Do you feel anxious?
Are your ears burning?
Is someone discussing your brand, executives, services/products online?
What are they saying, and is it positively or negatively influencing the perception of your business market? The subject demands concern.
Consider the benefits of good reputation:
- Spread awareness
- Built authority
- Increased sales
- Ease or marketing
- Penetration of intended market
- Inclusion in leveraged devices
Conversely, consider the detriments of poor reputation:
- Missed revenue
- Lost trust within market
- Poor authority
- Misrepresentation or reception of goods/services
- Time lost regarding built reputation
- More resources needed to reverse reputation or rebuild it
Imagine a social media handler representing the Red Cross. Imagine the reception of readers seeing the Red Cross, a brand aligned with humanitarian and serious actions, sharing a sentiment about partying or getting drunk.
That’s a huge mistake, both indelible and irreversible. It’s difficult to build a great reputation; it takes much time. It takes mere seconds to mar your brand’s name online. Unfortunately, people tend to remember blunders more than triumphs.
Consider your brand assets. What terms, names, people are aligned with your company? Those are your brand’s potential online assets.
- Names of executives and recognizable employees
- Names of individual products/services
- Name of your company (Does your company share a name (or something similar to) with other brands?)
There are ways to view potential relations to your brand. Ensure you establish alerts, aligned with major search engines, like Google.
For SkyrocketSEO, I would establish alerts for:
- Skyrocket (abbreviated term)
- SkyrocketSEO (full name of agency)
- SkyrocketSEO.com (URL of site)
- James Agate (agency owner)
If James collaborated with anyone, or elected another person to be his head sales or social person, it would be a good idea to include their name in alerts as well.
Consumers want to be heard. Therefore, companies need not only monitor mentions, but surrounding context.
For example, what are people saying in relation to SkyrocketSEO? And is James or a company representative addressing both positive and negative encounters?
For example, we can conduct a search throughout Twitter for any mentions of James Agate.
This is especially useful to fill-in gaps in search engine alerts. Additionally, some people may mention James, Skyrocket, and aligned services without ‘tagging’ James and company in. Those are potentially missed parcels of information.
For example, using search operators, I can see if anyone is linking to James’ Twitter handle; he oft uses Twitter to engage his target market.
Again, Google Alerts and other search engine systems of the kind are not always quick to alert, and don’t always register results. It’s best practice to do some of the searching inhouse.
Outspoken Media has listed a number of alternative Alert tools in their online reputation management guide.
Another great listening method is leveraging a word-map tool, like Wordle or Tagxedo.
Let’s assume we are doing reputation management for a ‘fish and chips’ restaurant near London. We could place entire bodies of large text into a word tool, eliciting a graphic that provides a number of oft mentioned terms/names.
I’ve selected a restaurant with a high number of reviews, highlighting some terms of interest.
In minding online reputation management, we want to listen to consumers. What are their likes, dislikes, and concerns?
Here, the word ‘wrap’ is used a lot as well as ‘useful,’ ‘fun,’ and ‘check.’ For further listening consideration, we may want to follow-up or dig deeper into these mentions. For instance, do people really like the wrap? Do they think the check was fairly priced? What did people find useful?
We need to address attention to both likes and dislikes, immediately attending to dislikes.
Do you have initial concerns or particular avenues to explore? I would like to talk to you about your individual plan of online reputation management.