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Hedge funds – no longer ‘private’ – must protect online reputations

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Lumentus – a specialist in online reputation management – is on a mission to enlighten hedge fund managers about the importance of defending their digital brands and reputations.

"Hedge funds are now scrutinised more than ever, particularly in traditional and social media," says Christina Bertinelli, senior partner at Lumentus, which will be a participant at the the 2nd annual Global Fund Forum in Bermuda later this month. "The new reality means that managing the digital reputation and perception of a hedge fund is critical.  After all, potential investors, management recruits, rivals and peers first seek to find out about a firm on search engines such as Google and Bing."

"Hedge funds receive more media attention than ever, and much of it is cast in a harsh light," says Laurence Moskowitz, founding partner and CEO of Lumentus. "Building and maintaining a strong, digital 'fortress' of websites, news articles, blogs, and 'owned' and general background information is now a mandatory strategy for both defensive and offensive purposes. There are no longer any 'private' companies in the digital world – including family offices."

Lumentus will stage an interactive workshop on reputation management at the Forum, which is being held on 22-24 June in Bermuda, and feature scenarios, hypotheticals and historical examples of how hedge funds can leverage digital media to build their brands as well as serve as the keystone in establishing a crisis communications plan, now critical components for any fund. 

Bertinelli, Moskowitz, and their colleague, Adam Selig, will attend the conference, provide digital assessments of attendees on-site, and be available for consultation.  They have deep experience serving financial services clients, particularly hedge funds and private equity.

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