Reputation Management

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Not that long ago, it seemed like quantity was the key focus when it came to social media. It was based on the idea of using social media platforms to blast out to as many people as possible. Now, quality has become all important and, as a result, “influencers” are seen as a valuable and necessary asset. So how do you measure the online “influence” of someone? Is the focus on influencers valid? If so, what is their role and impact, and how should they be approached and embraced?

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"The hallmark of any great brand is authenticity -- just ask Harley-Davidson, Coke or Apple, especially when all of these brands lost their way and learned from it. Same thing applies to Brand You. In every tweak of a template, upload and keystroke, you have an opportunity to be authentic or disingenuous. Know what makes you special and unique, and tap into those qualities as you build your personal brand online. Most people can spot a fake when they see one, so remember that being genuine is more important that presenting yourself in an artificially glossy manner. It used to be important for bloggers to "find their voice" -- now it's relevant to all of us."

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The War on Attention Poverty: Measuring Twitter Authority As social networks like Facebook and Twitter have grown in popularity, we've had ample opportunity to appreciate Herb Simon's admonition that "a wealth of information creates a poverty of attention". Since there is no way we can hope to follow all of the information being shared by our social networks, we need some filtering or ranking mechanism. A broad class of approaches involves determining which authors are the most authoritative or influential. There are already a variety of proposed authority measures, as well as research on their effectiveness. In this talk, I will review the various attempts that have been made to measure Twitter authority. In particular, I will discuss the work on TunkRank, a measure inspired by PageRank that explicitly models attention scarcity.

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We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program. We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.

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Going solo doesn't have to be lonely. Learn to connect online and blog, link or tweet your way to new clients, increased self-promotion and profitable partnerships. Find out how independent practitioners are creating visibility for their expertise, their growing practice and client brands. Kami Watson Huyse, APR (@kamichat) and Kellye Crane (@kellyecrane) share techniques and strategies on how to make social media work for you. You will learn: • How Twitter and other social media platforms are being used to promote consulting services. • How other independent practitioners use social media to amplify their client offerings. • The most effective uses and content suggestions. • How to successfully integrate social media with your business offerings.

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