Radically Transparent is the complete resource for monitoring,
managing, building, and repairing online reputations. The comprehensive guide
provides a full-featured reputation monitoring and management system. It
includes practical, step-by-step instruction in four skills for personal
reputation construction: public relations, search engine optimization, research,
and online content creation. It explains how to apply these skills to create
online content for blogs, social networking sites, and text communication
(e-mail, text messaging, and so forth). The book provides background
information, research results, anecdotal evidence, case studies, and practical
strategies. It also emphasizes Internet research techniques for identifying and
monitoring online identities and features exercises that reinforce key
Part I explores this new era of transparency and its implications for companies
and individuals. Part II reveals the best online reputation management tools and
techniques. It explains the what, when, and how of reputation monitoring and
explores how to leverage social media to build positive buzz, use search engines
to your advantage, and communicate effectively using everything from emails and
IMs to blogs and social networks. Part III shows how to track, manage, and
repair your online reputation. It explores various tracking methods, provides
strategies and techniques when reputation repair is in order, and concludes with
a concrete, seven-step action plan for successful and ongoing online reputation
From the Back Cover
People Are Talking About You Online
What are they saying? How do you find out? How do you respond? And how can you
use the conversation to your benefit?
The explosion of social media—blogs, social networking sites, video sharing
sites—has ushered in a new era of digital transparency that puts the power to
enhance or destroy a reputation in the hands of the consumer. This timely and
practical book shows you how to harness the power of social media with crucial,
proven tactics and strategies for every phase of online reputation management.
Using step-by-step instruction and tested techniques, the expert authors unveil
a detailed blueprint for building, managing, monitoring, and repairing your
reputation. They detail important public relations, search engine optimization,
research, and online content creation strategies and provide a seven-step action
plan so that you can develop the skills necessary to monitor and manage your
reputation. You''ll learn how to:
- Navigate the new rules of engagement in a transparent world
- Define who you are and develop your personal or corporate brand
- Create positive PR buzz with your online content
- Gain visibility in web search results and harness SEO tools
- Understand the pros and cons of e-mail before you hit "Send"
- Use the latest Internet tracking methods and understand how information
- Apply solid strategies for reputation repair when things go wrong
This is sure to become the definitive guide for members of any company or group
who want to join and shape the often brutally honest conversation across social
media about their brands, products, and people."
—Tom Giles, Editor, Technology & Science, BusinessWeek.com
This is an indispensable guide to managing your reputation online. With
compelling case studies and tools to use right now, it''s a must-read and a
surefire wake-up call!"
—Dr. Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick
Radically Transparent illuminates a path that leads to an engaging conversation
with your customers. Read this book so that you can participate, measure, and
influence what others are saying about you."
—Bryan Eisenberg, Wall Street Journal bestselling author of Waiting for
Your Cat to Bark?
Branding has evolved from a one-way monologue to a two-way conversation. It''s
vital you know the strategies needed to join the conversation and build your
radically transparent reputation."
—John Battelle, national bestselling author of The Search
One of the best written books I''ve seen on a vitally important topic: the
underbelly of transparency in the age of Google. How do you control your digital
identity when everything is findable online? Read this engaging book for
practical, persuasive answers."
—Debbie Weil, author of The Corporate Blogging Book
In this new world of instant connection and networked customers, understanding
what people are saying about your company, your products, and your competitors
is vital for business success. Reputations, like trust, are built over time, but
can be destroyed in an instant. Follow carefully what this book says—the career
you save might be your own!"
—David L. Sifry, founder and Chairman, Technorati, Inc.
About the Author
Andy Beal is a consultant and one of the world’s most respected experts in
online reputation monitoring and management. He has worked with Motorola,
Lowe’s, Quicken Loans, NBC, GlaxoSmithKline, and SAS. Founder of the
award-winning Marketing Pilgrim blog (marketingpilgrim.com), Beal has been
featured in Dow Jones, Washington Post, and BusinessWeek. He is a frequent
speaker at such trade shows as Search Engine Strategies and Direct Marketing
Association, has published more than three dozen articles, and has been featured
in The Wall Street Journal, Washington Post, and BusinessWeek.
Dr. Judy Strauss is a consultant, international speaker, former
entrepreneur, and previous marketing director of two companies. She is an
award-winning author of 11 books and numerous scholarly articles on internet
marketing topics. She coauthored E-Marketing, the first textbook on internet
marketing. She currently teaches e-marketing, communication, and strategy topics
to MBA and undergraduate students at the University of Nevada, Reno. She has won
numerous awards for teaching, writing, and entrepreneurial activities.
Part I: Understanding Your Online Reputation.
Chapter 1: Your World Is Now Radically Transparent.
Chapter 2: You Don’t Own Your Company’s Reputation.
Chapter 3: Developing Your Personal Brand.
Chapter 4: Navigating the New Rules of Engagement.
Part II: Building Your Radically Transparent Reputation.
Chapter 5: The Art of Generating Buzz.
Chapter 6: Managing Your Reputation with SEO.
Chapter 7: Using Multimedia Content to Engage Your Audience.
Chapter 8: Writing Engaging Text.
Chapter 9: The Power of Blogs.
Chapter 10: Social Networking.
Chapter 11: Your Online Activities: You Are What You Do.
Part III: Monitoring, Repairing, and Planning your Online Reputation.
Chapter 12: The Importance of Reputation Monitoring.