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Gini Dietrich

Seven Principles to Building an Online Reputation

By: Gini Dietrich | March 29, 2012 | 
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Today I’m speaking at re:think in Oslo, Norway (more on the city later).

The conference organizer, Arnt Eriksen, asked me to consider speaking on something that is near and dear to my heart, but a topic I hadn’t yet created a presentation around.

The topic? Principles of Building an Online Reputation.

So I thought I’d do something a little bit different today and share with you the presentation.

Because it’s all images, it likely won’t make sense without some explanation.

Therefore I give you the seven principles to building an online reputation.

  1. Create a strong online monitoring program. I stole a lot of my recommendations for this principle from Lisa Gerber’s blog post yesterday. If you haven’t read it yet, head over there now.
  2. Create engaging and valuable content. Also on the speaking docket today are Valeria Maltoni, Chris Brogan, and Maggie Fox so I used a lot of their work as examples throughout my presentation (see principle five). The content can’t be sales-y or boring or highly technical. It has to be informational, educational, and engaging.
  3. Comment on other content. We’ve talked about this here before, in terms of creating your own media relations program…or a response campaign, as we call it. I show examples of how this works, from a traditional media perspective. By commenting on a USA Today article, the author did a follow-up story and used me as a source.
  4. Build community. Mitch Joel famously (at least to me) once said you don’t have a community until people begin talking to one another without the help of the blog’s author. This principle goes into detail about how to make that happen so you can watch it all unfold.
  5. Stroke egos. And not in a fake way that makes you seem like you’re doing it just to get something, but in a real and genuine way. This principle talks about how, when people comment or engage with you online, the don’t want to be ignored. Think about it this way: Have you ever made a witty or funny comment on someone’s Facebook status update only to have that person go right past it and engage with everyone but you? It doesn’t feel good. People just want to be heard.
  6. Have a crisis plan ready. It doesn’t have to be formal, but you should follow the five P’s of crisis planning: Predict, position, prevent, plan, and persevere.
  7. Write a book ahead of its time. Mitch Joel (who speaks later today) and I have gone round and round about some of these principles, particularly about blog commenting and stroking other’s egos. In fact, last year he wrote about the other side of comments, completely disagreeing with me. So I joke with him that not everyone is smart enough to write a book ahead of its time (cough, Six Pixels of Separation, cough) so most of us have to do the really hard work of building a reputation without it.

I’ll let you know how it goes. But, in the meantime, I thought I’d share the slides with you so you can dig further into each principle.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

82 comments
Viksn
Viksn

Great article, actually)) and what about using special software? For example, I know the strategator.com to be a great site for monitoring online reputation. I guess it is even a tool that can be used as a single mean)

allenmireles
allenmireles

@nakeva Thank you for the retweet, Nakeva. How's your weekend shaping up?

vikassingal
vikassingal

Gini, you are awesome on this front. Hope you have already given a mesmerizing performance at Re:Think  :)

ManyCUES
ManyCUES

CUES:. #in Lists. 7 Principles & other lists help People focus Attention, refine Answers or define Questions. @ManyCUES @nlapirdo @JLDenhart

Leon
Leon

G'Day Gini,

Good stuff! But I'm fascinated by what amounts to the obsession online people have about publishing a book.

 

My first book was published by an English publisher in 1984. In it I said that conventional management training was totally misguided because it didn't reflect workplace reality. It was launched  by the then Head of Australia's foremost specialist management school.

 

In 1991 a major international publishing house published my second book on the topic  of staff selection

 

Both these books were so far "ahead of their time" that I'm still preaching much the same messages today and I'm still seen as "way out" and unconventional. Sadly, the only place they sold well was in New Zealand; not a major market.

 

In the early 90s, someone pointed out to me that I could cobble chapters of the books together, sell them as "Special Reports." and sell the reports for more than the price of  the actual book. Then, someone suggested that I could make audiotapes of the content and sell the tapes for up to ten times the price of the actual book.

 

Theses strategies formed the cornerstone of my business. They were very successful. The audiotapes became CDs. Then I moved my business online and discovered the eBook! At last count I'd published 19 eBooks and have a couple more in the pipeline. I've already revised a lot of the content and continue to do so.

 

At this stage, I don't intend to write any more books. Of course. were a major publisher to turn up on my doorstep with a fat advance cheque,...........

 

Woody Allen once said, "I don't want to be remembered because of my work. I want to be remembered because I didn't die." I sorta know what he means. Incidentally, Have you seen "Midnight in Paris "  his latest movie? It's a little gem. And if you've ever visited Paris it's a much bigger gem.

 

Anyway....why is it that youse guys are so obsessed with writing a bloody book? I've been there twice. Can't say I'm keen to go again.

 

Strangely enough, it aint much fun.

 

Best Wishes

Avagoodweegend

Leon

 

 

ginidietrich
ginidietrich

@cmcpointsofview I feel like you and I have Twitter all to ourselves this early.

blfarris
blfarris

@ginidietrich Are you in NORWAY? How cool is that?

bdorman264
bdorman264

I'm guessing you could have talked about anything you wanted to since they don't even speak English anyway. And I'm sure if you used a translator he was just making up stuff, regardless what you were saying. The tip off is when they start laughing and you didn't even say anything funny....

 

You probably have to be 'seen' to have an online reputation, huh? All I know is all my local LinkedIn community have dropped me because they say my tweet stream was 'too much traffic' for them. I really didn't expect to be known as 'that guy'. 

 

Social I can do, so by just showing up I probably have survived 3-4 of those principles. Just like in golf when you get lucky; even a blind hog finds an acorn every now and then, huh? Wait, that didn't sound like a golf metaphor did it? 

 

I'm guessing you probably didn't want to hear all about me; but because of my popularity I will be starting my own network a la Oprah so it will be ok to talk about me all of the time.......pretty cool, huh? 

 

Have a safe journey home; can't wait to hear the 'social' lessons you learned. 

Marcus_Sheridan
Marcus_Sheridan

Thrilled for you to be across the pond G'....have a blast!!

Levi Wardell
Levi Wardell

These are really great @ginidietrich . I'm wondering if you could shed some light on what to do if you're a small business that hasn't been doing these things and has a more immediate need to control a situation. If you don't have time to write a book, build a community and God forbid, never put together a crisis plan, how would you approach a flamer who is gaining reach?

 

And I'm not talking about a single tweet or review but someone who took the time to write something on ripoff report or other lame site that does well in the SERPs.

Howie Goldfarb
Howie Goldfarb

You left out

 

Number 8. Have an alias. Something really cool related to space, space travel, planets, stars, or extraterrestrial life forms.

 

Number 9. Use Facebook. A lot.

 

Number 10. Use the word dude a lot when commenting on Six Pixels. @mitchjoel loves that (see that allows number 5 to come in).

 

But the first 7 are great tips Gini!

 

 

SociallyGenius
SociallyGenius

@saving4someday thanks for the tweet, how's it going, Sara?

ginidietrich
ginidietrich

@John_Trader1 No way. Telluride is the most expensive city.

rideboulderco
rideboulderco

Wow! Oslo, Norway! Presenting! About a Great Topic! Good for you!

cmcpointsofview
cmcpointsofview

@ginidietrich Now's obviously the best time to be online. I hope you enjoyed your stay in Norway.

ginidietrich
ginidietrich

@blfarris I am in Norway. Headed home soon. Which is good because I just chipped a nail.

CraigMcBreen
CraigMcBreen

@ginidietrich Like I said, at least I'm honest :)

ginidietrich
ginidietrich moderator

 @trontastic I don't think any of these things have to be huge and laborious. A crisis plan can be as simple as a social media policy and a statement for how you manage criticism (when to respond, how to respond, when to ignore). You also have to know what your business strategy is and never waver from it, no matter what people say. We have one client who has what you're talking about in your last sentence. It happened in 2007. It still appears in the second result of Google searches. It's taking us some time, but we're working hard on other types of content to get it pushed down by pages. It does take some time.

ginidietrich
ginidietrich moderator

 @Andrea Hypno Um, I keep hearing it's beautiful, too. But I haven't seen the beauty part. All I see are cramped buildings and a city that takes less than an hour to run across and back.

ginidietrich
ginidietrich moderator

 @rideboulderco Yep! Though the jet lag is killing me. I'm one of those people who can sleep no matter what. Except in Norway, apparently. 

Leon
Leon

 @ginidietrich Danny warned me. "She's really a romantic at heart" he said. Isn't confession good for the soul? But be careful. Re-reading Hemingway always occurs between 45 and 49.

 

Wait until you start re-reading "Brighton Rock."  That's telling. 

Best Wishes

 

Leon

blfarris
blfarris

@ginidietrich What do vegetarians eat in Norway? The only thing I hear people talk about eating there is Reindeer

DebCE
DebCE

@ginidietrich @blfarris And how is Norway, other than the chipped nail?

bdorman264
bdorman264

 @HowieSPM That's what I was afraid of; I tried moving to a different town......

ginidietrich
ginidietrich

@John_Trader1 I still contend Telluride is up there.

blfarris
blfarris

@ginidietrich That sounds pretty yummy,

ginidietrich
ginidietrich

@blfarris They actually grow them. Lots of root veggies.

blfarris
blfarris

@ginidietrich I'd be worried about what a Norwegian salad would have in it. Where do they get vegies in the frozen north?

ginidietrich
ginidietrich

@blfarris LOL! They had reindeer last night. I had salad.

ginidietrich
ginidietrich

@DebCE It's been a very long trip. Very. Long.

JohnMTrader
JohnMTrader

@ginidietrich Being the globe trotter you are, I don't doubt it for a second. Nobody tells me how to ride though, no matter how expensive.

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