What are the most common mistakes to avoid when building your online reputation?

Zero aim = confused audiences. Articulate your "why" and distinct value clearly, then ensure every post leads to reinforcing that positioning. Don't try to please everyone. Speak to one and you'll reach a lot more. Those resonating with your purpose will support you. Not all visibility is valuable; focused visibility drives meaningful connections.

Building your online reputation is a continuous process that takes time. Patience and resilience are essential, but what will always serve as your North Star is defining your "Why?". The good news is that it's not very complicated - here is my example. I aim to establish myself as an expert in my niche and connect with other like-minded experts and colleagues within the target audience that I defined. When brainstorming and creating my content, I always go through the same quality check: Will it be helpful? Will it bring value? Will it be interesting?

Documenting your social media strategy will help you map out goals, objectives, target audience(s), key messages, and KPIs. This document is great to have on hand when you hit a wall, plus you can evolve your strategy as you learn what works and what doesn't.

Consistency is the backbone of a strong brand, especially on social media. Ensuring a seamless experience for the audience across different platforms is vital for building trust and credibility. I can relate to this from my experiences, particularly while working with a healthcare client. They had a distinct offline brand that didn't align with their online presence. Implementing a comprehensive brand guideline was a game-changer; it unified their image, creating a cohesive brand experience. This, in turn, played a significant role in their success by effectively reaching and resonating with the target audience.

Building genuine connections on social media is a key factor in helping your brand rise, if you foster trust with an audience, you create a reputation that is true to you, here are my top 4 tips: 1- Be transparent about your values and principles, even if others disagree, you want a reputation that you can protect and be proud of 2- Respect others even if they disagree with you, if they decide to unfollow, at least keep your page clean 3- Stay consistent in your tone and messages to avoid raising doubts about your authenticity 4- Share real stories that will resonate with others, this will help you attract people that share the same views as you. Remember that staying authentic goes a long way!

If you’re posting on a business page, try to minimise use of paid advertising to 1-2 ad posts per week to ensure your audience see you as an authentic and credible rather than pushy and sales focussed.

Social media is a two-way conversation requiring active participation. A common mistake is ignoring or alienating your audience. Engage by responding to comments, asking questions, giving feedback, sharing valuable content, joining discussions, and showing appreciation. In my experience, building relationships on social media can be transformative. For instance, during a project, engaging with the developer community on LinkedIn led to valuable insights and partnerships that enhanced our approach. Don't just be a passive observer or self-promoter; be a contributor and collaborator. This approach fosters trust and strengthens your online reputation.

Community engagement can be a powerful tool in nurturing a following and developing an audience with positive associations to your brand. I have found that building a list with answers to FAQs can be helpful. These answers can be quickly adjusted to a comment or message, which makes community engagement more efficient and ensures that there is time to respond to each one. This is also beneficial when there are multiple people managing a social account, as a list with replies guarantees that the brand tone of voice remains consistent.

Social posts are evergreen, so pause before pressing publish. Fact check. Proofread. Add context where it makes sense. Your brand should reflect professionalism and principles. Always take the high road, even if others go low.

A internet exige velocidade desde que nasceu. Isso é bom para os negócios mas essa ansiedade nem sempre é boa no trabalho de reputação. Mapear os públicos de interesse, listar os valores da marca e dar match com esses dois pontos deve ser o primeiro passo no trabalho de reputação online. No dia a dia, eu teria também outra dica para dar: prefira ser mais consistente do que constante. É melhor ser real na internet (e isso pode gerar menos volume de conteúdo, menos trends para seguir) do que falar pelos cotovelos e seu público ter dificuldade de conexão com a sua marca.