Talk about biting the hand that feeds you.

However, we’ve all made mistakes. Fortunately for most of us, the general public couldn’t care less what we think do or say, but anyone in the public eye had better get used to the fact that anything, absolutely anything that they’ve done or said that can be traced anywhere, may eventually resurface to cause them embarrassment–or worse–just when they least expect it.

No doubt though, that the accounts of Zuckerberg’s faux pas will pretty soon ‘disappear’ from the engines since he has friends, and is in a position to trade favors to make his bad publicity fade into oblivion.

The rest of us, if we’re unlucky enough to get caught out saying/doing something that reflects badly on us, either personally or in our capacity as a business, need to get really busy online to try and repair the damage.

Take steps to manage your online reputation!

The best way to do this is to flood the Internet (or your little patch of it) with as much positive material as possible. How you saved someone’s life, how you gave away half your worldly belongings in a good cause, how you are putting x-number of orphans through college…the list goes on and you are the best person to come up with ideas on what’s positive and good, that people would be interested to read about.

You can do this through your normal social media channels, and if you have friends who blog they can do a lot to push down those unwanted search results by blogging about you in a positive way, and linking to other positive articles/comments about you on other sites. Facebook itself can be a great help here, as can Twitter and all your Twitter friends.

Being nice to all you meet online and helping others out whenever you can will create good will that will help enormously if you are ever in need of some help with your reputation.

It’s time to start taking social media seriously if you haven’t up till now. I’m going to take a look at all the major social media sites in a new series: Social Media for Business.
As I predicted at the beginning of the year, social media is becoming more and more important as a business tool and you ignore it at your peril.

First up is FaceBook

Personally I find FaceBook extremely time-consuming but I have to concede that it can be a powerful business tool when used properly.

As with all social media its greatest benefit is that it allows you to have a greatly extended reach: your profile can potentially expose you to thousands of visitors online. If you do it right and that’s a big if.

FaceBook Demographics

If you’re wondering exactly what is the potential for extended reach, consider that FaceBook has a whopping 175 million users: only 50 million of them are in the US and 9 million in the UK. So if you’re an international outfit, you need applications like FaceBook to make sure you’re getting the potential international coverage you need.

“Yeah, but all you get on FaceBook is kids obsessed with games and music…” Not so! The fastest growing demographic on FaceBook is the 33-40 year-olds, but the over 55s are close behind them. Those are powerful demographics for the business crowd aren’t they?

There are three very important rules you need to follow if you want to be a social media success: I’ll be repeating this later because it doesn’t just apply to FaceBook:

• Never, ever be aggressive or rude. If you wipe someone out on FaceBook chances are it will go viral because everyone loves a fight. But you will put people off doing business with you for good. Always be nice even if you disagree.
• Keep your readers engaged: include interesting stuff for them and…
• Give people something to take away. Nothing creates likeability than solving another person’s problems for them–for free. It is a great concept that John Jantsch of Duct Tape Marketing talks about in detail.

You need to spend time connecting with people on FaceBook, and once you’ve done that you need to spend more time engaging with them. If you’re not prepared to do that then perhaps Social Media in all its glory simply isn’t for you.

Engage with your customers on a personal level

One of the hugest advantages of engaging with your customers through social media is that they get to see a side of you that they normally wouldn’t: you become a friend to them and everyone loves to do business with a friend. Successful FaceBook users, or Power Users, find that their business grows virally because they’re giving people what they want or need, so those connections go away and tell other connections to go check it out.

If you ever run into reputation problems online (if, in other words, you have someone publishing unpleasant stuff about you), a strong FaceBook presence can be a wonderful ally in your reputation management strategy. You can also use FaceBook for proactive reputation management. Which is basically making sure that the naysayers can’t get a foot in the door.

So what can you do to make sure that visitors find your FaceBook page engaging and useful?

• Industry news (trade shows, exhibitions, product recalls…you get the idea)
• Tips on using your products/services
• Stories about how your producst/services have helped people
• Stories about your employees and your customers
• Special offers
• You can link to or provide product reviews

One more very important point: you can also advertise directly on FaceBook. With numbers like 175 million and a great demographic you can be sure that your ads will come up in front of the right people. Highly targeted marketing like that is hard to come by.

You might find some useful additional points in this article:  How to develop a FaceBook page that attracts millions of fans.