Online reputation management is quickly becoming one of the most heard phrases in the blogging and internet marketing space. If you haven’t heard of it already, you probably will soon enough.
In the past, all you needed to worry about was making sure you “had a presence” online. Now you need to worry about where that presence, who is saying it and what they are saying.
Now many top bloggers, brands and individuals are looking at online reputation as a way to monitor what others are saying about their names online. This also has a lot more to do with just SEO and getting your own sites to rank, as mentions around your brand can happen anytime and anywhere.
For instance… sites like Yelp, TripAdvisor and Google Local are almost always going to outrank other content and will likely appear at the top of the search results. This is one of the reasons why it’s so important for everyone to create a web site, blog and social media accounts for both their personal name and their brand name. By doing this, you’ll be creating additional properties that will continue to rank higher and also be owned by you (giving you the ability to control what is being shown on these sites).
In addition to what appears in the search results, you also need to be looking at what is being said and where it’s being posted as well. This can be anything from social updates, customer reviews, complaints or individuals recommending your product and brand.
When it comes time for you to monitor your reputation online, you have a few different methods to choose from. No matter what method you choose, you should make sure you know the following before getting started.
- Identify your reputations – what type of keywords, products and names you are going to monitor?
- Quantify your audience – are you more worried about competitors or customers searching you online?… or maybe both?
- Understand your goals – what methods will you have in place to measure the progress of your reputation online?
- Specify your needs – what tools are you going to use and what type of content will you be monitoring? (social, search, content)
- How will you monitor? – what alerts and monitoring methods are you going to use to automate changes?
- Who will monitor the conversations? – will you be monitoring your own reputation online or going with an outside agency?
- Reaction – once you’ve found content, reviews or complaints around your brand, how are you going to address the situation?
Special thanks to Trackur for creating the infographic below.