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By on March 30, 2007

Online Reputations a Big Trend in 2007

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We’ve already seen an increase in news related to online reputation management in the last few days, and now Wired magazine lists it as one of the top trends for 2007.

Their excellent article “The See-Through CEO” looks at how businesses are becoming more transparent with their communications and how consumers are wielding a lot of influence over your online brand equity.

“Online is where reputations are made now,” says Leslie Gaines Ross, chief reputation strategist – yes, that’s her actual title – with the PR firm Weber Shandwick. She regularly speaks to companies that realize a single Google search determines more about how they’re perceived than a multimillion-dollar ad campaign. “It used to be that you’d look only at your reputation in newspapers and broadcast media, positive and negative. But now the blogosphere is equally powerful, and it has different rules. Public relations used to be about having stuff taken down, and you can’t do that with the Internet.”

And Google is unwittingly doing it’s part to increase the awareness of a clean online reputation…

…an interesting aspect of the Internet age: Google is not a search engine. Google is a reputation-management system. And that’s one of the most powerful reasons so many CEOs have become more transparent: Online, your rep is quantifiable, findable, and totally unavoidable. In other words, radical transparency is a double-edged sword, but once you know the new rules, you can use it to control your image in ways you never could before.


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8 comments on “Online Reputations a Big Trend in 2007”

  1. Jonix Says:

    March 30th, 2007 at 9:14 pm

    Stuart, may i know why my comments where deleted?
    Did i comment something wrong?

  2. Andy Beal Says:

    March 30th, 2007 at 9:19 pm

    Not sure who Stuart is, but none of your comments have been deleted.

  3. Jonix Says:

    March 31st, 2007 at 6:58 am

    You are absolutly right andy, my mistake, sorry, i posted at the wrong blog :( . This friday was a very long and bad day. sorry for the mistake.

  4. Brian Says:

    March 31st, 2007 at 11:32 am

    Maybe it was Stuart Smalley? “I’m good enough, smart enough, and doggone it, I can delete your comment.” – SNL reference.

  5. Distilled - Monitoring your Reputation Online » Secrecy is dying. It’s probably already dead Says:

    March 31st, 2007 at 12:44 pm

    [...] The headline is a quote from a new Wired story: The See-Through CEO (via Marketing Pilgrim). [...]

  6. Jonix Says:

    April 1st, 2007 at 10:42 pm

    brian, no not at all. Long day that one and a big confusion. Just want to forget that.

  7. Brian Chappell Says:

    April 2nd, 2007 at 9:06 am

    You know this is a big trend when non techie people are talking about it. I had a chance to hang out with some teachers over the weekend and they expressed how some folks they knew didn’t get jobs b/c of the explicit things portrayed on their Myspace accounts.

  8. “Google is not a search engine. It’s a reputation management system” | The Copywriter’s Crucible Says:

    April 5th, 2007 at 7:55 am

    [...] The relationship between copywriting and search marketing has never been closer; I now find myself covering the same stories as eminent SEM pros Lee Odden and Andy Beal. All three of us have recently covered issues highlighted in a Wired article about ‘The See-Through CEO’, a story about how being transparent can enhance your image, and how Google is now your mirror. [...]