5 Strategies To Help Executives Cultivate A Positive Online Reputation

Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Having worked in online reputation management (ORM) for over two decades, I can confirm he’s 100% right, though not very reassuring. Building your reputation online requires persistence, but many C-suite executives fear making that one wrong move, so they avoid any kind of online presence.

While a certain degree of caution is warranted, too much can be debilitating. It’s important to remember that as a business leader, you’re not just an executive; you’re a bridge between your organization and consumers. Understanding how to build a positive online presence and cultivate a relationship with your consumer base without putting your position (or reputation) at risk is key to providing more value to your business and its customers.

Here are five strategies for public-facing company executives to improve and cultivate their online reputation-without that nagging fear of completely missing the mark.

1. Make use of a Google Knowledge Graph.

Google’s Knowledge Graph is the basis of the world’s most robust search engine. Rather than simply matching keywords with search results, Google developed intricate algorithms to connect the dots between search terms and their underlying intention. This focus on semantic meaning, query intent and interconnected data points helped Google improve its search results and the experience for users.

Executives can use Google Knowledge Graphs to enhance their online presence. Curating your own Knowledge Graph lets Google know what information to display when someone searches for you. By cultivating your online presence through verified sources, you can get Google’s help to better your online image. With Knowledge Panels (those useful facts that appear on the right side of search engine results pages) and rich snippets (summaries of a webpage on SERPs), users can get a snapshot of you, directly from Google, without ever clicking on a link.

2. Invest in positive press.

Having information about you appear on SERPs is a huge step in the right direction, but it’s just as important that you’re presenting a positive image to the world. When you’re a CXO, you can’t afford for consumers to get a negative view of you and the company you represent as soon as they type your name into the search bar.

For most people in the corporate world, good press doesn’t just happen organically. Sometimes it does, but more often than not, you’ll need the help of a good PR firm to ensure that your professional achievements are highlighted and put front and center across search engines, social media channels and trustworthy, high-authority sources.

3. Utilize active social monitoring.

It’s easy to create a Google Alert to know when your name comes up in news articles, but it’s not as easy to know whenever you’re mentioned on social media. If people are making negative comments or posts related to you and your business, you’ll want to know right away so that you can develop a strategy to (ideally) turn that negativity into a windfall.

Some reputation management companies offer 24/7 social monitoring so you don’t have to do all the legwork. With their help, you can get alerts whenever anyone mentions you on social media-whether it’s good or bad. Having PR and reputation management teams working in tandem ensures that you can ride the wave of positive online activity for as long as possible and snuff out negative activity before it has the chance to spiral out of control.

4. Post consistently on social channels.

A big part of being an effective executive is connecting with your company’s consumer base frequently. This means putting away your executive hat (to an extent) whenever you log into LinkedIn, Facebook, X or whichever social channels you use. You don’t have to take part in the latest trends or try to become a full-fledged influencer, but you should try to post worthwhile content consistently.

Moreover, you need to create posts that make sense for your target audience. They need to be engaging, thought-provoking and professional. Coming up with these kinds of high-quality posts regularly-whether it’s multiple times a day or twice a month-isn’t easy. It takes time to develop a style that offers value to your network and followers, but consistency is one of the best ways to build an audience that really wants to hear what you have to say.

5. Focus on authentic, personalized engagement.

The more you post, and the more you engage with online users, the more you can build a rapport and see what kind of content really resonates with people. You can outsource some of the work, but it’s important that consumers have the chance to connect with the real you.

Thanks in part to AI, authenticity is more important than ever in online interactions. So don’t be afraid to show your true self. Work to develop your voice so that it aligns with your personal identity, your goals and your position as a leader of your brand.

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Originally published at https://www.forbes.com.