions or public comments make them appear out of touch with the majority of their customers and their community.

2. Beware of backtracking boards. Before making a big decision that will be evaluated by the greater public, boards of directors should seek outside opinion regarding how their decision will be viewed by the world at large. That includes the part that forms their consumer base. Too many boards continue to green-light decisions from which they have to publicly backtrack after consumers launch protests.  Doubtful?  Check out change.org and scan the numerous public petitions targeting public companies and various other organizations.  These often go viral and end up on national news.

3. Monitor mean managers. And don’t be a jerk at work. Otherwise, you can become the subject of a discrimination suit like this one. So can your managers.

4. Encrypt your emails. Or just don’t say it in an email.

 
 
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Like many of you, we are transfixed by Donald Trump’s ascendance to the top of the Republican Party. His boldness has dominated the GOP Presidential campaign. His Twitter stream keeps him at the top of the news. His message resonates with millions. Watching the GOP grapple with this startling situation provides an insightful lesson in messaging.

Consistent messaging is an essential part of reputation management. That means presenting a unified brand—and a clear and distinct identity–all the time, across every platform. Once that unified brand is established, it can be amplified. That ensures your audience will encounter your brand in mainstream media outlets, at the top of Internet searches and on social media.

Like political campaigns, successful reputation management programs share three factors in common:

  1. The campaign begins by identifying the image you want to project.
  2. That image is authentic. (Otherwise, your audience won’t find it credible.)
  3. That image is expressed through a clear message that is transmitted across all the platforms where it will reach the audience that matters most to you.

Donald Trump’s message is clear. But the Republican Party’s is less so. Division within its ranks has led to an identity crisis that helped fuel Trump’s rise.  (Even the Koch Brothers, the Party’s most important supporters, have been utilizing a PR campaign to reboot their image.) It will be fascinating to watch how the Republican Party resolves this issue after the GOP Presidential candidate is officially announced this week.