Why you should care about your online reputation
Online reputation is becoming so pervasive, it’s almost time to drop the word “online”
web search on the internet
Two out of three people see the Internet as the most reliable source of information about a person or a business (Edelman Insights)
70% of hiring managers have rejected a candidate because of something they found online (Cross-Tab)
When looking for a local business, 97% of people read online reviews (BIA Kelsey)
Over 80% of reputation damage comes from a mismatch between the buzz and the reality (Digimind)
Looking at statistics like these, it’s clear that what happens online affects your entire life.
Online and offline are blending
That means there are more and more ways for you to leave an online mark, positive or negative.
Now, you might not think that people are searching for you, but chances are they are. Common reasons include:
Employers doing pre-interview research
Landlords looking into prospective renters
Children searching for details of their parents’ “real lives”
Curious significant others, past and present
Former colleagues looking to share professional opportunities
College admissions departments evaluating prospective students
Insurance companies doing risk assessments
No matter how “under the radar” or “low-tech” your lifestyle, there is a good quantity of information about you online—and people are seeing it.
Your online reputation is forever
If someone writes something negative about you online, it can put you at a serious disadvantage over the long term—especially if you’re not aware of it. You might never know why you didn’t get that apartment you wanted, or why a job offer never materialized after that phenomenal interview.
It’s important to keep tabs on what people are saying about you online and then take steps to correct any inaccuracies. (Here are some tips to help you get started.)
For the same reasons, you also need to monitor things that you post yourself. Thanks to social media, even posts from decades earlier can come back to harm you. Consider the following examples, all vastly different:
James Gunn: Lost his position as the director of the Guardians Of The Galaxy movies after some offensive jokes that he tweeted years ago came to light.
Harvard admissions: In 2017, ten college students lost their acceptance to Harvardbecause of their offensive social media posts.
NASA internship: Twitter user @NaomiH_official had her internship opportunity with NASA revoked because a high-ranking NASA official saw her using profanity on a #NASA-tagged tweet.
Passanger airplane flying above clouds in evening.
Case Study: United Airlines
One company that understands this better than most is United Airlines, which is still trying to find its footing after being deemed “evil” on social media. In 2017, video of United Airlines security personnel violently dragging a passenger off of an overbooked flight went viral, generating over 1 million mentions a day on Facebook, Instagram, and Twitter in the immediate aftermath. This social media storm ignited national outrage and caused United’s stock to quickly lose more than $1 billion in market value. While the stock has since recovered, the company’s reputation remains tarnished and continues to serve as fodder for late-night comedians.
Why do we need online reputation management?
Given how advanced information technologies have become, shouldn’t these issues go away on their own?
Unfortunately, that’s not likely to happen. Online reputation mismatches are not technology problems, they’re human problems.
That’s why embarrassing party photos, frivolous lawsuits dismissed years ago, and other kinds of irrelevant but intriguing “clickbait” often dominate online reputations.
online reputation management creates balance
Online reputation management prioritizes balance
Online reputation management counteracts that human bias for gossip, ensuring that the materials that actually matter aren’t overwhelmed by the rumors.
Do you trust your reputation to be accurately represented by an algorithm that doesn’t know the difference between what’s tantalizing and what’s truthful? If not, then you need to develop an online reputation management strategy to protect your interests.
This need will always exist.
In fact, it’s probably going to get more and more important to manage our online reputations as search engines and other online algorithms become a bigger part of everything we do.