Let me teach you something about building a reputation, in the age of social media. Make sure enough people know you in real life. People who can testify about what you stand for and attest to your true character and values.

This is because social media invents at least a couple of scandals a day. Someday, one might include you. It is the people who really know you, who will vouch for you. Others will be quick to believe the negative story and to use your life as entertainment.

So, build your offline reputation as assiduously as you build your online one. If anyone comes against you, state the facts, move on and let the people who know you speak on your behalf.

Also focus on your target audience. Instead of wasting energy addressing everyone online, speak with the people who truly matter to you and your business, one-on-one. When the gossip dies down, they are the ones you’ll have to deal with every day, not the social media mob.