Chapter 11: Online reputation management

Question 1

online reputation management

Answer 1

practice of promoting a positive image of a brand online by increasing visibility of positive information and managing negative information

Question 2

how to monitor

Answer 2

soft wear
crucial ones
o Company name + fraud
o Company name + scam

Question 3

responding to negative compents

Answer 3

Online review sights
a. Can make credibility good or bad
b. Easiest way is to always give superior product/service
c. If can respond do not be defensive
i. Take responsibility where applicable
ii. Ask to take conversation offline
d. Dealing with can sometimes result in greater satisfaction and loyalty then if the complaint had not occurred

2 Scam reporting sights
a. Respond in professional matter and leave it alone and each re-publish can improve the rank of the report
b. Company should not mention brand or product name in response as can make page better optimize and rank for those keywords

3. Online forums
   a. Good idea if lots posted in forums to make an account
4. Press articles
   a. Press will typically go to brand to ask for a comment through press@ your company email
5. Websites of activists organizations
   a. Company should share their side of the story
6. Social media sites
   a. Once join convo it is hard to leave
   b. Make contact offline where possible
7. Blogs
   a. Contacting blogger can go a long way
8. Informational sites
   a. Set the record straight

Question 4

Three t’s

Answer 4

Timeliness
 By being fast they can nudge press coverage towards the response not the incident

Transparency
 Admit the wrong doing

Training
 Plan in place for employees to respond

Question 5

steps in line reputation management

Answer 5

1. monitor brand
2. respond to negative content
3. create positive content

Question 6

how to create + content

Answer 6

o Corporate blog
o Corporate website
o Corporate ads
o Social media profile
o Directory listings
o Charity microsites
o Customer support site
o Product microsites
o Cause microsites
- Do not create random sites that do not add value