IntroductionYour online reputation is influenced bywhat you post online, and whatindividuals, groups, and search engineresults reveal about you online. Onlinereputation management involves acombination of marketing, publicrelations, legal and search engineoptimization (SEO) skills to promote,protect and defend a clients onlineimage.Online reputation management can displace false, embarrassing orirrelevant content by using social media, blogs, news media, personalwebsites and other tools to diminish the ranking of negative onlinecontent.
Why ORMThe internet does not forgive. It does not forget. Andits influence continues to grow.Negative online content has destroyed relationships,devastated careers and ruined businesses.A positive online reputation is your most valuableasset in todays digital world.
Tradition PR / ORM Traditional PR Is temporary Online Information is permanent
ORM Methodology The three steps involved in Online Reputation Management are: Monitor and track what is being said online Analyze how the visible information affects your brand, your reputation Influence the results by participating in the conversation and eliminating negative sites
Key Points to ORM • Be Humble • Authenticity • Integrating • Research • Effort • Understand the task at hand • Image and reputation aren’t the same • Reputations aren’t built overnight • Assume everything will make its way to the web •Build your Google reputation now, not later
Monitoring and Planning your online Reputation • What should you monitor? • Where should you monitor? • Monitoring your online reputation
Building Online Presence •Enhancing your online reputation •What should your response to a valid attack be? •How do you protect your reputation?
Press ReleasesYour audience for your press release is no longer journalists alone.Online, it is possible for anyone to read your press release Online Press Release format Making your Press Release Search Engine Friendly Leveraging your press release
Using SEO to Manage your Reputation Being user friendly Enabling Google crawling The title tag Page content Google page rank & incoming links
Tools and Codes Codes of Communication Message content Creating engaging content Signature file How to write reputation Instant Messaging enhancing content Writing white papers and ORM Tools Online Books Google alerts Be Engaging Google Trends Use your headlines Google Blog Search Voice Technorati Be Clear Delicious Be Professional Digg Subject line Backtype.com Search.twitter.com Trackur.com
10 Social Media Tracking and Analytics Tools 1) Social Mention • Bit.ly • Social Too • Twitter analyzer • Xinureturns • Tweetstats • Twitalyzer • Blogplus • PostRank • Broadtracker
Branding of an Individual Create a website Create a free blog Set up a social networking profile Share your photos Answer others’ questions Social bookmarking profile Use shopping and review sites Bring your profiles together
Case StudyGreenpeace launched a campaignagainst Nestle KitKat for obtaining palmoil from suppliers who it claimed wasdestroying the Indonesian rainforests.This campaign included a video posted by Greenpeace on YouTube showing aNestle employee eating an orangutan finger in a kitkat pack.Nestlé’s efforts to have the video removed simply resulted in a temporary changein the video’s location.Greenpeace then changed its facebook UK page to Nestle Killer mockup. Itasked its supporters to share the video, change their profile picture to Nestle Killerand to boycott.Nestle products in protest. When Nestlés Facebook page was overrun withnegative comments and Nestle Killer Profile pictures, a Nestle representative gotinto a verbal fight with fans. However, she apologized later.
Case StudyWhen apple CEO Steve Jobsannounced the launch of theiPhone, one of the first images of thenew device appeared on the photosharing site Flickr.Almost immediately, the photo was submitted to the social voting siteDigg.com by web designer Jeremy Flint.In a few hours, the photo had received thousands of votes. It finally got morethan 24,000 “diggs” and hundreds of commentsThis resulted in the photo getting over 150,000 page views and over 2000 weblinks and mentions by dozens of bloggers.Apple’s iPhone launch was a big success on social media.
ConclusionOnline reputation management may be in its infancyYou have to plan now to control your reputation in the digitalspace; you will reap the benefits for years to come.You should maintain a transparent voice online, throughout yourcommunication.Trust your consumers in turn to provide honest and relevantfeedback about your brands and your company.Just as a reputation is built by how others perceive you, it is oftenwhat others say about you online that influences your onlinereputation.You can ensure that you are the first company your consumers andpotential consumers consider when purchasing products in your lineof business.
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