It is important because it allows us to:
- Manage our digital reputation, who says what about us.
- Permanently monitor which information is available about us.
- Act promptly with content which is incorrect or unsuitable.
- Protect our data and identity.
Businesses like people must review which information appears if they “Google”; as there is a high probability this information will appear to a potential client, employer or business partner. Once this information appears on a list of results people form an idea of how the business or the person is.
If these results are not reviewed, we ignore the established culture of searching a person’s profile on social media and what the internet says about him or her before or after conversation. It is not in vain, this concept of stalking, we can see from a positive perspective that it is very common for B2B businesses to carry out an investigative exercise before a meeting, using Google or social media like LinkedIn to learn more about the person they will meet. On the negative side, we do not always know the person behind a profile well and this can help us avoid scams, for example.
With which tools can we carry out this review, in addition to the search engines?
In Google you can carry out searches with personal data and by using Boolean codes which are characters like “ ” that allow the search to be refined and thereby the results, for example email@example.com” or “1-1105-0000” and like this you can be more certain to see sensible data that remains published.
In addition to Google.com, you can carry out searches in social media like LinkedIn, Facebook, Instagram, Youtube.
Which tools can we obtain for permanent monitoring and to receive notifications?
A tool which is easy to employ and free to use is Google Alerts,you can configure your preferences into the function and receive information every time that the browser indexes information related to your name, for example.
What can we do when there is negative information which affects the brand image?
Once unwanted content has been identified, we must know if it was something that I myself published, someone close to me published (client, friend, family, collaborator) of a third party (generally there is less control over these).
Let us consider the information that we cannot eliminate alone, we can have two options:
- Create more valuable and better positioned content, thinking in which new digital actions win positions and displace the negative references.
- Contact the definite source to be sure, the website which published the content and submit a formal request for editing or the elimination of the content.
What can we do in cases of false or damaging information, illegal use of brands etc?
Contact the definite source to be sure, the website which published the content and submit a formal request for editing or the elimination of the content.
And in more delicate cases: make a complaint, social media like Facebook and Instagram allow the reporting of false profiles or inappropriate content.
We must read the regulations and policies for the use of information that we share in directories and events. You may accept that this content is published and included for use, all with only a check and due to our reluctance to read large policies or small print.
It is important to underscore that each one of us is responsible for the content uploaded, published or authorized for publication in our name, we need to take care of the image that we project in the digital environment because we leave footprints.
For businesses, the topic of digital reputation becomes more critical and relevant because they are integrated by different agents (partners, strategic alliances, collaborators, providers, etc) so these risks are multiplied.