The adage “all publicity is good publicity” no longer applies in the digital age.

While negative publicity has been shown to help raise product awareness, only the most daring soul would volunteer to be raked over the coals online. Call it what you will – online publicity, digital PR, media outreach, social media publicity or celebrity seeding – most of us don’t want to find ourselves on the wrong side of public opinion – not when social media effortlessly amplifies negative experiences & feedback.

While some brands fail to connect social media to commercials, others seek out ways to get attention or create social web publicity  beyond traditional PR. Attention is welcomed by brands, public figures and celebrities when it is favorable, but when bad news, unfavorable reviews, comments are showered on a person, organization or product, some run and hide–or burry their heads in the sand–instead of actively shepherding their reputation through troubled times.

This is not the way to care for your brand.

They way we communicate keeps changing. Commercials as we once knew them are going the way of the dinosaur. Don’t believe me? Turn on the television and count the number of times social media info is shown in the commercial.  Campaign slogans will come and go but social media is here to stay. Today’s commercials have inbound marketing elements directing viewers online:

• website or blog
• Twitter
• Facebook
• Google +

This open social media invitation to connect beyond the comfort of the couch is nothing to take lightly; it has the power to awaken a sleeping bear’s worth of trouble. Be careful not to wake this sleeping bear. He’s fast moving, grouchy and his claws are sharp.

Social Media Publicity

To attract more positive attention or improve your social media following give these things your attention:

• Know what is being said about you. Monitor your brand and other key terms.
• Shape what the media says about you. Help form the discussion by sharing success stories, press releases and other good news regularly.
• Participate in meaningful conversations online.
• Get plugged in and remain aware of emerging ways social media can be used.
• Create engaging content that frames conversations the way you want them framed.
• Seek to learn from the opinions of others and disagree without being disagreeable.
• Respond to questions, criticisms and praise with tact.

You can’t escape social media’s reach – even when you’re not online.

Improving your online reputation involves paying close attention to more than what you say. How you set up your online profile(s), who you associate with, and how you engage in conversations will give internet users a chance to observe how you express yourself online. Say one of your social media profiles says you are a vegeteranian (vegan) but you constantly talk about eating fish, chicken, beef or pork  or others foods true vegans would never eat –  you will  look suspect… if not seriously deceptive. Who you said you were and what you actually have done has told a different story- a story that infers deception.

This simple example is a good reminder of how important it is to be authentic online. In the long run, it doesn’t pay to lie about your educational background, accomplishments, values, or who you are. An individual who may only have your online activities and digital profiles to measure your professionalism by may feel deeply uncomfortable when inconsistencies start popping up. The internet never forgets and these types of fabrications will come back to harm you.

Today’s professional must develop meaningful digital credentials and a memorable virtual handshake to distinguish themselves from peers and competitors. Life, we know, is full of ups and downs. The digital professional must  find a way to get centered so that they can continue to, participate in and better manage their various social web relationships.

Learning how to behave professionally online is a must. You don’t just want to look your best online – the goal is to be your best. Just tell the truth and stay far away from anything that can lead you down a different path. And… if you don’t feel comfortable with the way others conduct themselves online, instead of picking them apart… lead by example and let your actions speak for you.  You can easily shift the conversation and raise the level of discourse instead of getting tangled up in arguments or character bashing. When you choose to aim higher than industry standards and best practices you will begin to morph into your best (professional) self.

Take the time to groom yourself to not only be relevant, and timely, but to also focus on being emotionally intelligent, respectful, and civil. Keep these 9 things in mind as you move closer to your best self:

1. Bring your “A” game, meaning work – be at your absolute best.
2. Spend your time online efficiently.
3. Deliver more than promised.
4. Make sure the content of your profile bio is true.
5. Create clear concise communications.
6. Be true to yourself and let your integrity and character shine through.
7. Learn more about emotional intelligence.
8. Take care of yourself.
9. Give your time, attention, and support to a deserving cause(s).

OWN’s (Oprah Winfrey Networks) Master Class Season 1  (&  Season 2) series shows how people from all walks of life have been able to transform challenges and transform them into experiences that move them forward and help them to achieve things once unimagined.  These stories have many twists and turns that demonstrate how professionalism and believing in yourself (when no one else does) can catapult you into arenas you never dreamed of. Watch these riveting Master Class sessions and see what gems you can apply to your life to ensure your reputation is well taken care of.

I’m sure you can easily think of numerous examples of how technological advances have changed how you share information.  Digital communications like email, social media and blogging give you a means to share whatever you wish (free of charge) – and therein lies the problem.

The freedom to share freely, openly and instantly in online conversations can lead some to give their two cents  and even comment, criticize or debase others without regard to how the problem’s associated with pointing the finger.

Smart phone owners of all ages readily admit the unexplainable allure and possible addiction to spending more and more time on social networks inclines them to talk about people, places and things in a way that is almost foreign to how they normally would, possibly giving in to digital peer pressure. Whether gossip is encouraged or barred in your household, today’s digital conversations enable gossip to spread like wild fire online. Gone are the days when rumors and other unconfirmed chatter took days to circulate – digital information is shared and re-shared at break neck speed.

Try these six steps to help you stay away from being too harsh online:

1. Read the message more than once before you send it
2. Save the message as a draft  for a few hours or day
3. Try not to be led into discussions that are foreign to you
4. Be sure you understand  the issue you might comment
5. If you are emotional about the topic postpone commenting
6. Before you say something harsh, ask yourself if you would want someone to say that to you

It’s easy to point out someone’s imperfections and to focus on the external things that you notice about someone else.  Pointing the finger has become second nature for some, but you should know you the comments you leave behind also give readers a glimpse of your character. If you don’t want to put your reputation in jeopardy, closely monitor how and what you share. It really matters.

I was reading when I heard a text message arrive. As I started to read the text, my eyes locked on three words -“Whitney Houston died.”  I thought… this MUST be a hoax – so I moved over to the computer to run a quick Google Search but sadly, the text was correct.

Speechless, I stood still as the tears started to flow (avid fan).

Oh, how I hoped the media and social web would remember Whitney Houston respectfully and not turn such a tremendous loss into a media and social media circus.

Character Matters

Within minutes of news breaking about  Whitney Houston’s untimely death, assumptions about what caused her death started popping up everywhere—television & cable channels, blogs and social media networks. Mashable noted how Twitter broke the news before mainstream media.  CNN reported:

“the first full hour after the news broke saw 2,481,652 tweets and retweets, peaking at 61,227 tweets at 5:23 p.m. (all times are PST),” according to Topsy.com, which indexes and ranks results based on the most influential conversations on social media.”

It seemed like everybody had an opinion about what led to Whitney Houston’s demise. Rumors and other incorrect information made their way around media and social networks (e.g., It was incorrectly reported that Ray J found her.)

What motivated some reporters, bloggers and social media users to roll up their digital sleeves and continue pelting Whitney Houston’s private life and public reputation is anyone’s guess, but how her passing is handled will reveal their character, the fundamental element of one’s reputation.

Fame Costs

Living in the public eye and working to perfect your craft has never been easy. You know this to be true because you can call out the names of various talented people who could be placed in the “gone too soon” category. But, lumping people into categories, or disrespecting their names won’t make their lives or contributions mean any less.

The digital times we live in can help you to filter out some of the noise and incessant chatter around the cause of Whitney Houston’s death so you can spend time remembering her music, her voice and her life. I wonder if we would be able to endure being treated as a public spectacle, having our highs and lows examined, magnified and recycled for prying eyes and the always – on world.

A mother lost her daughter. A daughter lost her mother. The world lost Whitney Houston, an incomparable voice.  Let’s give the Houston’s and those who adored Whitney Houston time to grieve – free of judgment and flashing lights. Give them time…to mend.

Just one look at the eyes of the child in the picture below and you immediately sense the debilitating effect negative words can have. The stream of toxic words gripping his neck not only holds him prisoner; they seem to suppress his spirit, effectively changing who he might become.

A similar stranglehold presents itself when someone struggles to overcome a bad reputation. The childhood rhyme “sticks and stones may break my bones, but words will never hurt me”- is an absolute lie. The truth is… some words hurt. Toxic words are debilitating and some cut far deeper than any knife can.

Reputation Cultivation

A reputation, good or bad, is cultivated over time. If you are known for doing “good” things people will tend to consider you to be a good person. The opposite is also true. If you don’t want loved ones, potential employers, academic institutions or law professionals to see compromising pictures or shallow statements shared online, do not leave them behind.

Avoid Character Assassination

To avoid having your character questioned or destroyed online, follow these steps:

1. Be authentic, always.
2. Represent yourself accurately online, especially on social networks.
3. Exercise digital discipline by making sure the time spent online is meaningful and sensible.
4. Be able to separate yourself from mobile device(s) and other technologies. Put the mobile phone away or turn it off during certain times of the day (e.g., dinner).
5. Turn the negative into positive.
6. Handle your digital disagreements with tact. Shy away from name calling, rude or disrespectful responses online.
7. When it comes to refreshing or recovering from bad press, persistence counts. Keep your head up and persist.

 Teachable Moments

Gossip, poor online reviews, abrasive comments and customer complaints are all things that can lead to a bad reputation but they can also be embraced as teachable moments. Ask someone trying to recover from an onslaught of bad press or negative word of mouth and they will tell you it only takes one bad choice to find yourself smack dab in the eye of a mainstream and social media storm. When online comments draw negative attention, conversations can stir up a hornet’s nest of emotions and they can create opportunities where sensitive, meaningful lessons are learned.

Whether it’s talking about social responsibility, diabetes, or the tooth fairy, life has a way of highlighting teachable moment topics. Every teachable moment gives you room to step back and critically think about ways to gain a better understanding of the issues being discussed. Taking the time to represent yourself well online is invaluable.

What teachable moment(s) have you experienced online?

Politics to the side, the management at Susan G. Komen Foundation overlooked a powerful, yet simple truth:

Donors give for reasons beyond the dollar sign.

Giving is rarely – ever – only about money. 

Giving is a compassionate act of kindness. In fact, in most cases, giving is stimulated by something other than money. For instance, a donor may want to keep precious memories of a loved one alive by supporting a cause (e.g., Breast Cancer Research or Women’s Health) important to their loved one.

In its purist form, giving represents a humanitarian response focused on ending (human) suffering while also making the advancement of others possible. It’s really all about making a difference in someone’s life. When someone decides to do something to help someone else out or transfer ownership of something they possess without seeking something in return, they know what it means to freely give.

Oprah Winfrey  comment on giving, saying:

 “I don’t think you ever stop giving. I really don’t. I think it’s an on-going process. And it’s not just about being able to write a check. It’s being able to touch somebody’s life.”

More Than Money

To a non-profit organization, donations (in-kind and financial) make it possible to continue reaching the populations they serve. More important than the dollars that fuel non-profit organizations are the people they reach and the lives improved – again, made possible by those who give. To the donor, the time spent, goods and money given are an extension of closely held core values.

Financial donations give donors another way to publicly or privately stand by what they believe in. By giving, the donor tells the world what issues matters to them and what they value most. 

For Reputation’s Sake 

What happened between SGK & Planned Parenthood shows the non-profit world that they must remain aware of how management decisions might be perceived by their community: the people who fund their programs, those they offer grants to, those who believe in their mission,  and  the people they serve. Decisions to fund or defund should be assessed thoroughly and always handled with great care.

If funding or program changes must occur, then inform staff, donors, and those served (as well as the broader community) in phases, making sure that everyone understands why change is inevitable. Also, provide opportunities for (internal & external) feedback along the way, so that no one feels like management couldn’t care less or that their voice was ignored or not heard.

Corrective Action, Now

As the digital outcry grew, Planned Parenthood issued a statement thanking those who value their work and even though Komen Foundation restored funding  and a key executive resigned, the damage to Komen’s reputation will take time to mend.

Now that Komen has reversed their earlier decision to halt future financial support for Planned Parenthood, and formally apologized for it, Komen should focus on reminding their audience about everything that makes them who they are, their mission and past achievements. It takes a great deal of effort, emotional intelligence and endurance to parlay a catastrophe into a triumph. Yet, it can be done by strategically attending to the concerns of their community.

Falling From Grace

A strange thing happens when a person or organization falls from grace. First, those watching the descent are transfixed or speechless – shocked to witness an admired person or organization lose their footing. Next, out comes the vultures (in every form, including digital), searching for additional opportunities to strip away what  remains, which could very well  reveal more details than the public might care (or need) to know.

Soon after this starts, you’ll notice key people abandon ship, by choice or by force. Quietly and actively where no divide existed, a clear one begins to take shape – as folks start to put some distance between themselves and the person (organization) at the heart of the uproar. What follows, depends on how the person (organization) responds to those they serve.

When reviving a  reputation:

1. Own what went wrong.
2. Apologize.
3. Make sure your community and the public knows what you intend to do to make amends.
4. Create new opportunities to connect with your community.
5. Be as transparent and humble as you can be.
6. Stay committed to building stronger supporters in your community.

Non-Profit Rights

Without question, non-profits have the right to decide how to disperse the financial resources they raise.  However, when proposed changes are completely unexpected or profoundly alter the ability of the organization that has come to rely on those resources, a respectful, more subtle approach is called for. Doing otherwise will cause people to question motives, and commitment.

The Power of Social Media, The Great Amplifier

News no longer takes days to be verified today. It only takes hours…minutes…seconds for information to be shared and then amplified virally. This means Digital (Media) heat is nothing to play with!

How would you respond if your once sterling reputation was now singed?

Imagine… you were the one falling from grace.

Share your thoughts below.

Ireland’s popular Carlton Hotel Group has gotten itself quite a bit of attention lately, although it may not be the attention they were looking for.  An email sent to more than 25 employees at the luxury hotel chain suggested employees take a “more proactive management of the reviews on TripAdvisor”.  

The email was sent by Jean O’Connell, the company’s sales and marketing manager.  She requested that each of the managers emailed take the time to choose five employees  from their respective hotels and have them post fabricated reviews.  The note suggested that managers instruct their employees to post the reviews from home, in order to “give better flexibility and IP addresses will be from across the country,” thus fooling Trip Advisor into thinking the reviews are authentic.

Eversheds, legal representation for the company, claim that the error in this theory was seen immediately, and employees were contacted and told not to follow the instructions.   They go on to state that management was “unaware of any such posts being made on the TripAdvisor website by employees in the manner suggested”.

Hmm, okay.  Sometimes these things happen.  A seemingly well-intentioned employee tries to help out and ends up doing something they shouldn’t.  A quick apology and an excellent teaching opportunity, right?

Unfortunately, hotel employees are singing a different tune.  Both past and present employees claim that upon expressing concern about the policy were told that it would be implemented, regardless of any uncertainty they may have with it.

In September of 2010, hotel managers and the board of directors received an email including a “TripAdvisor Posting Schedule”.  The email originated in the hotel’s head office in Dublin, and stated “To date I have requested 24 TA Posters to write reviews and only 11 have responded to my emails” it went on to say  “I am currently outstanding 13 TA Posters to respond which I have chased 3 times.”  The email went on to explain the urgency in the matter, mentioning that the publishing of positive reviews directly benefited the managers’ online position.

This does not look like a conversation between people unaware of posts being made on TripAdvisor to me.    Anyone else get the feeling that something stinks here?

Suddenly, in November of 2010, another email went out to the managers by O’Connell.  This one contained a new company Trip Advisor policy.  A policy which made no mentioon of fabricated reviews from staff members.  Good news, right?  She finally saw the light.

Wrong.  The email went on to instruct all managers to delete the previous email with the plan for construing reviews.  And instruction to contact her when this task had been accomplished.  What’s next? Paying happy customers to post reviews?  Bribing unhappy customers not to?

Here’s a little piece of advice from me to Ms O’Connell.  If you don’t want anyone to find out, don’t do it.  It really is that simple!

Source

Let’s face it – every time you think you’ve seen the best the social web has to offer, some new social platform gives you something tantalizing to explore. And explore you do – leaving your digital footprints – the good, the bad and the ugly – all over the social web, for all the always on world to see. While you have the right to express your digital freedoms however you wish, (please) understand it isn’t possible to opt – out of or escape your digital responsibilities- unless, of course, your account is hacked into). It’s really as simple as 1 +1 = 2; if you have a social media account (e.g., @CorettaJackson), then you have digital rights and digital freedoms.

What Does Digital Freedom and Digital Responsibility Mean?

There are five freedoms (Speech, Press, Religion, Petition and Assembly) discussed in the First Amendment of the Constitution. All five freedoms are protected by The First Amendment, which supports the free flow of information in the United States. The Berkman Center at Harvard University researches how internet and society evolves as more people connect via mobile devices and social networks. Just as you expect to have certain freedoms and rights when not online, there’s a digital set of freedoms and responsibilities that cover everything that occurs online.

You’ve Been Googled

If you haven’t considered what your digital footprint looks like, please allow me to gently nudge you to find the time to take a peek.  I assure you, somewhere on the World Wide Web, someone – a potential employer, interested consumer or some other interested party – is using a search engine like Google, Bing or Yahoo to learn more about you. And when the need arises for a deeper, broader understanding of the person(s) behind information shared online, social web monitoring tools, like Trackur, reveal every digital step you take.

Momma Told You

Remember when you were a child and your mom told you to “behave yourself” and “mind your manners?” Well, no comparable authority exists online. Mommy can’t put a band aid on a digital boo-boo — meaning the only filter your social web decisions and online actions have is you.  How you behave online is completely under your control. So, if you plan to distinguish yourself online, you must do your best to remain aware of how you conduct yourself online. If it helps, act like your mom is watching!

Accepting Your Digital Responsibility

Here’s how you can take digital responsibility to heart:

1. When you create (or update) a social media profile keep in mind what you share publicly can reach people outside of those you directly connect with.
2. Remember each social network offers a different experience, so know how you want to present or distinguish yourself.
3. Be authentic – and remain true to who you are. You, online.
4. Always remember that a big ego will tend to self-destruct in a big way.
5. Be respectful. Disagreements don’t have to be thorny.
6. Carry yourself well. Allow your character (ethos) to shine through and guide you.

Let this Lakota Native American Proverb serve as a reminder:

YOU will be forever remembered by the tracks YOU leave behind.

Also, seriously consider this African Proverb:

“If a girl sits badly, it is up to her mother to cover her thighs.” – Orma (Kenya) Proverb

How you take your seat online matters.

Think about how you want to “show up” online before you share or engage in conversations. Be sure to consider how you want the social web to see you because the internet never forgets and  there are some things mommy just can’t fix.

Last week we talked about McDonald’s coming under fire during a hashtag promotion gone wrong.  The #McDStories hashtag fiasco wasn\’t the first time a well-meaning promotion was hijacked and turned into humiliation, and it certainly won\’t be the last.  Shortly after #McDStories went awry, Blackberry parent company RIM experienced the same embarrassment when their #BeBold promotion became a joke in the Twitterverse.

How do seemingly great ideas turn into disasters?  Although it can happen quickly, companies should not be afraid to host promotions on social media sites like Facebook and Twitter.  A bit of due diligence and planning can go a long way.  Here are a few tips for preventing (and recovering from unforeseen) bashtag disasters:

First and foremost, consider your audience.  It never ceases to amaze me how some of the most brilliant marketing teams continue to come up with promotions that make them the laughingstock of the social space.  If you’re a fast food company, don’t try to tell people how wholesome your product is.  People don’t like having their intelligence insulted, so stick to common sense.  If you’re working to change your image, tell people why, don’t open yourself up to ridicule with an easily twisted meme.

Once you’ve come up with a great idea, brainstorm some ideas about how the idea could be misconstrued or twisted.  If you can’t think of any, find a few teenagers or kids and ask them to pick it apart.  The most juvenile retorts are likely the ones that will come to mind for a large part of your audience.  Don’t overlook them.

Utilize social media for research.  What is the perception of your brand?  How can you play off of that to get people talking about your company in a positive light?  Don’t be afraid to poke a little fun at yourself, it will make you seem more human to your audience and therefore, more likable.  Be sure to make industry-appropriate commentary, however.  Joking about geekiness with your tech-based audience is fun, calling the same group antisocial dorks is not.

If you make a mistake, take the opportunity to turn it into a win.  If people are using your promotion as a chance to complain, listen to what they have to say and respond.  Let them know that you hear them, and that you’re willing to make changes to provide better service to your customers.  Laugh at yourself a little, and turn the situation around.

Have a backup plan.  If you have a situation that goes south, be ready to handle it quickly. If you must, pull the promotion to minimize damage.  If you do pull a promotion, be ready to explain why, or you may have more talk about the mysterious disappearance of your campaign than you did about the original problem.  When dealing with a real live audience, you never know where things will go.  Being prepared to be candid with your customers and having a sense of humor will often get you much farther than tight-lipped silence.  Remember, the goal is to connect with your audience.  Listen to what they have to say, you may learn something about yourself and your business in the process

What is your favorite hashtag?