Scrutinize your digital presence

In an increasingly connected world, word spreads quickly, especially on social media platforms. “Perception is reality, and in social media, it’s amplified,” says Actiance social media expert Victor Gaxiola. “You don’t own your brand; your fans do. So it’s critical to listen closely to their perceptions and comments to ensure that what they think you are is close to what you want to be.” Your brand is in the hands of those who use it and evangelize it; your job is to feed it, Gaxiola says. When looking at your own digital presence, try to understand what your audience sees, says Michael Kitces, an advisor, blogger and major social media user. Check out more on this topic on his blog, Nerd's Eye View. Type your name into Google to see what, if anything comes up about you or your firm, he says. “Then check back again after three months of using social media, and see if there’s an improvement.”