The best online reputation management strategy is a
proactive one. Instead of trying to suppress your past, focus on building your
future. By adding new content in the form of new social network accounts, blog
posts, articles and forum posts, you can boost your professional identity and
tamp down your "drunk college days" identity at the same time. This
works because search algorithms like to see new content -- in Google's eyes, an
up-to-date blog is far more relevant than a years-old Facebook picture, and therefore
gets prime real estate near the top of the search results.
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Here
are some ways to build a brand for you:
Start a blog or a personal website. This doesn't have to
be a professional blog or website; it can simply be a personal blog with
work-safe posts. If you want to write about Los Angeles salad places or
restoring arcade cabinets, go for it -- just make sure you do so in a
professional manner. Also, it's never a bad idea to purchase your domain name
(first+lastname.com)
Spiff up your social networks.Create a separate Facebook
account for your professional identity. Add your boss, coworkers and
professional colleagues, and post (work-safe but interesting) content to this
account frequently. If you're not a member of many social networks, consider
joining some under your professional identity; LinkedIn is an obvious choice,
but I also like review sites Yelp and Amazon; alumni sites such as
Classmates.com; and blogging sites like Tumblr. After all, you want to come
across as a well-rounded, totally work-safe person, right?
Be an expert. If you're an expert in your field, try to
get your name placed in industry publications or magazines. The quickest way to
the top is to ride someone else's coattails, and an industry pub is far more
likely to have Google clout than little ol' you. Sites like Help a Reporter out
(HARO) and Media Diplomat connect reporters with sources -- you could be that
source. If you're not an expert in your field, try to position yourself as one
through blog posts, forum posts, and video blogs or on social media.
Then again, remember this: while you might think that a
squeaky-clean, ultra-professional online presence is ideal, it's not. If your
professional presence is too sterile, you'll raise flags -- it will be obvious
you're cultivating it -- and you may prompt your online stalkers to just dig
deeper. You want your branded content to reflect someone who's professional,
but who also has a personality.
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