Social Media and Reputation Management
How people monitor their identity and search for others online
Reputation management has now become a defining feature of online life for many internet users, especially the young. While some internet users are careful to project themselves online in a way that suits specific audiences, other internet users embrace an open approach to sharing information about themselves and do not take steps to restrict what they share. Search engines and social media sites play a central role in building one’s reputation online, and many users are learning and refining their approach as they go–changing privacy settings on profiles, customizing who can see certain updates and deleting unwanted information about them that appears online.
Over time, several major trends have indicated growth in activities related to online reputation management:
- Online reputation-monitoring via search engines has increased – 57% of adult internet users now use search engines to find information about themselves online, up from 47% in 2006.
- Activities tied to maintaining an online identity have grown as people post information on profiles and other virtual spaces – 46% of online adults have created their own profile on a social networking site, up from just 20% in 2006.
- Monitoring the digital footprints of others has also become much more common—46% of internet users search online to find information about people from their past, up from 36% in 2006. Likewise, 38%% have sought information about their friends, up from 26% in 2006.
Young adults are the most active online reputation managers in several dimensions. When compared with older users, they more often customize what they share and whom they share it with.
Those ages 18-29 are more likely than older adults to say:
- They take steps to limit the amount of personal information available about them online—44% of young adult internet users say this, compared with 33% of internet users between ages 30-49, 25% of those ages 50-64 and 20% of those ages 65 and older.
- They change privacy settings – 71% of social networking users ages 18-29 have changed the privacy settings on their profile to limit what they share with others online. By comparison, just 55% of SNS users ages 50-64 have changed the default settings.
- They delete unwanted comments – 47% social networking users ages 18-29 have deleted comments that others have made on their profile, compared with just 29% of those ages 30-49 and 26% of those ages 50-64.
- They remove their name from photos – 41% of social networking users ages 18-29 say they have removed their name from photos that were tagged to identify them, compared with just 24% of SNS users ages 30-49 and only 18% of those ages 50-64.
CEO Michele Cuthbert: Passion is business for brand experts — Columbus Dispatch
.. marketing and communications firm, Baker Creative, has evolved from “ more of a traditional brand-strategy agency” into a full-service operation with specialized services, from business strategy and HR training to social media and reputation ..