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Digitisation has democratised information and opinion. Despite the many benefits that this has brought, the information shared and the opinions given are not always accurate or fair. In fact, they are often demonstrably wrong, for various reasons. But being wrong doesn’t make the content any less influential.
So, ignoring your online profile is no longer a wise choice, even for those who want to remain private. This is because the internet and its users demand information. In the absence of information, there is a vacuum in which yesterday’s news can become today’s problem. If you don't address old or new inaccuracies, they can gain traction, proliferate and stick around. This disrupts your licence to operate and causes lasting damage to your name or brand. Put simply, your online profile is your reputation.
The digital channels through which we can access information and opinions are expanding rapidly, offering more opportunities for stories to spread and grow. While these new channels create new threats, they also offer opportunities. A damaging article, blog, social media post, or video can tarnish you forever. Conversely, a positive post can enhance the way you feature online.
This situation creates significant opportunities for individuals and organisations to shape their narrative, increasing positive online interactions with their audiences. If used correctly and managed carefully, a digital profile can be a powerful tool. Not only is it your business card, but a strong profile can maximise your brand or carry you through a crisis.
Schillings has pioneered Digital Resilience. Our approach is unique and so much more than the simplistic ‘SEO’ practised by many. We take a multi-dimensional approach. We start with detailed auditing to expose profile weaknesses; then design a plan to reduce negative content, maximise positive content and tie the whole profile together technically, to exploit opportunities and harness strengths.
Because we have, under one roof, lawyers, communications professionals, intelligence experts and technical optimisation specialists, we can run comprehensive projects to dilute and displace harmful narratives and increase positive content. With focus and application, our bespoke process can lead to a net positive profile, within months.
Digital resilience is no longer a discretionary option for many businesses and high profile people, but an essential aspect of a sound reputation online. It enables you to take control, or at least exert some influence on how that reputation looks.
