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The Reputation Economy 
Managing your online identity 
in the age of Google 
Kimberley R. Barker, MLIS 
Emerging Technologies & Digital Initiatives 
Claude Moore Health Sciences Library 
University of Virginia
In this presentation: 
• Defining the “reputation economy” 
• What is “Google Truth”? 
• How does Google work? 
• Defining online reputation management services 
– Individual 
– Corporate 
• Establishing a reputation management plan 
• Understanding the real-life ramifications of reputation 
damage 
• Reputation restoration 
• Further resources
What is the “reputation economy”? 
• Refers to the way in which the standing of 
a product/person/institution/business is 
shaped by the contributions of end users. 
• “wisdom of crowds”/crowdsourcing 
– Nothing new 
– Changes in technology mean that reputations 
are damaged faster than ever
Your own habits 
• How many of you Google the following? 
– Job candidates 
– Dates 
– Children’s friends/counselors/teachers 
– Doctors 
– Products 
– Hotels 
– Restaurants 
• How much are you influenced by what you find?
Incidentally… 
• 2011 report on Yelp ratings by Harvard 
Business School assistant professor Michael 
Luca: 
– a one-star increase in the rating of an 
independent restaurant leads to a 5 to 9 
percent increase in revenue. 
• http://www.hbs.edu/faculty/Publication%2 
0Files/12-016.pdf
Yelp again 
• One study shows high Yelp rating 
correlates with better hospital outcomes 
– Bardach NS, Asteria-peñaloza R, Boscardin WJ, Adams 
dudley R. The relationship between commercial 
website ratings and traditional hospital performance 
measures in the USA. BMJ Qual Saf. 2012. 
• http://www.imedicalapps.com/2013/02/yelp-hospital-outcomes/
“Google Truth” 
• Defined as the automatic acceptance of 
Google results as an accurate 
representation of reality
Google is King 
Data from Hitwise, 1/21/2012
Google 
is 
STILL 
King
• This is normally where there are seven 
slides about the inner workings of Google!
How Google works (8 of 8)
Why do I spend 8 slides on 
Google? 
• If you understand how Google works, you 
will understand how to: 
– Positively increase your online presence 
– Monitor your reputation 
– Formulate a basic reputation restoration plan 
– Understand when you need to seek 
professional help for Online Reputation 
Management
What is ORM (online reputation 
management)? 
• Basically, “…the practice of making people and 
businesses look their best on the Internet.” 
www.reputation.com 
• For whom is this service? 
– Individuals 
– Institutions 
•Who can perform this service? 
•Reputation management professionals (for when there’s trouble) 
•People just like you (for establishing & maintaining your presence)
ORM is big business 
• “American companies will spend $2.2 
billion in 2012 for "reputation and presence 
management," according to Jed Williams, 
senior analyst for BIA / Kelsey, a media-consulting 
firm based in Chantilly, Va.By 
2015, that sum will grow to $5 billion, says 
Williams.” 
– “Can you erase your online blunders? With 
effort, and luck, it's possible”; Lacitis, Erik; 
Seattle Times; July 29, 2012
Should individuals/institutions bother 
with ORM? 
• In my opinion, if you aren’t monitoring 
your reputation in the same way that you 
monitor your credit, you’re crazy.
Pew Internet & American Life’s 
Internet & Health Report 2013 
http://www.pewinternet.org/Infographics/2013 
/Health-and-Internet-2012.aspx
Social Media & 
Online Reputation matter
Some online 
healthcare ranking sites 
• HealthGrades
Some online 
healthcare ranking sites 
Rate MDs
Establishing a 
reputation management plan 
• Begin monitoring your online presence 
– Good 
• Search for your name at least once per month 
– Best 
• Create a search alert for your name 
•Check your privacy settings on all social media 
•Facebook, Twitter, LinkedIn, etc 
•Feed your online presence with positive content 
•Blogging, Tweeting, profile sites, YouTube, professional 
directories, newsletters, etc.
Search results for me 
Kimberley R. Barker vs. Kimberley Barker
Establishing a 
reputation management plan 
• Be aware of who might be looking for information 
about you (and also about how they might spell your 
name) 
•Think about to what sites Google will direct searchers 
•E.g., those searching for information on clinicians will be 
directed to sites such as HealthGrades, etc 
•Accept the fact that no information does NOT equal a 
positive image and, in fact, can be viewed with suspicion 
•The time to create a reputation management plan is when 
you don’t need one
Reputation Restoration 
• First steps 
– You will be hurt, scared, and angry. 
Take some time to process your 
emotions. 
– Tell your family and trusted friends. 
You will need their support to get 
through this. 
– Realize that you are not the first person 
whose reputation has been damaged-you 
are not alone.
Reputation Restoration 
(information drawn from 
Chapter 12 of Wild West 2.0) 
• Understand the problem (online reputation 
audit; first three pages of Google) 
• Refer to your previously-established plan 
• Implement the plan
Determine how to proceed 
• If this is a one-off, decide to either 
– work with Communications to craft a 
genuinely-meant, but blame-neutral, 
statement with which to respond 
– Do not respond 
• If this is big (you’ll know) 
• Ask for the support of your institution for positive 
content (“Google walls”), and contact an ORM 
professional immediately
How does reputation restoration work? 
• Remember all of those slides about Google? 
• ORM professionals will always be more effective than an 
individual simply because they can devote more 
resources to it.
Also… 
• Sites like Yelp, Facebook, HealthGrades, 
etc, are protected from liability for content 
on their sites by section 230 of the 
Communication Decency Act (CDA 230), 
part of the 1996 Telecommunications Act: 
– “no provider or user of an interactive 
computer service shall be treated as the 
publisher or speaker of any information 
provided by another information content 
provider.”
The future of ORM 
• Just as institutions have attorneys, they will 
have contracts with reputation 
management companies which cover: 
– Institution itself 
– Individuals who have support of the institution 
After all, the reputations of its individuals 
affects the reputation of the institution.
Don’t be an ostrich! 
• Not only SHOULD you not ignore your 
online identity, but you soon WILL NOT be 
able to (HoosWell) 
• The way in which you respond to legitimate 
criticism can in fact bolster your reputation 
(individual or institution) 
– Yelp example from Atlanta
Further Resources 
• Wild West 2.0: How to protect and restore 
your online reputation on the untamed social 
frontier; Fertik & Thompson (available digitally 
in Virgo) 
• The Reputation Society: How online opinions 
are reshaping the offline world; Masum & 
Tovey 
• How Google Works: 
http://www.googleguide.com/google_works. 
html
Further Resources 
• http://infolab.stanford.edu/~backrub/goog 
le.html 
• http://www.sirgroane.net/google-page-rank/ 
• http://www.pewinternet.org/Reports/2013 
/Health-online/Part-Two/Section-2.aspx 
• http://pewinternet.org/Commentary/2012 
/February/Pew-Internet-Mobile.aspx 
• http://thesparkreport.com/infographic-social- 
mobile-healthcare/

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The Reputation Economy

  • 1. The Reputation Economy Managing your online identity in the age of Google Kimberley R. Barker, MLIS Emerging Technologies & Digital Initiatives Claude Moore Health Sciences Library University of Virginia
  • 2. In this presentation: • Defining the “reputation economy” • What is “Google Truth”? • How does Google work? • Defining online reputation management services – Individual – Corporate • Establishing a reputation management plan • Understanding the real-life ramifications of reputation damage • Reputation restoration • Further resources
  • 3. What is the “reputation economy”? • Refers to the way in which the standing of a product/person/institution/business is shaped by the contributions of end users. • “wisdom of crowds”/crowdsourcing – Nothing new – Changes in technology mean that reputations are damaged faster than ever
  • 4. Your own habits • How many of you Google the following? – Job candidates – Dates – Children’s friends/counselors/teachers – Doctors – Products – Hotels – Restaurants • How much are you influenced by what you find?
  • 5. Incidentally… • 2011 report on Yelp ratings by Harvard Business School assistant professor Michael Luca: – a one-star increase in the rating of an independent restaurant leads to a 5 to 9 percent increase in revenue. • http://www.hbs.edu/faculty/Publication%2 0Files/12-016.pdf
  • 6. Yelp again • One study shows high Yelp rating correlates with better hospital outcomes – Bardach NS, Asteria-peñaloza R, Boscardin WJ, Adams dudley R. The relationship between commercial website ratings and traditional hospital performance measures in the USA. BMJ Qual Saf. 2012. • http://www.imedicalapps.com/2013/02/yelp-hospital-outcomes/
  • 7. “Google Truth” • Defined as the automatic acceptance of Google results as an accurate representation of reality
  • 8. Google is King Data from Hitwise, 1/21/2012
  • 10. • This is normally where there are seven slides about the inner workings of Google!
  • 11. How Google works (8 of 8)
  • 12. Why do I spend 8 slides on Google? • If you understand how Google works, you will understand how to: – Positively increase your online presence – Monitor your reputation – Formulate a basic reputation restoration plan – Understand when you need to seek professional help for Online Reputation Management
  • 13. What is ORM (online reputation management)? • Basically, “…the practice of making people and businesses look their best on the Internet.” www.reputation.com • For whom is this service? – Individuals – Institutions •Who can perform this service? •Reputation management professionals (for when there’s trouble) •People just like you (for establishing & maintaining your presence)
  • 14. ORM is big business • “American companies will spend $2.2 billion in 2012 for "reputation and presence management," according to Jed Williams, senior analyst for BIA / Kelsey, a media-consulting firm based in Chantilly, Va.By 2015, that sum will grow to $5 billion, says Williams.” – “Can you erase your online blunders? With effort, and luck, it's possible”; Lacitis, Erik; Seattle Times; July 29, 2012
  • 15. Should individuals/institutions bother with ORM? • In my opinion, if you aren’t monitoring your reputation in the same way that you monitor your credit, you’re crazy.
  • 16. Pew Internet & American Life’s Internet & Health Report 2013 http://www.pewinternet.org/Infographics/2013 /Health-and-Internet-2012.aspx
  • 17.
  • 18. Social Media & Online Reputation matter
  • 19. Some online healthcare ranking sites • HealthGrades
  • 20. Some online healthcare ranking sites Rate MDs
  • 21. Establishing a reputation management plan • Begin monitoring your online presence – Good • Search for your name at least once per month – Best • Create a search alert for your name •Check your privacy settings on all social media •Facebook, Twitter, LinkedIn, etc •Feed your online presence with positive content •Blogging, Tweeting, profile sites, YouTube, professional directories, newsletters, etc.
  • 22. Search results for me Kimberley R. Barker vs. Kimberley Barker
  • 23. Establishing a reputation management plan • Be aware of who might be looking for information about you (and also about how they might spell your name) •Think about to what sites Google will direct searchers •E.g., those searching for information on clinicians will be directed to sites such as HealthGrades, etc •Accept the fact that no information does NOT equal a positive image and, in fact, can be viewed with suspicion •The time to create a reputation management plan is when you don’t need one
  • 24. Reputation Restoration • First steps – You will be hurt, scared, and angry. Take some time to process your emotions. – Tell your family and trusted friends. You will need their support to get through this. – Realize that you are not the first person whose reputation has been damaged-you are not alone.
  • 25. Reputation Restoration (information drawn from Chapter 12 of Wild West 2.0) • Understand the problem (online reputation audit; first three pages of Google) • Refer to your previously-established plan • Implement the plan
  • 26. Determine how to proceed • If this is a one-off, decide to either – work with Communications to craft a genuinely-meant, but blame-neutral, statement with which to respond – Do not respond • If this is big (you’ll know) • Ask for the support of your institution for positive content (“Google walls”), and contact an ORM professional immediately
  • 27. How does reputation restoration work? • Remember all of those slides about Google? • ORM professionals will always be more effective than an individual simply because they can devote more resources to it.
  • 28. Also… • Sites like Yelp, Facebook, HealthGrades, etc, are protected from liability for content on their sites by section 230 of the Communication Decency Act (CDA 230), part of the 1996 Telecommunications Act: – “no provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.”
  • 29. The future of ORM • Just as institutions have attorneys, they will have contracts with reputation management companies which cover: – Institution itself – Individuals who have support of the institution After all, the reputations of its individuals affects the reputation of the institution.
  • 30. Don’t be an ostrich! • Not only SHOULD you not ignore your online identity, but you soon WILL NOT be able to (HoosWell) • The way in which you respond to legitimate criticism can in fact bolster your reputation (individual or institution) – Yelp example from Atlanta
  • 31. Further Resources • Wild West 2.0: How to protect and restore your online reputation on the untamed social frontier; Fertik & Thompson (available digitally in Virgo) • The Reputation Society: How online opinions are reshaping the offline world; Masum & Tovey • How Google Works: http://www.googleguide.com/google_works. html
  • 32. Further Resources • http://infolab.stanford.edu/~backrub/goog le.html • http://www.sirgroane.net/google-page-rank/ • http://www.pewinternet.org/Reports/2013 /Health-online/Part-Two/Section-2.aspx • http://pewinternet.org/Commentary/2012 /February/Pew-Internet-Mobile.aspx • http://thesparkreport.com/infographic-social- mobile-healthcare/