Digital reputation is something individuals and organizations face every time a search on their name is conducted. With split second perceptions, users read through a page or two of results and decide whether the person or brand is good, bad or irrelevant.
Managing reputation can be tricky. Take a colleague of mine. As far as I know — and I know him pretty well — he’s a capable, intelligent and amiable fellow. Oh, and law abiding too. Yes, law abiding.
Why do I say that? Because if you search on the Google for him your second result will be for a convict with his exact same name. It’s come up when dealing with clients and potential employers. This usually happens after an awkward pause and goes something like this: “So, um, I hate to bring this up, um, but, ah… ah… you ever spend time in jail?”
No he hasn’t. And when explained there’s usually a laugh followed perhaps by another awkward silence.
Search “Colombia” and Ms. Colombia greets you.
I bring all this up because of a conversation this morning with my cousin. He wants to visit Colombia. He mentioned that when he did a search on the country, one of the first image results is of beautiful women. Sure enough, here it is.
This got me thinking. Usually when doing image searches for countries the first results are maps and flags. But what does the first results with people in it say about national character? How does it brand the country.
Brand Colombia: sultry.
Let’s try Iran. It’s in the news. The world’s talking about it non-stop. Negotiations go on in the UN Security Council to figure out how to halt the nation’s nuclear ambitions.
Here are the first humans we get via an “Iran” Google image search.
Iran’s digital reputation? Less Good.
Obviously not so good.
My cousin and I went back and forth on this for a while. We’d select a country and just like that, brand image in a search result.
Definite loser of the bunch after Iran is Mugabe’s Zimbabwe below.
Not only are there no maps and flags, the first result is just a disgusting abuse showing the horror of torture. The second image? A baton wielding cop chasing a civilian.
It’s interesting to watch how countries are starting to focus on digital diplomacy.
For better or for worse, many are coming to understand that much rests on actual digital reputation. That is, what topics trend in Twitter, what search results are seen on YouTube and Google.
Mugabe’s World of Nightmare
Better, what search results are buried and mostly forgotten.
National Public Radio recently had a story about Israel’s “pre-emptive PR” strategies for dealing in the Middle East.
Part of the country’s strategy to improve its image in the diplomatic world is to engage the social media world. This was most famously pursued during and after Gaza but diplomacy and reputation is a 24 hour a day, year-round affair.
The Israelis are keenly aware of this.
From All Things Considered:
Noam Lemelshtrich, dean of communications at IDC Herzliya, the university that hosted the conference, says Israel should be using new media — such as Twitter, Facebook and YouTube — to get its message across to a wider audience.
“I think we are handling this very, very poorly,” Lemelshtrich says. “It’s not being handled by professionals, it’s being handled by politicians. But fortunately, the Internet and social networks allow the people of Israel, who are much better than their government, to tell their stories to friendly crowds across the world in the United States and in Europe. So I am optimistic, because the new social medium allows us to bypass the government.”
When Tony Blair became Prime Minister he famously sought to rebrand dour England. The attempt was made to make Britain “cool”.
Today, the social Web takes that out of government hands and places it in our search results.
Update
Due to a personal reasons, I’d be remiss not to post the first anthropomorphic image when searching “Russia”. Not quite sure how to interpret this but here goes.
