Chapter 12: Online Reputation Management

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Presentation transcript:

Chapter 12: Online Reputation Management

Chapter Objectives Identify actions a company can take to address negative criticism online. Determine worthwhile actions to increase a company’s positive online content.

ORM Defined “The practice of promoting a positive brand image online by increasing the visibility of positive information and managing negative information.” Is that ethical?

Ethical ORM “ORM is not a method for avoiding responsibility for bad business practices.” “ORM recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed.”

Ethical Reasons for ORM People like to do business with reputable companies Savvy, potential customers do their research News outlets will look for information about your company Positive press reflects well on the brand Employees and potential new hires want to work with a brand with a clean reputation Shareholders and investors invest in, trust in, and work with reputable companies Your company, maybe one employee, maybe one product, maybe one incident went wrong somewhere, but should you pay a price or be labeled for that mistake forever?

Everyone Participates in ORM Janitor CEO Technicians

Pick a brand…any big brand. Monitoring the Web Pick a brand…any big brand.

Watch the SERPs

Eight Types of Sites To Monitor Online review sites (Yelp, Zagat) Scam reporting sites (Scam.com, RipOffReport.com) Online forums (fordforum.com, connectedmoms.com) Press articles ( http://www.huffingtonpost.com/news/bp-oil-spill/) Websites of activist organizations (PETA.org, World.org) Social media sites (Facebook.com, Twitter.com) Blogs (PeopleofWalmart.com, DeltaIsEvil.blogspot.com) Informational sites (Wikipedia, PublicRecords.com)

Three T’s of ORM Emergency Response Timeliness Transparency Training

The Taco Bell ORM Emergency

Taco Bell’s Response

GE’s Positive SERPs

Positive Content … For the SERPs? How does GE own the SERPs like they do?

Corporate Blogs Rank Well

Corporate Websites Rank #1 Organically

Corporate Videos – Google Owns Youtube

Social Media Profiles Rank…Sometimes

Directory Listings

Product Microsites

Other Sites That Rank Well Charity/Cause microsites Customer support sites Product microsites Event microsites Other ideas?