Online Reputation Management:

The Dark Side of Social Media

Brian WallaceNowSourcing, Inc.

Background

• 15 years in IT/Web/Marketing• Established NowSourcing in 2005• ORM to the rich and famous

Clients

Intro

• What is ORM?• Being Proactive• HR / Hiring• When things get ugly

What is ORM?

• Protection• Company• Brand• Key men

• Your name is everything.

• Google Yourself• Claim all Social Profiles • Domain Names• “Sucks”

Be Proactive

Claim Profiles

…or someone else will

• Google Alerts• Trackur• Twitter Search• RSS Reader

Alerts and Tracking

Twitter Search

• Boolean is your friend - AND OR NOT NEAR

Trackur

HR / Job Application Process• 78% check search engines

• 63% check social media sites

• 8% fired for abusing social media

• What will they find in your profile?

• Lesson: Don’t be stupid.

If All Else Fails

If All Else Fails

…and After the Fail

• Give Google and Humans a Better Story

• Hire an ORM company• Lawyer Up• Pay ‘Em Off• Infographics

150,000+ Pageviews25,000 Pins – Pinterest2,000 Facebook Likes40,000 Stumbles2,400 RetweetsFeatured in:National Geographic

300,000+ Pageviews1 million+ total reach18-35 market126,000 Stumbles500 RetweetsFeatured in:

•Wall Street Journal•Yahoo•Mashable•Boston Globe

• The Bad

• The Ugly

• The Unmentionable

Petrol Station

• September 11th anniversary• Local Business• Yelp

• What could go wrong?

McDonald’s

• Big brand• Try out promoted Tweets• Tell the story behind our brand and

farmers• Use Hashtags. Those are cool, right?

• What could go wrong?

#MCDStories

Don’t Tweet Your Internal Monologue

Fedex sent email to Board of Directors

Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.

Chinese Spies: Hax ur Internets

• Head of NATO, U.S. Navy Admiral James Stavridis

• People are not what they seem

Facebook Responds

Interactive Session

Contact

Brian Wallacebwallace@nowsourcing.com502.442.7914

nowsourcing.com@nowsourcinglinkedin.com/in/nowsourcing

Sources• http://theundercoverrecruiter.com/content/infographic-ho

w-protect-your-online-personal-brand-and-reputation• http://bbb.org/top-online-scams/ • http://nowsourcing.com/blog/wp-content/uploads/

2012/01/louisville-painter.html• http://zdnet.com/blog/facebook/chinese-spies-used-fake-

facebook-profile-to-friend-nato-officials/10389• http://trackur.com• http://flickr.com/photos/blakeimeson/2743011812/ • www.forbes.com/sites/kashmirhill/2012/01/24/

mcdstories-when-a-hashtag-becomes-a-bashtag/• http://ohinternet.com/Facepalm