How Social Media Monitoring influence Reputation Management

It’s remarkable, bearing in mind that most of bloggers in which the financial company isn’t even offering a product. But this company is doing something really modern: It’s using social media  monitoring in order to decide a user’s credit scores. This could signal a huge change in the way reputation management, and social media attack, works in the future. Here’s what’s happening.

The crash of Friends 

Image courtesy of Stuart Miles/FreeDigitalPhotos.net

Usually, banks rely on a few key indicators in order to calculate a person’s creditworthiness. The amount of money a person makes, the amount of money a person owes, and the person’s previous history of attending to financial obligations were the three key points banks took into thought when choosing to give or withhold money to a needy person.

A company like Lenddo, on the other hand, computes praise scores based on social media factors. The theory is that people who socialize together tend to have the same income and spending habits, so finding people who have friends who are responsible means finding people who are likely to pay back their loans on time.

In order to determine this social credit score, Lenddo asks applicants to offer information regarding their social media accounts, such as their screen names on:

•    LinkedIn

 •    Facebook

•    Twitter

•    Google+

The higher the social media presence, and the more high-quality friends a person has, the advanced score the person might receive. In addition, applicants are also asked to designate a few choice people as their “Trusted Connections.” Linking up with people who have already borrowed from Lenddo and paid back the loans on time is just one way to game the system and make sure that the loan is approved.

Broader Applications for Reputation Management

On the surface, it seems gratuitous to understand how a small bank works. After all, few Americans or Europeans will travel to the Philippines just to take out a loan, and those who do might want to work with a reputable bank rather than an online startup. But for those of us who 

 work in reputation management, this is a bit of an alarming trend.

Naturally, when clients ask for help with reputation management, experts look at the events that person has performed online. Snarky news articles, raunchy blog posts, nasty photographs, and unlucky press releases are typically the focus of the effort, and SEO techniques are used to either remove these disgusting items or drive them down in search results.

However, if the online industry as a whole is moving toward a more comprehensive view of a person’s reputation, this traditional method may not be effective. Specifically, if a person’s status is dependent, in part, on the other people a person knows, comprehensive reputation management might mean digging into the details of the connections a person makes in the online world.

At this point, ethics become a little sketchy. While clients might provide acquiescence for technicians to delve into their lives and amend details that aren’t quite ready for prime time, random friends may not be grateful for the added attention. It might also be difficult to determine how truthful or helpful a friend is without really digging too deep into that person’s life and crossing privacy lines.

Moreover, people with reputation difficulties might be astonished to find out how long such a cleanup might take, and the costs might be far too extensive for them to bear. People with hundreds of connections might need hundreds of hours of help, and that could be prohibitive for some.

Takeaway Points

As mentioned, there doesn’t seem to be a need for widespread panic at this point. The company given that  service only operates in a few choice countries, and the methods they use may never catch on in the wider world.

But, anyone who works with reputation issues should keep in mind that client connections may very well play a role in cleanup efforts in the future. It’s a message we can, and should, be 

 sharing widely, so our customers can make good choices now.

And we can also lead by example, by ensuring that our own social media associates are with real people we’ve met in real time in a real place. We should also feel free to split ties with people who are acting up (and acting out) in ways that might cast us in an unfavorable light. Just keeping tabs, and ensuring that our friends make us look good, could help us get ready to the next wave of social media monitoring that sites like Lenddo seem to be ushering in.

you might also like: FREE Tools for Measuring Social Media achievement

What are you optimizing your pages for?

SEO, as you know, stands for Search Engine Optimization, and you might rightly wait for that SEO is about optimizing pages to appeal to search engines. And you'd be right. Increasingly, however, I am finding that clients consider so fervently in SEO that they aren't actually optimizing their pages for sales. If you are falling into the trap, you'll likely be apologetic looking so narrowly at SEO.

This was all brought to mind by connections with two different people the last few days who each are worried about the same thing--search traffic dropping to their sites. When I dug into the circumstances further, I found that neither had any idea what kind of sales they were generating from their sites. One, in fact, knew that the page that had newly dropped in search rankings had an exceptionally high bounce rate, so they couldn't have been selling very much.

Now, for both of these people, the lack of sales was not a crisis, but the drop in search traffic and the drop in search rankings was a crisis. It was tough not to chuckle at how times have changed.

I guess you've been in the search business a long time when you can remember when you had to prove every nickel that would come in because we did this new SEO thing. No one believed it would work and no one wanted to do it.

And look at us now. Now there are people walking around that have such a rabid belief in SEO that they think it is an end in itself--that high rankings or even high traffic is some kind of magical elixir. It's not.

Getting people to the front door of your Web site isn't the end of the game. Unless you are optimizing your pages to really sell things, online or offline, you're not ready for SEO. In fact, if your Web site stinks, you should almost certainly try to have as few people find it as possible. If you don't know why you want people coming to your site, and then figure that out first. Once you know your site can sell stuff, and then it makes sense to use SEO and any other means at your disposal to drive as many people there as possible.