The purpose of this blog post is not to test the lengths to which a blogger, who works in digital marketing or communications in general, will go to in order to get clicks to his page. Or is it? Whilst getting lost surfing the Internet is all too easy, it has also been noted how many websites have been built up regurgitating news and opinion about this guy, often with no other purpose than to repurpose existing news in the hope that you will read it through their website and they can use your eyeballs to be paid for carrying random advertising.
Something I have never explored, as someone who believes in organic search engine optimisation and the power of blogging for the sake of putting your own message down, and coming from someone who very rarely looks at print adverts never mind clicking on such Google Ads, but what about you?
If you saw such a site (and I found this Donald Trump-related site earlier today, brand new but hoping to reel you in by jumping on what will hopefully not be a 4 year long hot trend) would you even touch it? In an era of fake news and alternative facts, we must continue to search for believable sources of information, something the Internet itself has made it both harder and easier to do at the same time.
Harder by commercialising your attention.
Easier by democratising the very method of finding information.
Ladies and gentlemen, Google and Bing and Yahoo, and the add-on discovery options offered by Facebook, Twitter and their ilk, have skewed everything in their favour, we the consumer merely encouraged to consume.
Perhaps we can simply bypass this, tear it up and start again.
When a Google search begins with the search engine giant questionning your spelling you already know there may be some ambiguity around someone’s online profile, intentional or otherwise. Digging down page one as we do, and let’s face it not many people will go beyond that unless they are truly desperate to find something they know is definitely online somewhere if only they could find it, we begin to see a rather solid picture of Mr Khalil Ismail Al Meer forming. Our 4th CEO on the TopCEO list we are using as a starting point for this leadership digital reputational analysis is looking good.
Obligatory screengrab of SERP here:
Interestingly Mr Al Meer’s results do not begin with a LinkedIn profile or owned channel, but with 4Traders, a mix of business directory and news portal that manages lots of traffic through clickbait and leadership profiles such as this. I am not sure to this day if this is an approved profile of Mr Al Meer, but, profiel photo and brevity aside, it certainly isn’t doing him any harm.
Next on the list we are served an image selection by Google, showing us how well our subject has been tagged across the Internet in terms of visuals. You can see a full selection of images as the featured image of this post, as usual. It begins well and then descends into a multitude of random people with or without moustaches.
Beyond this we are left with several articles on the Khaleeji Commercial Bank company website, offering slightly more information than 4Traders did earlier, but we are certainly not overwhelmed with details. After some slightly arduous searching on my favourite professional network I did manage to find a clue as to why there was no LinkedIn profile surfacing on Google for our 4th most successful CEO of the Middle East in 2016:
Need I repeat myself on the importance of a polished and professional profile? Mine is hardly a work of art but has some merits, I hope you’ll agree. Please don’t hesitate to get in touch with Ashton and Ashton should you need any help or advice on boosting your online reputation, sir!
I hinted at starting the search for prolific CEO bloggers in the Middle East and how this might affect their company and also their individual standing in the business community. I also noted previously that there was a dearth of obviously accessible Best-Of lists on this topic so I would start with the Top CEO awards as selected by Trends Magazine and Insead, the 2016 winners list available for your pleasure here. With this in mind, I wanted to assess the full list of individual CEOs via their digital footprint and present my findings in this blog.
Chapter 1 opens with the winner, Mr Bassel Gamal, CEO of Qatar Islamic Bank.
I always like to begin a reputational audit by Googling the person or company in question: search engines effectively decide which specific pages from the whole of the Internet we see and therefore represents an important indicator on the digital estate in questions. Let’s have a look:
What we can see here is a clean collection of images and articles, both from the media and the QIB website, outlining the profile of Mr Gamal. There are no interviews or insights on page one of Google except for the Oxford Business Group piece of content which is straightforward text Q&A which may or may not have been handled at arms length by a PR agency. A glance over Mr Gamal’s profile on LinkedIn gives no clues as to his deep business expertise or interests outside successfully management of one of the largest financial institutions in the Middle East. This, by the way, is not necessarily a criticism, but merely an objective observation.
My purpose here is to try and dig a little and see if the Edelman Trust Barometer findings, that people look even more towards CEOs for brand authenticity, actually holds true but specifically if it holds true here in the Middle East.
On very first glance it appears that a CEO does not necessarily have to blog to be known as the best in his field, in fact he just has to do his job very well. Should we conclude that leaders for lesser-known companies that are not as successful might be the ones in need of blogging and more direct lines of communication?