10 Types of Content that Change How People Perceive You Online

10 Types of Content that Change How People Perceive You Online: Certain types of content can change how people perceive you in the digital environment. Learn how to protect against 10 common content errors below.

Everything you post online has a potential effect on your reputation. This includes public content (like blog posts and social updates) and private content (like emails and DMs/PMs). It also includes what others post about you online, like social media mentions, comments, or news articles.

1. Rants You Write

It feels so good to let it all out sometimes, right? The problem is that what feels good in the heat of the moment can cause you problems in the long run. Remember, any content you produce could be the first impression someone gets of you online. Resist the urge to voice your public opinion when angry or upset unless you’re OK with this content representing your brand.

2. Rants Written About You

You can’t control what others say about you online, and unfortunately, a 2013 study shows that “79% of consumers trust online reviews as much as personal recommendations.” (See the full report at Search Engine Land.) If someone writes an emotional rant about you on their own site or a review site, it can devastate your reputation. You can’t control what others say to you, but you can leave a personal, professional response. The worst thing you can do is not say anything because it looks like you’re ignoring the problem. Learn how to respond to negative reviews here.

3. Images

Images can be good or bad, depending on the specific photos you post. Personal photos help to humanize your brand. Think about it: if someone mentions you on Twitter, are you more likely to respond if their avatar is a logo or a face? So, post images on your website and social accounts.

But use caution. Even if you think you’re posting an image privately, it could be made public accidentally or by someone hoping to damage your reputation. Don’t post an image anywhere online unless you’re okay with that picture being posted on a huge billboard with your name, company, and email address. That image of you guzzling drinks at your friend’s wedding might be bad news if you own a family-friendly brand, but it might be perfectly fine if you own a bar.

4. Videos

If you think images humanize your brand, try video. Video content helps your audience get a sense of who you are. It makes it much easier to trust you. If you aren’t engaging on camera, find someone in your company to represent your brand in videos. This is by far the easiest way to make a personal connection with your audience online. As an added benefit, there are still relatively few people doing video (and even fewer doing video well), which means you can stand out in your industry or niche.

5. Social Updates Sharing Links

The types of links you choose to share can significantly affect what people think about you. If you share fantastic content – even content not published on your own site – people will start to think of you as an expert in your field. Sharing others’ content is preferable to only sharing your content. People will perceive you as selfish and narrow-minded if you’re constantly tweeting your links. A true expert is at the forefront of news in his or her industry. These types of content profoundly affect how you’re received and perceived online.

Ensure you read and verify the information in all links before sharing. Auto-sharing links from other sources is a recipe for trouble. Headlines are often misleading, so you might be sharing something that doesn’t make sense for your audience. If you share incorrect information, you’ll be blamed as much as the person who published the incorrect information.

6. Conversations

How you interact with other people can have a significant impact on others’ perceptions of you. While it is tempting sometimes, I have a personal rule I try to stick to: don’t talk about politics or religion publicly online. These are the two topics people get most offended about. I also try to be an “observer” when controversial conversations are happening online instead of jumping into the fray. Of course, it all depends on your brand. If you’re known for being opinionated, specific conversations I avoid might be okay for you. Just be aware that even though you’re only conversing with your circle of friends, everyone online can read it.

7. What You Say When  You Think No One Is Watching

If you’re typing words, assume that those words will be public. Even if they are in a private DM/PM. Even if they are in an email. You might think you can trust the other person, but that’s often untrue. Even if it is, if their accounts get hacked or they hit the wrong button, something that you thought was private could quickly become public. My mama always said, “If you don’t have something nice to say, don’t say nothin’ at all.” If you must discuss a sensitive situation, do it in person, not online.

8. Comments

Do you respond to comments on your blog? Many people don’t, and I think that not every comment demands a response, but if you leave questions unanswered and never interact with your readers, that can leave a bad taste in people’s mouths. I guess this isn’t a type of content that changes how people perceive you online…it’s a lack of content!

9. List-Building Freebies

It seems like almost everyone has a free whitepaper or ebook they’re giving away in exchange for your email address. While it’s tempting to throw something together – after all, you’re giving it away for free – people will heavily judge you based on this free content. Suppose it is useless information, filled with errors, laughably short, or missing certain information. In that case, it makes me think that the products I could buy from you are also low-quality. Put your best foot forward with any list-building freebies you offer. You want people to think, “Wow, if this is what I get for free, I can only imagine the quality I’ll get when I pay for something!”

10. Quotes

Lastly, make sure that when people are quoting you, it makes sense for your brand. Of course, if you say or write something, people can quote it and may not contact you first, but if you’re asked for a quote, make sure you know how the quote will be used. Things can be taken out of context quickly.

I recommend doing a personal audit of your content over the last seven days – everything from tweets to blog posts to emails. Are you giving off the impression that most makes sense for your brand with everything you post online? If not, it’s time to make some changes!

If you manage a business, you must look into your online reputation. This includes managing your Google My Business account to ensure that information about your company is always up to date across Google Search and Maps and review management on Glassdoor, TripAdvisor, etc. Your responses to online reviews can be considered other types of content, allowing you to shape how others perceive you and your business.