Manage Your Online Reputation

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Tony Wilson. Manage Your Online Reputation

MANAGE YOUR ONLINE REPUTATION. Don’t let angry clients, jealous lovers, or ruthless competitors ruin your image

Introduction: Death By Facebook

1. The Digital Tattoo: Why Maintaining Online Reputations Is Important

2. Who Is This Book For?

1. An Overview of Social Media

1. Networking Sites

2. Video Sharing

3. Cell Phones and Texting

4. Twitter

5. Social Media Is Here to Stay

2. Managing Your Reputation

3. Why Reputation Management is Important

1. Damaged Reputations

1.1 A Tiger by the tail

1.2 Other damaging scandals

2. Case Studies

2.1 Case Study 1: United Airlines

2.2 Case Study 2: Domino’s Pizza

2.3 Case Study 3: The Royal Canadian Mounted Police (RCMP)

2.4 Case Study 4: The teachers and the pep rally

2.5 Case Study 5: Ed Hardy

2.6 Case Study 6: Asleep at the switch

2.7 Case Study 7: The candidate

2.8 Case Study 8: The Russian policeman and YouTube

4. A Lesson in Branding and Reputation Management

1. Places Consumers Search Online for Reviews

2. What Is a “Brand,” and Why Is It Important?

3. Brands Aren’t Trademarks

4. Copyright

4.1 How copyright may affect you or your business

5. The Apology: Sometimes You Have To Say You’re Sorry, and Mean It

1. Accepting Responsibility

2. Sincere Apologies

6. Your Right to Privacy and the Protection of Your Personal Information

1. Privacy

1.1 Privacy laws

1.2 The United States’ approach to personal information

1.3 Personal information in Canada

1.4 The United Kingdom’s approach to personal information

2. Canada versus Facebook

3. Defamation

3.1 Anonymity doesn’t exist online

4. Lawyers May Gain Access to Your Facebook Account

5. Social Media and the Central Intelligence Agency (CIA)

7. Teenagers Sexting, Cyberbullying, and Academic Dishonesty

1. Sexting

1.1 Serious legal and social consequences

2. Cyberbullying

3. Academic Dishonesty

3.1 How to prevent academic dishonesty

8. The Dangers of Metadata

1. Digital Images

2. Word Documents

9. Reputation Management, Social Media, and Your Business

1. Why Social Media Is Important for Your Business

2. The Importance of Setting Social Media Policies for Your Business

3. Social Media and Internet Policies for Employees at Home

Sample 1: Technology Use Policy

Sample 2: Basic Social Media Policy

4. Monitor What Is Said about Your Business

4.1 Be aware of your identity, and who may be using it

10. Social Media Campaigns

1. Try to Be Your Customers’ Friend

2. Find True Believers

3. Dedication and Commitment

4. Consider Using Different Types of Social Media

5. Don’t Ignore What Your Customers Are Saying

6. Monitor Your Influence on Twitter

7. Monitor Conversations

8. Things Change So Be There When They Do

11. Understanding Privacy Policies on Social Media Sites

1. Facebook’s Privacy Policy

1.1 Facebook’s statement of rights and responsibilities

1.2 Facebook and minors

1.3 Facebook’s copyright and intellectual property infringement policies

1.4 Tagging

1.5 Protecting yourself on Facebook

1.6 Places

1.7 Improper content on Facebook

1.8 Facebook and the legal realm

1.9 Facebook safety and privacy advice

2. YouTube’s Privacy Policy

2.1 YouTube community guidelines

2.2 YouTube and copyright infringement

2.3 Improper content policy on YouTube

2.4 Protecting yourself on YouTube

2.5 YouTube and minors

3. Protecting Yourself Online Generally

3.1 Privacy breach

3.2 Someone is pretending to be me

3.3 When do you get a lawyer?

12. Resources and Interesting Facts

1. Never Underestimate the Power of Social Networks and Social Contagion

2. Every Cell Phone Is a Camera and Every Microphone Is Live

3. All Facebook

3.1 Other resources

4. Don’t Make Death Threats on Facebook

5. A Different Approach: A Wild Reputation Can Be Good for a Company!

6. You Can Only Have 150 Friends

7. Barack Obama Says, “Watch What You Say on Facebook”

8. Top Ten Mistakes Lawyers Make with Social Media

Acknowledgments

About the Author

Notice to Readers

Self-Counsel Press thanks you for purchasing this ebook

Contents

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Like many of the most interesting moments in life (literary and otherwise), the opportunity doesn’t so much knock at the door as fall from the sky from nowhere, landing on your plate for you to either take advantage of or not. If you’re really lucky, drinks may be involved.

I practice franchising, licensing, and intellectual property law in Vancouver, British Columbia. Although the bulk of my practice involves franchised restaurants, hotels, and retail businesses, a fair chunk of my legal practice involves trademarks, copyright, technology licensing, intellectual property, and privacy law, and all of these interesting areas of law involve, to some degree, the use or misuse of the Internet.

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• If others mention my trademark, can I take legal action?

• If others disclose copyrighted information, how can I stop it?

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