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It's Your Reputation. Manage it.

By
Services for Real Estate Pros with RealSatisfied

Recent stories of "profile jacking" on Twitter point out the necessity for corporations to vigorously monitor their on-line reputation.

The most notable of the recent stories is that of "Janet," an Exxon "employee" who began posting at the fake Twitter account called ExxonMobilCorp. Jeremiah Owyang has a great review of the Exxon Twitter debacle, and offers some advice to corporations and to the social mediasphere. And, of course, one of his pieces of advice is that "Companies must monitor their brand." Exxon clearly fell asleep on this one, and others have fallen asleep as well, including CNN and Seth Godin.

So why should you care?

Your Reputation Is Integral To Your BrandI hear the following a great deal, "I don't have time for (fill in the name of the most recent social network or web 2.0 portal)." And people have often asked me why I join so many social networks if I'm not going to actually do anything with them. I have many valid reasons for doing so, and one of the reasons is reputation management. I don't want anyone pretending to be me. If you really want to have a conversation with me on Twitter, you can follow me at respres. But I am also JeffTurner on Twitter, even though I almost never update that name. I created the second account, and others, because I didn't want anyone else to use them. It's really that simple.

It's just too easy for someone else to pretend to be you on-line.

And this is not just true for social media. It's true for blogging as well. It's amazing and heartwarming to note that more reputation bashing is not taking place via blog comments. Debates on blogs can get downright stupid, so given the virtriolic tone of some of the 'conversations" taking place recently in the RE.net, I'm glad that what I'm about to describe hasn't appeared to have happened yet. The simple truth is that anyone who knows my email address and website URL, both of which are easily accessible from just about anywhere, could pretend to be me and comment all over the RE.net as if they were me. It would be very easy to do. And anyone could just as easily act as if they were you as well.

Imagine the damage a disgruntled seller, buyer. former co-worker or competitor could do by claiming to be you in on-line forums, social networks and blogs. As a Realtor®, your reputation is integral to your brand. You need to monitor that brand and do everything in your power to insure that YOU are in control of that brand. This includes using Google Alerts and other search methods to make sure you can respond to valid mentions of your brand, that is a given. But you should also make sure you own your brand on the prominent social networking sites.

If you don't see the value, you don't actually need to engage in a conversation on prominent social networking and social messaging sites. But you should certainly ensure that nobody else is doing it for you.

Comments (87)

Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

This is something I had never considered.  Thanks for the heads up on this.

Aug 08, 2008 10:22 AM
Maureen Maureen
Orangeburg, NY

Hey Jeff - did you happen to read this article in the NY Times Magazine section. These people create havoc on the web for the sport of it with nothing to gain but adding to world chaos and misery. So sad.

Aug 08, 2008 01:00 PM
Fred Chamberlin
Guild Mortgage Co - Oak Harbor WA - Oak Harbor, WA
Oak Harbor/Whidbeynulls, #1 Experienced FHA Mortgage Consultant

Wow, great information. Everyday there is more to learn and watch out for.

Aug 10, 2008 08:13 AM
Joeann Fossland
Advantage Solutions Group - Tucson, AZ
Master Certified Coach to Motivated Agents

Thanks Jeff

Looks like you have done a big favor to expand the thinking of many! Cool!!!

Aug 10, 2008 03:41 PM
Justin Williams
Independent - Virginia Beach, VA
Loan Officer

Jeff - This has been very true too with Myspace aswell.  So many people try to impersonate celebrities or people of importance but I haven't seen any negative damage just posers and copiers.  You are right about protecting your image but the flip side is if people want to copy you, you must be doing something right.

Aug 10, 2008 03:55 PM
Anonymous
karin HAnna ilovemyagent.org

Thanks Jeff, I am always amazed at what one learns and ways people manipulate and try to destroy someone else or whatever...i will pass this on to my clients for sure..as wellas put it into practice .Thnaks again

Aug 10, 2008 04:17 PM
#74
Dominic Zendejas
KASE Real Estate - Mission Viejo, CA

Good post Jeff, always one to open everyones eyes. 

Aug 10, 2008 04:34 PM
June Lewis
Northwood Realty Services - New Castle, PA
Realtor Northwood Realty - New Castle,Pa Lawrence Co 7247304571

Jeff This is really frightening, to the point of, is the liability worth it.   There is also a Real Estate brokerage

involved. There could be all sorts of legal issues and legalities.  I only belong to Active Rain.( only since June)

I have always felt AR was more of a protected network, due to the concentration of content.  It also is under the watchful eyes, of the group guidelines and the moderators.  I realize the value of other social networks, even though in the long run it  protects my image.  It's safer to stay away from it all.

but it seems like unsafe waters.

Unless I have the wrong perception the liability,  is more than what the value would be.  Thanks for everything you are doing in Active Rain. Your post are of such extreme value.

PS  after this post I am not even considering another network  Thanks

Aug 11, 2008 01:29 AM
Anonymous
Anonymous

Thanks for making me think this morning.

Aug 11, 2008 02:48 AM
#77
Amy Roberson
RE/MAX Beach Towne - Melbourne Beach, FL

Umm. That was me. Not logged in :). More coffee?

Aug 11, 2008 03:03 AM
Robert D. Ashby
Cruise Planners of South Florida - Plantation, FL
Providing Personalized Travel

Great advice as always Jeff.  I am not sure you eluded to it already, but for those of us that own our businesses, you have to protect not just your name, but your cpmany name and and specific products and services you offer as well.

Aug 11, 2008 06:39 AM
Susan Manning
Realty Executives - Temecula, CA

Jeff, honestly I have never thought of this before.  Thank you for opening my eyes.  I feel overwhelmed at the thought of being on Plaxo and Facebook and AR and linkedin and all of the above, but now I see it is necessary.  Another cool technology is the word alert on google where you can receive an email alert when a name or word is posted on the internet.  Again, thanks for the words of wisdom!!

Aug 11, 2008 07:04 AM
Tony Favata
First Class Properties - Milford, DE

I dont think, even after reading the first blog about trolls, that I understood the seriousness of it. You definitely know how to open peoples eyes to the real deal. I will definitely keep this all in mind and get to working on protecting myself, my name, and my reputation asap!

Aug 13, 2008 01:22 PM
Eleanor Thorne
Equity Resources - Cary, NC
Advantage Lending 919-649-5058

This is also important when taken in context of BlogWorld coming up.  RE has been on the leading edge of this in many ways... now colleges are expanding out into the "social media" world to establish a brand for themselves - and EVERYONE must be careful...

Aug 18, 2008 11:00 PM
Doris Freeman
Zach Taylor Real Estate - Gallatin, TN
Broker/Agent, 615-961-7799

I'm just barely learning this tech stuff and now I have to worry about being hijacked!!!! I never thought of that.  Thanks for the information

Have A Great Day

Aug 21, 2008 04:20 PM
Jason Secor
LivingInBirmingham.com - Vestavia Hills, AL
Birmingham Alabama Real Estate - Hoover Homes for Sale - Property MLS

Jeff, thanks for the great information and breaking it  down in terms that a simple guy like me can follow it. In this business reputation and character all have you've got so you must protect it.

Aug 24, 2008 09:26 AM
Dione Sage
Nova Home Loans - Gilbert, AZ

There is more Profile/Blog/Ect... HiJacking out there then some may realize. Monitoring your brand and doing all that you can to protect your reputation should be high on everyone's list. Thanks for such amazing information!

Sep 02, 2008 04:06 AM
Amanda Evans
DFW Living - Fort Worth, TX
Real Estate Broker - Fort Worth Texas

Jeff, when you mentioned this at ReBAR in Houston, I decided it made too much sense.  I am spending whatever amount of time it takes to read all of your stuff and soaking up all that knowledge in your head. 

Would you mind waiting until I catch up before you put anything else out?  Thanks!

Oct 24, 2008 05:26 AM
Jeff Turner
RealSatisfied - Santa Clarita, CA

Amanda, it was so nice to meet you and get a feel for who you are in person. And since I know you a bit better now, I feel comfortable saying this. No. :)

Oct 24, 2008 05:44 AM
Tracy Santrock
Santrock Realty Group Inc. , - Cary, NC
Raleigh - Cary Broker

In a virtual world that we currently live in online Marketing and positioning are key to long-term success.  My brand is intact but I do monitor google alerts to check my posts and my local competition.  Thanks for reminding me of the importance!

Oct 27, 2008 02:27 PM