Reputation Management 101

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Boosting SEO and maintaining a positive online presence

Online Marketing CompanyFind out more about Ajax Union: www.ajaxunion.com

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Dan Toy – PR Writer & Editor

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What’s on the Agenda?

• What is reputation management? • Can your business benefit from a reputation management plan? • Tools to help boost SEO and authenticate brand• Importance of communication • Expanding and maintaining a positive presence• Q&A with Dan Toy

What is Reputation Management?

What is Reputation Management?

Reputation management is the process of actively influencing a business’ online reputation using SEO and PR techniques.

What a reputation management plan can DO for you:

• Push down negative content in online searches• Boost Search Engine Optimization (SEO)• Create positive client/consumer relationship• Correct misinformation about your company• Enhance brand equity

Is Rep. Mgmt. Right for You?

Bad Reputation

Step 1: Google Yourself!

• Search for your company name on Google to see if any negative content appears in the first few pages

Step 2: Create Google Alerts at http://www.google.com/alerts

• Delivers regular email updates with the latest Google results for your company name.

• Choose between once a day, once a week, or as-it-happens updates.

Ruh-Roh

PR Tools & Techniques

Your Friend, Social Media

Facebook is one of the largest social networks around, so it’s paramount to post regular updates.

• Engage followers. Post a question or image that will make people want to comment or Like the post, creating more traffic and exposure for your page.

• Be topical. Reference holidays, news events, or pop culture to attract the attention of people scrolling through their News Feed.

Tweet @ Me, Bro

Twitter is another great tool for boosting your company’s reputation, as it allows for short, quippy updates.

• Find and follow users. If your company sells purses, try searching for “buy a new purse” or “designer handbag” to find people who could benefit from visiting your site. Repeat each time you log in.

• Create a Twitter Chat. Hosting a weekly chat on Twitter using a single, shared hashtag will create buzz around business and get others involved.

#Woops• What’s trending? Twitter has a list of “trending tags” in the left-hand column. Try to incorporate these into your tweets to engage a wider audience and stay current.

Don’t make the mistake of misinterpreting the hashtag, though! Entemann’s found this out the hard way.

LinkedOut? Get LinkedIn!

LinkedIn is a professional, business-focused social networking site that connects thousands of employees and employers to one another.

• Create a business page. Making a page specifically for your business will allow you to connect with similar companies.

• Post a status update each day. A simple fact, quote, or statistic will stand out to users and inspire others to connect.

• Join the discussion. Follow LinkedIn groups that are similar to your business and contribute feedback in the forums.

YouTube is great for SEO. Uploading short, 30-second videosregularly will show that your company is well-versed in various forms of media.

A Picture Saves a Thousand Words

Sites such as Flickr, Photobucket, and Pinterest allow you to upload photos to albums or boards to be shared with others.

• Less text. Uploading pictures requires less words, so image shares take less time than other sites. Include a few keywords in the title and description for SEO.

• Be creative. If your company doesn’t have any obvious products to showcase, get creative by making boards on Pinterest that reflect your brand.

• Repin. Repinning pictures on Pinterest creates a relationship between you and other users.

Writing a Press Release

Writing, editing, and distributing a press release is great for SEO and for promoting new products, services, or deals that your company is offering.

• Free press. Many sites let you distribute a press release for free, which is ideal for those who wish to boost their SEO only.

• Exposure. Paying for a distribution is worth it if you want your news item to be released to more sites, with the potential for journalists to write about it as well.

• Maintain formal tone. A press release should be attention-grabbing and newsy, without any bells or whistles.

Secondary Sources

Slideshare is a great online site where users can upload PowerPoint presentations (like this one!) and share them with others.

• Educational outreach. Create a presentation that informs others. Brainstorm what makes your company unique, and base the Slideshare around that.

• Include keywords. Make sure to include keywords in the title of your presentation, the description, and throughout. Slideshares rank quickly, so you may see results the same day!

Post your company info. to several directory listing sites.

• Validation. Doing this will authenticate your business and look professional to those searching for you online.

What NOT to Do!

• DON’T spam Google by including too many keywords or posting repetitive content. Make it original and engaging.

• DON’T use sketchy sites that make you pay for followers, etc. Black hat SEO will not look good for your brand, and it will not help you rank on Google.

• DON’T be impatient. Result WILL take up to three to six months after you start managing your reputation.

• DON’T be a Joan Jett. (She doesn’t give a **** about her reputation.)

Client/Consumer Communication

Failure to Communicate

Amy’s Baking Company is a great example of how NOT to communicate with customers.

Better Communication is Key

Even the most established companies have their fair share of unfavorable comments and reviews, but it’s beneficial to address the negative as well as the positive.

• Respond promptly. The quicker you address a complaint, the better it looks for your business.

• Be cordial. Maintain a professional tone in your response that also reflects your brand.

• Address the issue. Whether the complaint is about a faulty product, poor service, or general problem with your company, apologize to the customer and – if possible – reimburse them with a discount or new product.

These tips will show others that you are dedicated to providing excellent customer service and will attract a large consumer base.

Communicating the Right Way

Maintaining the Positive

Social Media Maintenance

After a few months, you may start to see your positive content appear before the negative – congratulations! But you’re not done yet.

• Monitor Google Alerts. Keep checking your inbox to see if new content arises that may be less than ideal.

• Keep updating Facebook, Twitter, etc. The more original content you put out, the better your business will appear.

• Communicate regularly with consumers. After addressing the complaints, make someone’s day by replying to neutral or positive comments about your company.

Final Thoughts

Let’s Rep It Up

• Create Google Alerts to help you track negative press• Regularly update various social media networks and post original content• Communicate with consumers often, whether it’s negative or positive

feedback• Maintain the positive by continuing to post even after the negative content has been pushed down

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