The use of the Internet and social networks is a key factor today for individuals, brands and companies, as this information generates a digital identity based on the publications, tastes and preferences of the user. Digital identity can be self-created or assigned by others. It is the online image we have of ourselves on the web created through all digital media: blogs, websites, social networks, twitter, mobile phones, logins or logos, chats, file creation, and so on.

Each of our interactions in the digital environment provides data about what we have done in that environment, which is valuable in helping to obtain behaviors, personalization, targeted marketing, digital reputation and other social media services or social graphics.

Rules for creating the digital identity:

• Appropriate friend list: The friend list is also an important aspect of staff selection.
• Protect digital content (images, videos)
• Avoid publications that may negatively affect digital identity.
• Keep the profile updated: Publish the information in the appropriate channels.
• Expand the network with relevant contacts.
• Be active, interact and share publications.
• Be registered in as many social networks as possible and participate in them, in order to increase your visibility and positioning on the Internet.
• Add to your network of contacts the companies or institutions in which you would like to work.

Planning the content:

A good digital reputation requires constant planning, as it is difficult to build and susceptible to immediate variation. Therefore, it is important to maintain constant control and establish measures to preserve and improve digital identity.

The best way to maintain and improve the digital reputation is through conversation, with questions and answers.

You can participate in two different ways:

• Create content and share it on the Web or help disseminate content created by other users through the chosen platform.
• Respond to conversations initiated by other users through comments.

It is just as important to create your own content and start conversations as it is to participate in conversations initiated by others, as the principles of cooperation and sharing are fundamental in culture 2.0. In order to improve your reputation, it is important to bring to the web relevant content on the topics with which we want to associate. Finally, in order to be successful in social media, it is necessary to establish a publication calendar, in order to establish a planning of content, dates, categories, etc.