1. Chapter 12: Online Reputation Management

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

3. 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?

4. 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.”

5. 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?

6. Everyone Participates in ORM
Janitor
CEO
Technicians

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

8. Watch the SERPs

9. 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 (
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)

10. Three T’s of ORM Emergency Response
Timeliness
Transparency
Training

11. The Taco Bell ORM Emergency

12. Taco Bell’s Response

13. GE’s Positive SERPs

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

15. Corporate Blogs Rank Well

16. Corporate Websites Rank #1 Organically

17. Corporate Videos – Google Owns Youtube

18. Social Media Profiles Rank…Sometimes

19. Directory Listings

20. Product Microsites

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