Definition Of Digital Footprint And Reputation

By Promo Panda Staff

This article will discuss what your digital reputation is and why it matters to you and your business. I explain why reputation matters to companies and show how businesses can use reputation management to improve their digital reputation in the hope of improving business outcomes.

When people think of a digital reputation, there are three points of discussion.

The intent of your online presence

Digital reputation is influenced by the content of your website and social media profiles. In these days of social media, it's not just what your company says, but how it's said.

Everything needs to be worked out in advance because it's tough to control once it's out there.

What is about your reputation that makes it meaningful?

What is about your reputation that makes it meaningful?

We all want to be treated with respect and feel like we have a reasonable amount of say in the world's content. Therefore, the content of your digital footprint is most important because what you put there makes a huge difference. People will respond to your reputation if it is:

  • Honest and valid
  • Helpful and informative
  • Fun and engaging

All of these will add up to a business reputation, which can also be:

  • Sophisticated and valued by its peers
  • Social proof and quality signal for your clients
  • An anchor point for professional value

Developing a digital reputation

I recently spoke at a podcasting conference, and one of the questions I was asked was whether digital reputation could ever be effectively managed. My answer was no because you can't control digital reputation, but you can develop your business's digital reputation.

We use the word reputation in the context of community involvement and support, but I'm not sure this is the right usage. The term is useful because it's specific enough to act as a useful guide for decisions, but it's too general to hold any value for this article.

Every organization will have a story of digital reputation, depending on its purpose and approach. For example, like some traditional organizations, an organization might have a website with several community pages.

A site like this might have a lot of foot traffic, but it would not be terribly useful.

A more successful digital profile will have a community page that is regularly updated, with news, blog posts, helpful content, community features, etc.

On the other hand, if your organization provides digital services, that's a totally different story. You want a product or service that is immediately useful to people who use it, and you want people to know you have it.

As a result, you have a public presence with digital sites, such as a website, blog, product store, e-mail newsletter, and so on. The person or company that can provide these services will get more business.

There's also the concept of "quality signals." In these cases, reputation is determined by actual evidence that what you are saying is correct.

Examples of quality signals would be a citation from a peer-reviewed journal or research from an independent group. The key here is to create what we call "reputation constructs" that help us make decisions.

Once you've created these constructs and the structures within them are clear and consistent, they're "well-managed," which means people can see and trust them. As a result, you start to build something more than a digital brand; you start to build an actual business reputation.

This is more difficult and requires more effort, but it pays off.

What is the role of social networks?

Everyone recognizes that digital reputation management is difficult, but I think it's more difficult to define.

Social networks can be useful for reputation management, but they're not really what this article is about. There are two different types of social networks:

  • Social networks where people hang out, where they interact,
  • Social networks where people connect, where they share experiences

One of the great things about social networks is that they encourage people to connect with others and do things together. If you're on LinkedIn, you're connecting with other business people, people you know, and people you might want to hire.

This makes them great for building a reputation – or at least raising awareness of an existing reputation.

We can also use the term social network in a more general sense to refer to all sorts of networking tools and products:

  • A repository for files, such as Dropbox
  • A content service such as Medium
  • A system for helping people connect or share information, such as Facebook and Slack
  • An app such as Instagram, Twitter, or Tinder

These are not exactly traditional websites or online services, but they provide information in a way that can be referred to as social. They can also encourage and facilitate social behavior.

Identifying what a social network does will depend on your objectives and what the users you want to reach are using them for. For example, Medium is a popular social network, but it's popular for specific reasons.

People use it to write longer and more academic pieces about business topics. You can use the platform to communicate with other academics, learn from them, and share and discuss ideas.

People use it to interact with each other, including to debate ideas and publish blog posts.

People use it to publish their own content, read the content of others, and comment on that content. There are also built-in tools to help users produce and promote content.

Social networks are used for many different purposes, and there are dozens of them.

How are social networks like Facebook, Twitter, and Instagram useful for reputation management?

How are social networks like Facebook, Twitter, and Instagram useful for reputation management?

For a brief list of how social networks can be used to build a reputation, here are ways that the Internet is making it easier for you to become better known.

Using social networks, you can:

  • Share professional content that you have created. This means using the platforms to share information and interact with the public.
  • Connect to others. You can connect to people that you know, or maybe even someone who has something to offer you.
  • Develop expertise. You can explore and gain new expertise through social networks. For example, you can follow or even apply to courses or ask questions to people who are experts in a specific area.
  • Share and advertise your products or services. You can promote your business or brand by advertising your services on a public profile.
  • Create and share content. You can build relationships by sharing content that others may be interested in, such as news articles or video content.
  • Participate in discussions. You can follow the discussions of others and participate in them. You can add your comments to topics that interest you and help other people by suggesting relevant content for them to read.
  • Sell or give advice. You can advise others that they are interested in, or you can sell advice or offers to people who are interested in you.
  • Participate in discussions. You can follow the discussions of others and participate in them. You can add your comments to topics that interest you and help other people by suggesting relevant content for them to read.
  • Like and share posts. You can like and share posts of other people that you find interesting.
  • Watch videos. You can watch videos and view other media content shared by others.

We have included a few of the most commonly used social networking tools below.

But there are hundreds of others, many of which have some good features that are worth using.

Research your options and figure out which ones you would like to use and which ones are appropriate for your business. For example, if you have a large enough following to drive your content to the top of the page, it might not be suitable for you to use a smaller social network.

Your profile

If you want to have an online presence that is seen by people you want to attract, it's a good idea to build a social profile that will help you reach them. It's better to have a larger audience than just a few followers.

Nowadays, there are many different social networks that you can use to build your reputation.

You can use LinkedIn, Facebook, Twitter, and Instagram. You might use another platform, such as Reddit.

You can also use niche social networks, such as Blind, BlackLabel, and Tendril.

There are many advantages to having a large and targeted audience. Here are just a few of the benefits:

  • You have more opportunities to engage with people.
  • It's easier to get a meeting.
  • It's easier to get new opportunities.
  • Your customers know who you are.
  • You have more opportunities to communicate with them directly.

Of course, with a bigger audience, you have more opportunities to get your name out there.

Making the most of social networks

Once you have created your social profile, you will probably want to interact with your followers.

You can do this in different ways. If you want to interact with people directly, you can do this on the relevant network.

If you want to interact with people on your own profile, you can do this on your own profile on a social network.

You can use text or video on the network that you have chosen. You can also share photos and videos on your own profile and other social networks.

If you want to be able to share the activity you are doing, then you will probably want to upload photos to a camera roll or on a file-sharing network.

Linking and embedding

This article talks about creating a social media presence.

Creating a social presence can be an expensive process. It may not be possible for you to do all of the work on your own.

Here are some of the ways that you can help build your social profile:

  • Link to your profile on relevant social networks.
  • Link to relevant content.
  • Possible affiliate links.

If you are going to link to someone, you should check their privacy policies. However, it is possible to link to a piece of content, like a video, without even meeting the person in person.

Engaging with people

Engaging with people

Another thing that you can do to help people understand that you exist is to interact with them. For example, you can write a blog post that people are likely to see.

  • You can share interesting content with your network.
  • You can like or comment on other people's posts.
  • You can add notes to conversations.
  • You can join in on conversations that are happening on your network.

Of course, you might not have time to do everything you would like to be doing. If you are spending your time on social networks, you should be doing the things that will get you a lot of responses.

Sharing in the conversation

When you post something on social media, someone will comment on it. If it's something that your network agrees with, this is probably a good thing.

However, if you want to build your reputation as someone that people will like, you should respond to the people who are commenting. You should also respond to the people that are posting comments.

Of course, you will want to get this right. You will want to respond as quickly as possible. You should make sure that you respond to the right people.

Finally, you will want to respond to the people who are sharing their own opinions. You should also respond to people that are asking questions.


Building a good social media presence takes time and money.

However, if you can invest these resources in yourself, you can help people see that you are a company that people should be talking about.

It is possible to grow your business using social networks.