media update’s Taylor Goodman unpacks what online identity management is and why it should matter to you, as well as providing tips on how to protect your personal brand online.
In the digital age, most people are online, which is both a blessing and a curse. It’s a blessing because utilising the web is a simple and effective way to connect with
anyone, regardless of distance. However, the curse comes in when what you post online takes on a mind of its own.
As what you say on the Internet can easily be misconstrued, a solid reputation management is crucial to avoid any misunderstandings and to build a positive reputation online, which is specifically important in an industry like PR.
What is online identity management?
Have you ever Googled yourself? If you have, did you like the outcome? What you stumbled upon when doing this is your digital footprint, consisting of every social media profile, social post, photo, video, like and mention
ever posted of you online.
The footprint that you leave on the web forms part of a branch of reputation management, which emphasises the importance of portraying yourself authentically and positively online. Why? Because who would want to work with a PR pro who has a bad reputation? No one, that’s for sure!
That’s why you need online identity management (OIM). This is the
different measures that are put in place to protect and promote the way a person or brand is portrayed online. Essentially, OIM helps to safeguard your personal brand from any menace that could be found online and allows you to take control of your brand’s narrative.
There are many possible threats that brands and individuals can face online, such as problematic social posts from your past resurfacing, photos being used without your permission, negative information that is shared about your professionalism or character, personal information being hacked.
It is an unfortunate reality that a social media disaster can happen to
anyone, and the damage that follows can leave your reputation in tatters.
Therefore,
when evaluating your online presence, you need to ask yourself the following questions:
- What feelings do you want to evoke when your name is mentioned?
- What would you like to achieve online (popularity, influence, connections)?
- What are your values?
- Does your social media persona complement or contradict your professional self?
- Do you follow trends and thought leaders in your industry?
- What legacy would you like to leave behind?
Once you have answered these questions you will have a better understanding of how you would like to come across online, so you will be able to mould your content accordingly.
Why do online reputations matter?
These days, we live in a reputation-centric society that is quick to ‘cancel’ someone after one wrong move. For those who don’t know what it means to be cancelled,
it’s basically when you stop giving support because of questionable behaviour or comments.
The fickle nature of the digital sphere thus requires individuals to put a great deal of time and effort into carefully curating what they post.
Keeping that in mind, your online reputation can play a polarising role in your professional life. A positive presence can help you to get business, build respect and get you ahead in your career. But, a negative presence can influence your peers’ opinions of you and make them lose respect.
Just to show you what big an impact your social presence online can have, just think about the fact that
63% of recruiters check social media sites to find out more about potential employees. This means that your online presence makes a first impression before you can even say a word in person. That is why it is crucial that what you put on the Internet is a true and authentic representation of who you truly are.
Although it can be a taxing job, online identity management can help you to gain control over what people find about you online, limiting the risk of any possible vulnerabilities rearing their heads.
How to manage your online identity
So now that you know what OIM is, how can you put it into practice?
First and foremost, it is crucial to
work towards putting positive content out there. You can do this by engaging with your followers, creating high-quality content (blog or social media posts, videos, images), or contributing to industry-relevant discussions on social media.
By doing this,
you define your reputation, rather than
others doing so for you. This positive content will monopolise search engine results, pushing down any negative results that may pop-up.
Next, you need to monitor your online profiles regularly. Social media is a fast-paced environment and information travels
fast; this makes it
imperative that you stay on top of its ongoings. Be aware of any mentions or negativity before it gains traction.
For example, you can make use of a
social media tracking company, such as amaSocial, which will help PR pros to stay on top of social media mentions.
As we mentioned before, you need to unashamedly Google yourself and search your name on social media to identify potential threats.
Lastly, be sure to
secure your accounts. This may be an obvious tip but you can’t be too safe when it comes to the Internet. You can safeguard yourself online by using complex passwords on all your social accounts and by not sharing any personal information online with
anyone.
PR pros, what measures do you have in place to protect your personal brand from online haters? Be sure to let us know in the comments section below.
That was exciting, wasn’t it? To get more insightful stories delivered straight to your inbox, sign up for our newsletter.
*Image courtesy of Vecteezy