Do you define your reputation, or does your reputation define you? Do you control it, or does someone else? The good news is that perception can flow in both directions – for example when a business or person works to actively curate their own reputation.

Today reputation and perception of reputation work together. How does perception influence reputation? A minor reputation problem may be magnified by a thousand search or social results and perceived as something more than it should be. The reverse can also be true. Which reputation indicators share the brightest part of the spotlight is defined by a combination of technology like search and social engines, truth, fiction, and opinion.

How to Define Reputation

What is reputation? Reputation (or repute) is the collective opinion others have of a person or an entity (such as a business).


When people talk about reputation they are usually making a decision as to trustworthiness. A good reputation is generally believed to be built on a foundation of opinions of trustworthiness and integrity.

Even though untrue, the information caught fire

But it isn’t that simply anymore because reputation has become more malleable than ever before. Armed with technology, one person can define anyone’s reputation and whether the information is fact or fiction doesn’t play a role.

Wielding Social and Search to Damage Image

For example, during the 2016 Presidential Race, a rumor was posted by someone with a Twitter account some associated with white supremacy. It claimed that Hillary Clinton and John Podesta (her campaign chairman) ran a child sex ring from a pizza restaurant and that evidence was to be found in stolen emails posted on Wikileaks. Even though untrue, the information caught fire and worked against Clinton’s campaign.


A good reputation is one that enables others to feel trust and confidence but it’s a fragile thing, easily damaged.

Whether merited or not, a person with a bad reputation may have a hard time bringing in new clients, landing a new job, building relationships with others, or even getting elected. The Clinton campaign wasn’t the first to be targeted by political opponents, it happened to Rick Santorum as well when someone likened his name to an excretion.

The more famous the person, or the bigger the company, the harder it can be to bounce back once public opinion has tanked.

Why is Reputation Important?

Robert Greene wrote in his fantastic book the 48 Laws of Power “Do not leave your reputation to chance or gossip; it is your life’s artwork, and you must craft it, hone it, and display it with the care of an artist.”

“Do not leave your reputation to chance or gossip”

Reputation doesn’t encapsulate a person’s or a businesses’ identity, it is a social opinion of that identity. The fact that reputation can shape success means it’s something worth paying attention to and worth managing.

Reputation in Business

From getting a job to obtaining the best employees reputation plays a role. Employers are increasingly searching potential hires’ names online, and it doesn’t take much to be eliminated from the candidate pool. A scandalous picture on Facebook, misguided or maligning tweets, or negative comments online all have the power to thwart a person’s success.

The same is true for business reputation because the search goes both ways. That’s right, candidates perform due diligence the other way too. Prospective employees decide whether or not to work for a company based not only on position and compensation, but how others feel about working there. The site GlassDoor.com is an example of how people rely on the opinions of strangers to decide where they want to work.

It’s more than just employees, opinions can make or break businesses. For example, online reviews are a strong indicator of others opinions whether accurate or not. Check out these statistics from BrightLocal’s 2016 Consumer Survey, for example:


  • 84% of people put as much faith in online reviews as they do in offline opinions.
  • 90% percent of consumers will read less than 10 reviews about a company before deciding whether to give them their business.

Almost every business will be reviewed eventually. Some industries are more susceptible to bad reviews than others. For example, mortgage lenders, debt collectors, and used car dealerships often have an especially tough time online and may want to begin improving how they’re seen online before they even open their doors for business, it’s that important.

The Evolution of Reputation

Long before the president could Tweet directly to the public or Instagram could inadvertently launch a modeling career, reputations were formed based on empirical observations in real life. In tight-knit communities how you acted, how you responded in certain situations, how you spoke and carried yourself all contributed over time to people’s opinions and eventually reputation. It may be that in these communities reputation was more accurately reflected than today. In the middle ages, most people never traveled more than ten miles from their place of birth, so people really got to know one another.

“Falsehood flies, and the Truth comes limping after it.”
– Jonathan Swift

Today, reputation has been commoditized. Jonathan Swift wrote in 1710 that “Falsehood flies, and the Truth comes limping after it.” Online reputations are far more likely to be inaccurate or sharply unbalanced due to the out sized voice naysayers have with the help of technologies that spread rumor at fiber optic speeds. The evolution of reputation is to a large part due to the combined effects of technology and human negativity bias. Negativity bias basically means that people are on the lookout for negativity. Combine this with the way search engines like Google decide whether something should be highly visible or not and you have the recipe for terrible search or social results.

In a world where search and social result visibility often trumps fact, reputation online has become more about “truthiness” than truth due to the rise of new technologies.

Author : Kent Campbell

Source : http://www.business2community.com/human-resources/search-social-define-reputation-today-01774572#3WwmHQz4G7AUVb0A.97

Categorized in Search Engine

Unless you have been living in a ‘content free’ cave (maybe those avoiding Brexit or Trump), it’ll come as no surprise that search significantly drives the buying decision making process. Search marketing, in the context of online searching via sites like Google, is a dominant touchpoint for researching and reviewing everything from cars to cats. According to ‘Search Engine Land’, Google handles at least 2 trillion searches annually. As search is so accessible (with rise to mobile) in providing a wealth of relevant information, buying without an initial Google search is painfully uncomfortable… I dare you to try it.

Google is the number one brand according to the 2017 ‘Brand Finance Global 500’, and is quite honestly a force of its own. So readers may be thinking that ‘Google Search’ is sitting happily on its throne, and maybe it is for now, however there is a new kid in town who is rallying a challenge. Its name also begins with ‘S’, and can be more accurately described as a transition from adolescence to adulthood – welcome aboard ‘Social Search’.

Social media has always been a hotbed for brand awareness, community building and audience engagement, however it is increasingly playing an important role in discovery. From new cooking recipe hacks to undiscovered places to travel, brands are catching on to capitalising in this newsfeed melting pot. Upon attending a restaurant launch in Central London, the Owner proudly announces that the event pictures will be posted on Instagram during the evening. It demonstrates that a ‘searcher’ can access more content on social media than they will through a ‘traditional’ Google search in the first week.

Fake news is regularly out-trending real news and most of our mainstream press is owned by highly biased billionaires with corporate interests. Here's how to support the free media. 

Networks such as Facebook and Pinterest are lapping up the evolved user relationship with search, focusing on creating ‘walled gardens’ to retain users within their comfortable social network setting. It also plays into the hands of the social user, creating a frictionless experience as they interact and engage with friends, followers and brands in one place.

Social media is evolving rapidly, and looking at Facebook’s successful additional features like Marketplace and Facebook Live, it is apparent they’re working hard to retain user content within its own environment. Content is critical to play in search, more recently video, which is why Facebook, Instagram and ironically only this week, Google owned Youtube, have live streaming features to provide immediate and richer engagement to our newsfeeds.

If you’re a business, take note. Social media is surely establishing itself in search, and you can expect to see greater opportunities to advertise in this space. Moreover as social commerce makes a resurgence, with photo-happy Instagram ‘tags’ and Pinterest ‘buyable pins’, it demonstrates an evolving consumer behaviour for brands to capitalise on. So watch this social space!


‘Social Media Business Success’ is a free 2 hour workshop hosted by Unleash Digital Ltd on Sat 25th Feb 9.30am-11.30am, Wimbledon. Secure your place now at https://unleashdigitalsocialmedia.eventbrite.co.uk

Author : Ross Macintyre

Source : http://www.thelondoneconomic.com/news/business/need-know-social-search/12/02/

Categorized in Search Engine

There are different types of search engines—in other words, Google GOOGL +0.81% isn’t always going to be the best choice. What if you want to find niche products or services, or it’s crucial that you get information in real-time? There are social search engines which only provide content that was provided specifically for them, and there are others that gather data from numerous sources which are designed to serve certain demographics.

As a business owner, you might want to tap into social search engines in order to get key information to customers. By immediately (and automatically) publishing content via RSS feeds, you might be able to reach more, better demographics than simply optimizing your SEO for the big boys like Bing and Yahoo YHOO -0.36%!


Consider these five leading social search engines that excel at tracking user information and make life easier.


1. Smashfuse:

This popular engine works by ditching those static websites and honing in on the most significant of social media sites. Of course,Twitter TWTR +0.11% and Facebook are aggregated here but you’ll also find information from Vimeo, Google+ and the scores of beloved social media platforms around the world you haven’t even heard of. Get instant access to the keywords which are trending right on the home page, or peruse them at your leisure, sorting by each platform.

2. SocialMention:

Part social media search and part analysis tool, this engine aggregates content that’s generated from users around the world, providing you with one user-friendly information feed. You can measure and track what’s being said about your company, you, or a product or topic everywhere online. It updates constantly so you have real-time information, and keeps track of over 100 social media platforms including the biggies like Facebook and YouTube, but also the underdogs. Plus, you can opt for regular monitoring and alerts.


Topsy is a social analytics tool as well as “social search engine,” indexing several hundred billion tweets. It’s unique because it’s one of the few real time sites that popped up during the hey day of 2008 through 2010 that still thrives and survives. Then, the big search engines were making use of real-time information for the first time, which was essentially dooming the smaller sites except for Topsy. It’s the ideal accoutrement to Twitter.


4.Social Searcher:

This fan favorite lets you search for content within social sites (in real time of course) while simultaneously dishing up comprehensive analytics and data. You don’t need to log into your other social media accounts in order to get information, alerts or send messages. Created in 2010, it’s available in dozens of languages, and you can sort information by likes or date.

There are many more social search engines that might be just what you need to quickly get your ducks in a row. Sometimes you need just the basics like Bing—but sometimes, you need a little something extra.

Source : http://www.forbes.com/

Categorized in Search Engine

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