Tag Archives: video

Reputation Communications

Reputation management goes far beyond rebooting a tarnished online image. In a media-saturated world, there are benefits to actively amplifying our reputations — and our voices. We can all create a strategically curated, impactful public image using one, two or more widely used channels. The most successful GenZ and other influencers use them. Everyone can learn from their approach.

Take Kyla Scanlon, a 27-year-old economic commentator known for coining the term “vibecession.” She’s captivated audiences through her analysis on platforms like TikTok, Instagram, YouTube, and Substack. (She was just featured in The Wall Street Journal and has attracted an agent and book contract.)

By embracing these channels, she has carved out a unique niche in economic discourse, positioning herself as a trusted voice for her generation. Her strategy highlights the significance of engaging content, particularly through podcasts and videos, which resonate deeply with audiences.

Podcasts serve as a valuable medium for those looking to amplify their expertise. Through her podcast, Scanlon takes her audiences deeper into topics like monetary policy and consumer sentiment, fostering a community of listeners. Her reach has earned her attention from notable figures, including White House officials, underscoring the credibility she has built through providing consistent and informative content.

Substack newsletters have emerged as a powerful tool for writers and commentators to connect with their audience. By publishing free and paid content there, Scanlon not only shares her economic insights but also cultivates a loyal following that appreciates her unique perspective. Her ability to blend personal experiences with economic concepts makes her content relatable, establishing a strong bond with her readers.

Video has become the media form of choice in the age of social media. (On LinkedIn, one-minute videos are highly popular.) It’s not all would-be influencers following trends or videos of dogs and cats. Social video can also be an important and highly accessible way to amplify your presence. Scanlon’s TikTok videos, which include skits and educational segments, demonstrate how video can demystify complex economic concepts, not only enhancing visibility but also positioning you as a relatable figure.

If you think this approach only works for members of GenZ, think again. Even prominent members of the legacy media are using these platforms to expand their audiences and build their own brands. Former Vanity Fair editor Tina Brown, for example, has launched her own newsletter on Substack, “Fresh Hell,” which gives her the opportunity to write about her ideas and observations with the freedom to have fun and be herself, while also controlling the content that comes out under her name.  

If you need to boost or reboot your online presence, these modern communication channels are essential tools. It takes time, effort, and most importantly, strategy. But if you ever question whether the rewards can be worth it, just look at Kyla Scanlon.

 
 

Many people seeking online reputation repair hope for an instant, fast tool. For all the bells and whistles that can be promoted in this industry, here is what you need to know.

Content is the most important tool in online reputation management (ORM). It has remained so during all of Google’s many algorithm changes. The quality of material placed online, whether it is text, video or anything else, affects how Google evaluates its importance, credibility and relevancy.

Google is constantly refining and updating its algorithm, the system it uses to establish the credibility and value of a site over others. One reason is because so many efforts are continually made to game the system: to trick Google and other search engines into erroneously believing that fake content, fake websites and meaningless links (a search engine optimization, or SEO, tool) are credible and thus worth a high ranking.  A high ranking means a site is given more precedence over others. Many factors factor into it – some of which Google identifies and more it doesn’t.

Proactive Content, Strategically Placed, is a Key Strategy

Many damaged reputations result from not having erected a wall of proactive content that serves as a buffer to offset consumer-generated media (CGM). CGM includes the anonymous blog and forum comments that often form the most damaging threat to reputations. Proactive content counterbalance such sentiment, as well as negative online information that may be factual and from respected sources. When there is little content about an individual or organization online, on appropriate platforms and with the SEO that enriches it, anything that anyone posts online about that topic goes straight to the top of the list of results in a Google search—and can stay there.

Strategy Determines Best Type of Image for You or Your Organization

Effective content is information-rich text as well as videos, photographs, podcasts and any other form of information that can be placed online. Ineffective content has a junky or low-quality aspect. When you see meaningless text about an individual or organization plastered on numerous generic websites that lack a clear organizational unity or credible hosting site, you are seeing a generic ORM campaign that is mass-produced for hundreds or thousands of people and organizations. If you care about your or your organization’s image, it might not be an appropriate approach for you. What is important is intelligent, well-crafted text and other material that aptly reflects and adds value to your brand. 

To learn more, read: The Essentials: Online Reputation Management FAQs.