Group Reputation

High Profile & High Net-Worth Individuals

Corporate executives, celebrities, and politicians lead very different lives than most of us in that they’re often in the public view. These individuals face overwhelming daily pressure to be the “face” of their company, brand, or political territory. A lot is riding on what they say, do, and how they are perceived and there is no more important forum for this than the internet. It is imperative that their digital footprint align with the values and guiding principles of that which they represent.

A person cannot be summed up or characterized by a few sound bites, yet the press does this to high profile people every day. Case in point: the founder of one of the world’s largest home improvement retailers unwittingly became a victim of a lack of proactive digital reputation management. While he is a controversial figure who is outspoken, he is overall a constructive individual who has done a lot of good for the business community.

Because of the focus on a few contentious comments, search engines like Google and news sources like CNN were turning up mostly negative results during searches for his name and brand. But his lifetime body of work is a lot more important than a few provocative statements pulled out of context.

In order to counter the negative content that was surfacing in the digital forum, we developed substantial amounts of positive content in order to enhance his online reputation. Part of our strategy was to collect vast amounts of disparate web material already written about him and his achievements as a Wall Street insider and philanthropist. His life got a positive upgrade and he was promoted to a likeable brand. Balance was achieved in his favor.

Rich, positive, and accurate content, while an important piece, is only a part of the strategy. That content has to be surfaced at the right time and in the right place. We strengthened links and optimized keywords to make sure people could effortlessly get to the material that highlighted his achievements and his contribution to society.

While iClipse is a technology company with technical solutions, we’re run by human beings. A big part of our success is how we work hand in hand with our clients, partnering with them to achieve the desired results using our proven tool set. We worked closely with him and turned things around quickly. Within the first year, he experienced a 70% increase in positive results content. Our ongoing efforts continue to yield desirable outcomes by preventing negative results from returning to high-visibility positions.