[OPLIN 4cast] OPLIN 4Cast #297: Online reputation management

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OPLIN 4Cast

OPLIN 4Cast #297: Online reputation management
August 29th, 2012

If you listen much to NPR (doesn't every librarian?), you may have heard 
some shows that were supported by donations from a company offering to 
manage your "online reputation." If you are like us, you may be curious 
as to how they actually do that, and wondering if it's something your 
library should consider. For instance, people may have posted some 
less-than-flattering things about your library on the Internet, 
especially during a levy campaign. What can you do - or should you do - 
to manage the library's online reputation?

  * Five tools to monitor and manage your online reputation
    <http://www.techrepublic.com/blog/five-apps/five-tools-to-monitor-and-manage-your-online-reputation/1432>
    (TechRepublic/Jack Wallen) "It takes only a few bad comments, posts,
    or blogs to ruin the reputation you have spent years building.
    Fortunately, there are tools out there to help you manage that
    reputation. Those tools aren't exactly obvious - and you have use
    caution when selecting them (to make sure you're not about to get
    caught up in a scam). But when you find a reliable tool, it's wise
    to make use of it."

  * Inside the mysterious world of online reputation management
    <http://www.readwriteweb.com/archives/inside-the-mysterious-world-of-online-reputation-management.php>
    (ReadWriteWeb/Brian Proffitt) "According to Reputation Changer, the
    typical reputation management story goes something like this:
     1. The client - an individual or a company - has a problem with
        negative search engine listings and social media content
     2. The client engages a reputation management firm to address the
        problem
     3. The firm posts a series of positive content about the client is
        placed on the Internet.
     4. This new, positive, content, if delivered properly, begins to
        push down the negative content off the top pages of search
        engine results

    Eventually, the negative listings no longer show up on the first
    page of search results, which represents a much better situation for
    the client."

  * Managing your reputation online
    <http://www.campaignsandelections.com/magazine/us-edition/294487/managing-your-reputation-online.thtml>
    (Campaigns & Elections/Melanie Batley) "It's not mainstream quite
    yet, admits [Reputation.com CEO Michael] Fertik. But like search
    engine optimization (SEO), he thinks it will soon be a must-have
    service for candidate campaigns. Whether it's downplaying negative
    search results or simply monitoring what's being posted about a
    candidate in various venues online, ORM [online reputation
    management] consultants are pitching their services as value added
    even if campaigns have already mapped out a digital strategy."

  * What's in a name? Why companies should worry less about their
    reputations <http://www.economist.com/node/21553033> (The Economist)
    "The biggest problem with the reputation industry, however, is its
    central conceit: that the way to deal with potential threats to your
    reputation is to work harder at managing your reputation. The
    opposite is more likely: the best strategy may be to think less
    about managing your reputation and concentrate more on producing the
    best products and services you can."

*/Reputable Fact:/*

According to the Reputation Institute 
<http://reputationinstitute.com/frames/events/2012_US_RepTrak_Press_Release_April_3.pdf> 
[pdf], the three most reputable companies in America this year are 
General Mills, Kraft Foods, and Johnson & Johnson.
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