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Repped: 30 Days to a Better Online Reputation Paperback – January 22, 2014
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About the Author
Andy Beal is the world’s leading authority on online reputation management. Andy has spoken at dozens of conferences around the world, including the USA, Canada, England, Australia and New Zealand. A trusted source for reputation management advice, Andy has appeared on major TV networks, public radio, and is often quoted in print publications such as USA Today, Inc. Magazine, and The New York Times. His first book, Radically Transparent: Monitoring and Managing Reputations Online was the first complete guide to online reputation management.
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"Repped: 30 Days to a Better Online Reputation" takes many of the concepts taught in Andy's earlier work, combines it with a lot of newer information and puts it all together into a step-by-step set of instructions that will help anyone wanting to improve their own or their business' online reputation. It takes readers through an A-Z process of:
* Understanding what an online reputation is
* How online reputation can affect individuals and businesses
* How to evaluate online reputation
* Steps to take to improve online reputation (if it's bad) or to solidify it (if it's good)
* How to weather an online reputation crisis.
This is a great guide for individuals or those who run small or medium-sized businesses. For those who are already ORM practitioners, "Repped" has a lot of great tips and ideas that will help you do your job better.
Beal defines the process as, “a deliberate effort to increase the number of positive internet discussions about you, while limiting the damage of any negative ones." Easier said than done, right? The point is, it does take some work and this book provides a map of the steps needed to accomplish the goal in an easy "task-a-day" format.
Chapter one supports the precept that no amount of SEO manipulation can fix poor character. Beal also reminds readers that we cannot build an online wall that completely separates our business and personal reputation. At the end of each chapter is a practical tip for the day called “Today’s Exercise.” Chapter one’s task: “Take an honest look at your character and make a note of any changes needed before trying to improve your online reputation.”
Beal extols patience and warns readers to avoid high risk methods of building an audience quickly to gain numbers, which don't equate to reputation by the way. He also addresses the topic of social media content, and how to build content that has a goal of being amazing. The book also talks about encouraging deliberate social sharing. “You need to herd your audience.”
Part of building your reputation means not violating the social media rules of etiquette such as over sharing and over promoting your own accomplishments. Beal reminds us that these behaviors hurt rather than help your online image.
Advice on social media content, etiquette, and online behavior make this book stands out in the sea of online reputation books that concentrate on SEO tricks. Beal, founder of Trackur, an online monitoring tool, understands the world of social media strategy better than most writers in this sector. The book does include lots of top notch advice on SEO and putting together profiles that will rank high on Google. He also adds advice on how to take advantage of positive reputation events as well. The book does a very good job of combining social media strategy and technical information. One of my favorite pieces of advice in this book is about trash talking. In a nutshell: you can’t position yourself higher by pushing others down. Don’t give in to the temptation.
There is also some sage advice in this book about online reviews and how to handle a reputation attack, legitimate or not. The book is very readable--each chapter is a "day" and ends with an action plan.
I recommend this book for anyone who works in social media, manages an online community, or wants to better understand how online reputation directly relates to social media success.