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Online Reputation Management

A presentation on Online Reputation Management which took place on September 12, 2013, at the BIG Marketing and PR Event produced by the Women's Business Center of North Alabama and the Public Relations Council of North Alabama.
by

Ellen Didier

on 11 March 2014

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Transcript of Online Reputation Management

Online Reputation
Management

At the BIG Marketing & PR Event
September 12, 2013
Ellen Didier
Social media is more than fun and games
We live in a very connected world...
We can now share
quickly, easily, and often.
COMMENTS
IDEAS
LIKES
DISLIKES
OUR VIDEOS
OUR MUSIC
HOBBIES
Our posts can go viral very very fast!
Respect it!
On the one hand...
We can now communicate and connect with our friends, families and customers more regularly than ever before
On the other hand...
People have frequently
been hurt personally or professionally by social media use online.

Her coworker posted this receipt on Reddit and it went viral. She lost her job.
She had set the strictest privacy settings possible on Facebook and this still happened.
Comments on her personal blog
One in six students victim of cyberbullying!
Risky use of social media can result in:
Losing your job
Having trouble finding a job
Hurting your relationships
Even if you get a lot of online sympathy and your employer may end up looking bad, you can still be negatively affected.
Tips for individuals:
Be cautious posting about politics or religion
Be cautious about posting alcohol or frequent parties
Be cautious about negative posts
Be cautious about arguing
Social media may be personal but it is NOT private!
But the consequences only affect the reputation of individuals, right?
Nope.
REPUTATION = BRAND
HURT
HURT
Though the waitress lost her job, Applebees was hurt too
Trying to find startup funding? Per Fox Business, your friends may be a problem.
A great compilation of what not to do by Buzzfeed Business - let's look at a few they highlight in this blog.
Wow.
So what are the rules of the road?
1. Protect your brand
www.yourbrand.com
register it on all social media platforms - even if you are not using them yet.
2. Actively monitor what is being said
Search your brand on Google, Yahoo, Bing, Facebook, Twitter, YouTube, etc.
SocialMention.com - more effective for larger brands, but worth a try
Trackur.com - starts at $325/year to find out anytime your brand is mentioned
Tweetbeep.com - like Google Alerts - but for Twitter
Google alerts - get an email when your brand keywords are indexed
3. Handle negative posts or comments
professionally
Never delete them
Never bury your replies as a response to someone else's post
Move the conversation offline asap
Don't be mean in return
Look at it as an opportunity to show a professional response
4. Post plenty of positive (the best offense is the best defense)
For every negative post or review - make sure there are countless other positive ones
Ask for positive online reviews from customers
Community service press releases, photos, etc.
"happy" stories about your brand relating to customers
5. Don't avoid it
By not sharing your stories, or your side of negative accounts, you are letting others control your message.
Staying away from social media because you are nervous is NOT AN OPTION!
6. Develop a social media policy for
your company - use a lawyer
Questions?
7. Protect your accounts from hacking
Use a difficult password but easy for you to remember.
M
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d
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R
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!
M2danE&R!
Connect with Me
President, Red Sage Communications, Inc.
Ellen Didier
256-560-0098
edidier@redsageonline.com
Full transcript