My Presentation-Online Reputation Management

8/16/2019 My Presentation-Online Reputation Management

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Your online reputation is:1 What shows up in the search results2 What people say about your company on Facebook, Twitter,and other social media sites

3 Any reviews of your company or work environment4 Anythin published in the mainstream press! Any academic or trade publications" Any photos or videos taed with your name# $ublic records connected to your business

The way people communicate in the world has chaned the lastdecades% &owadays, most of the people have a proper connection to the 'nternet, by which they can communicate ande(chane all kinds of information, in order to overcome time,distance and location constraints%

)ustomer*enerated content from that aspect can consist out of words, sounds or videos% 't needs to fulfil three basicre+uirements in order to be considered as such first, it needs tobe published either on a publicly accessible website or on asocial networkin site accessible to selectin roup of people-second, it needs to show a certain amount of creative effort- andfinally, it needs to have been created outside of professionalroutines and practices ./aplan 0 aenlein, 21%

nline reputation manaement is the way by which companiescan deal with content of people on 5ocial 6edia% 'n thecontinuation of the paper- content of people means messaes,

opinions and statements of people on 5ocial 6edia, and thecontent can be as well as positive as neative% A successfulcreation of a neative imae of a company can cause reputationdamae% nline reputation manaement is therefore the way bywhich companies can deal with potential reputation damaes on5ocial 6edia%


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$eople are increasinly usin blos, video, podcasts, imaes and customer reviews to ather information about your brand% This information may uide the decisions they make about theinteractions they have with your brand% 8A&< $78)7$T'&

$erception is reality% 'f someone does a search for your brand in ;oole, what will they see?opefully, there will be a link to your website, but what if there is a link to a site that talks abouta bad e(perience someone had, or worse yet, what if there was a video that showed how your

brand caused harm to someone? $erception of the brand at that moment is probably prettypoor%

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Would you buy somethin from a company where ! out of " customer ratins blasted thecompany for poor customer service, lousy +uality or late delivery? $robably not% =ou mihtsearch a little loner for a company that didn@t have such bad customer reviews% And, you miht


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even be willin to pay a bit more if you knew the company had a solid reputation% This neativefeedback can directly impact sales%

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Today@s ob candidate will typically research a company online before they submit their resume%

)andidates will want to understand whether the company they are about to work for treats their employees well, if there is hih turnover and what the current employees think of the workinconditions% 5ites such as Bault .www%vault%com have iven employees a voice% 5earch hasallowed this voice to be heard% A company@s ability to recruit for key positions can be neativelyimpacted by the information posted on these sites%

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A substantial amount of time and cost o into securin the necessary rihts to a company@strademarks, copyrihts and other intellectual property% :nscrupulous businesses can leveraeyour brand@s e+uity to redirect unsuspectin customers to their business% This infrinement cancause confusion amonst your customers, damae brand perception and impact revenue%

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9ike prospective ob*seekers, investors look to blos and other sources of unbiased financialdata to make decisions on whether to buy, hold or sell a position in a company% 5ince blos andother sources of user*enerated media allow for frank discussions, investors can ain additionalperspective on the health of a company%

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When 5tarbucks announced the closure of certain stores throuhout the :nited 5tates in Culy2D, activity in the bloosphere spiked% This spike in activity corresponded with a dip in thecompany@s stock price below E14 a share the lowest point it reached for the entire month ofCuly% The perception that 5tarbucks was in trouble spread +uickly online and thus neativelyimpacted the company@s stock price%

ne company estimated they were losin $2.5 million in sales annually brouht about byreputation attacks on consumerenerated2 G $ a e


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to react on an attack, so reputation damae will in that casecertainly not happen% 6ore than three*fourths of 5ocial 6ediaattacks can be diminished or averted if oraniKations simplyprepare for the most*likely scenario .;illin 0 ;ianforte, 212%

Prevention by Delivering ValueOrganizing Social Media: L7ach 5ocial 6edia

application usually attracts a certain roup of people and firmsshould be active wherever their customers are present@ ./aplan0 aenlein, 21% Therefore, first of all, decide whichnetworks are relevant% $lant a brand fla in every socialnetwork of relevance before somebody else does, and make iteasy for customer to subscribe to the company@s content if thatis their preference%

Behaviour on Social MediaFirst, take some time to discover 5ocial 6edia platforms, tolearn about its history and basic rules% nly when the companyhas ained the necessary understandin, start with participatinin the different 5ocial 6edia channels the company chose% Thefirst step for a company is to find out what customers wouldlike to hear- what they would like to talk about- what they mihtfind interestin, enoyable, and valuable

Prevention by SimulationTo prepare companies of customer attacks, companies have toenae in lifelike simulations, much as other emerencyresponse teams do% While enain in these e(ercises,companies often discover internal communication aps placeswhere better alinments between colleaues are needed%

Prevention by Screening Social Media&o respond can be +uick enouh, and the ability to act rapidlyre+uires the constant, proactive screenin of 5ocial 6edia.;illin 0 ;ianforte, 212% 't is important for companies to findout if and on which 5ocial 6edia platforms conversations abouta company are already bein held ./ietKmann et al, 211%)ompanies must scan their environments in order to understandthe velocity of conversations and other information flows thatcould affect current or future position on the market%

Prevention by Screening the Main Influencers'n order to screen potential damaes, companies have to knowwhat role each person plays in the process% 't all starts withlistenin to their market and understandin who their maininfluencers are .;illin 0 ;ianforte, 212% 5creenin the whole5ocial 6edia can be done by focusin on the most vocalcustomers within communities of interests, habits, who are themain influencers%

Tools to Screen Social Media5ocial platforms are tools which can be +uickly repurposed for reputation defence .;aines*8oss, 21% 6arketers with a5ocial 6edia presence should focus on conversation trackin,that indicates brand lift and brand enaement

J5tae two durin a customer attack- the reaction of the company on a customer attack%

Disable eole of reactionsThis Lreaction@ is actually not a reaction, but it makes stae twomore complete to mention it here% >esides that, it is importantto know- because it is important to discourae companies of usin this method%

Do not react at all The intention of 5ocial 6edia is to stay always in contact withthe customers- be sure to enae in discussions andconversations% ne of the worst Lreactions@ of companies is to


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watch, without communicatin and interactin with people on5ocial 6edia% When companies say nothin at all on 5ocial6edia, it looks clueless

Delete reactions


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)reate new content start a blo, publish information of relevance to the

business, enerate positive press, et involved philanthropically !>e a part of the conversation the Web is oin to say somethin about you

whether you like it or not "7nae in social media, communicate reularly with your stakeholders,

respond authentically to their concerns, share information of value 5/eep tabs on all of the websites connected to your business, especially

those you don@t control forums, review sites, social media #With the emerence of social media, information is enerated, relayed and consumed almost instantaneously%D!M of Web users seek others@ opinions before buyin a product or service%

$redictive 86 is about N 6onitorin the brand@s online presence across media and entities% N8econiKin neative trends% N 8espondin aptly and swiftly%

$attern 8econition 6onitorin a brand@s online presence over a period of time enerates a database of informa*tion

that, when analyKed, provides a rich source of insihts for identifyin patterns and trends% For e(ample N'nvestiatin if there are triers for a particular type of consumer sentiment or online behavior durin certain times of

the year% N 'nvestiatin specific consumer roups that are more vocal about particular issues%

6anaed 8esponse 6echanism Armed with this insiht, 86 could be made more efficient and effective% 86 is adiscipline com*binin many other disciplines O from social media

$roactive 8eputation 6anaement


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Figure : roa%tive Reputation Management

'f your oraniKation makes someone unhappy in the virtual world, chances are that it will be relayed to many others inno time O the same is true for positive word of mouth as well% owever, there is a hiher propensity for neativesentiments to travel faster and further%

in today@s diital ae there are a plethora of chan*nels and voices O on both social and traditional media platformsO that contribute to shapin a brand@s reputation% As a result, the definition of reputation manae*ment has evolvedas well% 't cuts across both offline and online media, and is multidisciplinary .social media, 57, $8, etc% ande(tremely dynamic%

8eputation manaement is typically aimed at achievin three obectives, dependin on the brand@s stae in itslifecycleuil': Typically an obective for a new business tryin to establish a name for itself%Maintain an' enhan%e: 8elevant for brands that have an established positive reputation and, important, thatcustomers and influencers trust to provide ood servicesIproducts% At this stae, the brand enoys positive word ofmouth in the influencer community% Re%over an' learn: This applies to brands that have taken a reputational hit and are now associated with neativesentiment% 8ecovery means employin content marketin and pro*motional tactics to resuscitate the brand over timeand enhance its reputation +uotient% The impact of neative online sentiment weihs heavily on sales and presscoverae, and also impacts a brand@s ability to attract the best talent%

>y applyin a predictive approach to online reputation manaement,oraniKations can enhance their social capital and better understand and

participate in diital conversations that directly impact brand perception andvalue%

7ver*evolvin diital technoloy is creatin newer ways to do the same thins and new thins faster, better andcheaper


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business world has become more diital% $rofessional connections bein within search enines andsocial networkin sites% P)onnectinQ is the new handshake%

nline reputation manaement is a set of strateies and tactics desined to monitor andprotect your online imae and visibility%

=our online reputation is one of yourbiest assets% 'n this day and aeinformation about you and your companycan spread like wide fire, and canhave disastrous neative commercialimpacts%

nline 8eputation 6anaement or 86 is

the practice of consistent research and

analysis of one@s personal, professional or

industry reputation as represented by

content across all online media%

An effective stratey is to1% $articipate in discussions to build trust

2% 7nae the community to build trust

3% )ommunicate to understandin your trust

when people search for your name or your company name in a search enine they only see

positive comments about you% This is what we call P57 )ounter6easures .57*)6Q%


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there are even free tools that monitor opinionsinside a bloosphere on certain brand, company or oraniKation and they can be found at Technorati.httpIItechnorati%com, >lo$ulse.httpIIwww%blopulse%com and Twinly.httpIIwww%twinly%com web sites

There are many commercial and open*source tools for reputation monitorin, as tools for opinion or sentimentminin of messaes on Twitter%

Start (ith Sear%h>ein with a simple search on ;oole, >in, =ahoo,

Apartment8atins, los, Forums, =ouTube,


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be proactive% 7stablish a positive reputation for your company online% The more branded content thatappears online the more diluted the neative content will become%

+se Tools That ,elp Monitor Your ran' Online

There are tools available to help you monitor and track your company@s brand online% 5et up alertsand feeds to catch every mention of your name, key employees names, the company name, domainname, etc% >y doin this, you will receive a notification before a situation escalates or enters into thetop search results%ere is a short list of free reputation manaement tools

N ;oole Feed 8eader will help you track keywords and phrasesN ;oole Alerts will track web results, blos, news, roups and videoN 5ocial 6ention is similar to ;oole Alerts, but is tareted towards social networkin sites * youcan even subscribe to and download the results

N Twitter 5earch is available for up to four days after a tweet is sent and you have the option tosubscribe to updates via 855

ow einby replyin to neative posts with a personaliKed response, include athank you, an apoloy, a follow up, say somethin positive and e(tendan invitation to continue the conversation on an alternative platform if allowed .i%e% phone, email, etc%%For the most part, people ust want to be heard% =ou do not necessarilyhave to address every issue that is mentioned% Focus on the key issuesand make sure the response is personaliKed and thouhtful%5et obectives for each review response% 8espondin to reviews shouldaccomplish the followin

N e accountable I provide solutions I solve problems


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8espond to positive reviews occasionally, in a natural way .meanin no canned responses% 5earchenines will crawl the review sites and help boost your search results%

remember to repeat the compliment and your company nameS

When receivin feedback on social networkin sites like Facebook and Twitter, a response from thebrand is e(pected A5A$% P'nstant ratificationQ is the world in which we live today% >e sure to set upalerts to monitor your social media sites%

,elp*ul Tips For So%ial Sites. )reate a typical response plan but do not copy and paste the same messae into every comment%

>e uni+ue, be personal, be human%2.


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nce you have established your social networkin profiles, remember to protect your reputation by settin the appropriate privacy settinson each profile% There are opportunities for unintentional sabotaeof your brand@s reputation everywhere% From anry customers todissatisfied employees, you can never predict where trouble willappear% =ou can only anticipate the potential for trouble%

PAn ounce of prevention is worth a pound of cure%Q

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My Presentation-Online Reputation Management