Supernova Media Presents: Monitoring YourOnline Reputation
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Your Online Reputation The first step to managing your online business reputation is to be able to monitor what is being said about you, by whom, and how often. If it‟s all great, it‟s all good friends. Business worldwide both large and small duel daily using the double-edged, sword of Internet power. You need to know about the poison comments too, and of course, if nothing is being said about your business online, well, that is a problem all in itself. Entrepreneur Warren Buffet once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think like that, you‟ll do things differently.”
Keywords What do you think is the most often used keyword today in business? This isn‟t a trick question or a gag. It is in fact the word, “keyword.” Think about it. There is so much guidance about SEO and online marketing that revolves around how people browse the web, specifically, Google. That means controlling what keywords you use to advertise your website and be found, trying to mirror what people are browsing for and in a unique enough way to reduce competition. As a result we have long tail keywords which are phrases like “How to winterize your boat” so that when someone does eventually look for that specific phrase, our page or Adwords ad is right there to be discovered.
KeywordsTo keep track of your online reputation,keywords are also what you use to ascertainwho and what is being said about you.The easy way to do this to begin with is ofcourse to Google your company name. You‟regoing to find your web sites surely, but if thereis bad stuff available you‟re going to see thatalso.If it falls on page 1 of Google returns, youhave a developing situation.
Google Alerts Google alerts enable you to choose keywords relative to, in this case, your business name and Google will email you instances when they come up online as indexed by the Google search engine. Go to www.google.com/alerts to set this up. Depending on the size and online reputation of your organization, you can adjust the frequency of these email alerts from daily to weekly. There are a couple of refining options. Picking type = „Everything‟ will keep track of all of the buzz about whatever keywords you type in, comma delimited. For most small businesses, a weekly notification should be adequate.
Google AlertsHere are some tips for what you might want to monitor to see what your customers mightfind:* Your business name, including any partitions or alternative names as applicable * Your competition * Various misspellings of your organization name * Your flagship product names, part numbers and trade names * Your key executive names– bad juju on your top people will reflect poorly on yourcompany
Social OomphGoogle Alerts monitors the Google database. Social Oomph allowsyou to track tweets.You need to create a free account and then go toMonitors/Keyword Alert Emails on the left hand menu.You are allowed to set up to 50 keywords or phrases to rake thetweet-o-sphere for and email you recaps either daily or everytwelve hours.The cool thing about monitoring Twitter chatter is that it has a veryreal-time element to it. If ill will is being spread, you may have thecapability to join the ongoing conversation and correct the recordor counter the conversation when it is at its most toxic andinfluential to your business reputation.
Marketing Grader Marketing Grader is a free service from HubSpot. You type in your website or blog URL + your e-mail address and in under a minute, you get a website grade and great advice re: your blogging practices, SEO, integration with social media platforms, analytics and mobile friendliness. Use the Hubspot Grader every six months or so to see if your score is improving.
Technorati The blog search engine Technorati is also a good free resource for tracking whats being said in the blogosphere. The service indexes posts as they are published and with any search you do on the site, there is an RSS button that you can use to subscribe to the search. When viewing the results on the web site, you can click between tabs to see just the Posts, Blogs, Photos, or Videos containing your search terms.
Reviews Encourage customers to write reviews about your business. It‟s not easy to ask customers for online reviews, but you need to get your best customers to speak on your behalf. Add a note to your invoice asking “How did we do?” and point them to your website. Create a big “Write a Review” button on your website which takes them to a testimonials page that contains links to your Google Places, Yahoo Local, Yelp, InsiderPages or other online review sites. This makes it easy for you to point them to one place where they can click a link and write a review.
The Good, Bad & UglyRespond to negative comments and reviews immediatelyYou cannot ignore what is being posted about your brandonline. Reviews, both good and bad, will happen whetheryou want them or not. Take the high road and respond tonegative reviews and try to resolve them quickly.Respond as you, the business owner and be visible,authentic, concerned and humble about the situation. Thiswill alleviate fears and send the message that yourcompany is concerned about their customers.
Monitoring Your Online Reputation For most of us, monitoring and managing our online reputation and brand is not that difficult. It takes a little time to monitor what is out there and determine what you need to do to respond or change the perception. This exercise is important to create the image you want your prospects and customers to see. Even if you don‟t have any negative content about you, you still have work to do to create an image that is visible, credible and consistent with your brand.
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About Nancy Bain Nancy is a business owner, educator, and business strategist with more than 20 years experience. When she is not advising and teaching people about social media, Nancy spends a lot of her own time using social media. Find Nancy online: Google+ : Nancy Bain Like Supernova Media on Follow Nancy on Twitter Facebook Visit her Website Find her on LinkedIn Follow her Blog And visit her YouTube Channel