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Online Reputation Management Masterclass Vervocity interactive

Michelle Schuckman, Digital Marketing Specialist & Sales Consultant for Vervocity Interactive

I've got more than 6 years of experience in social media and online reputation management and I like to say that I've seen it all. I joined Vervocity in 2015 as an expert in

  • Online Rep. Management
  • Social Media Management
  • Search Engine Optimization
  • Pay Per Click Advertising
  • Google Analytics
  • Content Writing
TODAY'S AGENDA
  • What is your Online Reputation really?
  • Monitor your brand
  • Repair what you find
  • Manage your brand
  • Q&A
WHAT IS YOUR ONLINE REPUTATION REALLY?
  • Your online reputation is how others see you when they come across you on the Internet.
  • The Internet never forgets anything!
  • It doesn’t matter if it’s true or not. If it’s popular and easy to find, they will believe it.
  • Yelp reviews and others can show up in Google search results!
MONITOR YOUR BRAND

Google yourself

In your browser, use an incognito window or private window to begin the search. It's a good practice to set a reminder to do this at least a few times a year, if not monthly. Use your email calendar or your phone to set the reminder.

You're searching for

  • Your name
  • Company name
  • Brand name(s)
  • Product name(s)
  • Employee name(s)
  • Handle/Username(s)

Before I move on, I want to remind you that we’re also looking for duplicate listings or pirated listings in these searches. If you’ve never been online and registered a Yelp page, but someone else has, you should question it. More on that in a minute!

MONITOR YOUR BRAND WITH THESE GREAT TOOLS

Brand Yourself

Brand Yourself is an online tool with both Free and Paid options. The DIY tool walks you through the process of improving your results.

Twitter Search

Twitter is an outlet for immediate gratification for many. It's also where people go to troll brands. Use the Twitter Search tool for free and see what's happening right now.

Google Alerts

Google is the most powerful search engine on the planet. They are even nice enough to let us set up Google Alerts that send us notifications when someone mentions our name or a designated topic. It's pretty cool.

Social Mention

Social Mention is a real-time social media search and analysis tool that anyone can use for free. It monitors 100+ social media properties directly including Twitter, Facebook, YouTube, Google, and more. Search for your brand or search by topic to stay on top of trends.

Social Searcher

Social Searcher is similar to Social Mention above, but it also allows you to set up email alerts, lets you save searches, lets you export data, and more. Use it for free, too.

Google Image Search and Image Raider

Just because it's on the Internet, does not mean it's free or yours to use. People may try to use your photos or other intellectual property. If you find a photo or image, find it's source by using these two free tools.

CONTENT AGGREGATION

Since we started talking about content, let's talk for a minute about content aggregation. This is important for everyone to know.

While it's always best to generate or curate your own content, you should work to be an aggregator as well. You can look for content from like-minded individuals, organizations, or other sources. Look for statistics. Look for analytics. Look for studies that have been conducted. Use it on your social channels or in your blog or website, but the key here is

Give credit and linkbacks!

It's as simple as including "(Source: The Institute of Blah Blah, http://www.theirwebsite.com)" in your post.

REPAIR WHAT YOU FIND

You've done your searches, but now what do you do? If you see something bad out there, take steps to remove it or have it removed.

  • Use the Contact Us form on the website or give them a call.
  • If you don't know who owns the website, you can also visit WHOis.net for free for more information about the website.
  • If someone is posting bad or abusive posts to social media, report the post or the person using the networks tools.

It doesn't have to be a fight. If you don't mind their use, just ask for credit and a linkback to your website. If you'd rather they took it down, say something like

"This info is old and we'd rather you removed it from your website."

If that doesn’t work request a ban from search engines

https://policies.yahoo.com/us/en/yahoo/ip/index.htm – or – https://support.google.com/legal/answer/1120734

MANAGE YOUR BRAND

75% of people only pay attention to the first page of search results, so you can always solicit new reviews to push the bad stuff down the page.

  • Develop good relationships online and in person.
  • Reach out to your best customers.
  • Don't create fake reviews yourself. They will always get traced back to you.
  • Don’t compromise your morals or integrity for a little fake publicity.
  • Don't be spammy.
  • Use word of mouth and company pride to spread the word.

Claim your brand online and on other platforms.

  • Put out positive information that will come up in search results.
  • Make sure content you want them to see will come up.
  • Claim your domain (http://www.mycompany.com).
  • Be consistent – don't say "The Company" in one place and "Company" in another.
  • If someone out there has a similar brand, find a way to stand out.
  • Complete your profiles and be sure they are always 100% filled out.
LET'S TALK ABOUT YELP! SPECIFICALLY

Yelp! has both free and paid versions, although most of us go through life using the free version just fine. Yelp! prides itself as an online community that helps people find great local businesses. Yelpers have written more than 102 million reviews by the end of Q1 2016.

Here's how you can best populate your listing.

  • Claim your listing and fill out your "Business Information" completely.
  • Upload 10+ pictures to best showcase your employees and what you do.
  • Make sure you're categorized correctly to take advantage of "extras".
  • Download the app to get push notifications.
  • Always respond to Yelp! messages and reviews. Yes, both good and bad!
  • ASK loyal customers to visit Yelp! and rate you!
  • SHARE reviews on your website and on social media!

Handle your haters and put out the fire!

  • Apologize.
  • Acknowledge the situation and their feelings.
  • Thank them for bringing it to your attention.
  • Thank them for their feedback.
  • Offer to fix it or look into the policy.
  • Offer to talk to them via phone or email to make it more personal.
  • Better explain or make a correction and acknowledge the change.
  • People get nosy, so if you're asked for more details, you CAN respond with ...
"I can't discuss firings or discipline as it's not our policy to discuss employment issues with anyone but that employee. But thank you for asking."
THE BAD NEWS

I'm sorry to be the bearer of bad news, but your Online Reputation Management efforts are an ongoing job.

  • New social media platforms pop up all the time. For instance, have you heard of Wanelo?
  • You need to stay relevant with fresh content, but there’s no need to recreate the wheel.
  • Do a comprehensive online reputation review at least monthly, but check some of the sources weekly and set yourself up to get notifications of action on platforms if you can.

Are you looking for MORE TRAINING or some HELP?

  • At the back of the room look for my flyers about Social Media Management Seminars and more.
  • I can come to you (or visit with a group) and train you on the best practices of Social Media in general or specifically target your unique needs.
Created By
Michelle Schuckman
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