Lakshmi Mittal, chairman and chief executive of Indian steel company Mittal has the best reputation on the French speaking Internet, followed by Jean-Pascal Tricoire of Schneider Electric and the CEO of Alcatel Lucent, Ben Verwaayen, according to the second e-reputation barometer published by French public relations firm Hopscotch.
Other corporate leaders with impressive rankings in the survey included Patrick Kron (Alstom), Pierre Pringuet (Pernod Ricard) and Jean-Louis Chaussade (Suez Environment).
The study, which combines factors based on search engine optimization and public relations, was conducted on the French speaking web with the assistance of ePerf Consulting. It provides and assessment of the online reputations of CAC 40 CEOs as viewed by internet users when they Google these business leaders.
According to Jerome Lascombe, CEO of Hopscotch, “We already knew that the Internet played a key role in public opinion.... It is also more volatile than ever since Google now references the contents of the real time web. And since most of today’s opinion leaders use the internet as their information source, the concepts of e-reputation and reputation are converging. It has become essential for all business leaders to look after their digital identity.”
Lascombe says that while many chief executives are becoming more aware of the importance of digital reputation, one of the CAC CEOs has a visible personal blog, or an active Twitter account. Just 10 percent are on Facebook (increasing since February, but still below the French population average), while 16 percent are on Viadeo or LinkedIn.
The keys to online reputation according to Hopscotch:
· Be informed before you make decisions. The establishment of a monitoring system is the corner stone of a well managed e-reputation. This device must cover all internet spaces capable of being indexed, whether information or conversation based.
· Look after your public relations. Public relations includes relationships with the offline and online media, but also with the influencers and social media (blogs, forums, social networks).
· Cultivate your content. Being part of social networks like LinkedIn helps nurture relationships, create an online legitimacy and feed the search engine by enabling controlled links to appear. A Twitter account or even a professional Facebook account can be a good way to develop a conversational system, and share information in real time.
· Optimize your indexation. SEO techniques enable contents to appear on the result page of a search engine by working on the key words with which you want to be associated.