The Clique: Web Design, SEO, SEM, SM and More » 2009

Online Reputation Management 101

Filed under: Online Reputation Management

What exactly is online reputation management? Some folks would call it the natural evolution of public relations onto the web. Others would suggest that it involves the active monitoring of social media channels. The answer may be quite simple in fact. Just as it is imperative to listen to what customers, prospects, partners, vendors, competitors, employees and everyone else has to say about your firm in the offline world, it is also now a necessity to monitor and react to what they say online.

Where Are They Talking?

There are a number of places online where people may be talking about your brand. A list might include but is not limited to:

· Social networks like Twitter, MySpace and Facebook

· Business review websites like MerchantCircle, Angie’s List, Yelp, Citysearch and Google Local

· Online Forums/Message Boards

· Industry specific blogs/news sites

· Personal blogs hosted on sites like WordPress, Blogger or TypePad

· Content creation sites like YouTube and Flickr

Some of these sites are readily available by searching Google and some are hidden from Google’s grasp thanks to nofollow, noindex and noarchive meta tags. Conduct a thorough search to find out where the chatter about you online is by:

1. Searching Google for your name, industry, relevant keywords and products.

2. Going to industry specific sites and seeing who they link to.

3. Searching for luminaries via directories like PostRank, wefollow, Technorati and twellow.

4. Setting up a Facebook account and searching the business pages regularly.

5. Finding relevant blogs and then scouring THEIR “blogrolls” to find out who they link to.

6. Asking around at industry events about who keeps their own blog, Twitter profile or what online forums experts participate in.

7. Setting up a Google Alert to let you know anytime your company name is mentioned via e-mail.

What Are They Saying?

The conversation occurring with regard to your company might be good, bad or indifferent. The key is to have a plan for each instance.

Good: Engage the user with a personal thank you online, a coupon, a reciprocal link on your site, a feature in your newsletter or blog or anything else that makes the happy camper feel appreciated.

Bad: Try to gauge the importance of the site by estimating its traffic, number of interactions via comments or posts and the ever elusive Influencer factor. If you can add value to the situation via facts, figures or insights it may be appropriate to weigh in. Try to get to the heart of the matter by asking questions. Offer to call the disgruntled party and hear their complaint. If the problem is unsolvable or the user is unreasonable it’s okay to bow out gracefully. Keep your cool and remember that you’re representing your company and that this isn’t a personal affront to you.

Indifferent: Monitor the conversation to make sure all the facts are being stated correctly. Act as an ethnographer might. These are people in the wild discussing your brand! Take notes and share them with your team.

What Should I Do About It?

There are a variety of options available to those who want to make sure their brand is fairly represented online.

Tools: Trackur, Vocus, and BrandsEye

Education: 300+ Online Reputation Management Resources and Marketing Pilgrim

Professional Help: Click Optimize or your favorite Internet marketing firm.