Online Reputation Management
• What is it • Why it matters • How to repair it
Online Reputation Management • Topics Covered – What is Online Reputation Management? – How Your Online Reputation Can be Damaged – What Happens When Your Reputation is Ruined – How To Repair Your Online Reputation
What is Online Reputation Management? • Pre-internet – Brands, people and companies could control what was said about them.
But times have What is Online Reputation Management? changed • Times have changed.
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What is Online Reputation Management? • Now – The Internet is the new first impression. – Clients “Google” you when speaking on the phone. – Anyone can say anything, and it shows up online. – People don’t ask for references anymore, they search Google.
Top search engines… • Top search engines…
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What is Online Reputation Management? • 84% say online reviews influence purchasing," Opinion Research Corporation (Opinion Research Corporation) • 77% of executive recruiters use search engines to research applicants. • 35% have eliminated candidates based on the information they found. (ExecuNet) • 83% of companies will face a crisis that negatively impacts their share price between 20 and 30%, during the next five years. (Oxford-Metrica)
What is Online Reputation Management?
But ONE negative post can ruin your business.
What is Online Reputation Management? • Anything about you or your business online • What people say about you • What other sites say about you • How you respond
What is Online Reputation Management?
What is Online Reputation Management? • What Makes up Your Online Reputation – Your web site – Your personal or business blogs – Comments about you from sites or blogs – Comments you write – Social media chatter
What is Online Reputation Management?
How Your Online Reputation Can be Damaged
How Your Online Reputation Can be Damaged â—? Negative, misleading, inaccurate and damaging content
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How Your Online Reputation Can be Damaged â—? Rumors, lies, or other hurtful material shows up in your search results
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How Your Online Reputation Can be Damaged â—? Harmful reviews or anonymous posts from troublesome sites
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How Your Online Reputation Can be Damaged • Review sites – Yelp reviews – Yahoo reviews – Google+ reviews
How Your Online Reputation Can be Damaged • Complaint sites – Scam.com – Ripoff Report.com – Complains Board.com – Pissed Consumer.com
How Your Online Reputation Can be Damaged • Industry Specific Sites – Lawyers.com (Law) – Avvo.com (Medical) – Others
A negative reputation can last forever
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What Happens When Your Online Reputation Is Ruined Before
What Happens When Your Online Reputation Is Ruined After
What Happens When Your Online Reputation Is Ruined • If a negative item shows up on the first page of Google: – Clients stop calling – Prospects or leads decrease – Sales decline – Company folds
How NOT to Repair Your Online Reputation • DON’T write your own reviews, even under a different name. • DON’T engage in a flame war or respond to a blog comment, especially using harsh or unprofessional language
How NOT to Repair Your Online Reputation • DON’T defame or write critical posts • DON’T ask an intern, your nephew or friends to help with social media responses unless they are professionals or are very experienced • DON’T use shortcuts such as “link farms”
How NOT to Repair Your Online Reputation • What if something negative shows up? – Remain calm – You might feel violated, angry – Review the issue – Create strategy on how to move forward – Repair your online reputation
How to Repair Your Online Reputation • How to Repair Your Online Reputation – Search Engine Optimization – Social Media – Content Creation
How to Repair Your Online Reputation
How to Repair Your Online Reputation • Goals – Try to Remove Negative Reports – Push negative link off first page of Google – Add good information about you
How to Repair Your Online Reputation • Try to Remove Negative Reports – Once something is online, it is extremely difficult or almost impossible to delete – You might be lucky and get it removed – Note that many sites often ignore removal requests, such as RipoffReport.com-even though the posts can seem libelous
How to Repair Your Online Reputation Search Engine Optimization Image courtesy of SEOPlanter
How to Repair Your Online Reputation • Why do we care about SEO? – Optimize your websites to get found by Google – Generates more traffic – Helps in focusing on good content
How to Repair Your Online Reputation • Finding good search terms is crucial – Determine how people search for you – Must be attainable – Based on research – Be specific • “litigation lawyer NYC” is better than “lawyer”
How to Repair Your Online Reputation • How to Use Key Search Terms – Integrate into web page text – Add “behind the scenes” in code on site – Add to other sites such as blogs and Twitter bios, etc.
How to Repair Your Online Reputation • Generating good organic site traffic is important
How to Repair Your Online Reputation Social Media – Which to pick?
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How to Repair Your Online Reputation • Social Media – Know your audience – Pick just a few – Remember: goal is to generate good information
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How to Repair Your Online Reputation • Social Media – Twitter • Get key Followers • Tweet good content several times daily
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How to Repair Your Online Reputation • Social Media – LinkedIn • Join several good Groups • Add comments and connections daily
How to Repair Your Online Reputation • Social Media – Facebook • Add images, videos • Post several comments daily
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How to Repair Your Online Reputation • Social Media – Pinterest • Post images daily in Boards • Follow others
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How to Repair Your Online Reputation • Social Media – Google+ • Join Circles • Post frequently
How to Repair Your Online Reputation • Find industry-specific sites – Join discussions – Be active – Add content, images
How to Repair Your Online Reputation Content creation
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How to Repair Your Online Reputation • Content Creation – The best way to fix your online reputation is to write good information – Post frequently – Flood the internet with quality content will eventually push the negative element off the first page – Videos, photos more important
How to Repair Your Online Reputation • Content Creation – Business Websites
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How to Repair Your Online Reputation • Content Creation – Business Blogs
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How to Repair Your Online Reputation • Content Creation – Personal Web Sites
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How to Repair Your Online Reputation • Content Creation – Personal Blogs
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How to Repair Your Online Reputation • Content Creation – YouTube Videos – Articles – Presentations – White papers – News Releases
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How to Repair Your Online Reputation • How long will it take? – It depends on how bad the negative item is – How popular it is or how many hits it gets – Your existing online presence and the effort you put into fixing your online – Average project takes six months
How to Repair Your Online Reputation • Conclusion – Remain Calm – Don’t take it personally – Learn, and move on – Continue to add good content
About Recover Reputation • Boutique online reputation firm • Focused on professionals • 20+ years IT, writing experience • Personal, hands-on approach Steven W. Giovinco, Owner Recover Reputation
Recover Reputation • • • •
Questions for Steven W. Giovinco? Connect! Call 347-421-7598 Email steve@recoverreputation.com