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Monitoring and Managing Your Online Reputation Heather Logrippo.

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1 Monitoring and Managing Your Online Reputation Heather Logrippo

2 Introduction Why Reputation Management is Important Finding out what is “out there” about you. Controlling what is “out there” about you. How to handle any negative information “out there” Case Studies General Legal Issues (disclaimer: I am not an attorney) Questions/Comments/Summary

3 rep·u·ta·tion Show Spelled[rep-yuh-tey-shuhn] noun 1. the estimation in which a person or thing is held, especially by the community or the public generally; repute: a man of good reputation.repute 2. favorable repute; good name: to ruin one's reputation by misconduct.repute 3. a favorable and publicly recognized name or standing for merit, achievement, reliability, etc.: to build up a reputation. 4. the estimation or name of being, having, having done, etc., something specified: He has the reputation of being a shrewd businessman.

4 What’s out there about you?

5

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7 Google.com/Alerts

8 What’s out there about you? Customer Review Sites – Zillow.com – RateMyAgent.com – HomeThinking.com – IncredibleAgents.com – AngiesList.com – LinkedIn.com – ActiveRain.com

9 Controlling what is out there about you Set up a Professional Looking Facebook Page Post Twice a Week Link to your blogs (if you have them) Link to stories you are quoted in Link to review sites with favorable reviews

10 Controlling what is out there about you Professional Vs. Non professional Business Page on Facebook

11 Controlling what is out there about you Professional Vs. Non professional Business Page on Facebook

12 Controlling what is out there about you Notification Settings on Facebook

13 Controlling what is out there about you Notification Settings on Facebook

14 Controlling what is out there about you Searching Facebook for anything about you or your company

15 Controlling what is out there about you Searching Facebook for anything about you or your company

16 Controlling what is out there about you Setting up a Blog

17 Controlling what is out there about you Setting up Free accounts on review sites Zillow.com RateMyAgent.com HomeThinking.com IncredibleAgents.com AngiesList.com LinkedIn.com ActiveRain.com

18 How to Handle any Negative Reviews/Comments that are out there Respond Most every site will allow you to respond to any negative comments or reviews. If they do not, contact the site and ask if you may respond directly. Never set up a fake profile to respond. If you know who left the negative feedback contact them directly to attempt to resolve the issue.

19 How to Handle any Negative Reviews/Comments that are out there What not to do Do not set up Fake Profiles to respond, always represent yourself as yourself. Don’t be argumentative Don’t point out what that person did wrong Don’t get into a “he said/she said” situation Don’t loose sight of the bigger picture – restoring your reputation

20 How to Handle any Negative Reviews/Comments that are out there Find out who owns the site with the content on it

21 Find out who owns the site with the content on it

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23 How to Handle any Negative Reviews/Comments that are out there Tips If you find a negative review about yourself, it is ok to ask close past business associates to put up reviews on the same site. The more positive reviews you have, the less impact the negative review will have. Create a Google Places Page. (Google.com/Places) These pages rank high, and will help push other sites down the page. Start Blogging – you want YOUR content to come up before any other content.

24 Controlling what is out there about you Case Study #1 Zach The Back Story: Zach’s cousin was getting divorced, the cousins’ soon to be ex wife was still living in the house and he wanted a CMA done. Zach did one based on his cousins representations and what he remembered from being in the house. The soon to be ex wife caught wind of it and posted on Facebook that Zach and his company were unscrupulous and had done an “appraisal” of the house without ever seeing it and anyone should be wary of doing business with him or his company. The post was on Facebook for 8 minutes and then removed by the soon to be ex wife. In those 8 minutes, Zach’s wife saw it, Zach got 3 text messages from friends asking what was going on and there were 2 replies to the post from the soon to be ex wives' friends asking for more details.

25 Controlling what is out there about you Case Study #1 Zach What Zach Did: He made a post on his Facebook page that said, “Selling a home during a divorce can be a stressful process. For anyone who has any questions or has seen any disparaging remarks about me, please know I am not an appraiser and it’s important that anyone, before making online accusations, realize the repercussions of the legal terms slander and libel.”

26 Controlling what is out there about you Case Study #1 Zach What Zach Could Have Done: He could have called the ex wife and attempted to empathize with her to diffuse the situation. There’s no guarantee she would have posted anything to un do the damage, but it’s a good place to start. My suggestion to Zach would have been to post a blog about Selling a Home during a divorce, addressing what a stressful time it can be and tips for how to deal with it without lashing out at others. That would be a pro active way to get the message out and address the issue.

27 Controlling what is out there about you Case Study #2 Gabby Gabby got a “Google Alert” with her name in it. On the website, when she clicked on the link it said “Don’t do business with Gabby, click here instead” and when you clicked on the link, it brought you to a Spammy looking site.

28 Controlling what is out there about you Case Study #2 Gabby What Gabby did: She contacted the “webmaster” of the offending site and asked them to remove the offensive content. She never heard back. She also looked up the registrant of the domain and sent s to the contact people listed there. She consulted with a firm that specializes in reputation management and they advised her that if she does not get a response, the only recourse is to continue to create content so that relevant content will show up first on search engines and push this link down further so that eventually no one will see it.

29 Controlling what is out there about you Case Study #3 Dr. Pizzi Dr. Pizzi is a dentist. A negative review surfaced online at a site called RateMD.com. Here’s what it said: Dr. Pizzi is convinced that it was posted by a client that was sent to collections that didn’t pay their bill. How would you handle this? What would you do?

30 Controlling what is out there about you Case Study #3 Dr. Pizzi Dr. Pizzi Contacted the site. They directed him to their legal page:

31 Controlling what is out there about you Case Study #3 Dr. Pizzi He sent an requesting the info be taken down. It wasn’t. He asked a few patients to post reviews to lessen the impact of the negative review.

32 about you Case Study #3 He set up a Facebook Page, Google Places Page, signed up for free accounts on other rating sites, blogs and now, this doesn’t even show on the first page of Google.

33 Legal Info (Disclaimer: I am not an attorney) There are 2 key laws that make user generated content possible – DMCA, gives an online publisher immunity for copyright infringement uploaded by users, however you have to put a policy in place for users to make complaints about content – this is only for copyright, and the service provider only has immunity if they follow the procedures -Then there is the Community decency act, (both written in the mid 90′s) there is blanket immunity without the need to put policies in place with this one. However be careful if you give people the tools to make speech illegal, you may become liable

34 Legal Info (Disclaimer: I am not an attorney) Defamation per se The four (4) categories of slander that are actionable per se are (i) accusing someone of a crime; (ii) alleging that someone has a foul or loathsome disease; (iii) adversely reflecting on a person’s fitness to conduct their business or trade; and (iv) imputing serious sexual misconduct. Here again, the plaintiff need only prove that someone had published the statement to any third party. No proof of special damages is required.per se Libel Libel is defined as defamation by written or printed words, pictures, or in any form other than by spoken words or gestures.

35 Take Away’s You can control what is on the web about yourself Sign up for as many free profiles on free sites as possible, this will help what comes up when someone “googles’” you. If you find a negative review, don’t panic. Calmly respond, don’t draw unnecessary attention to the review, try to get positive reviews to overshadow the negative Set up a Google Places Page for your business Set up a Professional Facebook Business Page Think twice before posting anything online. Remember to set up Google Alerts for your name Remember the site if you need to find out who owns a particular site.www.WhoIs.net

36 Questions? Comments? Heather Logrippo


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