Online Reputation Management Advice

Good news travels fast; bad news travels faster. Recent spurt in cases of rampant, and sometimes baseless, negative online publicity has affected brand image of many companies. In 2005, a single post by a blogger criticizing Dell’s support services pulled down the company’s reputation by a couple of notches. The corporate world is waking up to the necessity of playing an active role in online reputation management. Online Reputation Management involves not only analyzing all that is being written about your brand online but also repairing any damage found and constructing a positive image. A successful ORM campaign should involve public relations and search engine marketing. You have to ensure that good things are being said about you on various websites and these websites get top search engine rankings. How to monitor/track your online reputation Regular monitoring of online media will help you keep tabs on your public perception. It will also alert you in cases of copyright violations, competitor smear campaigns, domain squatting, etc. There are many online tools you can use to keep one step ahead and take immediate action. Google Alerts is the most popular monitoring tools that will track and inform you if your brand name comes up in news, feeds, videos, blogs and web results. There are blog-specific search tools like Technorati and Feedster. Twitter Search and Social Mention can also help you catch the buzz about you in social networking sites. How to repair your online reputation With the growth of user-generated media like blogs, Tweets and Yelps, the chances of creating negative publicity have also increased. The first step towards tackling negative...

Protecting the Value of your Brand Name

We live in an information society with the internet at our fingertips though broadband, DSL and mobile phones. We also live in a society that is comprised of consumers that have the ability to publish their words, thoughts and ideas in seconds through websites, blogs, and web 2.0 resources including micro blogging platforms such as Twitter. Understanding and realizing that our customers are more tuned in and wired in than just a year ago is vital to protecting our name brand as well as tapping into the evolving consumer base we are attempting to persuade. Over the weekend a valuable lesson was learned by a Fortune 500 company, and will soon be adapted across all channels of business relationships. You see on Friday November 14, 2008 several wired in mommy bloggers took offense to a video advertisement that was on the Motrin website. The ad was geared toward “Baby Wearing Moms” and was rather insensitive to say the least. A viral ground swell of disgruntled opinion towards the advertisement was fueled on the Twitter Micro blogging network. The Tweets continued and bloggers voiced their opinions. By Saturday Night and into Sunday AM, 100’s of blogs and 1000’s of twitter accounts were active in their dismay of the Motrin websites and it’s marketing message. A viral and virtual boycott was formed and the public perception of the Motrin Brand sank lower the President W’s approval ratings. By Sunday night and into Monday afternoon, the Motrin website was taken off-line to attempt damage control.  As of this post the site is back up with a Public Apology. The lesson that should...