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According to a Forbes article, as we continue to place more trust in search results, the importance of maintaining and managing our online reputation grows. We’ve moved from the age of information to the age of reputation. In fact, according to the Pew Research Center, 91% of people trust what they see and read in search engine results, and the Edelman Trust Barometer reports that 65% of people trust these results more than any other source.

These perceptions will define you. This means that what’s out there matters — and it will continue to matter. The news cycle may evolve quickly, but your digital footprint never disappears.

Reviews, comments, social media profiles, photos, posts — the list of what we’ve put into the online world is a long one, and this is what shapes search results. But the impacts of these results don’t end on the first page of Google. They impact behavior, decisions and, above all, reputation. With this in mind, we have to learn how to own our reputation in the digital space.

Here are a few tips to help keep you ahead of the fast-paced, volatile world of reputation.

 Participate, And Participate Proactively

Shying away from online platforms is no longer a viable option if you want to actively manage your online reputation. Twitter, Facebook and LinkedIn have moved beyond social media forums and now operate as search engines in and of themselves. People use these platforms not only to interact but to access information and make decisions.

Participation means more than just having a profile. Push out content, and push it out frequently at strategic times. New content does not erase negative past news, but it is essential to building your online presence and maintaining a positive online reputation.