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Newest Article
The 10 Pillars of Online Reputation Management
The rise of social media has created a whole new world for internet marketing, but it has also created a potential nightmare for companies who encounter less-than-optimal public relations situations. Disgruntled customers can share their bad experiences within minutes, and crises that put large number of people at risk can spell doom and gloom for businesses that don’t have an online reputation management plan. The key to online reputation management is having a plan before the crisis, whether the crisis is a full-blown epidemic or an angry customer posting disparaging remarks about your company on her Facebook profile. Here are the 10 pillars of online reputation management.
1. What Could Go Wrong? Plenty, that’s what. Sit down and consider all of the possible things that could go wrong and how to respond if one of those things should happen. As you’re making your list, you’ll notice that the possibilities fall into broader categories, making it easier to determine what to do in each case.
2. ‘Fess Up. It’s a viral world, and you’re only going to shoot yourself in the foot if you try to hide from it or ignore it. The first thing to do is to go public with an accurate retelling of the story. Make sure everyone is on the same page so that the story is same no matter who tells it.
3. Implement the Plan. If you’ve done #1, then you’ll be prepared to implement whatever plan you’ve created to address the issue.
4. Communicate Creatively. The first thing most folks will do when they hear about a crisis is to turn to the internet. Find out where most of your potential customers and others will be turning in order to find credible information about the situation. Then show up there, too, clearly communicating your solution to the problem.
5. Be Present Both Online and Offline. Make sure your story is consistent whether it’s being told on the internet or on the local news. Different media sources will try to develop their own stories about your crisis. Cut down on the amount of information they can use to distort the issue by making sure your story is consistent.
6. Keep the Information Flowing. Many internet users will continue to follow up on the story day after day to see if there are any new developments. Keep the information coming in the form of podcasts, investor communications, and blog posts.
7. Keep Your Message Up Front. Use both natural and paid search to keep your own message at the top of the search engine results rather than letting the top spots be usurped by negative messages about your company. You may need to hire an internet marketing professional with experience in reputation management.
8. Seek Out Friends. There are just as many friends out there willing to support you as there are viral detractors, so find those friends and let them work for you. The best way to do this is to keep telling your story truthfully and allow people to support you through positive PR and links.
9. Continue to monitor. The buzz will die down soon enough, but that doesn’t mean you can stop monitoring the internet. You’ll find that negative information will stick around for a long time, thanks to the archiving nature of the internet. Continuing monitoring and addressing the negative stuff that you find should be an ongoing process.
10. Find the Teaching Moments. Once the crisis is over, sit down with your team and evaluate the issues. How can the crisis be avoided in the future? Did the plan you made in #1 work effectively? How will you change it for the next time? Repeat this exercise anytime you hear of another company experiencing a crisis of online reputation management. Discuss the mistakes they made, as well as the effective responses, and adjust your own plan accordingly.
You can handle many of these steps on your own, of course, but always consider the possibility of hiring an internet marketing professional to help you create your plan and implement. It’s time, and money, wisely spent.
Feel Free to use this article on your website as long as you maintain the content intact and give credit to SEO 1 Services
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