Practical Online Reputation Management
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The document discusses the importance of online reputation management, focusing on monitoring and improving search results related to a brand or individual. It outlines strategies to crowd out negative listings, such as creating new content, optimizing existing pages, and leveraging social media profiles. Additionally, it addresses crisis prevention and response measures to maintain a positive online presence.
Practical Online Reputation Management
- 1. Gradiva Couzin @gradiva Wednesday 10/24 10:30 am | Ballroom G Gravity Search Marketing
- 2. Practical Online Reputation Management Gradiva Couzin Partner, Gravity Search Marketing LLC Los Angeles and San Francisco, CA Coauthor, Search Engine Optimization: An Hour a Day (Wiley, 2011) www.yourseoplan.com Twitter: @jengrappone, @gradiva
- 3. Everything is Reputation! Everything your business does on- and off-line is part of your reputation management. Today I am focused on: • Search results for your brand • Preventing social media crises
- 4. Search Results for Your Name or Brand What results do Google/Bing display when someone searches for your brand, your name, or a product name?
- 5. Search Results for Your Name or Brand LOCAL SEARCH YOUR OFFICIAL SITE REVIEWS YOUR SOCIAL PROFILES IMAGE & VIDEO NEWS PAID SEARCH ETC…
- 6. Search Results for Your Name or Brand
- 7. I didn’t read the book, but…
- 8. Search Results for Your Name or Brand What to do? What to do? • Ask: Which queries? Queries • Monitor & track branded results to Monitor catch problems • When take-down is possible, go for it! Take down • Crowd out bad search results with SEO/Social efforts and enhanced Crowd out listings • Prevent problems before they start Prevent
- 9. Choosing Queries to Monitor Google AdWords Tool: Number of people searching may not matter, when reputation is concerned. • Name of business • Personal names of president, execs, etc. • Names of products https://adwords.google.com/select/KeywordToolExternal
- 10. More Keywords with Google Suggest • {my brand} … ? • Is {my brand} … ? • {my brand} vs … ?
- 11. Monitoring Name/Brand Search Results • Google Alerts www.google.com/alerts • Track search results on a regular basis
- 12. Monitoring Name/Brand Search Results Important: Don’t trick yourself with personalized search results! PERSONALIZED GLOBAL
- 13. Monitoring Name/Brand Search Results Social listening, search monitoring & dashboards Google Alerts (f) Tweetdeck (f) Brandify (f - beta) radian6 ($) BrandsEye ($)socialmention twilert (f) Sprout Social ($)
- 14. Monitoring Name/Brand Search Results Social listening, search monitoring & dashboards Google Alerts (f) Tweetdeck (f) Brandify (f - beta) radian6 ($) BrandsEye ($)socialmention twilert (f) Sprout Social ($)
- 15. The take-down: When is it possible? (take down) Take-down opportunities in organic search are rare Google organic, accepted reasons for a removal request: • Page contains confidential personal information (gov’t ID number, signature, bank or cc #) • Page contains SEO spam or malware • Adult site contains your full name or name of business • Site contains your copyrighted materials http://support.google.com/bin/static.py?hl=en&ts=1114905&page=ts.cs
- 16. Free speech, eh? Someday Google is going to go nuts with this thing! (take down)
- 17. The take-down: When is it possible? Other Google properties have broader take-down options • Google AdWords If an ad is using your name, you can submit a complaint • YouTube removal includes defamation, privacy, abuse/harassment, selling counterfeit goods
- 18. The take-down: When is it possible? Complaints to Hosting Company an Option • WordPress.com Page can be removed for abuse: personal threats, calls to violence, impersonation, more. en.wordpress.com/abuse • Other hosts will have various policies. Find out who the host is on who-hosts.com and get contact info here: www.plagiarismtoday.com/dmca-contact-information/
- 19. Crowding out Undesirable Listings FILL TOP RANKS WITH GOOD LISTINGS PUSH THE BAD LISTING DOWN
- 20. Crowding out Undesirable Listings Best methods for crowding out undesirable search results • Optimize pages on your own site • Create new pages such as new social profiles • Throw your power (links) at other desirable pages • Press releases (temporary)
- 21. Optimize Pages On Your Own Site • Google will usually show a max of two pages from your domain • You can snag a bit more real estate with SERP enhancements
- 22. On Page Optimization Example: Huffington Post This page is an attempt to rank well for “egypt protests” HTML title Page URL Text on page Internal links on site
- 23. On Page Optimization Example: Sonos Ranks on top page for “sonos reviews” HTML title Page URL Text on page Internal links on site
- 24. Optimize Pages On Your Own Site If you create a new page on your site, you must link to it; don’t try to hide it • Internal links distribute SEO power through your site • Orphaned “doorway” pages aren’t loved by Google
- 25. Create New Social Media Profiles Particularly useful for name searches • Major & minor social media sites • LinkedIn is top for names • Facebook; Twitter; YouTube; Pinterest; Google+ etc. • Can be for individual or business http://blog.brandyourself.com/brand-yourselfcom/want-to-look-better-in- google-our-data-shows-you-the-best-ways-our-first-infographic/
- 26. What Other Pages Can You Create? More pages to crowd out undesirable listings • Wikipedia page – for your brand or company (individuals must be newsworthy to qualify) • Central listing databases that will feed into many other sites: Localeze.com, Acxiom.com, ExpressUpdateUSA.com, listings.YellowPages.com • Press Releases (probably temporary)
- 27. Send Link Power to Desirable Pages Link to preferable pages that are already in the search results Existing pages with ranks already have an advantage. Your link to this page… ..may improve its rank
- 28. More Crowding out Tips: Enhanced Listings Enhance & expand your presence in search results with rich snippets • May draw attention and clicks • Usually result of semantic tagging schema.org
- 29. More Crowding out Tips: Google Authorship Give your listings extra credibility • Ties to Google+ or on-site profile page • Adds credibility • Likely to increase clickthrough rate https://plus.google.com/authorship
- 30. More Crowding out Tips: Local Results Local results have increased in prominence • Google will show local results if query deserves • Google Places listing merging with Google+ • Claim your business to manage, edit
- 31. Prevention Prevent social reputation problems before they happen • Where do crises originate? • Social reputation rules of thumb • Crowding out bad reviews
- 32. Prevention: Where do Crises Originate? Sources of social media crises (2011) 54% triggered by customers 33% triggered by the organization itself 13% triggered by other parties Data from J. Owyang, Altimeter Group
- 33. Prevention: Where do Crises Originate? Top causes of crises • Negative customer experiences • Poor influencer relations • “Rogue” employees • Failure to respond quickly or inappropriate response Data from J. Owyang, Altimeter Group
- 34. Social Reputation Rules of Thumb Provide other channels for complaints. Responsiveness Respond quickly and move communications to private channels. Transparency Identify staff or paid reviewers Clearly identify staffers who can Security post to accounts; require firewall between personal & company 2nd Opinion Develop a process with a built-in “second opinion” for touchy subjects
- 35. Easy Mistake to make: Tweeting to Wrong Account Don’t let a problem escalate: • Limited access • Clear boundaries • “Panopticon” philosophy www.juanmarketing.com/how-to-deal-with-a-social-media-crisis-and-prevent-a-catastrophe/2011/05/23/
- 36. Easy Mistake to make: Tweeting to Wrong Account
- 37. When Negative Reviews Attack: Crowding out the Bad Same idea as crowding out search results • Positive online reviews will inoculate you against any future social media crisis • Ask for reviews at every opportunity & especially post-transaction. • Follow-up email, phone, postcard: Sooner is always better. • Make reviewing easy - include a link • Paying for reviews breaks FTC rules
- 38. Replying to Bad Reviews – Should You? • WAIT – it may get filtered • Do not reply while emotional. Get a 2nd opinion on your response. • Respond publicly and then take it offline: “Please email me at {}.com so I can help you resolve the problem” • Rarely, a review can be removed, e.g., hate speech. • See some examples: http://www.reviewtrackers.com/case-studies- business-owners-respond-bad-yelp-reviews/
- 39. Replying to Bad Reviews – Should You? Yes No • Review from influencer • Excessively • To apologize for true angry/inarticulate/drunk error review – no way to make • To correct factual happy mistakes • Filtered review • Feels fixable • You are too mad to apologize • Never delete a bad review
- 40. Thank you! Questions, comments? @gradiva