2. 杜绝天花乱坠的炒作：《Me 2.0》一书作者丹•施瓦贝尔称，在一篇博客文章后留言或者发表评论时，请确保它能“增进沟通”，而不要简单列举一大堆网址、广告语或者网络虚拟身份。他说：“这只会让别人扭头走开。”
5. 始终如一：如果很少更新博客，或者形象起伏太大, 只会损害自己的品牌。要明确自己的核心信念，了解自己的目标听众。《声望360》（Reputation 360）作者丽达•雪特兰说，要保持个人品牌的活力，必须做到“有条理，有耐心，同时目标明确”。
At Kabani's Marketing Zen Group, the 25 staffers strive to answer every e-mail that comes in -- unlike other companies, which see it as a waste of their time. Today Kabani follows 955 people on Twitter, but she has 23,123 followers. Some are eager for her to write a second book; Kabani says she will wait until she actually has something important to say. "I needed to take my own advice," she says, "and do something that worked for me." Kabani wants a lifelong brand rather than 15 minutes of fame, and that takes discipline -- which is, as we all know, a lot tougher than pressing the send button.
5 ways to keep your brand from going sour
1. Honor honesty: "If you … inflate your résumé in any way, be prepared for it to leave lasting damaging effects on your career," says Hannah Samuel, an expert on reputation and trust. It's way too easy to check things these days. A little exaggeration can lead to serious consequences.
2. No boosterism: When you leave a message or comment on a blog post, make sure you're focused on "adding to the conversation," says Dan Schawbel, author of Me 2.0. When you sign it, don't list multiple websites or your slogan and a pile of digital identities. "It turns people away," he says.
3. Stay in the moment: If you're at a corporate event and all you do is edit your YouTube video or tweet, you're not projecting a positive image, says Mercedes-Benz USA 's Steve Cannon. Instead, he says, "drink it in." You might get a real live opportunity instead of an online one.
4. Nix negativity: Don't criticize ideas and people very much. Skip the snark. You don't want to be labeled a negative person, says coach Rita Ashley. An alternative: Be an expert. Find three or so online communities in your field or interest area and create bonds, share ideas or information, or write reviews.
5. Be consistent: If your blog is seldom updated or your image swings from the 1% to the 99%, you're hurting yourself. Make sure you're clear on your core beliefs and target audience. Then be "systematic, patient, and intentional" about your brand for staying power, says Lida Citroen, author of Reputation 360.