Tag Archives: CEO reputation management

AI, , , , , , , , , , ,

Someone Is Telling Your Story Online. It Might Be AI—and It Might Be Wrong. Our Q & A Tells You What to Know.

Internet Law

 

Q: How has AI changed online reputation management?

AI has fundamentally transformed how people discover information about you. Nearly half (47%) of Google search results now display AI-powered overviews before traditional website links. This means AI systems are increasingly acting as gatekeepers to your reputation, summarizing and presenting information about you before users ever click through to your actual website or profiles. The content you control must now be recognized and valued by AI systems that determine what information reaches your audience.

Q: What is the “AI vacuum problem” and why should I care?

When there’s minimal information about you online, AI systems fill that vacuum by creating what The New York Times calls “Frankenpeople”—AI hallucinations with fake biographical details and mashed-up identities. The AI Incident Database has logged over 3,000 incidents of AI mischaracterizing real people.

Q: Where does AI get its information about me?

AI platforms train on massive datasets from web crawls (like Common Crawl containing billions of web pages), community forums, wikis, and search engine results. This means much of what AI says about you comes from publicly available internet content.

Content Strategy in the AI Era

Q: What’s the difference between traditional SEO and what works in the AI age?

Traditional SEO (search engine optimization) focused on tactics like keyword stuffing and link farming. AI-powered search uses semantic alignment—understanding the context, intent, and relationships between concepts. Modern search systems prioritize content that demonstrates E-E-A-T: expertise, experience, authoritativeness, and trustworthiness. Quality matters more than quantity. As Google states: “Focus on creating people-first content to be successful with Google Search, rather than search engine-first content made primarily to gain search engine rankings.”

Q: Should I use AI to generate content about myself?

AI serves as an excellent editing and proofreading tool, but mass-produced AI content is unlikely to achieve top search rankings. Our research analyzing past client campaigns reveals that well-written, authoritative content created years ago continues to populate top search results and AI summaries, while AI-generated mass content is less effective.

Q: How has AI made reputation repair harder?

Displacing negative media articles, old legal notices, and problematic content now takes significantly longer. AI systems prioritize the credibility of established news sources and official documents, keeping them prominently ranked. This makes reputation repair campaigns more difficult, time-intensive, and expensive to execute successfully.

Threats and Protections

Q: What Are AI-generated smear campaigns?

AI has made orchestrated reputation attacks exponentially easier: dozens of fake social media accounts releasing daily posts to denigrate powerful individuals, fraudulent websites spreading misinformation, and AI-generated deepfake videos showing people appearing to say things they never said. Legal remedies are a quagmire.

Q: Are deepfake videos really a threat to my reputation?

Yes. AI-generated deepfake videos and synthetic media pose growing threats to personal and organizational reputations. These fabricated videos can show you appearing to say or do things you never did, and they’re becoming increasingly difficult to detect. Such content can spread rapidly across social media before it can be debunked, causing lasting damage to credibility and trust. Having a strong, established online presence with verified content provides crucial context when false content emerges.

Q: What personal information about me is at risk online?

Online databases actively mine obscure sources for biographical information using AI programs that continuously scan publicly accessible websites. Your home address, age, family members’ names, and satellite pictures of your home may appear on up to 25 search databases selling this information for as little as $10. This puts your privacy and personal security at risk.

Practical Action Steps

Q: What are the first three things I should do to improve my online reputation?

First, conduct an honest audit: Clear your browser cookies and Google your name to see what the world sees. Check AI platforms too. Count how many of the first 10 Google results you control. Second, claim your digital real estate: Create LinkedIn, Instagram, and X profiles even if you don’t plan to use them actively—these platforms rank highly in search results. Register a Gmail account in your name to access Google’s ecosystem. Third, start a content plan: blog posts, articles, podcasts, or videos that demonstrate your expertise and establish your narrative.

Q: How often should I update my online content?

If the content you oversee is more than a year old, it’s time to update. Professional headshots should be refreshed every two years—personal authenticity is valued both online and offline. Websites using obsolete tech platforms make your brand look out of touch. Create and activate a content plan to publish new material weekly, monthly, or quarterly depending on your goals and resources.

Q: What platforms should I prioritize?

LinkedIn profiles always appear on the first page of Google searches for your name, making it essential even if you don’t use it for networking. Wikipedia, with over 500 million monthly users, is one of the top-ranked sites globally. Facebook, Instagram, and X can appear on your first search page when posted too frequently. For thought leadership, consider modern platforms like Substack for newsletters, podcast hosting, and short-form video on TikTok, YouTube, or LinkedIn—these are how successful influencers across generations amplify their voices.

Q: How long does it take to see results from reputation management efforts?

Every online reputation is different and requires a strategic plan and timetable. It can take up to three months to begin restructuring search results and up to a year to substantially improve them. The less information online about you, the more quickly ORM efforts deliver results. The more prominent and diverse your existing sources, the more complex and time-consuming improvement will be. Patience is essential—there is no fast and easy solution.

Crisis Management

Q: What should I do if I’m facing an orchestrated online attack?

First, have a reputation monitoring system in place (Google Alerts at minimum, or comprehensive systems like Meltwater or Mention). Second, assemble a crisis response team available 24/7 including legal counsel and communication specialists. Third, establish response protocols before a crisis hits. Fourth, never engage with anonymous trolls—their posts are meant to provoke response. Finally, update existing information about you on appropriate platforms rather than responding directly to false accusations. Facts and transparency are the best remedies for disinformation.

Q: Can I sue to have negative content removed?

Online defamation lawsuits constitute a growing area in legal practice, with large awards and settlements underlining how seriously courts view digitally amplified defamation. However, thanks to Section 230 of the Communications Decency Act (passed in 1996 and not updated since), website operators have legal immunity over what is posted on their sites except in cases of clear defamation. The only way to access information about anonymous posters is typically through a court order resulting in a subpoena. Legal action is possible but complex—consult with an attorney specializing in internet and media law.

Q: What’s the biggest mistake executives make regarding online reputation?

Benign neglect. The prevailing reason so many people suffer from online reputation issues is that they’ve never been proactive about managing their online reputations until a crisis forces them to. When that’s the case, it takes far longer to establish a strong profile than if one had been in place from the start. In the age of the “portfolio economy” where everyone faces more competition than ever, waiting until you need reputation management is waiting too long.

For Business Leaders

Q: How can CEO missteps damage organizational reputation in the AI age?

The Harvey Weinstein scandal and subsequent #MeToo movement led to far more scrutiny of executive behavior. Today’s threats include poor decision-making without considering public perception, tolerating workplace harassment (the reputational damage and lawsuit costs aren’t worth it), lacking diverse leadership that represents your customer base, and having no social media policy (only half of employers have one). In our hyperconnected world, assume any behavior could be recorded and republished online—because it can be.

Q: What lessons should boards learn from recent corporate crises?

Have clear policies about editorial independence and crisis response before problems erupt. Understand that appeasing one political constituency may trigger boycotts from another. Calculate full potential impact: stock price, customer losses, brand damage, and shareholder legal exposure. Prepare for attacks through regulatory threats, not just public opinion. Recognize that appearing to cave to pressure can damage brand loyalty even if it satisfies immediate demands. Consider long-term reputational implications of every major decision.

Q: Why is social media both a risk and an opportunity?

Social media is a major source of risk for companies but also one of the best solutions for customer service and relationship building. It’s often used as a barometer of public opinion during crises. When a crisis hits, post your official statement on your social media platforms and website—these are among the first places the public and media look for your response. Having an active, authentic social media presence before a crisis provides a platform for immediate, direct communication with stakeholders.

Looking Forward

Q: What’s the future of online reputation management?

As AI continues to dominate search, the gap between those who proactively manage their online presence and those who don’t will widen dramatically. The “right to be forgotten” exists in Europe and Argentina but not in the U.S., meaning Americans must be more vigilant about reputation management. Expect AI systems to become more sophisticated at detecting synthetic content, making authentic, high-quality human-created content even more valuable. The fundamental principle remains: unless you’ve thoughtfully contributed to the online body of information being collected and analyzed about you, you have very little control over the profile AI and the internet present to the world.

Q: Is it too late to start managing my online reputation?

It’s never too late, but starting now is far better than waiting for a crisis. Begin with the essentials: audit what’s currently online about you, claim your name space across major platforms, update photographs and biographical information, and start publishing quality content that demonstrates your expertise. If you’re facing active reputation challenges, consider professional help from specialists who understand both traditional reputation management and AI’s emerging role in shaping online narratives. The key is taking that first step toward controlling your digital narrative.

Ready to take control of your online reputation in the AI age? Download the complete guide: “Reputation Reboot: Online Reputation Management in an AI World” for expert insights on protecting and enhancing your digital presence.

 
 
Online reputation management, , , , , , ,
Reputation Management for CEOs

The free flow of information online has made online reputation management essential for nearly everyone.  But CEOs, industry leaders, the C-suite and VIPs face special challenges. They are scrutinized both online and off.  That loss of privacy can impact all areas of their professional and personal life. They can be the subject of articles, Internet conversations, commentary and speculation on topics ranging from their appearance and behavior to leaked company documents. Whether on mainstream platforms or posted anonymously, such content can go viral—or end up on the front page of The New York Times.  This often occurs when the actions or statements of industry leaders portray them as out of touch with the culture of the people their companies target as consumers. Such visibility is now more pressing with the increased use of AI in search engines like Bing and Google.

Pressing Issues

When subjects of such attention are high-net worth individuals or philanthropists who support major political or social justice issues, every move they take is examined closely from both social and political standpoints.  When a CEO is given a raise on top of a multi-million dollar annual salary, the public evaluates its appropriateness on social media as well as on TV.  They want to know if the organization he or she heads fairly compensates its employees, has generous benefits or has had mass layoffs recently. Whether you are the CEO of a public company or an active political donor, motivated and anonymous detractors can overwhelm the Internet with inaccurate and derogatory commentary about you, your organization and business. That is not an uncommon tactic. It can be used by anyone who opposes your views or would benefit from diminishing the stature of your company. Not all the news is bad, though: public figures also attract large numbers of legitimate, supportive followers. Supporting those followers with online resources can be a powerful tool in protecting a reputation.

The Online Public

All of these sources contribute to the amount of information available about such individuals online, where the majority of the public now conducts its research.  The source, credibility, tone and authenticity of the information available on the Internet can benefit or harm their business relationships and brands.  It can reinforce their credibility and influence in supporting the issues important to them – or not. It can also reduce or enhance value for their company’s shareholders. For example, Corporate Responsibility magazine found in a survey of 1,000 people, 69% of perspective employees would not take a job at a company with a bad reputation and 84% would take a job at a company with an excellent one. Even ten years ago, it was possible for high-profile “influencers” to keep a low personal profile outside of their roles in business, philanthropy and politics.  Doing so enabled a reasonable level of privacy and contributed to physical security. Conventional public relations tools served as a reliable way for CEOs to influence public opinion, especially if it was unfavorable.

Maintaining a Low Online Profile is Now Difficult

Maintaining a low profile in the business media has also been a longstanding tactic used by individuals with high professional positions. Minimizing the visibility that results from media interviews makes them less of a target for competitors and peers and enables them to focus on doing their job…including building the key relationships that help them advance. Many people prefer to be invisible online – and not only people in high-profile positions. For that reason, many leaders in business and philanthropy have only the minimum amount of biographical and other information on Internet platforms (often only on their organizations’ websites). Unfortunately, that no longer works.

Data Scraping Invades Privacy

One reason is “data scraping.” Computer “bots” continually scan the Internet and collect the personal information of people who often don’t even realize that information is available. It is scoured from public records such as online telephone directories, driver license bureaus and the local courthouses that maintain legal records of property ownership. Then it is published in one of dozens of online databases such as Intelius, Peek You and Spokeo. Virtually anyone can access it for free or a nominal amount of money. Hacking and internal leaks of private conversations, emails and documents are just two additional examples of common Internet content that often surfaces. Unless you have an online reputation management strategy, such information can dominate how people view you online.

Don’t Become Isolated from Consumer Sentiment

Many companies have taken positive steps taken to expand diversity opportunities among suppliers and employees. But high numbers of social media users still feel like the upper echelons of corporate America continue to exclude them – even though they purchase their products. CEO backlash often begins online. So, it is important not to become disconnected from widespread consumer sentiment. Millennials are top social media users. Women are the dominant users of most social media platforms.  If your customer base includes them, ensuring they are well-represented in your employee base and providing them with senior opportunities will help your decision-makers understand how to best serve them.

Online Reputation Management Ensures an Accurate Online Image

What does that mean? It means personal information you don’t want public can become publicly available online. That information that appears could be incorrect or skewed or may consist of nothing more than an outdated or unflattering image. If you don’t have a well-established presence online, that information threatens to top search results made in your name—as do miscellaneous scraps of information from every conceivable source. Such information may not always be about you, either, but someone who shares your same name.

Online reputation management lessens the prominence of and counterbalances negative and false content. It ensures an accurate and powerful image of you is presented online.  Done effectively, it is a proactive tool that reinforces your credibility and influence in supporting the issues important to you. In its early days—the mid-1990s—online reputation management focused on repairing malicious content: anonymous, negative online commentary posted on Internet forums and in the comments sections accompanying blogs and media platforms.

In the online world, it is close to impossible to remove such information unless its source voluntarily takes it offline. However, it can be displaced from one page to the next, and many more, through a combination of strategies. As a result, ORM is often described as “pushing down” or “suppressing” negative content. Today online reputation management is most often associated such actions because they are the most widely advertised by ORM firms. No wonder the practice is exploding as an industry. (It is an unregulated industry. There is no independent, nonprofit organization to protect ORM consumer rights.)

Take Control of Your Digital Footprint

But prominent, factual information on highly ranked, highly credible Internet platforms can’t be suppressed – or, in many cases, displaced from the first page of Google search results. There is no magic wand to make Internet content disappear.  Strategically placed, new content is the single most important tool in changing the lineup of online content. And a proactive content strategy is best— is becomes much more difficult after inaccurate or biased content appears.

That is why ORM now includes taking ownership of your digital footprint—all of the publicly available information about you and your organization online that you have control over, either directly or indirectly. When prominent individuals are not proactive in creating and managing the information available about them online they leave their reputations vulnerable. So does everyone else: no one is immune. But as Google’s Executive Chairman Eric Schmidt and Ideas Director Jared Cohen observe in The New Digital Age (Knopf), “Smear campaigns and online feuds typically involve public figures, not ordinary citizens.” If you are a public figure and want to take an active role in determining how others perceive you—rather than leaving it up to others— online reputation management is essential. Our free eBook, Reputation Reboot: What Every Business Leader, Rising Star and VIP Needs to Know, can help you understand why.

 Our Case Studies also provide insight into the types of issues CEOs can face.

 
 
Social Media, , , , , , , , ,
Wall Street Journal interview with Shannon Wilkinson

The Wall Street Journal has published an interview with Shannon Wilkinson, our founder and CEO. Here are highlights from the article, CEOs Face Reputation Pitfalls If They Avoid Social Media:

What are a few of the most common mistakes CEOs and top executives make that can lead to reputation damage to them and their organizations?

Ms. Wilkinson:  Many CEOs…they don’t own a lot of real estate in their name online, and they have not been proactive in creating a strategy to publish information about them on the Internet. When that happens the world creates your profile online, or Internet bots do. Whatever information third parties publish about you–whether credible or not, whether quality or not–will fill out the top pages of the Google search in your name and you have no control over that. The longer that stays the more difficult it is to replace it with more relevant  information.

Are these the same issues they were dealing with a few years ago? How has the reputation risk landscape changed?

Ms. Wilkinson: The reputation risk landscape has gone through three developments. The first, which CEOs noticed around 2005, was the first wave of proliferation of anonymous malicious commentary that appeared widely on the Internet and was often directed toward companies, toward CEOs. The second wave was the proliferation of consumer reviews online, particularly geared toward customer service and complaints. The third phase we’re in now is the lack of privacy online, the continual spills of confidential in-house memos and emails, and of course the hacking.

What are some best practices executives and organizations can take to make it less likely they will fall victim to reputation slip-ups?

Ms. Wilkinson: The first is to look at the company’s internal culture. A lot of negativity comes from employees so it’s a good time to look inside at the opportunities employees have, and to look at diversity and inclusion, particularly providing women with opportunities. This is really the hot seat CEOs face now. This is going to be an issue for every company—employees, consumers are looking at how equitable companies are at providing opportunities for women, minorities, the LGBT group.

What makes top executives susceptible to engaging on social media in a way that can cause them reputation headaches?

Ms. Wilkinson: Some lack an understanding of how many people use social media and how they use it. I think most CEOs don’t encounter issues because of what they say on social media, it’s what is said on social media in response to their actions, that is the bigger threat. They’re so scrutinized and it’s so easy for a comment to be taken out of context.