A Quick n’ Dirty Reputation Management Plan

By Kent Campbell

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Need to fix your online reputation but don’t have a lot of time? Here is a quick n’ dirty ORM plan most brands can use (OK, not so dirty). It’s a massively abbreviated version of the one we use at Reputation X.

What is Online Reputation Management?

What is ORM? Online reputation management is the act of curating what people see about your business online to achieve a desired outcome. It’s also called “SERM” for search engine reputation management. For businesses, the goal of a reputation management plan is usually to look better online, get more customers, or reduce the number of lost opportunities.

Getting Your Plan Started

The first step of a reputation management plan is research, then comes strategy, content, development, promotion and other steps. To keep things simple, you can look at brand reputation as being composed of four key components: reviews, negative content, positive content, and content promotion. Before you start any brand reputation plan you’ll want to know what people are seeing online. To do that, find your best and worst search results.

Find Your Best and Worst Search Results

The first step in a reputation management plan is to find out what search results people are finding your brand with. Here is a primer on finding the right search terms by exploring how prospective customers find you. The short version of the primer is:

  • Start with a search of your brand name
  • Search again appending “reviews”, “complaints”, or your product names
  • While viewing results, click on People Also Ask if it’s available
  • Click on Related Searches at the bottom of most Google search results pages
  • Try voice queries (Google Home, or on your phone) as they’re conversational
  • Do the same for your competitors, their results may give you ideas

Again, the primer mentioned above will get you started.

Audit Branded Search Results

Once you have an idea of what prospective customers are using to find your brand online, you’ll be able to see what they see in search results. By now you’ll have tried over a dozen variations of your brand online and learned quite a bit -some of it may have even been shocking. This is really important because you need to understand your brands landscape before you create a plan.

Break Out Branded Search Results

From those search results break out the following content types: online reviews, negative content, positive content, and content further back in search results (less visible) that would benefit your brand if they were more visible. They’re outlined below:

Online Reviews

Bad reviews can kill a business deader than a cat on its tenth life. People really trust the reviews of strangers. So improving the reputation reflected in reviews is often the starting point of any campaign. Businesses that didn’t start a review management process early on are most susceptible to negative reviews online. The first question to ask is: Are there any negative reviews to address?

Managing online reviews is an ongoing process. This may involve removing negative reviews for Terms of Service violations (for an example, google “yelp tos”), improving existing reviews, garnering additional Go to the full article.

Source:: Business 2 Community

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