To effectively manage reputational risk, you must begin by recognizing that reputation is a matter of perception.

Many people blindly trust what they read online. To bridge "reputation-reality" gaps, you must either increase your positive visibility online or reduce unrealistic expectations by promising less.

Patients heavily engage in reputation searching to find an eye care professional that they can trust, based on experiences that other patients have had with your office.

Reputation searching can lead them to you, or away from you based on your online reputation. And even with a terrific reputation it is inevitable that when they do find you they will also find your competition. Maintaining a positive online reputation that stands outt from the others is a continuous process.

Most ECPs tend to focus their energies on handling the threats to their reputations AFTER they have already surfaced. This is not reputation management! It is crisis management... and reputation erosion has already begun!!

What worked yesterday may not work today and what works today may not work tomorrow.

As an ECP, you have devoted your time and education for the betterment of your patients, so you may not be privy to the inter-woven technologies that are required for a successful on line marketing campaign. Sadly, many ECPs proceed to plan their online strategy based on dated, misguided or just plain incorrect information.

Also remember, that even with the best position possible, you will not be the only result. Your competition will be displayed as well so it is so imperative to zone in on the best reputation possible, and laser focus on achieving the best search engine positioning AND stand out from the competition on the Google results page with video!