I’m pleased to introduce Reputation Reboot, our new weekly advice column.
Reputation Reboot is the result of years of being asked for advice, counsel and services regarding online reputation issues by CEOs, leadership teams, VIPs, rising stars and many other types of people and their organizations. Their questions have come up through business channels and networking events as well as other settings ranging from dinner parties to airports.
Our main goal with the column is simply to educate readers. Online reputation management (ORM) has a best-practices playbook that ORM providers customize with their own secret sauce. But the game changes when you are a high-profile or high net worth individual. There is already so much content about you online that the standard approaches will fail to rebrand your image. Templates that work for many won’t work for you. That, in a nutshell, is why we publish You(Online).
With Reputation Reboot, we also want to contribute to the greater understanding of this fast-growing industry. There is much confusion over how ORM differs from branding, public relations and digital marketing. (The quick explanation: It addresses the core goal of restructuring the order of content that appears on Google and other search engines.)
Lastly, working in this field provides us with a bird’s eye view of digital culture. The Internet sphere and all of the issues that come with it — crises, privacy, endless conversations, freedom of speech, social upheaval and the ability to connect with anyone in the world — are very now. It is a fascinating place to be. We hope that by sharing our front-row view with you we will help you shape your digital image. That’s because we want the world to see you the way you want to be seen. Enter Reputation Reboot.