Online reputation management, advanced social media session presented at Digital Summit 2013. Geared to marketers to move beyond the basics of social, digital monitoring and elevate the ability to build and enhance an online reputation - and understand how social snafus can happen to us all.

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#dsum13

2. In our quest to stand out, be
creative, gain attention and
be responsive – well, dumb
things happen.

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EXHIBIT A – THE BAD IDEA

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EXHIBIT B – THE BAD RESPONSE

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EXHIBIT C – THE HACKED ACCOUNT

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EXHIBIT D – THE WRONG ACCOUNT

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EXHIBIT E – THE NON-RESPONSE

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EXHIBIT F – THE ‘INNOCENT’ MISTAKE

10. For every chance there is to
engage with the public, there is
an equal chance for it
to go wrong… really wrong.

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3 KEY QUESTIONS
1. What if our products/services spark too much criticism?
2. What if our employees are not social media savvy?
3. What if our competitors take advantage of this?

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2 KINDS OF NEGATIVITY
1. Comments or content on social networks
- Easily addressed, no long-term impact
- If not addressed, can scale to an ‘issue’
2. Online reputation ‘bombs’
- Affects reputation and sales long term
- Can severely damage a business and scales quickly

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1 SCALE OF HOW BAD IS IT?
Negative reviews, comments
Negative visual content
Negative media coverage
Fake accounts
Newsjacking
Hate sites

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1 BE WELL-RESPECTED

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2 BE RADICALLY TRANSPARENT
Allow all employees to talk about products/services publicly*
Establish 1:1 communication channels
Ask for feedback
Don’t hide from criticism, address it publicly
*unless you trade under SEC regulations

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3 MONITOR WHAT THEY’RE SAYING AND SHARING

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4 REACT QUICKLY AND POLITELY

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5 ADDRESS CRITICISM HEAD-ON
ACT
ACKNOWLEDGE
APOLOGIZE
‘I WISH’

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6 OWN YOUR GOOGLE/BING/SEARCH PAGE 1

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7 ATTACK ILLEGITIMATE ATTACKERS

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8 LEARN FROM YOUR MISTAKES

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9 MAKE MONITORING MATTER
Go beyond the 101 of monitoring – don’t just put it on autopilot
Assure you’re monitoring visual/audible as well as text
Incorporate monitoring reports into marketing conversations,
decisions on a regular basis

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10 ASK FOR HELP

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thank you.

32. jenny-rebecca schmitt
@cloudspark
jschmitt@cloudspark.com