Maybe it's just because Tiger Woods's woes remain in full surround sound at the moment, but I believe 2009 will talked about as the Year of Online Reputation Management (ORM). How many pro athletes (and even coaches) were traded or otherwise publicly maligned for less-than-professional tweeting — or on the flip side, immediately fired up their Twitter accounts to apologize or explain themselves after an indiscretion? Twitter was even banned by the South Eastern Conference's media policy in an attempt to avoid rapid-fire surprises or untoward messaging. And the above-mentioned were only examples from the world of sport.
With the forthcoming launch of Google's next-generation search infrastructure Caffeine, which promises to integrate social network activity in its real-time search results, you'd better believe we've only seen the highest tip of the iceberg. And as we all know, the immense power of the search algorithm will propel right to the top your worst nightmare if the digital public latches onto it. Then try and get that new job (or explain to your spouse why that off-color joke you tweeted about your mother-in-law two years ago was just a Google search away {:B ).
The author of The Book on ORM – Radically Transparent and founder of the social media monitoring service Trackur, Andy Beal, takes a moment to speak to TopRank's Lee Odden on the subject of ORM and its importance in the coming year and beyond:
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Mother-in-law jokes? That's a BIG reputation nightmare! :-)
I KNOW — Toeing the line there. Scary mother-in-law not to be trifled with. {:B (I'm not married, but I can only imagine how much Tiger's in-laws are compounding his headaches at home.)
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