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Reputation Management for Social Business



As a small business owner you face many difficulties. Don't let your ego be one of them.

As a small business owner you face many difficulties. Don't let your ego be one of them.



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    Reputation Management for Social Business Reputation Management for Social Business Presentation Transcript

    • Reputaon  Management   Protecng  Your  Brand  From  Yourself   Duncan  Connor  
    • You  do  not  own  your  brand.  You  do  not  own  your  reputaon.   It  belongs  to  everybody  else.   (If  you  don’t  understand  these  facts,  we  can’t  go  any  further.)  
    • Reputaon  Management   Your  reputa*on  is  a  decep*ve  thing.  One  moment  it   looks  as  solid  as  Mount  Rushmore,  and  the  next  you   could  be  fran*cally  trying  to  krazy  glue  it  back   Reputaon   Public  Relaons   together.   The  purpose  of  this  book  is  to  help  you  to   understand:     •   What  behaviors  your  reputa*on  comprises.   Reputaon   •   What  to  do  when  your  ac*ons,  the  ac*ons  of   Management   others,  or  circumstances  affect  your  reputa*on.   •   How  social  space  has  changed  reputa*on   percep*on  and  management.  Social  Space   Best  Pracces   •   What  your  business  can  do  to  build  and  protect   its  reputa*on,  and  to  mi*gate  any  nega*ve  publicity   it  might  be  the  subject  of.  
    • Reputaon   What  Does  Google  Tell  Your  Customers?   SEO  MaMers,  User  Experience  MaMers  More   Social  Listening   What  Is  Reputaon?    Respect    Integrity    Confidence   Case  Study:  Domino’s  Pizza  
    • Public  Relaons   Working  With  Reporters   Press  Releases   Why  Do  People  Want  To  Know  About  You?   Outsourcing  Your  Reputaon   Help!  I  Screwed  Up!   Case  Study:  Anthony  Weiner,  TwiMer,  and  Infidelity  
    • Social  Space   Would  You  Follow  Your  Company’s  TwiMer?   Everybody’s  Talking  At  Me   How  To  Make  Friends  and  Influence  People   All  the  Cool  Kids  Are  On  Facebook   Guess  Who’s  GeZng  Engaged?   Case  Study:  @aplusk,  TwiMer,  and  Penn  State  
    • Best  Pracces   Rules  of  Engagement   Four  Types  of  Customer   SEO  Sll  MaMers   Reputaon  Is  A  Contact  Sport  
    • Reputaon   What  you  are  is  what  you  have  been.    What  you  will  be  is  what  you  do  now.  
    • If  you  go  to  a  job  interview,  or  even  on  a  date,  there’s  a  good  chance  that  the  person  siIng  opposite  you  has  run  your  name  through  a  search  engine,  just  to  see  if  there’s  anything  they  ought  to  know  about  you  that  you  might  not  want  to  talk  about  while  you’re  trying  to  make  a  good  first  impression.    There  is  a  painful  fact  that  you  have  to  recognize  when  it  comes  to  your  business  and  managing  your  brand.  It  comes  in  two  parts:   1.  If  you’re  not  on  the  first  four  pages  of  a  Google  search,  you  might  as  well  not  exist.   2.  If  you  are  on  the  first  four  pages  of  a  Google  search,  you  are  those  results.  If  you  do  show  up,  whatever  those  search  results  say  about  you  is  the  first  impression  a  searcher  will  have  of  you  or  your  company.  All  that  most  poten*al  customers  will  ever  know  about  you  is  what  a  Google  search  results  page    shows  –  and  if  the  searcher  gets  a  nega*ve  impression  of  you  based  on  those  results,  you’ll  have  a  very  hard  road  to  conver*ng  them  into  poten*al  subscribers,  customers  or  clients.  Un*l  a  few  years  ago  I  was  un-­‐Googleable.  Ac*ng  with  great  foresight,  my  parents  named  me  Duncan  Connor,  and  because  of  the  volume  of  informa*on  about  the  Highlander  movies  and  TV  show  sites,  I  was  invisible.   “Just  like  managing   your  staff,  managing   your  reputa5on   depends  on  paying   Duncan   Connor   Duncan   a7en5on  and  no5cing   MacLeod   MacLeod   Connor   when  things  change.”  It  took  establishing,  maintaining,  and  building  networks  in  LinkedIn,  TwiVer,  and  on  blog  sites,  including  my  own,  to  finally  exist  without  the  tagline  “ There  can  be  only  one.”  
    • Search  engine  ranking  is  import  to  generate  traffic  for  your  site.  The  truth  is  that  few  Internet  searchers  look   beyond  the  third  page,  and  most  don’t  even  check  results  a[er  page  one.  I’m  not  going  to  go  into  details   about  how  SEO  works  here  because  this  book  isn’t  about  SEO.  What  I’m  going  to  discuss  here  is  how  good   search  engine  ranking  is  a  double-­‐edged  sword.   SEO  MaMers   In  April  2011,  SearchEngineWatch.com  published  data  from  Op*fy  showing  that  the  top  three  organic  search   results  get  60  percent  of  all  the  clicks.   “With  60  percent  of  clicks   going  to  the  top  three   results,  ranking  at  the  top   of  the  first  page  is  more   valuable  than  ever.”   Being  ranked  on  page  one  is  a  big  deal,  especially  for  commonly  searched  phrases.  The  flip-­‐side  of  that  coin   is  that  Internet  searchers  make  decisions  about  your  site,  and  your  company,  very  quickly.  If  you  show  up  in   the  top  five  places  on  page  one  of  Google  and  your  Web  site  is  hard  to  navigate,  or  has  badly  wriVen  copy  –  User  Experience   or  worse,  inaccurate  informa*on  and  advice,  your  search  ranking  may  do  you  more  harm  than  good.     Good  SEO  can  help  people  find  your  site,  what  your  site  looks  like  is  en*rely  up  to  you.   MaMers  More.   But  if  you  really  want  to  know  what  your  brand  looks  like,  you  have  to  listen.  
    • You  have  to  listen  everywhere.  Your  company  might  be  being  talked  about  on  TwiVer,  Facebook,  LinkedIn,   Google+,  YouTube,  and  hundreds  of  thousands  of  blogs  -­‐-­‐  and  that’s  just  passively  listening  to  people   spontaneously  talking  about  you.  You  can  ac*vely  seek  out  opinions  by  including  surveys  on  receipts,  or  in   your  drip  email  campaigns,  or  by  talking  to  your  in-­‐store  customers.  Social  Listening   To  make  this  manageable,  let’s  focus  on  the  online  sources  of  feedback.         The  real  difficulty  with  social  listening  is  that  it  puts  you  in   the  posi*on  of  a  radio  operator.  You  can  hear  things,  just   not  clearly,  and  the  noise  and  sta*c  makes  it  hard  to   discern  exactly  what  is  you’re  being  told,  or  what  it  means.   If  you  can’t  (or  won’t)  adjust  the  dial  a  liVle,  tweaking  here   and  there,  you’re  only  going  to  get  a  vague  idea  of  the   situa*on.       What  you  need  is  the  best  radio  you  can  find.  And  by  radio,  I  mean  applica*on.  It’s  not  feasible  that  you’ll  have   your  ear  to  the  ground  in  the  hundreds  of  places  you  might  be  men*oned.  But  an  applica*on  that’s  built  to   spot  men*ons  of  your  name,  or  your  company  name,  and  report  back  to  you…that  could  be  very  valuable.   Start  using  social  listening  tools  like  Google   Alerts,  Lexicon,  Jodange,  or  Twendz  (all   free)  or  Radian6,  Alterian,  or  Collec*ve   Intellect  (paid)  because  they  take  the  work   out  of  having  to  perform  mul*ple  searches   Heinously  wrong   Not  dissa*sfied  enough   Spectacularly  right   on  mul*ple  plahorms  just  to  see  if  you  were   to  complain   men*oned.     “Customers  and  clients  tend  to  not  talk  about  your  company   unless  you’re  doing  something  spectacularly  right,  or   heinously  wrong.”     So  if  you’re  in  the  middle  ground  of  keeping  your  customers  happy,  but  not  exceeding  their  expecta*ons,   you’re  probably  going  to  have  to  make  the  first  move  in  order  to  get  feedback.  
    • What  is  Reputaon?   Reputa*on  =  Trust   Respect   Integrity   Confidence   Do   Say   Share   Honest   Transparent   Consistent   Engaged   Relevant   Well-­‐Informed  Any  sales  person  will  tell  you  that  business  isn’t  done  board-­‐room  to  board-­‐room,  it’s  hammered  out  in  individual  rela*onships,  person-­‐to-­‐person,  and  there  are  character  traits  that  are  good  indicators  of  whether  someone  will  want  to  do  business  with  you.  If  you  put  these  characteris*cs  together,  you  can  build  a  picture  of  what  your  company  looks  like  to  its  customers,  and  build  a  strategic  plan  to  work  on  your  weaknesses.  
    • What  is  Reputaon?   Reputa*on   Your  reputa*on  doesn’t  begin  online.  George  Washington  said  that   Respect   reputa*on  is  a  shadow,  and  that  character  is  the  real  thing.  Reputa*on   begins  with  character,  and  people  will  assume  that  what  you  do,  say,  or   share  is  informed  by  your  character.   What  you  do,  say,  and  share  are  the  best  evidence  of  who  you  are  and   Do   Say   Share   what  you  believe  in.  What  you  put  out  into  the  world  reflects  your  aItude   and  your  values  –  for  the  worse  or  for  the  beVer.  Would  you  have  second   thoughts  about  doing  business  with  someone  who  listed  the  Occupy  Wall   Street  movement  on  their  list  of  interests  on  their  Linked  In  profile?    Happiness  is  when  what  you  think,  what  you  say,  and  what  you  do  are  in  harmony.  -­‐  Gandhi   How  much  *me  do  you  spend  talking  about  what  you  offer,  or  what  your   Tip company  does?  How  many  of  your  status  updates  and  tweets  are  about   you?  How  many  are  about  the  work  and  successes  of  other  followers?  How   If you want people to say many  URL  links  do  you  post  for  other  sites  compared  to  links  to  your  own   positive things about your site?     brand, do positive things Do  you  respond  to  comments  on  your  blog?  Do  you  make  your  blog  posts  a   with your brand. star*ng  point  for  conversa*ons,  and  then  monitor  those  conversa*ons  to   If people can see that find  opportuni*es  to  connect  with  readers?   your company is engaged, If  you  don’t  like  what  Google  says  about  you,  you  have  the  power  to  put   they won’t have to informa*on  out  there  that  will  correct  any  possible  mispercep*ons.     convince them of it.
    • What  is  Reputaon?   Reputa*on   Integrity   Every  year  there’s  a  list  of  “least  trustworthy”  professions  that  finds  its   way  into  circula*on.  The  list  usually  includes  poli*cians,  bankers,   lawyers,  and  realtors.  So  why  are  so  many  people  suspicious  of  the   ability  and  mo*ves  of  individuals  in  these  professions?  For  the  most  part   it’s  because  most  people  will  go  through  a  home  purchase  fewer  than  Honest   Transparent   Consistent   five  or  six  *mes  in  their  en*re  life,  they’ll  probably  never  see  how  laws   are  passed,  and  (hopefully)  won’t  have  to  see  the  inside  of  a  courtroom.   Since  these  ins*tu*ons  are  unfamiliar  and  lack  transparency,  the  public   finds  it  hard  to  trust  the  people  who  work  in  them.         The  integrity  of  men  is  to  be  measured  by  their  conduct,  not  by  their  professions.  -­‐-­‐  Junius   Merriam-­‐Webster  defines  integrity  as:   Don  Knauss,  CEO  of  Clorox,  said,  “Any   Firm  adherence  to  a  code  of  especially  moral  or   Tip ac*vity  that  we  engage  in  will  be  fair  and   ar5s5c  values.   Jargon has no place in defensible,  no  excep*ons…all  organiza*ons   Just  as  a  chain  is  only  as  strong  as  its  weakest  link,   your marketing copy, and must  balance  the  need  to  further  top  line   growth  while  maintaining  their  ethical   your  business  code  of  ethics,  or  your  company   should be avoided principles.   mission  statement,  is  only  as  trustworthy  as  the   wherever possible. consistency  with  which  it  is  executed.   Knauss  added  that  “businesses  without  an   Distinguish yourself by imbedded  founda*on  of  principles  will  not   You  might  say  that  your  employees  are  your  most   your character, not your survive.”   important  asset,  but  if  you  fire  them  so  that  your   execu*ves  can  keep  their  company  cars,  someone  is   vocabulary. going  to  call  you  on  the  inconsistency.  
    • What  is  Reputaon?   Reputa*on   Confidence   Confidence  might  be  described  as  a  customer’s  belief  that  you’re  going   to  be  an  advocate  on  their  behalf.  Whether  you’re  a  mortgage  broker  or   a  barista  in  a  coffee  shop,  your  customer  wants  you  to  put  yourself  in   their  shoes  and  offer  them  your  professional  insight  to  help  them  make  Engaged   Relevant   Well-­‐Informed   the  best  decision  possible.   We  are  what  we  repeatedly  do.  Excellence,  then,  is  not  an  act,  but  a  habit.  –  Aristotle   Tip In  the  last  several  years,  the  financial  sector  has  found  itself  losing  the   confidence  of  consumers  all  over  the  world.  When  the  banking  industry   Go beyond the tired threw  its  arms  in  the  air  and  collec*vely  wailed  “but  we  didn’t  know   “twelve touches” routine. those  credit  default  swaps  were  poten*ally  toxic”  the  public  refused  to   Your customers don’t want let  them  off  the  hook:  What  else  didn’t  you  know?  Why  didn’t  you   know?  How  do  we  know  our  money  is  safe  in  your  hands?   you to touch them, they want you to actually get In  one  short  spell,  banks  demonstrated  to  the  public  that  they  weren’t   well-­‐informed.  And,  by  sympathizing  with  CEOs  earning  millions  of   to know them and what dollars,  rather  than  the  families  who  were  losing  their  homes,   they want. re*rement  accounts,  and  jobs,  the  banking  industry  demonstrated  it   wasn’t  engaged  with  its  customers.    
    • In  a  2009  survey  conducted  by  research  company,  BrandKeys,  Domino’s  Pizza,  the   world’s  largest  pizza  delivery  company,  ranked  first  among  pizza  companies  for   convenience,  but  last  for  taste,  *ed  with  children’s  pizza  company,  Chuck  E.  Cheese’s.   Sales  in  2009  were  down  5  percent  from  2008,  and  the  company  had  posted  seven   nega*ve  growth  quarters  in  a  row.  Something  had  to  change.     “People  said  our  pizza  wasn’t  good   Case  Study   In 2009 the public had lost faith in its political leaders, enough,  so  we  changed  everything   corporations, and the banking about  it.  But  we  weren’t  going  to  call   system. Domino’s Pizza gave it  ‘new  and  improved’  and  expect  Domino’s  Pizza   Americans something they felt starved of: honesty. that  to  break  through.  We  had  to   blow  up  the  bridge.”   Russell  Weiner,  Domino’s  Chief  Marke*ng  Officer,  came  up  with  an  interes*ng  marke*ng  strategy:  the  raw   truth.  He  cra[ed  a  commercial  sharing  customer  reviews  of  Domino’s  pizza,  and  the  comments  were  less   than  flaVering:  “Domino’s  pizza  crust,  to  me,  is  like  cardboard.”  “ The  sauce  tastes  like  ketchup,”  and   “microwave  pizza  is  far  superior.”   Domino’s  changed  every  part  of  their  recipe,  tes*ng   dozens  of  combina*ons  of  dough,  sauce,  and  cheese.   The  “Pizza  Turnaround”  commercials  began  airing  in   December  2009,  and  driven  by  an  introductory  price  for   the  new  formula  pizza,  Domino’s  stock  price  has  risen   from  $7.73  when  the  ad  debuted,  to  $30.51  less  than   two  years  later.   While  many  companies  ignore  feedback  from  dissa*sfied  customers,  choosing  to  focus  on  the  customers   who  don’t  need  to  be  persuaded  to  buy  their  product,  Domino’s  paid  aVen*on  and  acted  on  the  cri*cism  it   received.  As  a  result,  Domino’s  has  rebuilt  the  reputa*on  for  quality  that  once  propelled  it  to  be  the  fastest   growing  franchise  corpora*on  in  the  United  States   BazaarVoice  Taste  Test   In  February  2010,  social  commerce  Web  site,  BazaarVoice,  ran  a  blind  taste  test  to  compare  Domino’s  new   recipe  with  Pizza  Hut  and  Papa  John’s.  Domino’s  won,  taking  50  percent  of  the  first  place  votes,  and  an   average  score  of  3.8/5  compared  to  Pizza  Hut’s  3.2/5  and  Papa  John’s  3.0/5.  
    • Public  Relaons   Responsibility  is  the  price  of  greatness.  
    • Press  releases  might  appear  daun*ng  at  first,  but  they’re  only  about  as  complicated  as  an  email   marke*ng  newsleVer.  While  there  isn’t  an  industry  standard  for  formaIng,  there’s  definitely  an   industry  expecta*on.  You  should  be  aware  of  what  informa*on  a  reporter  expects  to  see,  and  roughly   where  they  expect  to  see  it.   FOR  IMMEDIATE  RELEASE.   CONTACT:  Contact  Name          Deputy  Contact  Name  Press  Releases          Posi*on    Company    Phone  Number                    Posi*on    Company    Phone  Number   ATTENTION-­‐GRABBING  HEADLINE  THAT  INCLUDES  KEYWORDS   Sub-­‐header  that  gives  an  idea  of  the  purpose  of  the  press  release   Month  Day,  Year  –  City,  State  –  Begin  your  press  release  here.  Keep  it  to  a  few  informa*ve  paragraphs  that   include  per*nent  data.  While  you’d  like  reporters  to  call  you,  you  should  provide  enough  informa*on  that  they   don’t  need  to.  A[er  all,  you  don’t  want  to  repeat  the  same  informa*on  to  a  dozen  reporters,  do  you?   Use  the  following  characters  to  indicate  that  the  reader  has  reached  the  end  of  the  press  release.   ###   The  next  thing  you  need  to  do  is  get  your   statement  in  front  of  as  many  people  as   possible.  You  can  do  this  by:   When you send your press release it’s 1.  Emailing  your  press  release  to  reporters   important to log the organizations you that  you  know.   sent it to. If they use a quote, plug the 2.  Making  an  announcement  over  your  social   marke*ng  plahorms.   whole quote into a search engine and 3.  Send  your  press  release  to  influen*al   find out who re-published information bloggers.   from your press release. 4.  Create  a  page  on  your  Web  site  for  press   Add these secondary publishers to releases  and  post  your  press  releases  there.   That  way  they  will  be  indexed  by  search   your list to contact directly with your engines  and  can  be  found  by  reporters  in   next press release. the  future.  
    • If  you  have  something  to  say  to  the  world,  you  stand  a  much   beVer  chance  of  geIng  your  message  out  if  you  send  out  a  press   release,  or  beVer  yet,  contact  journalists  directly.   Journalists  are  always  looking  for  great  content,  whether  it’s  an   inves*ga*ve  piece  into  corporate  prac*ces,  or  a  public  interest   story  about  a  company  that  has  moved  its  business  premises  a[er  Working  With   more  than  50  years  at  an  established  loca*on.   The  advantage  to  geIng  your  story  covered  in  the  press  is  that  it   Reporters   will  appear  on  the  news  source’s  site,  and  on  the  sites  of  any   affiliates  that  use  that  source  for  content.     Five  Tips  for  Working  With  Reporters   Consider presenting your story to 1.  Learn  the  names  and  find  the  social  media  contact   informa*on  for  reporters  who  cover  your  business   Daily Source, Examiner, or your sector  in  your  geographic  region.  You  should  work   local Patch publication. on  building  good  rela*onships  with  up  to  half  a   For more targeted coverage, dozen  of  them.   2.  Talk  to  reporters  if  they  call  you.  And  if  they   find popular blogs in your industry interview  you  send  them  a  note  so  that  they   and contact the authors to remember  to  call  you  for  industry  informa*on  next   offer yourself as an expert in *me  they  have  a  story  about  your  sector.   your field. 3.  Get  the  editorial  calendars  for  industry  publica*ons.   Call  or  email  the  editor  to  let  them  know  you  could   contribute  to  the  story  in  a  specific  way.   4.  Get  involved  in  your  community,  and  let  reporters   “Industry  press  helps   know  what  you’re  doing.   legi5mize  you  to   5.  Write  a  press  release  for  new  products,  high-­‐level   staffing  changes,  financial  investment,  or  a  new   suppliers  and  poten5al   business  partnership.  Email  it  to  your  new  journalist   friends.  They  probably  won’t  use  it,  but  there’s   investors,  but  it  doesn’t   always  a  chance,  and  it  will  keep  you  on  their  mind   do  much  to  draw  local   for  related  stories.   customers.”  
    • It’s  all  very  well  for  me  to  say  that  you  should  seek  out  business  news  reporters,  but  that  doesn’t   help  you  to  find  them.   The  chart  below,  from  Arke*  Web  Watch  and  MediaCharts.com,  shows  the  number  of  business  news   journalists  who  have  an  account  in  the  various  social  networks.  As  you  can  see,  LinkedIn  is  out  in   front  with  92  percent  of  journalists  having  an  account  on  that  plahorm,  compared  to  85  percent  and   84  percent  for  Facebook  and  TwiVer,  respec*vely.  Working  With   92% Reporters   85% 84% Social Media Use by Journalists % of respondents, August 2011 58% Source: Arketi Web Watch 49% 28% 20% 18% 15% 14% Now,  before  you  rush  off  to  update  your  LinkedIn  account,  you  should  know  that  most  journalists  use   LinkedIn  like  you  and  I  do  –  as  a  way  to  make  business  contacts,  compare  their  resume  to  their  peers,   and  see  what’s  moving  in  the  job  market.     Un*l  CNN  and  FoxNews  are  asking  you  to  send  your  comments  and  breaking  news  to  their  LinkedIn   accounts,  I’d  assume  that  news  reporters  are  looking  at  Facebook  and  TwiVer  to  engage  with  their   audience.  
    • There  are  a  few  reasons  that  someone  might  use  a  search  engine  to  look  for  you  or  your  company.     They’re  a  business  that  wants  to  do  business  with  you.  A   business  might  look  at  your  Website  to  find  out  who  the  key   employees  on  your  “About  Us”  page,  or  to  see  what  current   and  former  customers  think  of  your  company.  What  they  find   could  affect  whether  you’re  offered  their  business.   They’re  a  poten*al  customer  who’s  thinking  of  using  your  Why  Do  People   business.  They’ll  typically  look  for  reviews  of  your  company  or   product  offerings.  They  might  check  out  your  blog  to  see  what  Want  to  Know   you  know  about  your  industry,  and  they  might  check  out  other   blogs  to  see  what  your  industry  thinks  about  your  company.   About  You?   If  you’re  looking  for  investment,  you  can  guarantee  that  your   poten*al  investors  will  want  to  know  what  Google  says  about   your  company  and  the  people  who  run  it.  They’ll  be  interested   to  know  how  your  customers  feel  about  the  service  they  get,   and  how  confident  your  customers  are  in  your  ability  to  deliver   on  promises.     Prospec*ve  employees  will  likely  check  out  your  company  to   help  them  decide  whether  they  think  they’ll  be  a  good  fit  with   your  business,  or  if  they  can  support  the  products  or  services   you  offer.   “If  you  leave  it  5ll  you  have  nega5ve   If you don’t address negative impressions of content  appearing  on  the  top  of   you or your company on search  results,  then  it  can  be  very   search engines, it 5me  consuming  and  difficult  to  get   could hurt more than rid  of.”   your reputation.
    • I  have  a  tremendous  amount  of  respect  for  the  actor  and   Taking Ownership techpreneur,  Ashton  Kutcher.  His  work  to  break  the  child  sex-­‐ Whether you write every trafficking  trade  is  inspira*onal,  and  his  commitment  to   inves*ng  in  innova*ve  entrepreneurs  is  second  to  no-­‐one.   syllable that appears on all of Most  of  us  aren’t  keynote  speaking  at  tech  conferences,   your social sites, or if you only we’re  not  heading  up  venture  capital  pitch  days,  or  going  to   fund  raisers  for  mul*ple  chari*es.  And  that  doesn’t  include  a   occasionally post an update busy  ac*ng  career.     and trust your social mediaOutsourcing   Deep  fact-­‐checking  of  on-­‐the-­‐fly  tweets  is  something  most   messaging to an intern our an outsource company, you are Your   TwiVera*  don’t  do,  but  as  you  get  more  followers  and   become  more  influen*al,  you  become  responsible  for  making   responsible for everything sure  you’re  not  sharing  inaccurate  informa*on.  That’s  why   that is published under your Reputaon   Kutcher  said  he  needed  to  find  a  way  to  “properly  manage”   his  account  (more  about  that  in  the  Case  Study  in  the  Social   Media  sec*on  of  this  book.)   name. Sure, there’s probably a legal loophole that says you’re not, but if you’re looking for legal loopholes it’s already too late for your reputation. In the wake of the BP oil spill in April 2010, BP got into a battle over who was responsible for the leak. If  you  think  that  you  should  save  some  *me  by  outsourcing   Ultimately it didn’t matter to your  social  media  engagement,  I  can  certainly  see  how  that   ordinary citizens when it would  be  appealing.  But  your  followers  on  TwiVer  and   Facebook  expect  your  updates  to  be…well,  from  you.     came time to fill their cars. If  you  have  the  *me,  you  should  be  pos*ng  every  update   If it has your name on it, you yourself,  but  if  you’re  not  twee*ng  for  yourself,  let  your   have to own it. followers  know..  
    • When  it  comes  to  building  SEO,  there  are  companies  out  there  who  will  promise  to  create  back-­‐links  to   your  Web  site.  These  back-­‐links  are  not  created  as  anchor  text,  which  is  where  they  give  you  the  best   SEO  li[,  they  usually  appear  in  the  comments  aVached  to  blogs  that  may  or  may  not  have  anything  to   do  with  your  business,  your  business  sector,  or  anything  connected  to  you.   The  picture  below  is  a  no*fica*on  I  received  about  a  comment  on  my  blog  at  SwayMaker.com  –  as  you   can  probably  tell,  the  comment  is  not  wriVen  by  a  na*ve  English  speaker,  which  is  a  good  sign  that  it’s   probably  comment-­‐spam.  Outsourcing   Author : pregnancy photography poses (IP: , Your   E-mail : LuftOrengo1652@hotmail.com URL : http://pregnantphotography.org/ Whois : http://whois.arin.net/rest/ip/ Reputaon   Comment: You actually make it seem really easy together with your presentation but I to find this matter to be actually one thing which I believe I would by no means understand. It seems too complex and very large for me. I’m looking ahead to your subsequent submit, I’ll attempt to get the cling of it! Beat Back-Link Spam Back-links in blog “If  it  has  your  name  on  it,  you   comments have have  to  own  it.”   relatively little SEO Companies  that  create  low-­‐value,  high-­‐frequency  back-­‐links   value compared to charge  pennies  per  link,  and  can  add  thousands  of  meaningless   those embedded in comments  to  blogs  every  day.  Real  commenters  who  make   the site copy. If you’re regular  contribu*ons  will  see  that  the  URLs  they  post  with  their   comments  actually  get  clicked  because  they’ve  demonstrated   an expert in a field, they  have  something  to  say.  The  owners  of  the  URL  for  comments   offer your expertise like  the  one  above  not  only  run  the  risk  of  looking  like  they  aren’t   and opinion to bloggers literate,  they  run  the  risk  of  bloggers  marking  their  comments  as   spam  –  which  may  affect  how  search  engines  view  their  URL.   in exchange for links.
    • Make  no  mistake,  publicity  is  a  double-­‐edged  sword.  It’s  a  magnifying  glass   that  can  make  you  more  visible  or  burn  you.  For  most  people  and   organiza*ons,  the  pedestal  that  publicity  can  put  them  on  is  has*ly  built,  and   unstable.   How  far  you  fall  is  o[en  determined  by  how  much  you  believed  your  own   hype.  From  Michael  Vick  to  to  Lindsay  Lohan  to  Tiger  Woods  to  Mel  Gibson,   polished  public  images  have  become  tarnished  by  dog  figh*ng,  alcoholism,   Help!   marital  infidelity,  and  general  crazy  behavior.     When  you  screw  up  –  and  you  will  screw  up  a  couple  of  *mes  in  your  career  -­‐-­‐  the  important  thing  isn’t  so  I  Screwed  Up!   much  what  you  did,  it’s  what  you  do  next.  Percep*on  is  o[en  that  a  person  isn’t  sorry  they  screwed  up,   they’re  sorry  they  screwed  up  and  got  caught.  From  a  reputa*on  perspec*ve,  what  you  did  speaks  of  your   integrity,  how  you  respond  will  affect  the  respect  others  have  for  you.   How  to  respond:   The upside of screwing up… 1.  I  did  it.   If people are surprised when you screw 2.  I’m  sorry  I  did  it.   3.  It  won’t  happen  again…   up that’s a good thing. It means that 4.  …because  I’m  taking  these  steps.   you didn’t meet their expectations, 5.  Here’s  how  I’m  going  to  make  it  up  to  you.   6.  Thank  you  for  your  understanding.   sure, but it means that they’re accustomed to you behaving better. “Act  thoughtlessly  once,  it’s   You might actually get the benefit of out  of  character.  Do  it  every   any doubt when you try to fix things. day,  it  is  your  character.”   How  NOT  to  respond:   Any  apology  that  is  followed  by  “but”  or  “if”  is  not  an  apology.  “I’m  sorry  if  I  offended  you”  and  “I’m  sorry,  but   you  don’t  understand  what  was  going  on”  shi[  the  responsibility  for  the  offense  onto  the  person  who  was   offended.  An  apology  that  shi[s  the  blame  to  nobody,  such  as  “Errors  were  made  in  processing  your  account”   is  also  inadequate.     Unless  there  is  a  legal  reason  to  not  document  your  culpability  (if  you’re  a  doctor,  for  example)  you  should   take  responsibility.  Failing  to  do  so  will  undermine  how  people  feel  about  your  integrity.  
    • Un*l  June  2011,  most  people  wouldn’t  have  been  able  to  tell  you  who  Anthony   Weiner  is.  All  that  changed  in  three  short  weeks.   Anthony  Weiner  (D-­‐NY)  was  a  Congressional  representa*ve  from  New  York.  On  May   27th  2011,  he  sent  a  link  to  an  adult  woman  who  was  following  him  on  TwiVer.  He   had  intended  to  send  it  as  a  direct  (private)  message,  but  instead  posted  a  link  to  a   picture.  He  quickly  removed  the  link,  and  the  tweet,  but  not  before  the  picture  had   Case  Study   been  saved  by  a  user  iden*fied  as  “Dan  Wolfe”  who  sent  it  to  BigJournalism.com,   which  published  it  the  next  day.   “Maybe  it  did  start  being  a  photo  of   mine  and  now  looks  something  different  Anthony  Weiner   or  maybe  it  is  from  another  account.”   TwiMer  and   The  unfortunately  named  congressman  denied  that  the  picture  was  of  his  junior  member  (there  were  no  end   of  jokes  for  this  one)  for  nine  days,  before  admiIng  that  he  had  “engaged  in  several  inappropriate   Infidelity   conversa*ons  conducted  over  TwiVer,  Facebook,  email  and  occasionally  on  the  phone.”   In  the  end,  Weiner  resigned,  and  the  Congress  con*nued  to  go  about  its  business.  One  of  the  women   involved,  Traci  Nobles,  is  set  to  release  a  tell-­‐all  book  about  the  scandal,  while  Weiner  is  raising  money  for  a   run  for  mayor  of  New  York  in  2013.   Chris  Lee  (R-­‐NY)   Compare  Weiner’s  case  to  fellow  New  York  Congressman,  Chris  Lee,  who  solicited  a  male-­‐to-­‐female   transsexual  he  found  on  Craigslist,  and  sent  emails  which  included  shirtless  photos  of  himself.     Lee  didn’t  use  a  fake  name,  and  used  an  email  account  that  was  easily  traced  back  to  him.  A[er  a  Web   search  for  the  Congressman’s  name,  the  woman  sent  all  the     correspondence  to  the  news  blog,  Gawker,  who  confronted   Lee  with  the  informa*on  and  published  their  expose  on     The public is much more February  9th  2011.   forgiving of people who Lee  resigned  the  same  day,  and  the  scandal  is  now  mostly   admit their mistakes than forgoVen.  Maybe  it’s  Weiner’s  name,  or  perhaps  it’s  his   aVempted  cover-­‐up  which  kept  the  story  in  the  news  for     those who lie to cover almost  a  month,  that  made  Weiner’s  transgression  more   them up. memorable.    
    • Social  Space   Just  because  your  voice  reaches  halfway  around  the   world  doesn’t  mean  you  are  wiser  than  when  it   reached  only  to  the  end  of  the  bar.  
    • As  we  saw  earlier,  there  are  building  blocks  that  your  reputa*on  stands  on.  Or  falls.     When  your  ac*ons,  the  ac*ons  of  others,  or  bad  luck  have  the  poten*al  to  tarnish  your  reputa*on,  it’s  up   to  you  to  mi*gate  that  risk.  If  your  reputa*on  is  important  to  you.   Would  You   “It  is  so  much  simpler  just  to  be  Follow  Your   yourself.  You  never  have  to  worry   about  remembering  what  you  said   Company’s   about  something  to  make  sure  you   TwiMer?   aren’t  contradic5ng  yourself.”   The  most  effec*ve  way  to  do  that  is  to  be  aware  of  how  things  look  from  outside  your  company.  Be  honest.   Brutally  honest.  Solicit  feedback  from  your  harshest  cri*cs.  Imagine  the  worst  possible  ways  that  your   ac*ons  could  be  interpreted  and  assume  that  the  world  will  interpret  them  that  way.  When  you  know  how   bad  it  could  be,  you  can  take  steps  to  make  sure  your  protect  your  reputa*on.  If  you  need  proof,  just  look   at  the  Domino’s  Pizza  Case  Study.   For  most  of  us  the  only  way  our  TwiVer  and  Facebook   followers  feel  like  they  have  a  rela*onship  with  us  is  from  the   Quick statistic interac*ons  they  have  with  us  on  those  plahorms.  And   because  of  that,  it’s  cri*cally  important  that  those   Over 20 percent of all interac*ons  are  genuine,  authen*c,  and  transparent.  Sure,   Web page views are on those  are  buzzwords,  but  it  doesn’t  make  the  idea  behind   them  any  less  true.   social networking sites.
    • As  any  marketer  will  tell  you,  the  key  to  being  successful  in   social  space  is  having  followers  who  will  amplify  your   message  for  you.  They’ll  also  tell  you  that  the  way  to  find   those  followers  is  to  get  a  lot  of  followers.  They’ll  tell  you   that  you  can  earn  reciprocal  retweets  and  shares  from  them   by  repea*ng  their  messages  to  your  other  followers.  The   Your marketers  who  proffer  this  advice  are  mistaken,  though   Followers Everybody’s   they’re  not  en*rely  wrong.   The  problem  is  that  most  businesses  become  so  concerned  Talking  At  Me   with  building  a  huge  following  that  they  neglect  the  real   reason  they’re  there  in  the  first  place  –  engagement.  Simple   link  reciprocity  isn’t  enough  -­‐-­‐  hoping  that  rela*ve  strangers   Followers who Followers who want  to  talk  about  you  is  fu*le.  If  you  want  to  have  your   actually read amplify your message  seen  by  the  most  people,  you  have  to  get  your   your messages messages friends  to  talk  about  you.  Which  means  that  you  have  to   have  rela*onships,  not  just  followers  and  fans.   At  any  moment,  only  a  small  number  of   “A  thousand  uninterested  fans   your  followers  are  likely  to  be  paying   don’t  help  your  company  grow  and   aVen*on  to  your  TwiVer  stream  or   Facebook  page,  and  even  fewer  of  them,  or   reach  sales  goals  like  a  hundred   sharing  your  tweets  and  updates,  its   important  to  foster  rela*onships  with  your   engaged  fans  can.”   most  ac*ve  followers.  
    • How  To  Make   How to Make Friends With People Who Influence Friends  and   People. 1.  Don’t be a jerk. Influence   2.  Tell them something they don’t know about People   something they care about. 3.  Respect their privacy. 4.  Don’t sell to them. 5.  Be yourself. Unless you’re a jerk. Influencers   Robert  Scoble  and  Neil  Patel  are  two  of  my  favorite  people  to  follow  on  TwiVer,  Facebook,  and  Google+.     Even  though  they’re  clearly  very  busy  men,  they  find  *me  to  connect  on  a  1-­‐to-­‐1  basis  with  an  enormous   number  of  their  followers,  to  let  them  know  what  tech  companies  and  techpreneurs  are  developing   something  new  and  interes*ng,  or  to  provide  fascina*ng  insights  into  how  to  improve  business  processes.   As  you  can  see,  Robert  and  Neil  have    been  ac*ve  TwiVer  users  for  a  long  *me  and  have  amassed  a  lot  of   followers,  many  of  whom  have  listed  them  
    • When  it  comes  to  making  a  good  impression   Facebook accounts for 80 percent of with  your  customers,  your  first  priority  must   all customer-to-brand connections be  to  build  a  Facebook  page.  I’m  not  talking   about  throwing  together  a  page  for  people  to   that occur on social networks. If you like,  though  that’s  beVer  then  nothing.   don’t have a Facebook page you’re Facebook  introduced  FBML,  Facebook  Markup   Language,  similar  to  HTML,  and  just  as   missing out on your audience’s powerful.  There’s  no  reason  you  shouldn’t  All  The  Cool   preferred way of connecting with you. have  video,  pictures,  custom  graphics,   interac*ve  surveys,  and  anything  else  you  have   on  your  corporate  Web  site.    Kids  Are  On   “If  people  are  going  to  connect  with   your  brand,  there’s  a  significantly   You  should  consider  making  a  preVy  serious   Facebook   investment  in  your  Facebook  page,  because   be7er-­‐than-­‐average  chance  that   it’s  where  most  people  are  going  to  find  you,   through  recommenda*ons  from  friends,  and   they’ll  be  connec5ng  on  Facebook.”   allows  you  to  engage  with  poten*al  customers   in  a  way  that  search  engines  don’t.   6% 3% Preferred Social Network for Brand Connection 5% % of social network users, May 2011 Source: Edison Research and Arbitron 6% Facebook 80% Twitter LinkedIn Other Dont know If  you  spent  your  work  week  connec*ng  to  businesses  on   social  networks,  Facebook  would  take  every  day  except   Friday,  which  would  be  used  between  all  the  other  social   networks  combined.  
    • “When  there’s  a  buzz  on  the  blogosphere  that  your  company  has   shipped  a  defec5ve  product,  is  closing  its  doors,  or  is  under   inves5ga5on,  for  example,  a  press  release  on  the  wire  is  no  longer   the  fastest  or  most  effec5ve  way  to  respond.”   Guess  Who’s   Here’s  a  sad  truth:  Falsehood  flies,  and  the  truth  comes  limping  a[er  it.     That’s  a  300  year  old  quote  from  Jonathan  Swi[.  It’s  probably  truer  now  than  it  was  in  1710.  Social   networking  has  made  it  possible  for  videos  like  Rebecca  Black’s  “Friday”  to  be  a  YouTube  smash,  and  for  GeZng  Engaged?   Jus*n  Bieber  and  Lily  Allen  to  find  themselves  with  recording  contracts  because  of  the  size  of  their   followings  on  YouTube  and  MySpace,  respec*vely.   Marketers  are  gradually  becoming  aware  that  they   Five  Things  That  Show  You’re  Engaged   aren’t  in  control  of  the  message  –  the  message  is  in  the   1.  Treat  your  followers  like  any  other  business   hands  and  TwiVer  accounts  of  cultural  influencers.   contact.  Check  in  with  them  on  a  regular  basis,  get   These  are  people  with  large  followings,  who  have  the   to  know  what  they  enjoy,  and  how  you  might  be   power  to  persuade  their  fans  to  do  or  buy  or  sell  or   able  to  help  them  to  grow  their  business  and   boycoV  anything  you  might  decide  to  put  into  the   brand.   market.  Influencers  have  already  won  the  endorsement   2.  Pay  aVen*on  to  what  you  post  and  tweet.  If  it   of  their  fans,  they’re  engaged  and  ac*ve,  and  anything   has  no  value  to  your  followers  it  has  no  chance  of   they  say  is  okay  with  them  is  probably  going  to  be  okay   being  shared.     with  their  fans.   3.  Let  your  personality  come  through.  You  have   one,  so  let  people  see  it.  Let  people  see  what   you’re  doing,  what  you’re  struggling  with,  what  you   Social media users are smart. They’re find  interes*ng,  and  what  you  need  help  with  –   early-adopters and influencers. If give  them  something  to  differen*ate  you  from  the   rest  of  their  followers.   you’re authentic, engaged, and 4.  You  are  who  you  follow,  so  be  careful.  If  you   consistent, you’ll quickly build a group follow  a  par*cularly  divisive  person  or  organiza*on,   or  join  a  controversial  LinkedIn  group,  it  could  cost   of ambassadors who will provide you  followers  who  don’t  like  who  your  friends  are.   positive word of mouth that makes it 5.  Don’t  be  afraid  to  cull.  If  you’re  following   clear you’re a leader in your field. someone  who  isn’t  pos*ng  useful  informa*on,  stop   following  them.    
    • In  2002,  Jerry  Sandusky,  an  assistant  coach  at  Penn  State  University  at  that  *me,  had  been  witnessed   allegedly  sexually  abusing  a  young  boy  in  the  Penn  State  athle*c  department  showers.  When  PSU’s   head  coach,  Joe  Paterno,  reported  the  incident  to  his  superiors  and  the  campus  police,  no  ac*on  was   taken.  When  the  allega*ons  came  to  light,  Paterno  issued  a  statement  that  he  regreVed  not  having   “done  more,”  and  tendered  his  resigna*on,  effec*ve  at  the  end  of  the  football  season.  The  Penn  State   Board  of  Regents  rejected  Paterno’s  resigna*on  and,  instead,  fired  him.   Ashton  Kutcher’s  TwiVer  stream  looked  something  like  this:  Case  Study   aplusk ashton kutcher Twitter Management post.ly/3rk2N 10 Nov @aplusk   aplusk ashton kutcherTwiMer  and   As of immediately I will stop tweeting until I find a way to properly manage this feed. I feel awful about this error. Won’t happen again. 10 Nov Penn  State   aplusk ashton kutcher As an advocate in the fight against child sexual exploitation, I could not be more remorseful for all involved in the Penn St. case. 10 Nov aplusk ashton kutcher Heard why Joe was fired, fully recant previous tweet! Didn’t have full story. #admitwhenyoumakemistakes 10 Nov` aplusk ashton kutcher How do you fire JoPa? #insult #noclass As a Hawkeye fan I find it in poor taste. 10 Nov This  is  a  recrea*on  of  the  @aplusk  TwiVer  feed,  compiled  from  a  report  appearing  on  Mashable.com.  Ashton  Kutcher  deleted  the  boVom  two  tweets  on  11/10/2011.      
    • All  in  the  space  of  a  couple  of  hours,  Kutcher  returned  from  work  and  saw  that  Joe  Paterno  had  been   terminated  by  Penn  State  University  –  and  he  presumed  it  was  for  football  performance  reasons,  and  he   fired  off  the  first  message.   Soon  a[er,  and  as  some  of  his  followers  rushed  to  condemn  him,  Kutcher  caught  up  on  the  story,  and  sent   the  next  two  tweets.   In  his  posterous.com  blog  post  that  evening,  Kutcher  reflected  on  how  TwiVer  has  changed  from  a  way  to  Case  Study   discuss  ideas  to  a  self-­‐publishing  medium,    and  then  tweeted  that  he  was  going  to  stop  twee*ng  un*l  he   could  properly  manage  his  account,  and  sent  a  link  to  his  blog  post  which  discusses  in  greater  depth  why   he  was  quiIng  TwiVer.     This  was  a  story  that  could  easily  have  caused  a  lot  of   If @aplusk was a newspaper… trouble  for  Kutcher,  had  he  not  been  so  earnest  and   Kutcher’s 8 million subscribers @aplusk   smart  in  his  response.  He  apologized  for  his   misunderstanding,  did  what  he  could  to  make  it   means he has a readership equal to the combined daily circulationTwiMer  and   right,  and  reminded  people  of  his  support  for   organiza*ons  that  fight  against  child  abuse.   of the Wall Street Journal, USA Today, NYTimes, LATimes, SanJose Penn  State   “A  collec5on  of  over  8   Mercury News, Washington Post, NY Daily News, NY Post, and the million  followers  is  not  to   Chicago Tribune. be  taken  for  granted.  I   I  have  a  tremendous  amount  of  respect  for   feel  responsible  to  deliver   Ashton  Kutcher.  His  TwiVer  stream  is  engaging,   informed  opinions  and   warm,  and  socially  aware.  His  work  for  charity  is   inspira*onal,  and  his  commitment  to  inves*ng  in   not  spread  gossip  or   innova*ve  entrepreneurs  is  second  to  no-­‐one.   Add  to  that  a  busy  ac*ng  career,  and  it’s  easy  to   rumors  through  my   understand  that,  if  Kutcher  is  twee*ng  for   himself,  not  every  tweet  is  going  to  be  pitch-­‐ twi7er  feed.”   perfect.  Which  is  why  he  decided  to  “manage”  his   feed  by  having  his  company,  Katalyst,  act  as   editors  for  his  TwiVer  updates.  
    • Best  Pracces   Responsibility  is  the  price  of  greatness.  
    • As  we  saw  earlier,  there  are  building  blocks  that  your  reputa*on  stands  on.  Or  falls.     When  your  ac*ons,  the  ac*ons  of  others,  or  bad  luck  have  the  poten*al  to  tarnish  your  reputa*on,  it’s  up   to  you  to  mi*gate  that  risk.  If  your  reputa*on  is  important  to  you.   Six Keys to Social Engagement Rules  of   1. It’s not about you, it’s about them. 2.  You don’t own your brand, your followers, friends, and critics do.Engagement   3.  Social Media is NOT just another way to talk at your customer. 4.  If you’re not talking 1-on-1, you’re not engaged. 5.  Listen to what’s being said about you. Change if you need to. 6.  Trust starts with you. “Don’t  let  the  noise  of   When  you’re  examining  your   other’s  opinions  drown   brand,  you  only  need  to  do  four   things  to  improve  Google’s   out  your  own  inner  voice.   percep*on  of  you:   Have  the  courage  to   1.  Increase  posi*ve  men*ons   2.  Decrease  nega*ve  men*ons   follow  your  heart  and   3.  Improve  posi*ve  to  nega*ve   men*ons  ra*o   intui5on.  They  somehow   4.  Engage  users  who  post   mul*ple  nega*ve  comments   already  know  what  you   truly  want  to  become.”  
    • There  Are  Only  Four  Types  of  Customer   Brand  Ambassadors   These  guys  have  tried  your  product  and  they  have  a  posi*ve  impression  of   what  your  company  is/does.  You’ll  find  them  talking  about  your  company,   and  recommending  your  products,  on  their  blog,  on  TwiVer,  on  Facebook.   Companies  like  Apple,  Coca  Cola,  and  Starbucks  have  fostered  this  kind  of   Know  Which   rela*onship  with  their  customers.   Customer   Dreamers   These  are  the  people  who  can  see  the  possibili*es  in  your  product,  who  can  Your  Campaign   absolutely  see  the  upside  of  ownership,  but  for  whatever  reason  have  not   made  a  purchase  yet.  They’re  typically  listeners  in  social  space,  and   consumers  of  blogs  about  the  products  they  like.  Address  the  reasons  they   Is  Talking  To   haven’t  bought  yet,  and  you’ll  create  brand  ambassadors.   Cynics   You’ve  met  these  people,  probably  at  a  conference.  They  see  a  new  product   and,  without  knowing  too  much  about  it,  dismiss  it  as  irrelevant  or   unworkable.  For  some  reason  they  don’t  like  your  product,  and  they  see  no   reason  to  try  it  out.  They  post  bad  reviews  of  your  products  that  get  link-­‐ backs  and  tweeted  and  shared.  Tread  carefully,  engaging  with  Cynics  can  be   more  damaging  than  helpful.     Crical  Paents   There’s  nothing  more  dangerous  to  your  future  than  consumers  who  have   tried  your  product  and  have  a  nega*ve  impression  of  it,  or  of  your  company.   The  single  most  important  thing  you  have  to  do  when  you  find  these  people   is  repair  their  experience.  I’m  not  sugges*ng  that  you  give  away  the  store  to   people  who  don’t  like  your  products,  but  it  won’t  hurt  to  ask  them  what   went  wrong,  and  how  to  make  it  beVer.  
    • White  Hat  SEO   Black  Hat  SEO   (Do)   (Don’t)   Search  engine-­‐friendly  tac*cs   Sneaky  tac*cs  to  “outsmart”   for  sustainable  SEO  growth   search  engines  for  short-­‐term   over  a  long  term.   gain.  SEO  Sll   Accurate meta tagging and coding of each Web Keyword stuffing – excessive use of keywords, orMaMers   page, along with content optimization will give use of keywords that aren’t relevant to the page you a search engine results page (SERPs) boost. content. Great exclusive/unique content. Google has URL redirects from multiple sites to your site or a included a readability element in their Panda and single page on your site. Freshness algorithm updates. This means that copy that doesn’t read well, or is heavy enough Using links on your page to link to a link farm. A on keywords that it sounds awkward, will reduce link farm is one of those sites that is full of links to your page rank. However, if you are creating your other sites. When you link to it, it links back to own content exclusively for your site, your you, along with hundreds of other sites. You might ranking will improve. get a request to post a bunch of links on your site. It’s like a chain letter, and will get you banned from Anchor linking from other sites. For most sites every reputable search engine. this comes down to content. Getting your content on other sites, listed with a link back to your site, Cloaking – coding your site to display spammy can generate human traffic to your site, and it pages to human visitors and non-spam pages to will also help your rank SERPS. It’s like a search engine Web crawlers that are looking for recommendation from a trusted friend. indexing data. Take time to comment on other people’s blogs. If Spamdexing. When you add keywords to your URL, you post informative comments, the Webmaster sure it might let people know what you do, but it will probably link to your page eventually. sets off alarm bells with search engines. Before  you  think  that  the  black-­‐hat  tac*cs  don’t  look  so  bad,  you  should  know  that  the  punishment  can  be  a   killer  for  your  business.  Search  engines  will  stop  showing  your  site  in  the  results  pages.  Not  only  will  you   become  unsearchable,  your  could  earn  a  reputa*on  as  a  spam  site,  even  if  you’re  not.  
    • LinkedIn   Blog   Facebook   Comments   TwiVer   In-­‐Store   Snail  Mail   Conferences   Webcast/ Telephone   Podcast   Reputaon  Is   Blog   Subscrip*on   Review  Site  A  Contact  Sport   Email   Print  Ad/ Campaign   Customer   Billboard   If  you  engage  with  your  audience  when   “With  the  advent  of   things  are  going  well,  there’s  a  much  beVer   chance  that  they’ll  give  you  the  benefit  of  the   microblogging,  the   doubt  when  you  need  them  to.   number  of  ‘touches’  is   That  means  that  you  have  to  stay  in  touch   with  your  followers,  not  just  as  a  group,  but   irrelevant.  The  key  now   on  as  much  of  an  individual  basis  as  you  are   is  constant  engaged   able  to.     conversa5on.”   Five Things That Can Make You Look Bad 1.  Email campaigns that don’t solve problems for your customers. 2.  Promoting links to spammy Web sites. 3.  Getting involved in flame wars with trolls. 4.  No way to contact your company from your Web site. 5.  Unresponsive customer service.
    • SwayMaker  Digital  Markeng   www.swaymaker.com   twiMer.com/swaymaker   facebook.com/swaymaker   SwayMaker  is  an  Atlanta-­‐based  bouque  digital  markeng  agency.   We  will  handle  your  PR,  SEO,  and  help  you  manage  your  brand  and   reputaon.     Contact  us  for  a  free  site  and  social  media  engagement  assessment,   and  sign  up  for  free  email  updates  from  our  blog.   Did  you  like  this  book?  Hate  it?  Disagree  with  anything  in  it?   Please  send  your  feedback  to  feedback@swaymaker.com  
    • Who  Said  That?   1.  “What  you  are  is  what  you  have  been.  What  you  will  be  is  what  you  do  now.”  -­‐  Buddha   2.  “Just  like  managing  your  staff,  managing  your  reputa*on  depends  on  paying  aVen*on  and  no*cing  when  things  change.”  –  Kevin   Sasser,  Company.com   3.  “With  60  percent  of  clicks  going  to  the  top  three  results,  ranking  at  the  top  of  the  first  page  is  more  valuable  than  ever.”  –   Op*fy.com,  Changing  Face  of  SERPS  Organic  CTR  Report   4.  “Customers  and  clients  tend  to  not  talk  about  your  company  unless  you’re  doing  something  spectacularly  right,  or  heinously  wrong.”   –  George  Chidi,  Neon  Flag     5.  “People  said  our  pizza  wasn’t  good  enough,  so  we  changed  everything  about  it.  But  we  weren’t  going  to  call  it  ‘new  and  improved’   and  expect  that  to  break  through.  We  had  to  blow  up  the  bridge.”  –  Russ  Weiner,    Domino’s  Pizza   6.  “Responsibility  is  the  price  of  greatness.”  –  Sir  Winston  Churchill   7.  “Industry  press  helps  legi*mize  you  to  suppliers  and  poten*al  investors,  but  it  doesn’t  do  much  to  draw  local  customers.”  –  George   Chidi,  Neon  Flag   8.  “If  you  leave  it  *ll  you  have  nega*ve  content  appearing  on  the  top  of  search  results,  then  it  can  be  very  *me  consuming  and  difficult   to  get  rid  of.”  –  Reputa*onManagementFor.com   9.  “If  it  has  your  name  on  it,  you  have  to  own  it.”  –  Duncan  Connor,  SwayMaker  Digital  Marke*ng   10.  “Act  thoughtlessly  once,  it’s  out  of  character.  Do  It  every  day,  it  is  your  character.”  –  George  Chidi,  Neon  Flag   11.  “Maybe  it  did  start  being  a  photo  of  mine  and  now  looks  something  different  or  maybe  it  is  from  another  account.”  –  Anthony   Weiner   12.  “Just  because  your  voice  reaches  halfway  around  the  world  doesn’t  mean  you  are  wiser  than  when  it  reached  only  to  the  end  of  the   bar.”  –  Edward  R.  Murrow   13.  “It  is  so  much  simpler  just  to  be  yourself.  You  never  have  to  worry  about  remembering  what  you  said  about  something  to  make  sure   you  aren’t  contradic*ng  yourself.”  –  ScoV  StraVen,  UnMarke*ng   14.  “A  thousand  uninterested  fans  don’t  help  your  company  grow  and  reach  sales  goals  like  a  hundred  engaged  fans  can.”  –   RocketMedia.com   15.  “If  people  are  going  to  connect  with  your  brand,  there’s  a  significantly  beVer-­‐than-­‐average  chance  that  they’ll  be  connec*ng  on   Facebook.”  –  Duncan  Connor,  SwayMaker  Digital  Marge*ng   16.  When  there’s  a  buzz  on  the  blogosphere  tat  your  company  has  shipped  a  defec*ve  product,  is  closing  its  doors,  or  is  under   inves*ga*on,  for  example,  a  press  release  on  the  wire  is  no  longer  the  fastest  or  most  effec*ve  way  to  respond.”  –  Joel  Postman,   SocialMediaToday.com   17.  “A  collec*on  of  over  8  million  followers  is  not  to  be  taken  for  granted.  I  feel  responsible  to  deliver  informed  opinions  and  not  spread   gossip  or  rumors  through  my  twiVer  feed.”  –  Ashton  Kutcher,  Katalyst   18.  “Don’t  let  the  noise  of  other’s  opinions  drown  out  your  own  inner  voice.  Have  the  courage  to  follow  your  heart  and  intui*on.  They   somehow  already  know  what  you  truly  want  to  become.”  –  Steve  Jobs,  Apple   19.  “With  the  advent  of  microblogging,  the  number  of  ‘touches’  is  irrelevant.  The  key  now  is  constant  engaged  conversa*on.”  –  Kevin   Sasser,  Company.com