Reputation Management

B y Ta r a M c C r i l l i s

TABLE OF CONTENTS

Introduction

.................................4

What is Online Reputation

................................10

The Process

................................18

Case Study

................................22

Case Study: Analysis

................................26

Case Study: Recommenations

................................36

Case Study: Implications

................................54

Customizable Plan

................................60

Appendix A

................................69

Appendix B

................................71

It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, y o u ’ l l d o t h i n g s d i f f e r e n t l y.

- Wa r r e n B u f f e t

INTRODUCTION

T

he world today has

best friend and worst enemy

municates. It has allowed people

become a virtual twenty-

all wrapped up in an instantly

to become more socially engaged

four hour a day informa-

opened package. Warren Buffet

in a forum that enables them

tion wonderland. Information

once said, “it takes 20 years to

to voice their opinions, both

flows seamlessly in and out of our

build a reputation and five min-

good and bad, about businesses,

lives at an alarming speed, thanks

utes to ruin it.” 1 No offense to

products and services online for

to the ever present internet.

Warren, a master of industry, but

everyone to see. 2 It has created

simple internet search can usu-

in the Internet age a company’s

an interactive forum where a

ally wield any bit of information

reputation can be soiled in mere

community can consist of not

a person can need or want to

seconds.

just an individual’s friends and

A

know. This simple fact allows the

The Internet has forever

Internet to be a business owner ’s

altered the way the world com-

neighbors, but a world-wide platform consisting of hundreds

1 W r o b l e w s k i , A n d r e w . R e p u t a t i o n M o n i t o r i n g , R e p u t a t i o n M a r k e t i n g a n d R e p u t a t i o n M a n a g e m e n t : H o w To U s e Yo u r

R e p u t a t i o n To D o m i n a t e Yo u r M a r k e t . Yo u r P r o f i t W e b a n d A n d r e w W r o b l e w s k i , 2 0 1 3 . P r i n t . L o c a t i o n 3 0 0 2 Wroblewski, Location 817

While looking to purchase a new product, what would be your first source of information?

87% Google Search

4%

0%

A Friends Facebook post

0%

Magazine Advertisement

4%

Email Television Ad Campaign Commercial

5%

0%

In-Store Advertising

A paid-for social media post

While looking to purchase a new product, what would be your first source of information?

87% Google Search

4%

0%

A Friends Facebook post

Magazine Advertisement

0%

4%

Email Television Ad Campaign Commercial

5% In-Store Advertising

0% A paid-for social media post

When researching a service you need (carpet cleaning, car repair, etc) your research begins:

42%

0%

With an With a local Internet Search magazine ad

55% From a Friends recommendation

1% Yellow Pages

0% Facebook Sidebar advertising

2%

0%

Direct Mail

Internet Web pop up

When researching a service you need (carpet cleaning, car repair, etc) your research begins:

42%

0%

55%

See Appendix for Full Survey and Results With an With a local Internet Search magazine ad

From a Friends recommendation

1% Yellow Pages

0% Facebook Sidebar advertising

2%

0%

Direct Mail

Internet Web pop up

6

if not thousands of “friends”, to

With so many individuals

tant to consider that today’s con-

which any thoughts or general

heading to the internet to make

sumers “do not hesitate to jump

ramblings can be communicated.

their buying decisions it becomes

online and let everyone know

It has also become a main source

second nature to also utilize that

when they are not satisfied with

of information that leads consum-

platform to voice their opinions

a product or service on platforms

ers to the products and services

on the products and services they

such as social media, blogs and

they will consider. In a survey

choose. These opinions, are in

other online media platforms.” 3

of everyday consumers over 87%

fact, just that, and are not always

These reviews are often voiced on

claimed a Google search was their

based on truths or facts, but

more than one platform and then

first source of information in

represent their personal beliefs

become open forum to be shared

researching a product and over

about a product or service. These

all over the web. An individual’s

55% said a friend’s recommen-

opinions become the basis for

“perceptions of companies are

dation was their first source for

others decisions regarding a given

primarily influenced by their

researching a service.

product or service. It is impor-

personal experiences, the compa-

3 Wroblewski, Location 455

For most of your buying needs, the form of advertising eliciting the most amount of trust is:

Magazine Ad A Web Page

A post by someone in your social network A Radio Commercial A TV Commercial A Charity Event Sponsorship A paid-for social media post

See Appendix for Full Survey and Results

8

nies’ actions, media conversations

most of their buying decisions

sidered one of the most valuable

and what third parties say about

on a recommendation from their

foundations for success in today’s

the companies.” 4 The importance

social network.

internet fueled marketplace.

of knowing what is being said

This simple fact illustrates

becomes a vital component of the

clearly the importance of a

business operations, “public opin-

company’s online reputation.

ion must be dealt with regardless

Consumers can easily be led

of the technical facts.” 5 Studies

away from a product or service

suggest that an individuals opin-

based on as little as one negative

ions are heavily influenced by the

remark, especially “if there’s no

information they receive through

positive content coming up along

online sources whether truth or

with it.” 6 In light of this, it be-

fiction. In a recent survey over

comes apparent that a company’s

68% of people said they based

online reputation should be con-

4 R o b i n s o n , H e a t h e r. “ T h e E v o l u t i o n o f R e p u t a t i o n M a n a g e m e n t . ” C o m m u n i c a t i o n W o r l d 2 7 . 2 ( 2 0 1 0 ) : 4 0 - 1 . P r o

Quest. 14 Oct. 2014 .

5 A l s o p , R o n a l d . T h e 1 8 I m m u t a b l e L a w s o f C o r p o r a t e R e p u t a t i o n : C r e a t i n g , P r o t e c t i n g , a n d R e p a i r i n g Yo u r M o s t

Va l u a b l e A s s e t . N e w Yo r k : F r e e , 2 0 0 4 . P r i n t . L o c a t i o n 2 1 8 6 Wroblewski, Location500

After seeing a magazine ad regarding a new product, would you be more inclined to purchase the product if you noticed an individual in your social network had just purchased the product?

64%

YES

NO

See Appendix for Full Survey and Results

36%

WHAT IS AN ONLINE REPUTATION?

E

ssentially, the concept of

tion is built around what other

to create a corporate reputation.

reputation implies that

people believe about the business

The first step is for a company to

individuals have a certain

and/or that business’s practices.

decide if “they will passively let

and specific belief about the

If a company’s reputation is ul-

others form opinions about them

structure and elements that make

timately the face that a company

or actively manage and maximize

up a business. Reputation is the

presents to the public, it is clear

their most valuable asset.” 9

“general thoughts of people about

a company’s reputation should

a person or a concept and the lev-

be considered its most important

multifaceted component that

el of appreciation and admiration

assets. 8 Managing that asset ef-

looks at what a company does,

upon a subject or a person based

fectively requires skill, time and a

how they do it and how the

on past behaviors or character.” 7

thorough understanding of all the

public perceives those actions,

Therefore, a company’s reputa-

components that come together

good or bad.

A corporate reputation is a

It becomes the

7 Wroblewski, Location 500 8 Dennis, Corey M. “Social Media Defamation And Reputation Management In The Online Age.” Journal Of Internet

L a w 1 7 . 6 ( 2 0 1 3 ) : 1 - 2 0 . B u s i n e s s S o u r c e C o m p l e t e . We b . 1 4 O c t . 2 0 1 4 . P a g e 8 9 Alsop, Location 323

12

conduit of trust the public has

sources to determine their level of

tend to do business. In a recent

for a company in relation to its

trust with a company’s products

survey 65% of respondents said

market value.

or services and that trust can be

they would be more inclined to

only impacts a company’s ability

built or destroyed through online

purchase a product if someone in

to attract new customers, it can

communications. “ Technology

their social network had recently

also impact whether or not a

has allowed us to develop that

purchased the same product.

customer stays with the company.

trust through the content we

The relationship an individual has

create and in the way we commu-

surmised that the most of those

with a company matters, suggest-

nicate, but it’s also easier for it to

consumers are relying “heavily on

ing “how a product or service

erode if we don’t handle it with

customer reviews before making a

makes a customer feel is impor-

care.” 11

purchasing decision.” 12 The trust

tant.”

10

A reputation not

The simple fact is we

Today most consumer ’s head

Based on research it can be

a company creates can be eas-

buy from the people we trust and

online first to find out about the

ily deteriorated with a few bad

many consumers are using online

companies with whom they in-

reviews or lack of understanding,

10 Dietrich, Gini. Spin Sucks: Communication and Reputation Management in the Digital Age. Indiana: Pearson

Education, 2014. Print. Location 273 11 Dietrich, Location 277 12 Wroblewski, Location 697

14

the importance of managing the

Socrates once quoted “Credit

for success, perhaps critical to

online reputation. All it takes in

is like fire, when once you have

success. A positive online reputa-

today’s internet world is one bad

kindled it you may easily preserve

tion is one of the key components

review of a product or service

it, but if you once extinguish it,

used to set a company apart from

to severely impact a company’s

you will find it an arduous task

their competitors and a “strategic

bottom line, “damage to a reputa-

to rekindle it again.”

resource for the organization.” 15

tion can lead to lost customers,

wisdom applies to many facets of

A positive reputation will become

revenue, investors, and em-

the business process, but ide-

something your organization can

ployees.”

ally suggests that if a company’s

stand behind. A good reputation

importance of being “in tune

reputation can be considered one

will demonstrate a level of trust

with what the customers say your

of the most valuable assets of any

with consumers, employees and

brand is and how they define it

business endeavor, then monitor-

any share holders. It has been

to their friends, family and social

ing a business’s online reputation

said “all the best advertising in

networks.” 14

should be paramount in any plan

the world cannot overcome what

13

This emphasizes the

Socrates’

13 Dennis, 9 14 Dietrich,Location 304 15 Gürel, Pinar Altiok, Phd. “A Strategic Approach to Reputation Management and its Reflections on Sustainable

Competitiveness.” International Journal of Research in Business and Social Science 3.2 (2014): 31-55.

ProQuest. 14 Oct. 2014 .

16

people are saying about you and your business.” 16 In today’s business environment your online reputation should be your business. In fact, all “other activities and strategies you may be pursuing (or have pursued in the past) are drastically reduced in their effectiveness without first cementing and strengthening your reputation.” 17

16 Wroblewski, Location 291 17 Wroblewski, Location 90

It takes many good deeds to build a good reputation, and only one bad one to lose it.

-Benjamin Franklin

THE PROCESS OF ONLINE REPUTATION MANAGEMENT

T

he process of reputa-

positive and best aspects of your

management needs to become

tion management seems

business to the people who mat-

more than just finding out what

incredibly simple. The

ter most. Simple enough, but the

people are saying and stopping

first step involves the “tracking

techniques employed to combat

them. It will become the process

and handling of negative content

a negative online reputation will

of learning how to connect and

about a business on the inter-

make or break your endeavors.

communicate with your consum-

net” 18 Second, once you know

Managing an online reputation

ers. Lead them to the positive

what is being said and by whom,

must start from the inside out, a

information you want them to see

it is time to employ online tech-

company “must make reputation

and take the time learn from your

niques and communication strate-

management a fundamental part

consumers to better illustrate

gies “to help dilute the unfavor-

of their corporate culture and val-

yourself and your organization in

able content” 19 and promote the

ue system.” 20 Online reputation

future business transactions.

18 Wroblewski, Location 636 19 Wroblewski, Location 753 20 Alsop, Location 286

20

In the following sections we will first explore a case study on a company with an online reputation issue. The case study will explore the company structure and help to identify where the problems begin and continue to exist. We will then take a look at the strategic plan created to improve their online reputation; including the steps involved and specific activities suited to dealing with their unique situation. The closing section will explore ideas, tips and techniques that can be easily tailored to fit most small to medium sized businesses in order to assist them in creating an online reputation management program that suits their business needs.

The purest treasure mortal times afford is a spotless reputation.

-William Shakespeare

CASE STUDY: SUMMARY

G

lobal Professional Ser-

a company that would provide

standard business practices.

vices (GPS) is a man-

quality consulting services to

Small business owners became

agement consulting and

business and provide rewarding

less lenient with their finances

business development company

lifestyles for its employees.” 21

and many had learned hard les-

based in Illinois with consultants

The company saw enormous

sons from the over spending and

traveling across the country and

growth in its first 20 years and

debt accumulation that came with

in Canada. GPS started in 2010,

eventually reached gross annual

the pre-recession economy of the

as an offshoot of the company

revenues to exceed $250 million,

early 2000’s. Consulting services

International Profit Associates

achieving the status as the largest

fell low on the “need” list of im-

(IPA). IPA was also a manage-

consulting company in the market

portant ways to spend money.

ment consulting firm started in

for small to medium size privately

1991, as a small business devel-

owned companies.

opment firm.

the economic landscape changed.

telemarketing, field sales, survey

IPA ran in to issues with their

analysis, and consulting ser-

The vision of the

company founder was “to build 2 1 ( h t t p : / / w w w. i p a - c . c o m / )

In 2008, as

The IPA business operating model has four basic steps -

23

vices .22 The process begins with

analytical overview of the com-

immediate decision. From the

an in-house telemarketing center

pany’s financial, organizational

time of the initial call to the

making registered calls from

and structural components. At

time that a consultant shows up

purchased lists of established

the end of a 1, 2 or 3 day analysis

is typically less than 3 to 4 days.

companies in an effort to set ap-

the SBA will often recommend

This process was very success-

pointments. In most cases the

that consulting services are

ful when companies had money

appointments would be set for

needed. Consultants are billed on

to spend and were more willing

an outside sales staff and in some

a per man, per hour basis using a

to spend that money to improve

cases, depending on the response

pre-determined number of hours

their business practice for the

from the client, the appointment

to complete a given project.

benefit of improved profit and

may be set directly for a business

Additionally, travel expenses in-

money for their future. However,

analyst. The Senior Business An-

cluding per diem for each person

in 2008 they saw a precipitous

alyst (SBA) follows the next day

assigned would also be billed to

decline in annual revenues. With

after the sales appointment is set

the client for each consultant(s)

a decline in their revenues they

or an inside appointment is con-

assigned. The transition pro-

also began to notice the effects

firmed. The analyst travels to the

cess from analyst to consulting

of the online reputation they had

small business and performs an

requires that the client make an

been accumulating over the previ-

2 2 R o s e n b l u m , J o s e p h . “ ” I ’ m J o h n B u r g e s s . I ’ m H e r e t o H e l p Yo u ” ” I n c . c o m 1 J u n e 2 0 0 0 . h t t p : / / w w w . i n c . c o m /

m a g a z i n e / 2 0 0 0 0 6 0 1 / 1 9 1 1 5 . h t m l We b .

24

ous years. Some clients did not

name. GPS was formed as a

business.

appreciate their aggressive sales

segment of the newly established

presence and from the surface

tactics and their quick decision

companies.

appears to be doing all of the

making requirement.

In 2010, as the effects of

GPS operates in the same

GPS has a social media

right things that would be recom-

fashion as IPA. They follow the

mended in a traditional online

the online reputation began to

exact same sales practices and

reputation management program.

weigh heavily on the operations

the same overall business model.

However, their online reputation

and revenues of the company,

Internally there were some stra-

continues to deteriorate and at

the company responded to their

tegic management modifications,

the close of 2014 they will expe-

online reputation issues by chang-

but overall the business practice

rience one of their worst annual

ing the names of the companies.

did not change. GPS has been in

gross revenue years to date. A

To further separate themselves

practice fully since the beginning

correlation between the online

from the poor online reputation

of 2011. GPS has garnered their

reputation and the company rev-

they segregated sales, analysts

own online reputation issues,

enue is apparent.

and consulting personnel into a

which have also been linked back

central, leased employee company

to IPA with their online reputa-

each with a different company

tion weighing heavily on the GPS

There is no advertisement as powerful as a positive reputation traveling fast.

-Brian Koslow

CASE STUDY: ANALYSIS

BUSINESS PRACTICES:

company on many online forums.

the amount of trust a client can

At its peak GPS was a $250+

In fact, you cannot Google GPS

have for the company and are

million dollar company. This

without having blaring reviews

beginning to affect not only the

year due to a slow economy and

blasting the company, the owners,

company’s bottom line, but also

other factors the company will

and the business practices that

the salary of the employees paid

likely fail to hit $100 million

make up this organization. These

on a commission only basis.

in revenue. In speaking with

reviews have affected all levels

many of the analysts that travel

of business employees and have

nal company, IPA, ran into some

from business to business, one

materially affected their ability

issues with lawsuits and the

of the main areas of concern for

to contract consulting services

online reputation. In an effort

potential clients is the negative

for the organization. Negative

to separate themselves from the

information being said about the

online reviews severely inhibit

problems the company officials

Several years ago the origi-

27

decided to change the com-

the old reputation to the new

feel hoodwinked by the aggres-

pany name. They separated the

companies appears to the public

sive sales tactics that ultimately

company into several divisions

that this company is dodging

get the analyst in the door. The

providing each division with their

something and actually provides

services provided might be amaz-

own moniker. However, online

more merit to the scathing online

ing, but the clients don’t feel they

IPA has been linked to all of the

reviews.

have time to absorb and under-

new company names and provides

GPS has a fast paced business

stand what is happening. When

a source of concern for poten-

model that begins with the sales

they go online to find out more

tial clients.

call and ends with a consult-

information they are presented

provides online fodder for a cover

ing engagement. This business

with many past clients and even

up situation. This has produced

process from the sales call to

past employees posting negative

more skepticism around the

contracting consulting services

information about the company

company and their business prac-

can happen in less than a week.

and their business practices. The

tices. Linking the old name with

That being the case, many clients

negative comments are out rank-

The name change

28

ing the company’s own curated

With such a fast paced business

own business practice; they then

content easily planting a seed of

process, many clients fail to fully

fail to realize all of the positive

mistrust in the potential client’s

understand and absorb all of the

effects they should be seeing

mind.

information that is presented

from the consulting services they

to them. Once the consultants

contracted.

In looking at the reviews online many stem from clients

leave, the clients are left to sift

not receiving what they believe

through a binder of paperwork

deliverable to their clients and

they paid for. The company of-

and try to remember and make

they have helped countless busi-

fers a return on investment of

sense of the direction they were

ness owners learn how to run a

three to one and many clients

given.

profitable business. They collect

feel that is not being met. This

overwhelmed by the amount of

testimonials from happy clients.

can be largely attributed to poor

information and when they fail

They use the testimonials in their

follow through after the initial

to properly incorporate their

sales pitches and to remind and

consulting engagement ends.

new found knowledge into their

motivate their employees. How-

Clients easily become

GPS does provide a valuable

29

ever, the testimonials, in large

chance upon a glowing recom-

a separate entity and the consult-

part, exist in a word document

mendation.

ing company is not recognizing

stored on a computer or a printed

The company produces a quar-

full benefit from the content the

copy stored in a binder. The

terly business magazine full of

testimonials are not being used

interesting and relevant articles.

online as an overwhelming source

The magazine does have adver-

WHAT IS BEING SAID:

of positive information about

tisements for the different associ-

“Buyer beware: ROI, ROI-na,

the company.

ated companies, but in no way

roi-na.com GPS, ABS are all

company has hours of testimo-

looks like it is related to the orga-

names of the same consulting

nial video interviews that live on

nization as a whole. The articles

company. These fictitious names

DVD’s that are mailed to each

are not be properly promoted in

are designed to guise the fact

employee. The hours of content

a way to bolster the company and

that actually they are all of the

are not being shared in an online

their online search-ability. Basi-

same company, same unscrupu-

forum where potential clients can

cally, the magazine is being run as

lous management and employees.

Additionally, the

magazine is producing.

30

These companies are all but the

IBT ITA GPS ABS SMS and

They are such a SCAM. Please

continuation of a company called

probably a bunch more. They will

don’t do business with anyone

IPA which after many com-

promise you 3 to 1 on dollars

from that company or from As-

plaints and lawsuits saw its huge

invested. I am still looking to re-

sociated Business Solutions. They

revenues decline and decided to

cap the 60 grand they promised.

have several names that they go

change its name and open a new

That was in 2009. Owned by a

by. They go in with a quoted rate

business to lure in unsuspected

disbarred NY Attorney who was

with the goal of not finishing

clients.” 23

convicted of larceny and sex with

what they said they would do in

a minor prostitute. That should

the allotted amount of time so

say it all.”

they can bill more hours. The

“If any of these guys show up

24

on your door run and don’t look

more hours the business analyst

back. Bad new took me for 20

“I was married (now divorced) to

bills over the original quoted

grand. They change their names

one of the business analysts from

hours - the higher rate of pay he

like their socks. They go by IPA

Corporate Business Solutions.

gets. If they contact you, RUN

2 3 h t t p : / / w w w. s c a m . c o m / s h o w t h r e a d . p h p ? t = 1 3 2 9 6 1 2 4 h t t p : / / w w w. y e l p . c o m / b i z / i n t e r n a t i o n a l - p r o f i t - a s s o c i a t e s - i n c - b u f f a l o - g r o v e

31

AS FAST AS YOU CAN. DO

continuation of a company called

the business owner bind to a

NOT LET THEM TALK YOU

IPA which after many complaints

contract by purchasing a consult-

INTO SCHEDULING A VISIT

and lawsuits saw some revenues

ing team that will supposedly

WITH YOU!� 25

decline and decided to change its

help him identify problems which

name and open a new business to

have negative impact on profit-

lure in unsuspected clients.

ability and turn those lost profits

“Beware: ROI, ROI-na, roi-na. com, GPS, ABS are all names

The Original company, called

into earnings. However, all the

of the same consulting com-

IPA or International Profits As-

business owner gets in return

pany. These fictitious names are

sociates, tarnished its name by

are boiler-plate reports, charts

designed to guise the fact that

scamming business owners out of

and graphs and sometimes advice

actually they are all of the same

their money by tying them up to

which are next to worthless and

company, same unscrupulous

a signed contract and delivering

most of the times impossible to

management and employees.

very poor business advice. The

implement (or are just wrong for

These companies are all but the

Scam works in a way that leaves

the particular business).

2 5 h t t p : / / w w w. s c a m g r o u p . c o m / 2 0 0 / c o r p o r a t e - b u s i n e s s - s o l u t i o n s

32

When The business owner realizes he just spent an enor-

magazine wrote a long article on

anyone from IPA called to find

their business practices).” 26

out how things are going since

mous amount of money for the

the visit. http://www.inc.com/” 27

consulting, he/ she is left to be

My husband and I own a small

blamed for not using the advice

tool-and-die company. IPA came

ONLINE / SOCIAL MEDIA:

given, not following the direc-

in in early January and just

GPS has a very low Google rank-

tions, being uncooperative, and

sucked the money out of our

ing. In fact, when Googling the

not implementing and listening

company. We have a huge train-

company website does not even

to the “consultants”. The business

ing manual as a result of its visit,

appear on the first or second

is left with a worthless report and

but sales have not increased -- in

page. This can be attributed to

a huge bill.

fact, they have decreased. The

a number of factors, the bulk of

company charged us more than

which certainly lie in the amount

It takes few searches to realize

$20,000, and we still owe it ap-

of negative information that is

whom you are dealing with. (INC

proximately $2,700. Not once has

present prior to finding anything

Please do your homework.

2 6 h t t p : / / w w w. c o m p l a i n t s b o a r d . c o m / c o m p l a i n t s / i p a - b u s i n e s s - c o n s u l t a n t s - c 1 0 0 8 5 6 . h t m l ? p a g e = 3 # c 9 6 7 8 8 5 2 7 h t t p : / / w w w. i n c . c o m / s e a r c h ? q = G P S + C o n s u l t i n g & x = 0 & y = 0

33

even produced by the company.

GPS is not employing con-

• Website: GPS Business

The company does have a website

sistent naming across all of their

rich with relevant content. How-

social media sites. The name var-

• Twitter: GPS Consulting Co

Consulting

ever, the website can’t easily be

ies from GPS Business Consulting

• Facebook: GPS Advisers

found, and as discussed earlier,

to GPS Advisers and several other

• Linked in: GPS USA

the main company is comprised

variations in between. Unless

• YouTube: GPSAdvisers

of several subsidiary companies

a client Google’s their specific

all of which are sharing content

moniker associated with one of

across all of the websites and

their social media sites they can

a corporate blogger to create

social media platforms. Shared

not find any of the positive infor-

custom content for their orga-

content can often be viewed by

mation being posted. It is much

nization. However, most of

Google web crawlers as plagia-

easier to find negative content

the blogs are being used to talk

rism even if a company is sharing

than any of the positive content

about company internal opera-

their own content with them-

the company is working to pro-

tions.

selves.

duce. Case in point:

providing information to outside

The company is employing

The blog posts are not

34

clients and customers about their

and consistent message from the

ployees are not acting as company

business operations or even useful

company clients are able to see

ambassadors promoting the brand

business related content. Most

inconsistencies in the information

and company worth. The social

of the blogs center around idyl-

presented. Most importantly lack

media posts are not being shared

lic company chatter rather than

of consistency of voice can show

within the employee’s networks

providing relevant substance for

potential clients the flaws in the

and clients aren’t being led to

potential clients.

company’s own business prac-

interact with the company’s social

The company, as a whole,

tice. This leaves them with doubt

media posts. While GPS may

does not have a communications

about GPS’s ability to teach them

be saying all of the right things

director responsible for monitor-

how to run their own company.

they aren’t saying it to the right

Overall it seems GPS is em-

people, effectively making their

ing all communications made with the public. This can cause

ploying a lot of the right tech-

social media pursuits an effort in

inconsistencies of voice in posts

niques, but they are not utilizing

futility.

across all of the social media

them with much concentrated

sites. Without providing a clear

zeal or effort. The company em-

A brand for a company is like a reputation for a person.

Yo u e a r n r e p u t a t i o n b y t r y i n g to do hard things well.

-Jeff Bezos

CASE STUDY: RECOMMENDATIONS

W

vide a great deal of content for

internet, it is recommended that a

the negative reputation, modify-

thorough analysis of the business

TRAIN YOUR EMPLOYEES TO LOVE YOUR COMPANY & EMPOWER THEM TO CARRY OUT YOUR MISSION:

ing those practices will not be

model be performed and modified

In a random sampling of em-

included in the recommendations

to better address the concerns of

ployees the following questions

for working on the online reputa-

clients both potential and past.

should be asked: Do they know

hile the business

ment.” 28 However, in order to

practices of the orga-

begin to curtail some of the bad

nization seem to pro-

information finding its way to the

tion. “Good business practices

the company mission? Do they

are important, even necessary,

know why they come to work

but they alone are not sufficient

each day? Do they know what

for successful reputation manage-

the company stands for? Do they

2 8 D i e r m e i e r, D a n i e l . “ C E O s m u s t L e a d t h e W a y i n R e p u t a t i o n M a n a g e m e n t . ” P R w e e k 0 1 2 0 1 1 : 2 5 . P r o Q u e s t . 1 4

Oct. 2014 .

37

know why they do what they

represent the organization to the

where your passion exists and

do? The first step in address-

public. When you make reputa-

exploit it. Make your employees

ing a reputation issue is working

tion management a integral part

your greatest cheerleaders. Com-

from the inside out. An internal

of your identity; you empower

mission each employee to be an

corporate identity should be

your employees to be proponents

ambassador for the organization.

clearly outlined and expressed to

your online reputation. Employ-

If you are struggling to create an

all of the employees. Manage-

ees are your first line of defense

internal culture of passionate em-

ment should take time to speak

in a poor online reputation. If

ployees that believe in the work

with employees and help them

you have employees that are pas-

you do, you may need to look at

understand the mission and the

sionate about their work experi-

the management structure and

vision of the organization. A

ence they will also be passionate

find the breakdown between the

vision and a mission are words

about sharing the good about

top and the bottom. Determine

on a paper if they are not felt

the company they work for.

As

why your employees don’t love

and believed by the people that

an organization you need to find

the company they work for and

38

challenge executives to address

the company executives, who

productively harmonized in a de-

their concerns, first.

also understand and value the

liberate manner with the groups

company’s reputation in order

which the company needs to be in

APPOINT/HIRE A CORPORATE COMMUNICATIONS DIRECTOR.

to consistently stay current and

relations with in a way that can

focus all communications on

create a positive foundation.” 29

delivering the company’s mission

Having a single voice for the

and staying in line with the com-

company will not only improve

In order to have and maintain a

pany’s vision. The role should

morale internally, it will begin to

consistent message and voice it is

be viewed as an essential tool in

improve the public’s perceptions

essential to have a single person

the arsenal of tools to battle the

of the company. Consistency

responsible for monitoring every

online reputation. “Corporate

of voice allows the staff and the

communication that leaves the

communication is a management

public to continually hear under-

company. The communications

tool where internal and external

stand the values and vision of the

director should work closely with

communication is effectively and

organization through every means

29 Gürel, 34

39

of communication the company

even scorned employees. A first

set goals and a vision larger than

employs.

step in rectifying the wrong they

themselves, and they truly behave

feel they have encountered is to

better. When all of that happens,

SPEAK BACK TO NEGATIVE COMMENTS.

speak back to the them. In fact,

the storytelling is easy.� 30 The

if you look closely you probably

leaders of the organization should

The first step in tackling an on-

know the people that are attack-

develop a system of communica-

line reputation is knowing what

ing your company. Talk to them,

tion and a strategy of approach.

is being said and who is saying it.

let them know you hear and

Create a mantra, if you will, to

If you don’t take control of your

understand their concerns. Show

guide the staff in addressing the

brand online, you are leaving

them you are interested in right-

negativity online. The company

yourself open to others that will

ing the wrong they feel they have

needs to present itself and as one

gladly speak for you. A lot of the

encountered. “Great companies

unified, concerned, and interested

negative comments are stemming

stop and listen to criticism. They

voice. Even if several staffers

from scorned past clients and

commit to getting better, they

are commissioned with speaking

30 Dietrich, Locaiton 1684

40

back to these complaints, their

and their concerns will only lead

STOP SHARING CONTENT

message should remain con-

to more and more angry posts.

Overall it would be recommended

stant. Get to the bottom of the

If possible, set up a customer

to combine all company websites

complaint, allow the speaker to

service department to work with

into one website and build in key

tell their story and with passion,

customers/clients on their issues

search words for each company

show them that you care about

before they ever make it to the

name. This would help build

their concerns and are working

web. Allow a space on your web-

the overall company brand and

to rectify their issue. There will

site to receive feedback. People

provide more search prowess

be times that a concern can not

want to be heard and if they feel

online. If it is essential to keep

be addressed online or in a public

you are not listening they will

all company websites separate, it

forum, allow these individuals the

take their complaint to the whole

is then important to remember

opportunity to contact the com-

of their social network.

all content on each site must be

pany and address their concerns

original. An organization can be

in person. Ignoring customers

banished from Google Search by

41

BUILD A FAIL-PROOF GOOGLE

not leading your clients to find

multiple websites. If it is essential to maintain multiple websites

All of the social media sites need

stumble across the bad. When

you must always post original

to have the same “google-able

the bad outweighs the good, your

content on each site. If you wish

name”. Right now there is no

reputation is quickly and easily

to share content it should be

company consistency, which is

soiled.

linked back to the original site

why GPS can’t even be easily

and sited appropriately. Further,

found. A main component in a

fail-proof Google search is to

any content posted to the site

successful reputation management

unify your naming convention

should be checked for plagiarism

campaign is to lead your clients

across all platforms. Currently,

prior to going live.

to the information you want them

none of the names used across

to see, while effectively burying

social media match each other,

the negative information under

which means, you may have all

a sea of positive. When you are

the right social media out there,

having “shared” content across

the good information, they will

The first step in creating a

42

but in the internet search algo-

positive information if it is being

should correspond with what

rithm they are being viewed as

done under what appears to be

you want someone to find. Talk

separate entries, aka completely

five different companies. Take

to your potential clients and ask

separate companies. Lets look at

the time to define the company

them what they Googled to find

GPS for example:

name and then use it consistently

your website. If they are using a

across all social media websites

variation of your name you must

• Website: GPS Business

and in any news or PR posts

first work on brand recognition

• Twitter: GPS Consulting Co

Consulting

you employ. The point of social

and brand identity to solidify

• Facebook: GPS Advisers

media is to LEAD your clients to

what your company name is with

• Linked in: GPS USA

the information you want them to

the public. When you work on

• YouTube: GPSAdvisers

see, “promoting the best aspects

your brand recognition be sure to

You need to create one unified

and facets of your business to the

use one name consistently across

front. It would be nearly impos-

exact people who matter.” 31 Your

all social media sites.

sible to inundate the web with

website and social media names

31 Wroblewski, Location 62

43

CREATE ORIGINAL AND RELEVANT CONTENT

ing process even after the consul-

your website a must-read useful

tants leave; the company should

resource for business information,

GPS makes money by providing

be writing and producing content

but first allow people to find it.

consulting services to small to

to continue to educate clients.

First, you need to create name

medium sized businesses. They

Make the company website a go

recognition and increase Google

provide these organizations with

to for relevant consulting content

rank in order to allow people

the skills and tools necessary to

and a space for past clients to in-

to find the “good� information.

run their business profitably. It

teract with consultants and other

Allow your custom web content

is easy to see a very relevant on-

business owners.

to serve as the host site for all of

line tie in to the business model

Use your blogs to share infor-

the social media posts you cre-

the company currently employs.

mation that is relevant to your

ate. Post and re-link all of your

In order to help address follow

potential client. Quote popular

custom content to all of your

up with past clients and to help

business articles in your blog to

social media endeavors. Promote

them stay engaged in the consult-

increase your Google Rank. Make

the best aspects of your business

44

to the people that matter.

• Post articles from the in house magazine. All articles posted should “live” on the website, but be shared with other social media. EV-

back to you (also have them like you on Facebook).

• Blog better. º Start a blog on a popular blog site rather

ERY story should have a Facebook “share”

than blogging on your website (this will

button.

add another level of name recognition

º Invest in Woodwing digital publishing software to help facilitate posting on social media and articles from the website.

Woodwing will allow more unified use of

on Google search – BE SURE IT HAS THE SAME NAME AS YOUR OTHER SOCIAL MEDIA). º Have consultants / analysts write busi-

the magazine on a social platform to pro-

ness blog entries. You have some brilliant

mote the business.

minds working for you, monopolize on

º Link magazine articles back to their author ’s websites. Have the author ’s link

that brilliance. Perhaps make it a contest and the “best blog entry” for the week

45

gets spiffed $100.

• Include an extra $50 for every chosen blog entry that quotes a relevant / timely article in the NY Times, Washington Post, USA Today, basically any national newspaper. Stress

blog area, make it a separate part of your site that is catered and meant for employees only.

• Link client testimonial videos from YouTube – MORE than you already have.

the importance of quoting and not stealing

• Post client reference letters. (See Appendix)

content. The content quoted should also be

“One of the most powerful forms of ‘posi-

linked back to the original post.

tive’ content any business can have is glowing

º Blog posts need to speak to your clientele on their level. Keep it simple. º Stop blogging about the internal workings of the company. Your clients don’t care, and it isn’t helping your Google rank. If you want to have an employee 32 Wroblewski, Location 728

testimonials from their happy customers.” 32 Post all of the testimonials, don’t let them live in printed copies in your employee’s home offices, let them help your company shine online.

• Tell your client’s stories. Create a channel on

46

the website “About our Clients” Post the blog

• Create a forum for your clients to share their

posts here in this forum, but also allow your

own stories on your website. Not just their

clients to write their own stories. Allow these

experience with you, but a forum to talk about

stories to humanize your company; they work

their business, what they do and how they do

to create kinship and can also create trust.

it, what makes them successful? In some way

They give the company a human voice.

that story will link back to you, but in a natu-

º You have a client on SharkTank, tell his story

ral human way.

That will not look like actual

and link to his website. Share in his public-

publicity, but will help other clients to see the

ity.

value in your service in a more intrinsic fash-

º Patrick Finn, another client, a poor Irish immigrant, tell his success story. º Royal truck, the owner died and left his wife

ion. º Allow that forum to be interactive and allow potential clients to ask questions

to manage the company; she nearly lost it all

of your past clients. Let the area become

before your company saved her business.

a source for help and support. Let your

47

clients speak to each other and create

WORK ON SOCIAL MEDIA PRESENCE

natural connections to others in their field

A strong social media presence is essential in order

that may be able to offer assistance and

work on your online reputation. In today’s society

advice.

“people are easily influenced by what others have

º Monitor this area constantly and have

to say about companies online. Furthermore, most

your analysts and consultants speak back

admit that this insight is a key player in their pur-

to the clients that post here. Let this

chasing decisions.” 33 In a recent survey over 55% of

area naturally become a forum for help

the individual surveyed indicated when looking for

and questions. This forum can be part of

a new service they rely on a friend’s recommenda-

the company follow up with past clients

tion. Today “friends” exist on social media. Having

keeping them focused on the work and

a strong social media presence is an essential part

changes they need to make in their busi-

of conducting business in this economy. Make

ness.

yourself part of the conversation happening online.

Further, a social media presence will help to propel

33 Wroblewski,

Location 820

48

your ranking in a Google search. Use the power of

10K GPS followers are useless because your

the information you own to increase your keyword

twitter has no searchable relationship to your

search in the Google algorithm. Be aware of what key players in your industry are saying and use their

company.

• Make it mandatory that every employee begin

social media to increase your own presence. Use

to follow immediately. Encourage them to

positive content you own and create to help dilute

have their friends and family do the same.

the unfavorable content that exists about your

• Follow your clients.

company.

• Tweet about relevant business related issues.

• Always re-tweet any content related to your

Twitter – 10K followers for GPS • Your Twitter Company name needs to be ex-

business and not just content you created.

• Stop saying you’re “re-Tweeting” information

actly the same as your Website company name

that you personally already tweeted. If the

and Facebook and LinkedIn and Instagram,

in-house magazine tweets an article, don’t

you need ONE unified front. Right now your

waste characters saying “retweet”, use those

49

characters to create another relevant hashtag.

• Re-tweet happy client’s tweets (that are relevant) • Depending on your usage agreement, post quotes from the Christmas Party speeches and

YouTube: • Manage your YouTube Chanel and post client testimonial videos.

• Create custom video content making your sales/consulting process seem transparent.

tag the presenters (Steve Forbes, Bill Clinton,

º Why choose consulting?

etc.)

º Explain the consulting process.

• Continue to Tweet links to your website content.

• With your client’s permission, tweet about their successes and tag them in your tweet.

º Give enough information to make a client feel informed about their decision.

50

Linkedin : •

USE your linked in.

•

Connect with your clients.

•

Connect with people you want to be your

clients.

Instagram: • Make employees follow your instagram. Encourage them to have their friends and family do the same.

• Engage your employees to send in photos from around the country. Create a weekly “as seen in”

•

Connect with your employees.

segment and post funny pictures from around the

•

Connect with leaders in the industries you

country.

service.

•

º Bumper stickers on your client’s cars Connect with leaders in your industry.

º Funny quotes in the client’s offices º Funny road signs º Interesting things found in client’s offices • Participate in Throw Back Thursday #tbt and post pictures taken with celebrities at parties, successful clients, etc.

51

• Hashtag every post with business-centric keywords.

• Follow for Follow, follow your clients and when applicable post about them.

• Daily post a link to an “owned” business article, a retweet, a link to a client testimonial video. No matter what you are linking to, make a daily effort to post on Facebook. BUT remember who you are posting to, your Face-

Facebook: 247 likes for GPS • FIRST make it mandatory that EVERY employee go to the Facebook page and “like”.

book account is not to communicate with your employees, it is for your clients.

• Use hashtags (searchable keywords/phrases).

Encourage them to have their friends and fam-

º Planning

ily do the same.

º Strategic Planning

• Like your past clients Facebook.

º Consulting

• Like Facebook in related genre, make it a

º Business Consulting

weekly goal to “like” at least 5 new businesses/ organizations. The more you follow, the more will follow you.

º Small Business Consulting º Tax Planning / Tax Strategy / Tax Savings • Have employees share your Facebook posts.

52

• Encourage clients to find you on Facebook

ness consulting. Give them a taste of

and explain to them the value of the informa-

what they can expect if they employ your

tion you post on the site. This will require

services.

clients can FIND you, meaning you need searchable name recognition.

• Start a “Call to Action” weekly segment. º Question of the week (themed) – each

º Create a free monthly podcast about business. Perhaps employ some of the information shared in the Business Today seminar you host or have your tax department share some “tax savings” ideas. Have the

week “friends” have the opportunity to

webinars be about 10 to 15 minutes and

post their burning business question (also

relevant to your clientele, NOT talking

tweet about this). On a pre-determined

over their heads.

day a question is chosen and answered on Facebook and should also link back to a blog post about the same topic. SHOW people why you are the leader in busi-

A reputation may possibly be world will always the spot where

once broken repaired, but the keep their eyes on the crack was.�

-Joseph Hall

CASE STUDY: IMPLICATIONS

A

poor online reputation

will be key factors in propelling

the company. However, the plan

does not happen over-

the project along.

outlined will require an extreme

night and should not

initial content required is already

time commitment from the orga-

be expected to be rectified in a

owned by the organization. The

nization initially and an ongoing

short period of time. A massive

company also has staffing in

time commitment to monitor the

time commitment on the part of

place charged with managing the

reputation on a daily basis.

the management and employees

current social media offerings.

will be required in order to begin

By providing a bit of internal

STAFFING:

to address the growing online

restructuring much of the time

The major implications of exer-

reputation issues. Restructuring

commitment can be absorbed

cising such an extensive social

of internal staff and reorganiz-

without a great deal of disrup-

media revamp will be the staffing

ing the organizational flow chart

tion to the day to day flow of

and time allocation required to

Much of the

55

undergo the commitment. The

extensive nature of the commit-

first step will be to hire a Com-

ment it would be recommended

the new hire.

munications Director. The cost

to hire at least one additional

ports a client services depart-

on that will range anywhere

staff to help monitor the sites,

ment aimed at managing client

from $60,000 to $100,000 34 per

post and reply to posts. If hir-

expectations during and after

year based on experience. The

ing is not in the budget this job

an engagement. The depart-

Communications Director should

can easily be allocated internally

ment should be opened up and

report directly to the CEO, as

and managed by several people

equipped to deal with complaints

his/her involvement should be

within the internal advertising

in a fashion more amenable to

paramount in the success of the

and administrative sectors. Add-

defusing the situations found on-

outlined program.

The company currently sup-

ing an additional staffer would

line. The client services depart-

While the company is already

require no less than $38,0000 in

ment should be made to mimic

employing staff that monitor the

annual salary, in addition to real-

a customer service department

current social media. Due to the

locating internal staff to manage

allowing the customers to call in

3 4 h t t p : / / w w w. p a y s c a l e . c o m / r e s e a r c h / U S / J o b = C o r p o r a t e _ C o m m u n i c a t i o n s _ D i r e c t o r / S a l a r y

56

to seek advice, voice complaints

appoint an internal staffer to

and address any other general

take on the role of getting the

their company.

inquiries a customer may have

good stories out to the public.

CREATING CONTENT

in relation to his/her experience

This role should either be part of

The company employs over 100+

with the organization.

the Communications Director ’s

educated business profession-

job responsibilities or should

als. Each one of the employees

PUBLIC RELATIONS

be managed directly by him/

could and should be tapped to

With so much negativity out

her. The company needs to also

write a small blog article on some

there, the company needs to

create environments that lead to

facet of the business process

generate some positive stories,

publicity worthy events. Char-

that interests them. In order

that could be used for great PR

ity engagements are always good

to provide some incentive for

hits. While the heart of public

fodder for a PR plug and provide

offering up their knowledge the

relations lies basically in free

a way to also engage employees

company should create in incen-

publicity, it will be essential to

in celebrating and engaging with

tive structure that could range

57

anywhere from a paid day off to

of recommendation letters from

into a web-friendly format. Ad-

a gift card for a free dinner. A

past clients. Those letters need

ditionally, the time of a staffer

unique and very applicable re-

to find their way online. Allo-

may need to be reallocated to

ward for writing an article would

cating staff to either retype and

undertake the project.

be a free hotel stay or a week of

post those letters or find some

car rentals. When the analysts

other form of organization in or-

spend 5 out of 5 days traveling,

der to make sure those letters are

SOFTWARE AND HARDWARE

providing travel related benefits

promoting the business online.

There are many programs out

should be sufficient enticement

The company testimonial videos

there set to help facilitate moni-

to encourage participation in the

need to be made into YouTube

toring an online reputation as

company wide effort to create

versions and distributed through

well as managing multiple social

interesting and unique content

the online YouTube chan-

media accounts. The organi-

for the online constituents.

nel. Software may need to be

zation should weigh the pros

purchased to convert the DVD’s

and cons associated with each

The company also has reams

58

program and decide if that will fill

missioned with a smart phone in

a need in the process of repair-

order to monitor and post anytime,

ing the reputation. Many of the

from anywhere. An internal file

programs will be free to use, while

storage system will be necessary to

some will require a monthly pay-

house online content and organi-

ment commitment. Considering

zation of the file system will be

the organization has a publication

necessary to facilitate ease of use

and multiple social media accounts

for the social media staffers.

investing in a service like Woodwing would be prudent to facilitate a centralized message and voice on all platforms.

Staff required to monitor the social media sites should be com-

Yo u r b r a n d n a m e i s o n l y a s good as your reputation.

-Richard Branson

60

CUSTOMIZABLE PLAN

E

very company has a repu-

to a reputation can lead to lost

into the waiting arms of competi-

tation. Good bad or oth-

customers, revenue, investors, and

tors. Consequently, it becomes

erwise it is the simple fact

employees.”

imperative to keep a sensitized ear

36

It is true, the effects

of doing business. The question

of a poor online reputation may

to the ramblings being said about

a company must ask is whether

not be felt immediately, but even-

an organization online.

they “will passively let others form

tually, the negative reputation will

opinions about them or actively

begin to erode the overall value

is more of an art than a science,” 37

manage and maximize their most

of the organization. The bottom

the following steps are guidelines

valuable asset.” 35 As discussed, the

line is that customers naturally

to help direct an organization to

internet has changed the way the

gravitate toward companies that

building their positive reputa-

world communicates and a success-

have a positive reputation in the

tion in the marketplace. This can

ful business in this new world will

marketplace and it only takes a few

ultimately lead to more profit for

constantly manage and monitor

negative comments online to steer

the company and elevated respect

their online reputation, “damage

customers away from a business

in the industry.

35 Alsop, Location 232 36 Dennis, 18 37 Alsop, Location 345

While, “reputation management

61

STRUCTURE YOUR COMPANY

nal and external communications.

• Know what your company stands for. If you don’t have a mission and vision or a code of ethics, write one. If you don’t know what your

the company’s reputation. º The internal hierarchy should include a

company values it will be hard to sell your

direct line or a dotted line to the CEO in

value to the marketplace.

all matters of reputation and public com-

• Make it your mission to “inculcate ethics and values into each and every employee.”

38

Know-

ing that a reputation starts from the inside out, be certain your employees are your first defense against a poor reputation.

• Reputation management requires strategy and structure supported by strong values and company culture.

• Develop an organizational structure to govern the efforts in online reputation and any inter38

º Designate managers to be the guardian of

Alsop,

Location 1025

munication.

• Know what you will say before you ever need to say it. º Before unleashing social media staff to the public make sure they understand their role. º Role play different situations that may arise and develop strategies to address those situations long before you need them.

62

º Create scripts for applicable common issues in order to address them consistently in each instance. º Develop policies to govern social media and how staff will respond to reputational issues.

• Believe in social media and employ it across the company. º First, make sure you have a company website and that it is being utilized with

order to make a definite link back to your organization.

• Create a content development process in order to facilitate the creation of interesting and relevant content on a consistent basis.

• Understand your value proposition in the marketplace. º Know, without a doubt what your customers can only get from you.

• Internally engage employees to know the

relevant information about your organiza-

brand and believe in the mission and vision

tion.

the company promotes. Happy employees

º Set up every possible social media account applicable to your business model. º Be sure to use a consistent naming convention across all social media outlets in

lead to happy customers.

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KNOW WHAT IS BEING SAID • “You can’t manage what you can’t measure” 39 Speak to your clients, customers, vendors and employees. Gauge their feelings toward the organization.

• Google your company and delve into the pages of posts that speak to or about your organization. “You can’t fix or address any negative issues unless you know what they are.” 40 • Document the locations of negative information and what is being said.

• Document the locations of positive information and what is being said.

• Find areas and businesses that overlap with your business.

39 Alsop, Location 481 40 Wroblewski, Location 181

ADDRESS THE ISSUES • Respond to customer concerns to show them you care. º Continually monitor the issues in order to ensure they are being dealt with timely and appropriately. º Communicate and build relationships.

Help restore trust through positive communications with your clients.

• Address negative remarks quickly with passion and empathy. Remember, a complaint is usually just a person who needs to be heard. Allow them to voice their concerns and address it with care and consideration. º Acknowledging your shortcomings with a

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promise to try harder in the future will go a long way to whittle away a customer ’s concerns.

MONITOR PROGRESS • Employ a department to consistently monitor all your social media efforts.

º Know when a complaint or issue needs to

• Invest in a service such as Talkwalker Alerts (or

be taken offline in order to be properly

any other similar products) for your company

addressed or managed.

name, your product, or your services to be

º Don’t find yourself in a situation where you are “fighting” with the person posting.

• Allow your online voice to humanize your brand to your clients/customers. Subtly remind them on the other end of that computer screen is another human that does care about their concerns.

informed when people are speaking about you online.

• Set up GoogleAlerts to track web results about your organization.

• Use tools such as Twitter Search to look up key words related to your industry.

• Invest in HootSuite to not only monitor social networks, but also measure the engagement of your users with your social media.

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INTERACT & ENGAGE • Keep your website updated constantly. º Google is always looking for fresh, educational and valuable content, allow your website to provide that to the Googlebots. º Write your own website content on subjects that are relevant to your industry. º Repurpose internal content that may be relevant to your customers. º Share your stories that show your strength as a company as well as your passion for what you do and your compassion for the people you do business with. º Relate to your audience to help build a

community around your organization. º Add social media share buttons to every post on your site. º If you don’t already have one, start a blog. º Use your blog to talk about things relevant to your industry. º Reference popular online articles in your blog posts to help solidify your position as an expert in your field. º Add social media share buttons to every post on your blog.

• Be active, even more active that you’ve ever been on social media sites and online media platforms.

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º Invest in a service such as Woodwing to

realistic in order to continually provide

help you post your custom media on all of

interesting and relevant content to engage

your sites.

and excite your followers.

º Use social media as a forum to stay in tune with current events, industry trends and news that relates to your industry. º Use pop culture references in your post to grab attention. º Create lists; studies show social media users love lists, capitalize on that while it is hot. º Be conversational in your posts inviting your users to interact with your content. º Set goals for how much new content you post each week. Make those goals

º Post and repost content from your company website. º Use call to action posts to provide interactivity with your followers.

• Host seminars • Weekly Q & A (if applicable) • Post about events you will participate in and ask your audience if they will join you.

• Make sure everywhere someone turns or looks online they find something positive about you. º Overwhelm the market with positive posts about your organization.

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º Each and every positive review can be the one thing that leads a new customer to your organization. º The more positive reviews you have online will help your Google rank improve.

• Provide a forum for your clients and customer to tell their own stories on your website.

• Ask satisfied customers to go online and review your business, in many cases they will be more than willing to do this. It is also acceptable to offer incentives to do so, such as discounts on repeat purchases.

• Use social media to build your database for past and potential clients.

APPENDIX: SURVEY RESULTS While looking to purchase a new product, what would be your first source of information?

Google Search A Friends Facebook post Magazine Advertisement Email Ad Campaign Television commercial In-Store Advertising A paid-for social media post

87.27% 3.64% 0.00% 0.00% 3.64% 5.45% 0.00%

When researching a service you need (carpet cleaning, car repair, etc) your research begins: With an Internet Search With a local magazine ad From a Friends recommendation Yellow Pages Facebook Sidebar advertising Direct Mail Internet Web pop up

41.82% 0.00% 54.55% 1.82% 0.00% 1.82% 0.00%

When purchasing a new product or service with a price tag less than $1000 you research: 1 source 2 to 5 sources 5 to 10 sources More than 10 sources

7.14% 83.93% 8.93% 0.00%

When purchasing a new product or service with a price tag exceeding $1000 you research: 1 source 2 to 5 sources 5 to 10 sources More than 10 sources

0.00% 50.91% 38.18% 10.91%

After seeing a television commercial regarding a new product, do you typically seek more information online?

Yes No Often Seldom

36.36% 1.82% 45.45% 16.36%

After seeing a magazine ad regarding a new product, would you be more inclined to purchase the product if you noticed an individual in your social network had just purchased the product?

Yes No

64.29% 35.71%

If a company sponsors a charity event you are attending (fun run, 5K, wine walk) are you more inclined to keep them in mind the next time you need their particular product or service?

Yes No

69.09% 30.91%

After choosing a new service provider, does your investigation end?

Yes No Often Selcom

46.55% 1.72% 43.10% 8.62%

If a company were to have bad reviews mixed in with good reviews, you would Weigh the reviews and decided for yourself Count the number of bad vs. good and use that to make a decision Move on to a product/service with only good reviews Be unaffected because you’ve done your research elsewhere

83.93% 1.79% 7.14% 7.14%

APPENDIX: SURVEY RESULTS For most of your buying needs, the form of advertising eliciting the most amount of trust is: A Magazine Ad A Web Page A post by someone in your social network A Radio Commercial A TV Commercial A Charity Event Sponsorship A paid-for social media post

1.85% 24.07% 68.52% 0.00% 1.85% 3.70% 0.00%

APPENDIX: REFERENCE LETTERS

APPENDIX: REFERNCE LETTERS

REFERENCES Alsop, Ronald. The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, a n d R e p a i r i n g Yo u r M o s t Va l u a b l e A s s e t . N e w Yo r k : F r e e , 2 0 0 4 . P r i n t .

A l t e r, S h a n n o n . “ L E A N I N T O T H E C U R V E : 3 M a r k e t i n g Tr e n d s N O T To I g n o r e . ” J o u r n a l O f P r o p e r t y M a n a g e m e n t 7 8 . 3 ( 2 0 1 3 ) : 1 4 . B u s i n e s s S o u r c e C o m p l e t e . We b . 1 4 O c t .

2014.

Dennis, Corey M. “Social Media Defamation And Reputation Management In The Online A g e . ” J o u r n a l O f I n t e r n e t L a w 1 7 . 6 ( 2 0 1 3 ) : 1 - 2 0 . B u s i n e s s S o u r c e C o m p l e t e . We b . 1 4 Oct. 2014.

D i e r m e i e r, D a n i e l . “ C E O s M u s t L e a d t h e W a y i n R e p u t a t i o n M a n a g e m e n t . ” P R w e e k 1 4 . 1 (2011): 25. Print.

Dietrich, Gini. Spin Sucks: Communication and Reputation Management in the Digital Age. Indiana: Pearson Education, 2014. Print.

G ü r e l , P i n a r. “ A S t r a t e g i c A p p r o a c h t o R e p u t a t i o n M a n a g e m e n t a n d I t s R e f l e c t i o n s o n Sustainable Competitiveness.” International Journal of Research in Business and Social S c i e n c e 3 . 2 ( 2 0 1 4 ) : 3 1 - 5 5 . We b . 1 O c t . 2 0 1 4 .

K i m , K y o n g s e o k , e t a l . “ Tr e n d s I n A d v e r t i s i n g R e s e a r c h : A L o n g i t u d i n a l A n a l y s i s O f L e a d i n g A d v e r t i s i n g , M a r k e t i n g , A n d C o m m u n i c a t i o n J o u r n a l s , 1 9 8 0 To 2 0 1 0 . ” J o u r n a l O f A d v e r t i s i n g 4 3 . 3 ( 2 0 1 4 ) : 2 9 6 - 3 1 6 . C o m m u n i c a t i o n S o u r c e . We b . 1 4 O c t . 2 0 1 4 .

REFERENCES L e e , H y u n m i n , a n d H y o j u n g P a r k . “ Te s t i n g T h e I m p a c t O f M e s s a g e I n t e r a c t i v i t y O n Relationship Management And Organizational Reputation.” Journal Of Public Relations R e s e a r c h 2 5 . 2 ( 2 0 1 3 ) : 1 8 8 - 2 0 6 . B u s i n e s s S o u r c e C o m p l e t e . We b . 1 4 O c t . 2 0 1 4 .

Petrokaite, Karolina, and Jurgita Stravinskiene. “Corporate Reputation Management D e c i s i o n s : C u s t o m e r ’s P e r s p e c t i v e . ” E n g i n e e r i n g E c o n o m i c s 2 4 . 5 ( 2 0 1 3 ) : 4 9 6 - 5 0 6 .

B u s i n e s s S o u r c e C o m p l e t e . We b . 1 4 O c t . 2 0 1 4 .

R o b i n s o n , H e a t h e r. “ T h e E v o l u t i o n o f R e p u t a t i o n M a n a g e m e n t . ” C o m m u n i c a t i o n W o r l d 27.2 (2010): 40-1. ProQuest. 14 Oct. 2014 .

R o s e n b l u m , J o s e p h . “ ” I ’ m J o h n B u r g e s s . I ’ m H e r e t o H e l p Yo u ” ” I n c . c o m 1 J u n e 2 0 0 0 . h t t p : / / w w w. i n c . c o m / m a g a z i n e / 2 0 0 0 0 6 0 1 / 1 9 1 1 5 . h t m l We b .

Winn, Monika I., Patricia Macdonald, and Charlene Zietsma. “Managing Industry R e p u t a t i o n : T h e D y n a m i c Te n s i o n b e t w e e n C o l l e c t i v e a n d C o m p e t i t i v e R e p u t a t i o n M a n agement Strategies.” Corporate Reputation Review 11.1 (2008): 35-55. ProQuest. 14 Oct. 2014 .

Wr o b l e w s k i , A n d r e w. R e p u t a t i o n M o n i t o r i n g , R e p u t a t i o n M a r k e t i n g a n d R e p u t a t i o n M a n a g e m e n t : H o w To U s e Yo u r R e p u t a t i o n To D o m i n a t e Yo u r M a r k e t . Yo u r P r o f i t We b a n d A n d r e w Wr o b l e w s k i , 2 0 1 3 . P r i n t .

Prepared for: The New School for Public Engagement School of Media Studies Master of Science Media Management Capstone Project December 2014

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