How to manage an executive’s reputation?

1. How to manage an executive’s
reputation?
When a manager is then attacked on
the web, it is his company that pays
the consequences, hence the interest
for a manager to be vigilant on his
notoriety, his image, the information
that circulates on him.
Executive Reputation
For a company, it is nowadays
essential to be present on the web,
in order to show and promote its
activity, to make itself known, to
inform potential and current
customers of the company’s new
products. On the web, e-reputation is
an unstoppable element if a company
wants to continue to live and
develop. Indeed, this digital
reputation indicates the company’s
notoriety as well as its level of

2. popularity.
Nowadays, investors, partners and
competitors search a manager via
Google and social networks to find
out about him.
Nowadays, investors, partners and
competitors search a manager via
Google and social networks to find
out about him. Thus, when a manager
is then attacked on the web, it is
his company that pays the
consequences, hence the interest for
a manager to be vigilant on his
notoriety, his image, the information
that circulates on him. It should
also be noted that the company’s
values are conveyed by the manager.
The advantage of a good e-reputation
for a manager is to enhance his image
but also his professional skills. In
all cases, it is necessary to call on
the expertise of an e-reputation
agency, which will be able to make
the right decisions alongside the
manager and apply the right methods.
Presentation of the
manager’s e-reputation
The e-reputation represents
notoriety, the image that an
entrepreneur reflects on the web.
Indeed, in our society, the digital
presence has become essential in
order to be visible, develop its

3. business and reach a wide audience.
At the head of this company, there is
a leader who is in the front line on
the web. This digital reputation can
have beneficial and harmful effects
on the life, activity and development
of the company. For this reason, it
is necessary to understand the impact
of e-reputation on a manager, the
risks involved, the possible attacks
and the possible solutions provided
by an e-reputation agency. Indeed,
very often, the leader does not
completely measure the scope of his
or her actions, or minimizes the
attacks he or she suffers on the web.
The agency knows perfectly all the
workings of Google which is an
essential vector for the management
of an e-reputation. Thus, if the e-
reputation of the manager is not
analyzed, monitored and controlled,
it can lead to the loss of the
manager, leading to the image of his
company.
The relationship between
leaders and social
networks
In our society, digital presence is
required in order to exist and to be
visible. This digital identity is
rapidly being built up but can also
be mishandled or even destroyed in a
short period of time. Social networks

4. are very influential, hence the
importance of being vigilant. Thus, a
manager must be able to communicate
with the community that follows
him/her on social networks, be able
to involve clients and demonstrate
the values, results and objectives of
a company. As a result, the image of
the entrepreneur is linked to his or
her professional activity, hence the
importance of monitoring the impact
of his or her actions on the net.
Presence as a company
director:
Social networks such as Facebook,
Twitter, YouTube and LinkedIn are
wonderful communication tools.
Nowadays, they are widely used
because thanks to them, the
connection with the whole world is
very fast. However, this circulation
of information at the speed of light
can be dangerous. The principal
interests of a company director to be
present on these social networks,
which are widely used and popular,
are multiple. Thus, they enable the
latter to develop a relevant
marketing strategy, opting for a
social media strategy. The consumer
or future customer is therefore close
to the company, informed of its
latest news and news
(merger/acquisition/development
abroad,…). In this way, consumers are

5. given the opportunity to react in
real time to company news, to follow
the personality of the director and
to follow him/her as an ambassador
for the brand.
A personal presence:
The executive, outside his or her
company, may also have a Facebook
personal or LinkedIn business
account. The information contained in
these accounts is also the
responsibility of his company, since
the director is obligatorily
associated with the brand. Thus, it
is important for an executive to pay
attention to his personal information
published publicly, comments, posts,
so as not to suffer the consequences
of a bad e-reputation. In addition,
it is necessary not to accept an
unknown person on your private
Facebook profile in order to avoid
leakage of information. Indeed, it is
easy nowadays to retweet unfortunate
information, share a compromising
photograph, make a screenshot, see
the leader’s posts and broadcast them
on a large scale. Thus, as a manager
and ambassador of the company, he
must know how to manage his personal
branding. Social networks make it
possible to enlarge one’s circle of
contacts, widen one’s network, show
one’s values and develop oneself. In
any case, even if the contents are

6. not the same on these two accounts,
an e-reputation agency will control
all these parameters in order to help
the manager’s reputation.
Recruiting a leader: the
need for credibility
When a company changes management and
sets out to find a successor, it adds
importance to the credibility
acquired by its future manager.
Recruitment of this top executive
either favours a company or
jeopardizes it, despite the
candidate’s high skills. Indeed, if a
candidate’s Facebook account, open to
the public, displays a photo of the
candidate for the position that
consumes or pays attention to a
competing brand, the company will not
appreciate this fact. The credibility
and notoriety of the company are at
stake in this kind of situation. The
company needs to live, develop,
expand its network and control its
image. For example, a company needs
to have full confidence in its
manager, to pay attention and be
vigilant on various data such as:
Visual data:
photographs, videos
Written data: tweets, posts,
responses to comments, truthfulness
of information, compatibility with

7. the company’s ethics, embodiment of
values.
When information on the manager’s
social networks threatens to
compromise the company’s values and
reputation, due to a lack of
knowledge of the impact of e-
reputation on his part, an e-
reputation agency will set up a
strategy of cleaning, monitoring and
checking digital reputation. This
digital strategy, prepared by the
agency, will make it possible to
raise the manager’s popularity and
avoid dragging down the company, its
image and its employees.
The manager and the
impact of his actions on
the net
The manager may want to talk about
his or her hobbies and personal
convictions outside of his or her
activities as a business leader. This
approach must be prepared upstream by
the team of experts in charge of its
reputation within the framework of
digital communication. Indeed, it is
necessary to measure upstream the
impact of these elements communicated
on the web. Indeed, they can have a
positive and negative effect on the
manager’s notoriety.
An e-reputation agency will help a
business leader to master this

8. through efficient monitoring and
analysis techniques and tools. His
expertise and professionalism are at
the service of managers.
Enterprise risks in the
face of e-reputation
The manager’s reputation is tied to
the company. Either his digital
reputation benefits from a good
reputation, a beneficial image that
has an impact on the company’s image,
or the manager’s e-reputation has
been tainted and in this case, an e-
reputation agency will adapt its
strategy to improve the company’s
image. Faced with a mishandled e-
reputation, the manager cannot fight
alone, that’s why he must devote his
time to directing his business and
developing his activity by letting
web experts control the situation.
In summary, the following are the
risks to the executive’s bad
reputation:
Impact of the bad image of the
leader:
This image which is not perfect risks
strongly impacting the rest of the
company and everything that results
from it: negative image of the
company or the brand, economic stakes
impacted, renunciation of
international development projects,

9. decline in growth, decrease in
turnover, no partnerships, risk of a
tarnished image in the long term if
nothing is done for the cleaning e-
reputation.
Loss of credibility:
The manager is faced with a spill of
information with negative
connotations on the web and in this
case, his credibility as well as that
of his company are engaged.
Loss of confidence:
The trust gained towards the client,
the economic partners, the
shareholders, risks being lost or at
least altered if the reputation of
this high-ranking executive is badly
damaged. Thus, it is important not to
underestimate the weight of social
networks and the Internet.
Reverse visibility:
The leader, in the midst of a digital
storm, may see a tarnished, negative
image appear to him, which will
appear stronger than the image that
should circulate in normal times.
Thus, on the web his name risks being
related to this scandal.
Loss of image control:
The information on the net appears
immediately once entered on the web,
is quickly relayed, shared and
sometimes even distorted. So the bad
digital reputation is going on. As a

10. result, the various media can take
and relay this information. The
manager can no longer control bad
reputation and in this case, the use
of an agency specialising in e-
reputation is essential to avoid
further aggravating the digital
situation and to ensure that this
does not happen again once reputation
is restored.
A strategy in jeopardy:
Through its manager, it is the
company that pays the costs. As a
result, sales may fall, partnerships
may be broken, a sense of passivity
about digital identity and targets
may not be met. In addition, there is
also a risk of staff demotivation.
Thus, many harms are incurred in this
kind of situation.
What are the possible
attacks?
Different attacks can occur for the
leader. Depending on the degree and
harm to the leader, a team of web
experts is able to help the leader to
improve and save his image. Thus, it
is important never to underestimate
the impact of these attacks, since
the information on the net is very
fast and their influence very
harmful. Let’s look in detail at the
types of attacks that damage a
business leader’s good reputation:

11. Negative customer opinions and
comments:
A consumer can perfectly well file an
abusive negative opinion on a product
or service and even post a comment
that does not value the manager. In
this situation, it might seem simple
to delete the comment. However, since
the internet is a huge playground, it
is enough for an Internet user to
“liker” on Facebook this opinion, so
that it appears himself on the news
feed of his own friends, and so on…
Visibility is enormous, hence the
importance of appealing to an agency
capable of stopping the hemorrhage.
Injuries:
These insults, free of charge, are
meant to harm the leader. Thus, this
can lead to a flood of insults coming
from other Internet users and it is
in this example that the negative e-
reputation begins. In order to stop
this, an e-reputation agency has all
the knowledge and skills to counter
this kind of cyber attack, either
legally or amicably.
Defamation / Rumours:
Defamations and rumours are false
information circulating on the net,
seriously endangering the image and
values of the leader. Thus, part of
an Internet user poorly attentive,

12. the risks incurred are significant if
this information spread. The leader
would then face a long media battle.
However, by using a specialized
agency, the results of the fight
against bad e-reputation will be
visible quickly.
Competitive Attacks /
Destabilization:
Competitors, whether jealous or
envious, may decide that the leader
is going to fall and implement a
combat strategy to remove the
entrepreneur. The agency knows how to
spot these free attacks and have them
deleted from the web.
Personal attacks:
Non-professional attacks can occur on
the company’s Facebook page, the
manager’s Twitter profile or on his
LindekIn professional page. These
attacks must then be controlled
immediately.
How can an e-reputation
agency help a manager?
A reputational management agency can
help build, cleanse and protect an
executive’s digital reputation. Its
objective is therefore to master the
digital identity of the manager.
Thanks to this agency, the good e-
reputation installed or recovered is

13. an added value. Every day, it is
necessary to know that a flow of
information arrives on the net,
relative to the manager and it is for
this reason that a manager must be
able to control and control his
notoriety, counter attacks and erase
negative elements on the net. Several
techniques exist and are regularly
developed to counter the harmful or
even devastating effects of a bad e-
reputation. The importance is
therefore given to not acting alone.
Indeed, under the influence of
emotion or anger, the leader could
respond to these attacks, and it
would be too late. A violent replica
could tarnish the image of the top
executive, but could also lead to the
fall of his brand and his
collaborators.
Thus, it is important not to react
alone, nor to interact with Internet
users directly but to make use of the
computer and digital knowledge of an
e-reputation agency. The agency’s
expertise, combined with its
extensive knowledge of the web and
the perfect mastery of tools and
technologies, will enable an agency
specializing in e-reputation to help
managers better control their image
over the long term.
Competition is fierce today between
companies in the same sector and

14. competitive attacks can be put in
place to destabilize the leader. In
this case, only the help of an e-
reputation agency will succeed in
putting an end to the project of
destroying the image of the
entrepreneur. In this area, all moves
are allowed and it is therefore
prudent to carry out a reputation
watch before it is too late. However,
the time spent by a company and its
manager in developing and developing
its activities is not compatible with
that of ensuring the good reputation
of the company manager, who
represents the image and values of
the company he manages.
With an e-reputation
agency you benefit from
several advantages:
A dynamic team, attentive to
your problem
An expertise
A team of web experts with a
perfect command of the digital
sphere
Techniques derived from the
latest technologies
An analysis of the situation
Mastery of your e-reputation as
a manager
Implementation of a digital
strategy adapted to the
manager’s situation

15. Control of the procedure and
analysis of the results
Unfailing responsiveness at all
times
High availability
The detailed skills of
an e-reputation agency
An agency specialized in reputation
can act quickly and efficiently. The
negative and harmful effects on the
manager can be dramatic for the
entrepreneur. Therefore, before
anything else, it is essential to
contact a specialized agency that
will take charge of the situation.
Equipped with web experts with
extensive experience in e-reputation,
this agency will analyse the
situation, draw up an inventory, set
up a strategy, monitor and report to
the interested party on the progress
of the project.
Building and developing
the e-reputation of a
manager
It may also be that the person
concerned is new on the web, and, not
yet knowing all the workings of the
web, needs the support of a
specialized agency before weaving his
web on the web. Thus, an agency is
able to help build this digital

16. reputation. As a result, the
information and contents are sorted
out, the comments of moderate
Internet users. The agency analyzes
negative content on the web and acts
immediately to stop the media craze.
Full control of the manager’s image
is exercised by the agency. The
leader must adopt a communication
strategy, have sympathy and make wise
choices for visibility and a strong
presence. Thus, the choice of
communication media will be essential
in the construction and development
of e-reputation. In addition, the
agency will carry out a web-based
analysis using various technological
tools to assess the evolution of
reputation and protect itself against
risks. Thus, whatever happens, the
leader must be present on the web and
manage his community.
Protection and Cleaning
The agency realizes a protection of
the e-reputation by setting up a
relevant watch on the web. Thus, the
contents indicating negative data on
the leader are localized,
neutralized. Anticipation is also an
important part of this protection
strategy. Thus, the agency is ready
to react in case of attacks. Thus,
when this digital reputation begins
to gain momentum, threatening to hit
the company hard, crisis management

17. is necessary. During this crisis
management, a plan of attack is set
up in conjunction with the leader, in
order to counter attacks and remove
them from the web. Once the rumour is
gone on the web, it is necessary to
proceed with a cleaning of the web in
order to repair the harmful effects
of this dirty e-reputation.
In order to achieve this strategy,
the Agency has a variety of methods
and tools.
The different methods to protect and
cleanse the e-reputation of a leader:
An old article that reappears on the
web, a post denigrant, a photo that
is not very rewarding or compromising
and the digital identity is
tarnished. Similarly, it is often
enough to googlise the manager’s name
and the site takes you to all the
private information that may be
inconvenient, which does not concern
the public. In this case, it is
important to regain control of your
notoriety. Various methods are used
by the agency to provide positive
communication.
Cleaning the canvas:
Negative content never completely
disappears from the web and in this
case it is essential to’ drown out’
the information with other
information. The agency will set up

18. relevant SEO content, which will
remove and reverse negative data.
Thus, by doing a search on the web,
Internet users will not see
immediately what has earned the
manager a negative, dirty reputation.
However, it is important to regularly
enrich these contents.
Mastery of digital identity:
The agency will thus impose your
digital identity on the web, leaving
a positive image of the manager.
Thus, when Google queries are made,
the Internet user will first see the
positive reputation that stems from
the manager. The agency will be able
to create quality, relevant content
of SEO content so that the Internet
user searching for information does
not see attacks in the first place.
Communicate:
An old picture reappears? A negative
testimony that made a big noise comes
back to the forefront? Through
positive communication, the agency
will be able to help regain control
and control over the reputation of
the entrepreneur. A denial, official
information, or even a press release,
can be written and widely relayed in
order to flood the web. This
technique, called flooding, floods
the web with positive elements in
order to reverse the negative data

19. present on Google’s pages.
Out-of-court settlement and
court action:
When the image of the manager is
mishandled through defamation,
rumours or when a hacker has tried to
harm the manager, an amicable
settlement is provided by the agency
e-reputation, so that the webmaster
responsible for the negative content
can erase these elements tainting the
e-reputation. In addition, the agency
recommends sending request forms to
search engines for deletion of
comments. However, if these various
actions do not prove to be
sufficient, after a warning and a
formal notice, it is urgent to take
legal action with the help of an
agency and thus initiate legal
proceedings against the author of the
defamatory remarks. This procedure is
managed by the specialized agency
that follows you throughout the
process.
Use of backlinks:
A backlink is an external link to
direct and encourage the user to go
to another web page where relevant
content will be created for the good
reputation of the manager. If the
backlink is of good quality, its
popularity will only improve and can
be referenced correctly in the first

20. pages of Google. An agency can advise
you on this method, which is
recognised. Thus, it is interesting
to know that an agency may have to
create blogs containing these links
in order to revitalize the manager’s
image.
A digital identity watch:
It is necessary to keep an eye on
social networks, blogs and the web in
order to anticipate crisis situations
and avoid the renewal of bad
reputation. An e-reputation agency is
able to establish this watch on
competitive sites and highly
influential sites. Moreover, this
team of experts does not stop at the
first pages of search in Google, thus
scrutinizing the web in all its
depth. Thus, as soon as information
arrives on the web to stain the
manager’s reputation, it will be
neutralized and prevented from
spreading to sphere 2.0.
A reputation agency accompanies
managers in their quest for a
recovery of e-reputation or
maintenance throughout the process.
It provides a personalised follow-up
for managers, adapted to their level
of notoriety. After a first contact,
an inventory will be made to see the
extent of the manager’s reputation.
Nowadays, managers are for the fact
of expressing themselves freely on

21. the net, hence the importance of
controlling digital communication and
adapting a marketing strategy. The
web being very large and the
information circulating very quickly,
an agency has all the skills required
to act quickly, efficiently and
seriously. Using methods that have
already proved their worth, based on
advanced technology, the agency
relies on an influential strategy to
attract the attention of Internet
users and web influencers to a
positive image of the leader. In
addition, it also relies on a strong
partnership and trust with the
manager to lead the project towards
success. The expertise of the
agency’s team enhances the manager’s
reputation, so that he can get back
on track. The agency uses high-
performance, reliable tools that
enable it to build or rebuild the
digital identity of managers over
time.
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