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  1. 1. Online Reputation Management, ORM, is the practice of managing an individual or business reputation within online media.Online media, including search engines, are managed to make positive information visible to the public and downplay any information which could negatively affect the individual or business. Reputations are earned. Years of hard work and building trust can be destroyed online, often anonymously. In this article you will learn why building, maintaining and protectingreputations has become as important online as it is offline. Learn how to manage your online reputation with social media optimization.
  2. 2. The advent of social media, communities, and networking sites, has beenuseful to many companies They have positively affected the majority ofbusinesses by allowing them to directly communicate with consumersabout products and services they offer However social media has alsoopened doors to malicious behavior of the minority, which has proven tobe damaging to individual and corporate reputations Individuals and thesmall business to the fortune 500 companies have been harmed bymalicious online postings Part of this pain is self inflicted and some is thehandiwork of unhappy customers, disgruntled former employees orchronic complainers
  3. 3. There are several rules to remember while posting online, which assistwith online reputation management: - The positioning of a company orindividual within social media, communities, and network profiles andcomments, is indexed by search engines Indexed pages can be cashedin search engine files infinitely Any text associated to your name can befound now and for years to come - The content and images postedbecome public domain On many websites, including Facebook, whensigning up, you grant the social community site the right to use yourphotographs
  4. 4. The following text is listed in Facebook Terms of Use: "By posting UserContent to any part of the Site, you automatically grant, and yourepresent and warrant that you have the right to grant, to the Companyan irrevocable, perpetual, non-exclusive, transferable, fully paid,worldwide license (with the right to sub license) to use, copy, publiclyperform, publicly display, reformat, translate, excerpt (in whole or in part)and distribute such User Content for any purpose, commercial,advertising, or otherwise, on or in connection with the Site or thepromotion thereof, to prepare derivative works of, or incorporate intoother works, such User Content, and to grant and authorize sub licensesof the foregoing " - Never post photographs or content that you would notwant the world to see Remember the world includes current and futureemployers, parents, and current or future spouses It is not as easy todelete this information as you would like to believe This is also from theTerms of Use on Facebook: "You may remove your User Content fromthe Site at any time
  5. 5. If you choose to remove your User Content, the license granted abovewill automatically expire, however you acknowledge that the Companymay retain archived copies of your User Content " After interviewingprospective employees, it has become a standard practice to go onlineand Google the applicant It is also the practice of individuals interviewingto research the employer Negative information associated to anindividual name or corporate entity could cause a prospective employeror employee harm In a 2007 survey conducted by Execunet, an onlinecommunity of C-level executives, 83% of recruiters used search enginesto learn more about candidates
  6. 6. Of those, 43% were eliminated based on information found online "Forbetter or worse, the Internet provides recruiters and employers with awealth of unfiltered information thats used to help evaluate candidates,"says Dave Opton, CEO and Founder of ExecuNet "From a candidatesperspective, theres no question that managing your reputation online isas important as it is offline " Due to the number of people who use searchengines as a research tool, online reputation management is becoming abig industry Ruthless competitors and angry clients now have openaccess to blogs and web sites
  7. 7. They can define a person or companys online identity Their words havefar reaching effects- whether they are true or not This is why ORM isnecessary Because it is difficult, if not impossible, to eliminate traces ofthoughtless actions or malicious attacks on the web, online reputationfirms disseminate positive information on their clients The goal in onlinereputation management is to bring public attention to positive blogs,articles and other online media written on behalf of the company
  8. 8. The positive online publicity takes the higher search engine resultrankings, thus minimizing the damage of any attack ------ Julie Ross is Principal of Rostin Reagor Smith, With 20years in public relations, advertising and 10 years in internet marketing,Rostin Reagor Smith has refined the SMO Expert Formula Social MediaOptimization is used for higher search engine ranking in OnlineReputation Management for public relations online
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