Reputation Communication

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Your social reputation

Be Social

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Socialize in a few places (it’s like fishing)

Fishing: activity that catches a big one, but takes time to understand the target

  1. Select Location 
    • (Choose which Hole to fish today)
  2. Create and Distribute Content 
    • (Choose the Bait to use)
  3. Turn Traffic into Real People 
    • (The Cast)
  4. Socially Engage People 
    • (Set the Hook)
  5. Analyze and Adjust moment by moment 
    • (Fish in Net)

Social Streams

Income Streams – a list of options

Income Streams are: whatever you do to grow unsolicited income. 

There are Income Streams ideas listed below; but anything that you do (or don’t do) in order to create leads or income… is an income stream (and should be purposeful and based on the results that particular income stream is budgeted to create). Each of the following streams of income will create leads, money, and referrals… be sure to analyze each month and adjust. 

Define: “Content” (so the following makes sense)

Any post, picture, video, documents, slideshows or even comments… whatever information you post or share… this is content. Each of these pieces of “Content” function like “seeds in the ground” when farming for business (3 fields are better than 1).

We spend our days creating content (emails, files, media, etc.). Don’t waste the next great piece of content you create – just change the names and share with links that users/visitors/network would click back to your page. Content is everything that is sharable while looking at a screen.

Stream One, be an expert.     

The reason you want to be seen as an expert is; so that referral partners or potential clients will find you when they’re looking for expert information. 

Implementation ideas & which Content Channels to use: 

  • Website:
    • Share your best articles as links on your site. 
  • Your Blog(s):
    • Use all the content you create as opinions for future blog posts. 
  • Landing Page:
    • If you speak as an expert, create a landing page for the event to pack the house. 
  • Social Media Page:
    • Treat the build up like radio spots where you post the event & invite with a countdown to your network. 
  • Q&A’s:
    • Find the questions that a target client would ask, and make sure you write or vote for the best answer. 
  • Email & Text:
    • Use the content posted elsewhere for newsletter content and include a link for people to see your reach. 
  • Message Signature: If you become established as an expert on a certain page or forum, include it in your email signature – more people see your email signature than any other piece of content (usually). 

It is great to have people listen to what you have to say, but if there’s no process to follow up and no clients are created—you’ve lost. Show your expertise now, so that when that future client is looking for information, you’re one of the voices that they will find, and when they see that you know what you’re talking about—they will contact you—if your contact information is available. 

Stream Two, create content and distribute it. 

Content can be a personal e-mail that is one sentence long and appears to be going out individually (but is actually customized to each person through “variable data”), or it can be as complex as an e-book that is written to be purchased as a download with its own website and Pay Per Click campaigns. Make it something you’d want to read and there is a good chance that others will be glad that they read it as well.

Implementation ideas & which Content Channels to use: 

  • Websites & Your Blog(s) & Landing Page:
    • There is very little (if any) content that you create that should not be available on your website and blog. Creating multiple posts can take time, but the reach can pay out for years. If you create a digital file and save it—you can be provided an email every time someone wants to download the eBook. 
  • Social Media Page:
    • Whenever you create solid content, share a link (with customized heading) on each of your social media pages. 
  • Groups & Q&A’s & Forums:
    • When your answer to a public Q&A forum is based on a post or e-book you have previously written, share the link and direct readers to your page or e-book for a more detailed answer. It’s even better if you can have someone else link their expert answer to your book or post. 
  • Lists:
    • Create content that fits a specific contact list and forward it with a short personal note and a link. 
  • Directories:
    • Whichever content gets the most traffic should be what is shared on the directories you use. If people like a piece of content on one social media network, there’s a good chance people on another social media network will like it as well (because they’re both following you).  
  • Classifieds:
    • If people love what you have created, offer it as an inexpensive product for a small fee. This is a great way to get paid to create proposals for larger future clients, while you are able to filter out the clients with whom you are not a great fit. 
  • CRM:
    • All content is created in order to gather people’s contact information. Create pre-written email response forms, and when you enter a business card into your CRM/contact list—send a quick follow up message asking them to follow you and thank them for their time when you met. Create the content and follow up on any response.

Stream Three, comment and engage other’s content. 

If you are reading the same article, listening to the same audio, or watching the same video… there’s a good chance you have something in common. If you’re someone who loves kid videos, someone who likes watching kid videos is a good target client (because you’d enjoy spending time with someone who likes the same types of videos that you do). Once you have taken the time to watch, read or listen to something, take the time to comment on what you like, because it may lead to a conversation… which may lead to a connection and possibly to a lead or referral partner. Get to know people who are engaging in the same stuff you are. 

A Couple of points to keep in mind:

  • Set your profile to be notified of comments on the same page or post you have engaged—they are people who have similar interests. People like people who are like them. It’s a strong possibility that their friends are similar to you and your friends, which makes relationally connecting with them (to the point of passing referrals your way) a high likelihood.
  • Don’t get caught being negative online. If this is a possible lead generation source—you don’t want to attract people who are drawn to complaint, because they will carry those same tendencies to everything else they do (including your business).

Implementation ideas & which Content Channels to use: 

  • Social Media Page:
    • As you find content on social media that is applicable to your business; sharing or reposting them on your business page is a great way to make connection with the author, as well as adding content that didn’t require your time to create it. 
  • Groups:
    • The point for online or in person groups is to be social. If you’re a part of a group, engage or it’s no more beneficial to your business than watching TV or reading a newspaper. 
  • Q&A’s & Forums:
    • Most forums and discussion boards list questions that haven’t been answered or closed separate. Find that list and start your process of being the expert in your field. 
  • Lists:
    • If and when you give an answer that you are particularly proud of, include it in your next email marketing or text marketing distribution. 
  • Alerts & RSS & Social Networks & Classifieds: 
    • Find the words that your target clients use. Set up alerts to be notified when they show up on blogs, social media, or anywhere else. Eventually you will be able to come up with some pre-fabricated responses to certain posts that may turn into a business conversation. Be sure you don’t sound too business-y because you’ll be ignored.

Stream Four, set up Search Alerts. 

Be notified when topics that relate to you are to be engaged online with an offer to connect one on one to pitch them, or just answer some questions. Start being the available expert.

Implementation ideas & which Content Channels to use: 

  • Groups & Social Media:
    • If you have a potential client that you’re trying to get in front of; there should not be anything that they put on social media, a blog or website content that you are not aware of – and respond to (when appropriate). 
  • Forums:
    • See if there are any blogs creating content but not following up on the questions submitted. Many of these questions are buying signals that you can poach. You don’t have to read every blog to “pay attention” to them—just be notified when someone adds a comment and glance at each notification. 
  • Email & Text:
    • When you notice a post of an issue/problem (that could be related to your industry expertise);
      • send an email (that may appear to be mass produced) that will happen to address the exact issue that they currently have. 
      • Followed up with an interest call or personal (short text only) email to open doors. 
  • Lists:
    • Have everything that your “big fish” or “whale” (the largest potential clients… who could change your business) posts on the web tracked to notify you at least daily – know their company better than their employees. 
  • Alerts & RSS:
    • Have alerts sent to your e-mail once a day (or as they happen) for specific keywords using Google Alerts (
  • CRM:
    • Any post by a potential client could turn into a lead down the road. It should be placed in your CRM with a reminder set for when to get back and reach out the potential client. 

Stream Five, the web is social, so engage. 

Social media, forums, groups, and even Q&As are simply groups that function like any other community organization—the biggest difference is that these groups are available when it’s best for your schedule. Find groups that will give referrals (or pick groups that may include potential clients). You’re not doing this for fun (even though you should enjoy the content you’re creating and socializing around). Find the groups that will provide income or referrals, and stop in once in a while—digitally. 

Implementation ideas & which Content Channels to use: 

  • Website & Your Blog(s):
    • Whenever it fits, be willing to provide your website or a link to content that includes your contact information. 
  • Social Media Page:
    • If you’re on a social network for your business, be sure that you are using the social network AS YOUR BUSINESS. Some social networks allow you to be logged in as a business or as yourself—be the one you’re functioning as. Don’t make all your contact points be based on your personal profile, because your friends don’t want to always remember you asking them for money (which is business). This is one of the reasons you create a business page.
  • Groups:
    • Online groups are the same thing as in person groups, so if you find discussions that could lead to business—go back there and meet more people. 
  • Social Networks:
    • Friends aren’t usually sources for business, but they are great sources for referrals (as long as you don’t ask too often). Most friends are more than willing to help you – as long as you don’t ask. Just present the opportunity and see if they can make the connection. Whenever a client says something nice to you directly – that’s a great time to ask them for a referral.
  • Q&A’s & Forums:
    • Find some questions that apply to your industry which have been answered by professionals in a similar (but not exact industries) and meet that person (who is an expert in that similar industry). Look for connections who may be a referral partner (both directions). There are many industries that are so niche oriented, that experts in one area would LOVE to have someone in similar area to whom they could refer business (especially if that referral partner paid them for referrals). 
  • Email, Text & Lists:
    • If there’s a potential lead that just doesn’t work out, but likes your expertise; ask them if they’d like to be on an email or text list. It’s hard to say no to a 1 on 1 ask. 
  • Industry Listings, Directories & Classifieds:
    • As you find potential referral partners, pay attention to where they show up (when you search them). These may be great locations for you to set up a listing or public profile with links to your different web presence pages and sites.

Stream Six, publicize your phone, email and domain where people search. 

Directories are the new yellow pages. Even though many parts of the sales cycle can be automated, there comes a point when most people like to connect with another human before spending money. Clients look you up on their favorite directly and call.

Implementation ideas & which Content Channels to use: 

  • Website, Your Blog(s) & Landing Page:
    • Every page on your site should have your contact info. This isn’t a game of hide and seek—let them find you. 
  • Social Media Page, Groups, Social Media, Q&A’s & Forums:
    • Fill out profiles as complete as possible. Be certain your contact information is accurate. Don’t be in a hurry and mistype your email or any other piece of contact info (it confuses the computers running the search engines). 
  • Signature:
    • Don’t have your contact info be too small, a light color, or as a part of a picture. Most emails don’t download the images without an extra mouse click. When I can’t find someone’s contact info – I always go back to their email first (make it easy to connect with you). 

Analyze and Adjust (recap)

A system is only as good as the person running it. 

Make sure you use some kind of analytic software and track:

If you find a link on your blog post that directs to a competitor (or an old vendor) – remove it. If 80% of the people who read that blog post click on that link and leave your website; change that link to open a purchase now page on your site, or a comparison page that shows your superiority – or just delete the link …but know what’s happening in your own digital storefront. This is your business you’re talking about – manage it well. (if you’re not sure how to do the above, that’s OK… as long as you are using a vendor who can) 

Rule of Thumb: Computers are People

One of the biggest web marketing issues (and interpersonal communication issues) today is that we treat virtual communication as if the people on the other end don’t receive the communication with the same power and force as if we were standing in front of them. 

Instead; truth would have us treat the “computer” (and everyone who we “speak with” through the screen portals) as a real person (because they are). The problem with this effort is; even if we give effort to treating each comment in the same way we would if we were standing face to face… we won’t have the response information. We will not see the look on their face, whether our statement makes them smile a little or makes their eyes sad. Text only communication is a painfully stunted form of communication, but it is the primary point of communication today – so figure it out, learn from your errors… analyze and adjust. 

Treat your “Computer” message like it’s a person, because there is a real live human on the other side of that screen – there’s just a slight time delay.