What is Online Reputation Management?
Online reputation management is a means of strategically influencing how a person or business is perceived in the online sphere. Maintaining a good online reputation is essential for professionals and businesses alike, however because of the breadth and scope of the Internet, it requires constant monitoring to achieve.
In the following sections we’ll get into the ins and outs of controlling your reputation online by discussing the following:
Taking proper Internet security precautions
Controlling what public information is available about you online
Being mindful about how you interact with people, customers, and reviewers in an online setting
Online reputation management and security
Before you even think about anything else, if you do anything online, you need to ensure you’re being safe and secure about it. Focus on the following areas:
Have you checked your social media privacy settings lately? Do you really know what can be seen by the general public. For sites like Facebook, Instagram and Twitter, this might mean making it so only friends and approved followers can see anything you post.
Here are just some of the privacy settings you should check on Facebook, Twitter, and Instagram:
Your Facebook privacy settings can be changed in the “Privacy” tab of your settings page. Areas we recommend reviewing are:
How people find you. You can control if people can find you via email or phone number, and whether or not your profile appears on search engines.
In the “Security and Login” section you should activate two-factor authentication for added security. Here, you can also sign up to get alerts if there are any logins to your account from unrecognized devices.
Your “Apps and Websites” settings. Here, you can see what apps, games, or websites you are connected to via Facebook. You can also view what Facebook information each app has access to, and if anyone else has access to that information. If you aren’t comfortable with apps having access to that information, you can turn it off. The information shared may seem innocent enough, but you’re well within your rights to be wary, particularly in light of the Cambridge Analytica scandal a few years back.
Review pages you follow and groups you are a part of. If you’re not comfortable having certain pages or groups linked to your name, unlike or delete yourself as a member. To delete any posts or comments made in these pages or groups, go to the “activity logs” section of your timeline settings and click on the “Groups” filter. Then click on “Posts and comments”. Here, you can see posts made across groups you’re a part of and have the option to delete them individually.
You should also take the extra steps to set all past posts to private or friends only. You should also do this with profile photos, cover photos, and your friends list. If your email address or phone number is displayed in your profile, remove it.
You can find your Twitter privacy settings in the “Privacy and safety” section of your account settings page. If you want to keep your tweets from the general public, click the “Protect your tweets” box located at the top of the page.
If you use your Twitter for professional reasons or if you are a public figure, you’ll most likely need to keep your Twitter public. Here are some other settings you should review:
Your location settings. On Twitter you have the option of including your current location in each tweet. If you don’t want to to do this, on the privacy and safety section make sure that the box next to “Tweet with location” is unticked.
On your general account page, set up two-factor authentication in the Login verification part of the Security section.
In the “Apps” section you can check out any third-party apps that have access to your account and revoke access.
When you open your Instagram app, the privacy settings can be found when you click on the gear symbol located in the top right corner of your profile page. If you want to keep your profile viewable to the general public, some areas you should review are:
Setting up two-factor authentication for logging in.
Who can tag you in photos. To avoid potentially inappropriate photos showing up on your profile, you adjust your settings so that you can review tagged photos before they are added to your profile.
Your story settings. Adjust things like who can see your story and where it appears by tapping into the Privacy and Security section and then Story Controls.
How to delete old social media posts
If you’ve been using Facebook and Twitter since their inception, going through a mountain of (most likely) cringeworthy old posts and Tweets one-by-one and deleting them is a daunting task. Luckily, there are some tools that can help. It won’t be a quick process, but using an app to help will save you a significant amount of time.
For deleting old posts and comments on Facebook, consider using the Social Book Post Manager extension for Google Chrome. This extension helps you batch delete, hide, or unlike posts or items through your activity log. You can filter posts by a specific date and even specify posts that contain a specific term, like a name of a person or unsavory words.
For deleting your old tweets, Cardigan is a free service that will do so on your behalf. Much like with Social Book Post Manager, you can filter and sort through tweets based on specific criteria, such as date or content. You can then bulk delete specific tweets based on these filters, or delete more selectively.
If you’re a prolific Twitter poster, you may want to think about enlisting an auto-deleter tool for peace of mind, Tweet Delete, for example. You can set it up so that tweets older than an age you specify are automatically deleted.
Use a VPN
Over the past few years, VPNs have quickly turned from being a “good-to-have” online security measure, to an “imperative-to-have”. A VPN helps keeps private data private by hiding the information transmitted every time you connect to the Internet. Your data is unreadable until it reaches its final destination. For more in-depth information, check out our articles on what VPNs are exactly, how VPNs work, and why you need a VPN.
Read about Namecheap’s VPN options here.
Use an anti-virus program
Everyone with a personal computer needs to install an anti-virus program to protect it from viruses and malware. Everyone. If you don’t have one yet, remedy that immediately.
Stop using your personal email address for everything...
… unless it’s for personal or business-related purposes. If you’re registering on numerous websites unrelated to your work, such as anonymous forums or message boards, you should avoid anything that identifies you, particularly if your name is in your email address. Using a throwaway email is best for such online activities.
For doing anything of a delicate nature over email, it is advisable to create an anonymous address on a private email service (read: not Gmail or Yahoo) and set up forwarding to your personal one.
Passwords and username best practices
Every one of your passwords should be strong and they should be unique across each site or app you use. No exceptions.
A strong password:
Is at least 15 characters long
Has a good mix of letters, numbers, and symbols
Isn’t obvious (Never, ever, ever make your password “password”)
Doesn’t use common substitutions (“0” in place of “O”) or keyboard paths (like qwerty)
The Avast blog recommends using a mix of uncommon nouns, sentences, or phrases, which would be easy for you to remember, and hard for hackers to crack.
That being said, using a computer-generated password, such as Norton’s password generator, is ideal. Remembering all these unique, complicated passwords isn’t easy. Luckily, there’s software available online to make these things easier, such as Lastpass and Passpack, which store all your passwords in one place.
Using varied usernames isn’t discussed as frequently as using different passwords, but it’s also very important. If you’re active across several forums, having different usernames will help against your identity being discovered. And of course, never ever use the same username-password combination more than once.
Another thing to avoid is logging into third-party websites using authorization from Facebook, Twitter, or Google. The convenience is so tempting, we get it. Registering to every site individually can be a painful, odious process. And while it’s handy for you, it’s also handy for hackers who will be privy to not only your email address, but all the social media accounts associated with. Ultimately, the convenience is not worth it.
Remove yourself from people search tools
Websites like Whitepages.com and Pipl.com collect data about individuals that can be found online and host it on their site. With sites like these, hackers and doxxers don’t have to do much to find out your personal information.
You are well within your rights to opt out and contact many of these sites to request the removal of your information. Check out this LifeHacker article for more information about opting out from the most popular people search websites.
Unfortunately, for the likes of Pipl, opting out isn’t possible due to the way it collects its information (a web crawler bot that indexes publicly available information). If you want something removed from this site, you will need to contact the source of the information.
Personal reputation management
Whether you’re a business owner or otherwise, everyone needs to consider their online reputation. As we discussed earlier, you can never really know what information – however harmless it may seem – could be used against you.
To protect your reputation online, consider doing the following:
Think twice before posting anything online
It sounds like common sense, but the truth of the matter is that most of us have been guilty of posting something a little too personal in an online setting at one stage or another, whether it be on a social media site or a personal blog. It’s good to be wary, even if your privacy settings only allow “friends” or approved followers to see what you post. How well do you really know your “friends” on social media?
A good rule of thumb to follow is always asking yourself: “would I want future employers or clients to see this?” If the answer is no, don’t post it.
If you’re going to post a funny joke, think about how it could be construed out of context. On the other side of the coin, think about if it can be construed in context. As everyone’s grandma used to say, if you don’t have anything nice to say, don’t say anything at all. Alienation isn’t good for business (or humanity).
That being said, if political speech and expressing your opinions is important to you, then you shouldn’t have to quell that side of you entirely. For some people, this is even part of their brand persona. However, if you do decide to venture down this potentially thorny pat, you need to be willing to stand behind your ideals and to take any possible fallout if you feel particularly strongly about an issue. Be prepared – these strong opinions could affect your business.
On a related note, what if you posted something potentially offensive several years ago, long before something like online reputation was even a blip on your radar. What then? That brings us nicely to our next point.
Carry out a thorough check of your social media history
It may be laborious and it may make you cringe, but it needs to be done. Most people said silly things online when they were younger, and unfortunately there’s online evidence to prove it. Even if you weren’t a big social media poster, there are probably a few incriminating photos of you floating around if you happened to have snap-happy friends.
This can be taken care of by adjusting social media settings and changing who can see what, but you should really take the time to delete anything that could be deemed inappropriate or that you’re no longer comfortable with being in the public sphere.
Register your name as a personal domain
There’s no better way to take control of what’s being said about you online than by registering “yournamehere.com” and creating a small website containing key information about yourself. We talked in-depth about the benefits here.
Fill it out with the information you want to share, like your professional experience and drawing attention to awards or accolades, etc.
Business reputation management
If you run a business, it’s worth bearing in mind that the previous two sections are also steps you must take to protect your online reputation. Proper security and personal reputation management go hand-in-hand with protecting your business reputation. You as a person represent your business, so you don’t want any sensitive information about you online to be exposed or used against you.
Here are a few extra factors to consider if you want to protect your online business reputation:
Perform a Google search
Sometimes the simplest act can be the most illuminating. Doing a quick Google search of your business will reveal all you need to know about public perception of your business in just a few clicks.
If you don’t like what you see, then there are a number of ways to approach it:
You can contact websites hosting negative content about your business. If someone encountered difficulty when dealing with your company, offer them a way to remedy it, and ask them if they’ll take down their piece. This won’t always work, but it’s a good first port of call.
Create content optimized for SEO with an aim of outranking any negative content. This can include creating and regularly updating pages for your company across social media (LinkedIn/Twitter/Facebook), and blog content for your own site.
Focus on improving customer service and encourage your customers to leave reviews.
Set up Google Alerts for your business
Googling your business name once isn’t enough. You need to keep abreast of public opinion so you can be ready to take the steps necessary to counteract it. By setting up a Google alert, you’ll be notified directly about new content related to your business that has been posted online, so you won’t be subject to any rude awakenings in the future.
Verify and claim your business on Google and across social media networks
This may seem a little obvious, but it bears mentioning. If you don’t claim your business, somebody else with too much time on their hands might, and spread damaging misinformation about it. Take control as soon as you can so that customers won’t be misled.
By having verified pages across popular social networks and search engines, you can be sure that your customers have access to the most accurate and up-to-date information.
Interact with customers on social media
And do it honestly and openly. Authenticity is something people are appreciating more and more in businesses these days. According to a survey conducted by Social Media Today, 86% of people point to brand authenticity as a deciding factor when it comes to businesses they decide to support. The best way of coming across as authentic is – wait for it! – actually being authentic.
This brings us back nicely to the first point in this section: The more you post and interact with customers on social media, the better your social media profile will rank in search engines. So interacting with customers will not only make them happy, it will improve SEO and boost your brand – both key to bolstering your online business reputation. Google has also stated that high-quality reviews from customers helps improve local business visibility.
How to respond to reviews
This is probably the most important part of managing your business reputation online – so important that it got its own section!
Your first instinct might be to ignore reviews (particularly negative ones), but it would be to your business’s detriment. Online reviews are everything these days. The Internet has allowed customers to become more discerning when it comes to where they’re spending their money.
More and more consumers consult online reviews before deciding to purchase a product or service. According to a consumer survey by Review Trackers, 63.6% of such consumers check Google reviews exclusively before visiting a business, while 94% say that they’ll stay away from a business with a negative review. Those are some stats you can’t ignore.
The sooner you adopt a policy on responding to both negative and positive reviews, the better. It might seem like a lot of work, but you should try to respond to reviews as much as possible.
Responding to reviews affords you an opportunity to leverage what people are saying about you – even if it’s not positive. If you’re smart about it, you can turn things in your favor, creating a positive image for your brand if you start a positive buzz about positive interactions.
How to respond to positive reviews
Write a personalized response. Don’t copy and paste the same generic “thank you” message and use it for every customer. Show your appreciation by responding to something specific in their message.
Invite them back again. Suggest a similar product or service they might like. Maybe even offer them a promotion. Take the opportunity to market to your customer base directly.
Sprinkle in some keywords. You’re wasting a key SEO opportunity if you don’t at least mention your business name in there.
How to respond to negative reviews
Apologize and keep it brief. Never go on the defensive. You want to show them that you’re sorry for their bad experience and want to make things right. Don’t deny any wrongdoing or make excuses.
Invite them to contact your customer service team through phone/email/chat so that they can help remedy the situation. You don’t want their problem being discussed in a public forum, but you want to convey that you care about your customers’ needs.
Don’t include keywords. This is not a good SEO opportunity.
Responding to bad reviews can actually be a great opportunity for brand marketing if a disgruntled customer is impressed by how they were dealt with – they might even leave a positive follow-up review. If not that, you can at least request that they remove the negative review.
Unfortunately, bad reviews aren’t always honest – they may just be the work of online trolls looking to slander your reputation. What do you do then? You can flag a Google review for removal if it violates their terms of service. It is also possible to flag reviews for removal on Facebook and Yelp.
If all else fails and if you think a review can be deemed as slanderous, you can submit a legal request to Google. Be sure to consult a lawyer before going down this road.