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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #297: Online
reputation management</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">August 29th, 2012</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft wp-image-3015" title="thumbs"
src="cid:part4.08070301.08070306@oplin.org"
alt="" width="140" height="91">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?
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.techrepublic.com/blog/five-apps/five-tools-to-monitor-and-manage-your-online-reputation/1432">Five
tools to monitor and manage your online
reputation</a> (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."</li>
</ul>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.readwriteweb.com/archives/inside-the-mysterious-world-of-online-reputation-management.php">Inside
the mysterious world of online reputation
management</a> (ReadWriteWeb/Brian Proffitt)
"According to Reputation Changer, the typical
reputation management story goes something like
this:
<ol>
<li>The client - an individual or a company -
has a problem with negative search engine
listings and social media content</li>
<li>The client engages a reputation management
firm to address the problem</li>
<li>The firm posts a series of positive
content about the client is placed on the
Internet.</li>
<li>This new, positive, content, if delivered
properly, begins to push down the negative
content off the top pages of search engine
results</li>
</ol>
<br>
Eventually, the negative listings no longer show
up on the first page of search results, which
represents a much better situation for the
client."</li>
</ul>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.campaignsandelections.com/magazine/us-edition/294487/managing-your-reputation-online.thtml">Managing
your reputation online</a> (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."</li>
</ul>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.economist.com/node/21553033">What's
in a name? Why companies should worry less
about their reputations</a> (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."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Reputable
Fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">According
to the <a
href="http://reputationinstitute.com/frames/events/2012_US_RepTrak_Press_Release_April_3.pdf">Reputation
Institute</a> [pdf], the three most reputable
companies in America this year are General Mills,
Kraft Foods, and Johnson & Johnson.
</div>
<div style="text-align: left;"> </div>
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