Monitoring Your Online Reputation, presented at CASE Communications, Marketing and Technology Conference, April 2008

1. Monitoring your online reputation Andrew Careaga Director of Communications Missouri University of Science and Technology CASE Conference on Communications, Marketing and Technology April 11, 2008 || San Diego (Edited for Slideshare upload)

2. MEET THE TRADITIONAL “ MAINSTREAM” MEDIA

4. MEET THE “ NEW” MEDIA

6. ‘ Don’t tase me, bro!’

7. ‘ Don’t tase me, bro!’

10. ‘ Markets are conversations.’ Christopher Locke, Rick Levine, Doc Searls, David Weinberger The Cluetrain Manifesto ( www.cluetrain.com )

11. Disintermediation Eliminating the middleman

12. Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Source: “Social Strategies for Revolutionaries,” Charlene Li/Forrester Research, Groundswell (groundswell.forrester.com) Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

13. Source: Business Week , "Web Strategies That Cater To Customers," June 11, 2007; chart source: www.businessweek.com/magazine/content/07_24/b4038405.htm

14. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

16. Blogs as news sources Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb / )

17. Source: David Sifry, "State of the Blogosphere/State of the Live Web," April 2007 ( www.sifry.com/stateoftheliveweb/ )

18. Beyond blogs and YouTube

19. Social networks: Catalysts for activism?

20. Meet our Wikipedia editor

21. Could this be your Wikipedia editor?

22. An example close to home

23. An example close to home

24. ‘Sudden jihad syndrome’ ‘ We have an international student; identity and nationality weren’t released; claimed to have a bomb; threatened terrorist type activities. How remarkable, ladies and gentlemen, no one knows his name. No one knows his homeland. Now, we have to ask ourselves, Is there a common link with the many other little single incidents of sudden jihad syndrome?’

25. ‘Sudden jihad syndrome’ ‘ Because that's what this is, sudden jihad syndrome. From cabdrivers to the flying imams to any number of activities. ... International student, identity and nationality not released. Hmm.’ Portion of transcript from Rush Limbaugh Show

39. Your del.icio.us reputation

42. Don’t overlook these sites CampusDirt.com

43. Don’t overlook these sites StudentsReview.com

44. Don’t overlook these sites JuicyCampus.com

47. Dalhousie University’s response

54. My reaction (as moderator)

55. Weathering the storm 90 posts 512 comments 5.69 comments/post 5.3 comments/post (minus my 35 comments) 6 months in: negative-to-neutral/positive ratio: 8 to 1 Overall negative-to-neutral/positive ratio: @5.5 to 1

57. Andrew Careaga [email_address] http://highered.prblogs.org http://twitter.com/andrewcareaga THANK YOU! And keep in touch