Building a support network 2

Some traits are considered more universally characteristic of a good reputation, such as integrity, reliability, professionalism, etc. That said, what is valued in your particular field or industry can influence what defines a good reputation for you specifically. For some products, affordability may improve your reputation, while affordability can actually discredit other kinds of products. Professionalism can vary, as professionalism in the entertainment industry may look different than professionalism in the legal field. Your online reputation is made up of what exists about you online. A good reputation is one that, based on your search results, social media presence, etc., will improve engagement with your target audience, while a bad reputation will deter engagement. Assessing Your Online ReputationWhile you do want a comprehensive understanding of how you come up online, which involves auditing your full digital presence, assessing your online reputation should be more focused on the overarching narratives, which are usually influenced by the most prominent results. To evaluate your online reputation:

1. Ensure that you are searching in an incognito window with your cache cleared to get the most accurate results.
2. Search the branded term(s) that should bring up results about your business.
3. Take note of what you see (not only in search results, but in suggested and related search, Google reviews, the news tab, etc.).

Episode Transcript

Speaker 1 (00:00):
Later says quote, was one of the victims the actual
target and the other people were they just casualties? Was
the business the actual target? It really tore our resources
in many different directions. Then investigators do get a lead
and it's a witness named Kelly Sisk who comes forward
and he tells investigators that he was in the shop

(00:22):
around two o'clock. He stopped by with his four year
old son to make a payment on a go kart.
The two ended up spending about a half an hour
in the store just looking at all the bikes and
checking everything out. And Kelly and his son left Superbike
seemingly just minutes before these murders took place, which is god.

(00:44):
So Kelly tells investigators that there was one other customer
in the store while he and his son were there.
He was a white man around six feet tall, around
one hundred and seventy five to two hundred pounds, with
dark brown feathered hair, thin lips, and small eyes. And
Kelly says this man was checking out a black Suzuki motorcycle,
but he seemed a bit out of his element, like

(01:05):
he didn't really know bikes that well. And Scott Superbike's
owner was chatting with this man, and Kelly says, quote,
I overheard Scott say, oh, this is a good beginner's bike,
and I was thinking, whoo, that's a pretty big bike
for a beginner. But Scott knows his bikes end quote.
So to investigators, this mystery man seems like the lynch

(01:27):
pin of maybe solving this case. If he isn't the
gunman himself, then he could be the last customer who
was in Superbike before the killings took place. Essentially, just
the police need to find him per sort of interest. Yeah,
so a sketch is drawn and it's circulated based on
Kelly Siske's description. But when Kelly sees it, he doesn't

(01:50):
think the sketch looks like the guy that was there
that afternoon somehow, though nothing is done to improve the
image and match Kelly's memory more closely. The public interest
around this case is of course intense. Before long, investigators
are in over their heads. They have very little evidence
to go on, but there's enormous publicity, so then they're

(02:12):
immediately swamped with tips. They go chase those tips down,
and most of them turn out to be dead ends,
and so of course precious time and manpower is wasted,
but they also make some pretty bad errors in judgment.
For example, Scott's wife, Melissa, gives birth to a baby

(02:33):
boy she names Scotti. A year after the murders, police
get a tip claiming that Scott was actually sterile and
Scotty is not his child. The police get their hands
on so basically, they go and they take a used
diaper for the widow, yes from the widow, from the

(02:55):
now six month old baby, and they run a DNA
test and the results show that Brian Lucas, Scott's coworker
and close friend, is the father of Melissa's baby. So
when investigators question Melissa about this, she's enraged. She's just like,
you are out of your minds. She later says, quote,

(03:16):
I became my rate, and I said, I'm going to
bring Scottie back and we're going to swab his mouth
in front of me, and I'm going to watch you
put it in that envelope, and I'm going to watch
you seal it, and I'm going to watch you mail it.
And that's exactly what we did. WHOA. But when that
second DNA test comes