In the third episode of Season Two of the Data Malarkey podcast, host Sam Knowles engages in a comprehensive discussion with Sam Michelson, Founder and CEO of Five Blocks, a digital reputation management firm. Established in 2009, Five Blocks operates from Jerusalem and New York City, specialising in assisting corporations and individuals in understanding and managing their online presence.
The essence of digital reputation management
Michelson emphasises the criticality of discerning significant online content from inconsequential noise. He notes that corporations and their leaders often become preoccupied with online signals that may not substantially impact their reputation. To address this, Five Blocks employs proprietary technology and extensive data analysis to monitor search engine results across multiple markets, focusing on platforms like Google and Bing. This approach enables clients to comprehend public perceptions and determine which opinions warrant attention.
Data collection and analysis
The firm accumulates time-series data from search results, encompassing over 100,000 companies worldwide. Recognising the influence of platforms like Wikipedia, Five Blocks also monitors content from such sites, given their prominence in search rankings. Recently, the firm has expanded its scope to include data from AI-driven platforms like Bing AI, ChatGPT, and Google’s Bard. This comprehensive data collection feeds into their proprietary IMPACT tool, which contextualises search data by comparing ongoing results with industry peers, identifying anomalies, and assessing volatility.
Client engagement and methodology
Clients typically approach Five Blocks in response to potential opportunities or threats to their online reputation. Michelson highlights that the challenge often lies not in data scarcity but in managing an overabundance of information. By adopting a data-driven methodology, Five Blocks removes emotional biases from reputation management, allowing for objective analysis and strategic decision-making.
Company evolution and culture
Operating as a bootstrapped entity without venture capital influence, Five Blocks has enjoyed the flexibility to experiment and evolve at a deliberate pace. This autonomy has fostered a unique company culture, distinct from traditional consultancy models, blending technological innovation with personalised consulting services. This dual approach ensures that clients receive tailored strategies grounded in robust data analysis.
Analytical approach to insight
Michelson advocates for a structured approach to deriving insights, which involves mapping out the current digital landscape, establishing expected outcomes, and identifying discrepancies. This method mirrors forensic analysis, where both the presence and absence of expected data points can yield significant revelations. Such meticulous analysis enables clients to focus on impactful issues, disregarding irrelevant online chatter.
Balancing professional and personal life
Beyond his professional endeavours, Michelson maintains balance through personal interests and family life. As a father of eight, he finds solace in daily prayer and engages in mountain biking in the Jerusalem countryside. These activities provide a counterbalance to the demands of managing a dynamic digital reputation firm, offering opportunities for reflection and rejuvenation.
Conclusion
This episode offers valuable insights into the complexities of digital reputation management. Michelson’s expertise underscores the importance of data-driven strategies in navigating the vast online information landscape. By focusing on meaningful data and employing a structured analytical approach, individuals and corporations can effectively manage their online presence, ensuring that attention is directed toward content that genuinely influences public perception.
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