Considering information flows more freely than ever online, Igniyte asks why a company executive holds an ambassadorial role in maintaining their company’s online reputation.
The reality of modern online reputation is that it is controlled by Google. Users are increasingly turning to the search engine to research the products and services they are interested in utilising.
Consequently a user will use an industry specific search term to find the service they require. If you don’t rank for said search term, chances are they won’t find you. This is why online reputation management places a heavy emphasis on creating digital assets, generating news stories etc. that promote you and your relevance to the industry in question.
Another reality about Google is they don’t care to make the distinction between positive and negative links associated with your search term. If your search term is associated with something that has the potential to harm your online reputation, chances are it will.
So this clearly states this case for promoting a positive online reputation for your brand. However you might choose this point to argue that people and brands aren’t the same thing.
An Executive Holds an Ambassadorial Role
If you are in a key position in a company that is receiving bad press, you are going to act as that companies front line. Your name is going to be included in said article, review etc.
However it goes much further than this. Whilst your name will be linked to the company, the company’s brand will be linked to you. This means that you are a direct ambassador for your company, whether you are aware of it or not.
Consequently it’s easy to see why you should ensure your professional actions should always seek to protect your online reputation. Your professional activity as the face of your company should portray positive stories and information. More and more companies are using their Executive team to widen the routes for positive PR and content.
Having a positive professional standing is of equal importance to maintaining a positive or neutral private life too. Many public facing Execs are finding that keeping a check on the search results of their own name can reap benefits when the company faces negative press. Unfortunately, if you act inappropriately in your private life, it can cast doubts on your ability to conduct yourself in a corporate environment.
The example that has currently been circulating in the news is Paul Flowers; former Chairman of Co-Op. Flowers was caught engaging in inappropriate and illegal activities in his private life. It went viral in hours, and the Co-Ops brand perception was further in strife. The allegations had a direct effect on the company’s business and brand because doubts were cast on Flowers moral ability to run it.