Online Reputation Management
An online reputation program can gain back your repute.
If you are experiencing negative content appearing on the internet it is important to address this issue and correct it as soon as possible.
With the widespread use of email, blogs, review sites and commentary in social media, it is very easy for anyone to post their opinions online … without taking an IQ test! While many postings are positive it can also be negative material. But, you can become more at cause over a negative situation by undertaking an effective online reputation management program.
Google – Yelp – Angie’s List … These Are Some of the Reputation Pages
Google, Yelp, Angie’s List and many other sites – these are where potential clients go to check you out. If you have negative content on page one of Google, you will lose business to your competitors. You will have lost the search engine reputation management trust game to your opposition.
Google and other search engines deliver search results not only from major corporation websites, but from blogs, news, images, etc. There are no longer just a few websites that get the attention. This means you want to have content about you in more places on the internet than just your website.
Research and Strategy
Even huge companies with good reputations can take hits from user generated content. You can check out the “Dell Hell” case study if interested.
Even more serious is a planned attack against a business. This is an organized activity of adversely influencing the public opinion toward a person or organization.
The heart of online reputation management is ongoing research, followed by a good strategy to deal with the specific situations found.
Objectives of an Online Reputation Management Program
1 Address any real issues that need to be handled. For example; if your customer service functions poorly, then get that handled first.
2 Bump the negative information off the first page of the major search engines.
3 Lessen the impact of these negative posts through a consistent campaign of content creation – blog posts, articles, press releases and other targeted communications which will provide credibility for the organization and strengthen the positive perception of the organization or person. Create interest among allies
4 Continually communicate about the high quality, integrity, competence and the high standards of the organization or person.
5 Build a positive internet identity to thwart future attacks against the person or organization.
The Process in Four Stages
1 Research and monitoring: Determine where the source of the negative information is coming from. Includes traditional news outlets, blogs, rating sites comments, review sites, etc.
2 Planning and strategy: Creating the campaign to handle the problem. Analyze what results show up in the major search engines – an analysis of the current situation to establish what results are showing on page 1, 2 and 3 in the major search engines. Look for “friendly” websites and blogs as an ally. Research what is in Facebook, Twitter, YouTube, etc. as they have large followings and traffic.
3 Execution: Primary is generating new content of the good news and supporting allies who would forward positive messages
4 Review and evaluation: Track results, manage and adjust the campaign as needed.
Tools To Deploy
There are several tools that can be utilized to create interest in the organization, enhance your brand and create goodwill including:
1 Blogging – regular blogging can be hugely beneficial
2 Undertake blogger relations to engage with influential bloggers
3 Research, write and distribute optimized press releases
4 Directory registrations and other similar tools
5 Syndicate content via news feeds
6 Utilize an online monitoring service to track online sentiment and changes over time
Resolving an online reputation management situation can take time, depending on the severity of the situation. However, results can begin to appear within a few months.
This is a custom program for each client. Please call us for a free, no obligation consultation 800-505-5949.
