Table of Contents

This table of contents outlines the chapters of The Reputation Algorithm book I am writing. Paid subscribers get access to these chapters in addition to the free posts everyone gets.

This table of contents is a work in progress and therefore subject to change as I think through the arrangement of chapters. That also gives me the flexiblity to address diffrent topics as they arise. I will link to each chapter and chapter segments as I publish them.

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Preamble: Defining Reputation

Chapter 1: Domain Names

Chapter 2: Websites

  • Web Browsers & Extensions

  • Website Development & Design

  • Website Information Architecture

  • Content Management Systems

  • Content Focus

  • Website User Experience

  • Website Traffic

  • Website User Behavior

Chapter 3: Email

  • Self-Hosted Email

  • Webmail Services

  • Spam Filters & Sender Scores

  • Email User Experience

  • The Varieties Of Email Communication

  • The Contact List

  • Inbox Behavior

  • MailChimp, Constant Contact & Substack

  • Marketing Automation & Lead Scoring

Chapter 4: Content

  • Topical Focus

  • Authority & Subject Matter Experts

  • Content Formats

  • Content User Experience

  • Content Consumption & User Behavior

  • Third Party Citations

  • A/B Testing

  • Eye Tracking & Facial Coding

  • Attention Metrics

Chapter 5: Search Engines

  • How Search Engines Work

  • The Psychology Of The Searcher

  • Keyword Research & Search Engine Optimization

  • Content Optimization

  • The Google Universe

  • Bing & The Microsoft Universe

  • The Amazon Universe & Commercial Search

  • Yahoo Universe

  • DuckDuckGo

  • Yandex Code Leak

Chapter 6: Images

  • Visual Communications & Design

  • Image Types & File Formats

  • Stock Photography & Its Discontents

  • Memes, Gifs & Cinemagraphs

  • The Flickr Universe

  • Apple & Google Photos

  • Facebook Photos & Instagram

  • The Pinterest Universe

  • Photo Apps & Filters

  • Visual User Behavior

Chapter 7: Video

  • The Gift That Keeps Giving

  • The Varieties Of Video Types

  • The YouTube Universe

  • The Social Video Channels

  • The Streaming Services

  • Video User Behavior

Chapter 8: Audio

  • Podcasting

  • Streaming Radio

  • Clubhouse & Social Audio

  • Audio Articles

  • Audio Books

  • Apple Podcasts & Google Podcasts

  • Audible & NPR One

  • Spotify & Pandora

  • Audio Input & Smart Speakers

  • Audio User Behavior

Chapter 9: Social Media

  • The Evolution Of Social Platforms

  • The Database Of You

  • The Social Graph

  • Social Media User Behavior

    • The Feed

    • Likes, Reactions, Comments & Shares

    • Social Sharing

    • Collaborative Creation

  • Social Listening

  • Wikipedia

  • The Creative Commons

  • The Facebook Universe

  • The Twitter Universe

    • Twitter Competitors

  • The LinkedIn Universe

  • The TikTok Universe

  • The Snapchat Universe

  • The Quora Universe

  • The Nextdoor Universe

  • Yelp, TripAdvisor, Google My Business & Online Reviews

  • Reddit, Google Groups & Online Forums

  • WhatsApp, WeChat, Facebook Messenger, Discord & Telegram

Chapter 10: Mobile

  • Apple’s iOS

  • Google’s Android OS

  • Phones, Tablets & Smart Watches

  • Text Messaging

  • Responsive Web Design

  • Mobile Apps

  • The Apple App Store

  • The Google App Store

  • Geolocation Data

  • The Automobile OS

  • Mobile User Behavior

Chapter 11: Gaming

  • PC Gaming

  • Video Consoles

  • The PlayStation Universe

  • The Xbox Universe

  • The Nintendo Universe

  • Social Games

  • Mobile Games

  • Badges, Levels & Leaderboards

  • Augmented & Virtual Reality Games

  • Gaming User Behavior

Chapter 12: eCommerce

  • Product Research & Purchase Behaviors

  • Apple & Google Wallets

  • The Amazon Empire

  • The PayPal Universe

  • Square & Stripe

  • Transaction Histories

  • Recommendation Engines

Chapter 13: Wearables

  • Smart Watches

  • Earpods

  • Smart Glasses

  • Smart Clothing

  • Location Trackers

  • Activity Trackers

  • Health Trackers

Chapter 14: Mixed Reality

  • Augmented Reality

  • Virtual Reality

  • The Metaverse

Chapter 15: Digital Advertising

  • Display Advertising

  • Native Advertising

  • Email Advertising

  • Video Advertising

  • Audio Advertising

  • Social Media Advertising

  • Search Advertising

  • Content-Match Advertising

  • Audience-Match Advertising

  • Location-Match Advertising

  • Event-Match Advertising

  • Captive Audinece Advertising

  • Sponsorship & Product Placement

  • The Reputation Of Advertisements

Chapter 16: Machine Learning & Artificial Intelligence

  • Language Learning

  • Computer Vision

  • The Types Of Machine Learning

  • The Types Of Artificial Intelligence

  • Neural Networks

Chapter 17: Online Analytics

  • Website Traffic

  • Website Behavior Recordings

  • Search Analytics

  • Email Analytics

  • Social Media Analytics

  • Mobile Analytics

  • Attention Analytics

  • Business Analytics

  • Analytics Tools

Chapter 18: The Google Universe

  • What Does Google Own?

  • What Data Does Google Collect?

  • How Does Google Use That Data?

Chapter 19: The Apple Universe

  • What Does Apple Own?

  • What Data Does Apple Collect?

  • How Does Apple Use That Data?

Chapter 20: The Facebook Universe

  • What Does Facebook Own?

  • What Data Does Facebook Collect?

  • How Does Facebook Use That Data?

Chapter 21: The Microsoft Universe

  • What Does Microsoft Own?

  • What Data Does Microsoft Collect?

  • How Does Microsoft Use That Data?

Chapter 22: The Amazon Universe

  • What Does Amazon Own?

  • What Data Does Amazon Collect?

  • How Does Amazon Use That Data?

Chapter 23: The TikTok Universe

  • What Does TikTok Own?

  • What Data Does TikTok Collect?

  • How Does TikTok Use That Data?

Chapter 24: The Twitter Universe

  • What Does Twitter Own?

  • What Data Does Twitter Collect?

  • How Does Twitter Use That Data?

Chapter 25: The Spotify Universe

  • What Does Spotify Own?

  • What Data Does Spotify Collect?

  • How Does Spotify Use That Data?

Chapter 26: The Reputation Algorithm For Orgnizations & Brands

  • The Case For A Chief Reputation Officer

  • Trust Signals

  • Suprise & Delight Triggers

  • Reputation & Operational Excellence

  • Reputation Analytics & Dashboards

Chapter 27: The Reputation Algorithm For Individuals

  • Subject Matter Experts & Authority Scores

  • Authenticity & Trust

  • Referrability

  • Thought Leadership