How to Manage Your Online Reputation Across The Globe

Manage Your Online Reputation

Your online reputation might not have been at the top of your to-do list a decade ago, but now it could make or break your business. Connecting directly with consumers and clients via blogs, social media and managing how you are seen is a vital way of developing a reputation on the Internet. Yet if it isn’t tackled properly, if the right research isn’t done you can easily end up alienating your target markets around the world.

If you are the head of a global brand and want to communicate with customers and clients in the same places where you work then before you start posting you need to start thinking. Who do you want to talk to? What do you want to say? And most importantly, how do you want to say it?


Manage Your Online Reputation


Translating Your Message

It has never been easier to communicate directly with consumers and clients. Via blogs and social media you can tell customers directly about the work you are doing and how you are doing it. The way these methods work is personality. Instead of being a stiff, formal multi-national company you become a human face and a human voice able to engage with customers typeset to typeset.

If you are only talking to customers in your native tongue this is easy enough. But if you’re competing with multi-lingual firms and you have clients in every corner of the globe then you need to start researching. First of all what audience do you want to talk to and what language do they speak?

The next step is about how you talk to them. Online translators like Babelfish and Google Translate are popular to translate text because they are free, but their lack of price can come with a cost. Their translations are not always reliable and can give you a standardized version of the language.

The power of the personality driven blog and social media feed comes from its use of a less formalized language, using colloquialisms or even slang. Even in English this can be jump out at you if you use British English instead of American English. It can alienate customers, making them think you don’t understand them at all. Before they’ve even understood what you’re saying, they’ve stopped listening.

A professional copywriter who can speak and write the language will help translate your message and help you connect with customers. It might be more expensive, but in the long run it is more cost-effective for your online reputation.
But managing your online reputation in a global marketplace is not just about language. Think about colour schemes on your blog and website. Different colours have different meanings around the world.


Where Are We Talking?

Social media is popular around the globe as it has given people a voice to engage with the brands that matter to them, but not everyone uses the same networks.

  • In China Twitter is blocked so users prefer a localized network similar to Facebook called RenRen.
  • Orkut is the most popular network in India and Brazil while in Japan Mixi and Gree come out on top.
  • In Russia Vkontakte and Odnoklassniki have, between them, over 100 million users.

Research each network and understand how people communicate on them.

In the same way you’d conduct a poll on Facebook but would be more likely to ask a direct question on twitter each network comes with its own trends and practices. Get them wrong and customers will switch off. Get them right and you engage with a whole new audience on their level.


What Did You Say Again?

You start your online campaign; you target it for each market using different methods of engagements for each network and community. But how do you know how it’s being received?

Regular reports and research might be costly in terms of time, but knowing what is being said and responding if you need to is a vital part of managing your online reputation. You might find you need to tweak your message.

Google Alerts is great for countries that use Google, but it is not the most popular search engine everywhere.

  • Baidu is used most frequently in China also think about Yahoo, Yandex and Naver.
  • MonitorThis is a good tool to find out what people are saying about you in 25 different search engines.

The key to managing a global online reputation is to start with research knowing the target markets you want to communicate with and how you can get involved in their conversation. It might involve investment but the initial outlay is worth it to ensure you are speaking to clients and customers in the right language. This helps manage your reputation and make sure your message is getting out there effectively.

Knowing the networks people use and also how they use them means you can understand how you can get involved. Monitoring and managing what is said and the reaction of different markets is vital to understand whether what you are saying is being understood.


About the Author
Christian ArnoChristian Arno is the founder of Lingo24, a provider of quality translation services in the US. Launched in 2001, Lingo24 now has over 150 employees spanning three continents and clients in over sixty countries. In the past twelve months, they have translated over 60 million words for businesses in every industry sector, including the likes of MTV, World Bank and American Express. Follow Lingo24 on Twitter: @Lingo24.



**   Note from Gera: I take this opportunity to wish You an Excellent Start of this New Year 2012 🙂   **


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Technorati Tags: guest post, guest posting



Gera is a techie & foodie passionate about how to succeed in social media. He focuses also on successful blogging tips and food connections. You can connect with him on Google +. Subscribe to his Free WPulsar Newsletter about WordPress Plugin & Theme Reviews, Blogging and Social Media.

claudia lamascolo

Very Interesting to know that things are blocked and called something different. I would never have known that.. great information and thanks Christian very well written~ Happy New Year to you both


    Hi Claudia and thank you for your comment. It’s important to keep a global perspective when the market is irrevocably global. Happy New Year to you too!


    Claudia hope a great 2012 for you.


Very interesting and informative. I’ve learnt new things today.

Happy New Year!




Really helpful! It is absolutely important to keep a global perspective and to remember all the other major tools out there. Thanks for outlining them here!


I never really thought about how my posts are interpreted. Good information and certainly a topic to look into further.


    Thank you for reading, Joanne. The language is the link between you and your readers and it may happen that the readers’ native tongue is different from the language you are using, so there’s plenty of room for interpretation.

Manuel Marino

Christian, this post is huge!! working on the net means having a reputation.

For me, as example, I’m a composer and trusting my skills is important as much as being amazed by my music.

Of course it’s the same for bloggers and anyone working on the net.

About this, there’s Naymz that gives a Reputation Score (I’ve got the maximum, hehe) and it really helps to understand how you are seen online.


    Hi Manuel! Thank you for weighing in. You’re blessed to be able to communicate through your music, which doesn’t necessarily require translation; but for the rest of us, who use language as the main means of communication, it’s important to keep an eye on our online reputation.
    Thanks for sharing the info about Naymz, it’s definitely worth looking into.


Hi Wonu and thank you for your input. I couldn’t agree more, it’s essential to build a strong brand, do some research and find out who your audience is before going global. This is an excellent point.

Manuel Marino

thank you, Christian! I was thinking about your post, and decided to make a restyle of my blog, if you want to check.

Ok, what I’ve done, I’ve changed the background color from black to a faded color (gray-silver). This color was on the left and right part of the blog. On the center there is the white sheet with the content.

What else, I added my photo to the top bar graphics! let’s brand my blog with my face! it’s right.

I found many bloggers do this and probably it’s a good move so you can have a better communication with the readers.


    Great to hear that this post inspired those changes Manuel! I’ll be visiting your blog to see them 🙂


    Looks good Manuel, thanks for sharing! I do agree, people need to know who they are dealing with.

Deborah J. Henninger


Happy new year to you, great post! I never know that Twitter is blocked in china! But why? I don’t understand those people!


It all about customer trust isn’t ? I see companies giving stuff for free, even “losing” initially but gaining more in the long run with trusted client which will stay with them.

Manuel Marino

Christian and Gera, thank you so much!

A couple of thoughts on social media: months ago I had in mind to connect on all the social networks I could manage in my spare time, so I’m on Affluence, Bebo, Ecademy, Fast Pitch, Friendster, Hi5, Konnects, MySpace, Naymz, Orkut, Perfect Networker, Plaxo, Ryze, Tagged, Twitter, UNYK, Viadeo, Xing.

If you are curious, search them and sign in.

I arrive at the point: can I manage all of them? impossible, I can’t, I tried, but I can’t. Don’t have the time.

Actually, I daily check Networked Blogs on Facebook, LinkedIn, Naymz and Twitter, and… stop. Can’t do more. I don’t have the time.

Did I waste my time? don’t think so. At last, I’m protecting my identity, the more profiles you have, the more control you have on your identity on the web.


    Yes you are right Manuel, having more profiles is better for branding. But in terms of time, it is impossible to be active everywhere, anytime. I suggest you to target according to your goals specific social sites and engage there with other peers.

    In my case, I can mention Twitter, Facebook, Google Plus, StumbleUpon and more extended in time BlogEngage, SERPD, Digg and others.
    Don’t let social networking drain all your time, do it in burst of 15 mins and off. I wrote an oldie about it: how to deal with social media


Social media sites has been very popular to everybody. Actually, almost all people are into this kind of site so no wonder how others will maximize the use of it.


I always larn so much from you and your guests


For me personally it makes a huge difference when a company addresses me in an informal way on a social network. It makes me feel closer to the company and, just like you said, it makes me feel that there are real people behind the company name that are willing to listen and help me. It takes away the “rigidity” of a brand and definitely bonds companies with clients in a way never possible before.


    @Emily that is so true! I love it when a company takes care of their customer requests via social media. That is the kind of the service we need, not some marketing BS that never solves our problems. I recently bought one of these sapphire rings because they replied to one of my tweets when I was looking to buy myself a ring.
    I see this becoming a major business model that most businesses would rely in the future.

Justin Mazza

Hi Christian,
I can’t believe that Twitter is blocked in China. That is so bizarre to censor a population like that.

    Levi Nash

    I’ve read about China’s censorship to social networks coz of reasons I can’t fully understand like you. I wonder how SOPA will affect us if America would pass that stupid bill. Most of the sites will be cen$ored.


With Google Panda getting everyday stronger, and google+ used combined with google at the SERP´s I must affirm that managing online reputations is absolutely necessary, otherwise would be a suicide in internet.
Thanks for posting.

Anita Richard

I have never really thought so globally. I was not aware that these sites were known by different names. Great analysis. Wise post.


Great insight Christian. I guess it’s about connecting with your customers wherever they are.

Depending on your customer base they may or may not use Twitter, may or may not know how to use Facebook, and so on. That highlights the importance of not having to have every social media profile but just the ones that matter to your niche

Manuel Marino

Hello, I just updated my blog design and accepting Guest posting. I will feature the Guest Posts at the top of my Blog. So if you are interested, please contact me with an email, thanks 🙂

Ronald Amado

Yes, I’ve heard that some countries banned some social networks like FB and Twitter on their places for some reasons that is why they have develop similar applications. I think this is a challenge for marketers to reach out opportunities globally with the aide for alternative social media networks like RenRen for China and etc.


interesting,helpful blog, you are sooo right,It is absolutely important to keep a global perspective and to constantly use all the major tools available to us


thankyou for opening my eyes, i must admit, i never really thought about how my posts are interpreted by others, thanks for the excellent help youve provided in this post


wow!! i cant believe that Twitter is blocked in China. That is so bizarre to censor a population like that.i can imagine it happening in somewhere like bardados or the bhamas but not china!!!

Manuel Marino

hello! about global reputation, I wrote a guest post for I talk about LinkedIn, if you are curious.

Jim Jenks

This has become so important for me recently because we are trying to see how to incorporate being social in other communities besides just the United States. It’s not an easy task because of the cultural differences. Anyone know of agencies that consult or outsource on this issue?

Sherry B

Great article! I think managing your online reputation is necessary to gain the trust of your clients. Can you make a list of the things we should avoid in posting online?

Thanks for sharing!


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