Tips That Can Add Value to your Brand Management Techniques
In the world of internet marketing, not all search engine rakings are created equal. Further, high ranking is
a double edged sword – sometimes it can kill for you (business terms speaking), sometimes it can kill
A lot has been said about the good side of high rankings, so let’s talk about the exact opposite. It is the
fear of social media companies for disgruntled customers to voice out their rants and for these negative
words to find its way to Google’s top rankings. And because Google is now giving social signals a lot of
weight when it comes to rankings, what starts out as a negative sentiment can easily become a full-blown
crisis in no time.
With every single person with a social media profile – be it a Facebook or Twiiter account or a blog –
given the power to act like a journalist and in a cyberspace where everyone is entitled to voice out his or
her negative opinion, online reputation management has become a necessity rather than an option.
Online reputation management is not exactly rocket science and at its core can be summarized in three
very basic and actionable steps: monitor, optimize and engage.
What You Don’t Know Will Hurt You
Social media companies are very well aware of the fact that it is very impossible for a brand to be ruined
in a short span of time. What’s worse is that businesses might not even know that unfavorable
conversations are already taking place under their nose. Hence, monitoring is a crucial iterative step that
should take place 24 hours a day, 7 days a week.
So, what should you keep an eye out for? Pay attention to what people are saying online about your
products or services, your brand, your company as a whole, as well as key individuals in your
organization. All these are vulnerable targets. Your online reputation management strategy or protocol
should cover all these dimensions across all channels such as blogs, forums, SERPs, news and social
media. Maximize all tools you can get and subscribe to every automated data miner or feeds you can get
Optimize Every Day, Not Just During a Crisis
One wrong view about online reputation management is that it is reactive rather than preventative.
Businesses take for granted their content up until negative publicity climbs the rankings and many
scramble to displace these negative items by doing guerilla SEO.
Optimization of content you generated yourself should be incorporate in your day-to-day internet
marketing to-dos. If you have strong rankings at the onset, there’s less to worry about when bad you-
know-what hits the fan.
Engage Your “Detractors”
Most of the time, a crisis develops just because no one from the brand reached out to the aggrieved
party. Internet marketers, especially social media companies should always be on the lookout of what
people are talking about and offer a clarification or even an apology to those who are concerned. The
important thing is for people to feel that you are listening to their grievances and are taking active steps in
resolving their concerns.
Author is an Internet marketing expert and wants to share his knowledge with people who are about to
hire a social media marketing company for their business. He has also given words to many articles
where one can find the latest trends popular in SEO and social media agencies.