The next session I attended was the panel on “Reputation Management and Monitoring”, featuring Andy Beal of Trackur, Kenny Hyder of Rockstar Consultants, and Tony Wright of WrightIMC. Each of the speakers brought a unique perspective on reputation monitoring and management, from tools to techniques.
Andy Beal was first up and talked about tracking social media. First, why track?
What should you track? Andy gave a link to a PDF (http://gri.ms/KRKE) that has a long list of things you should track.
What are the five free tools you should use?
Now act on the data:
Next up was Kenny Hyder who focused on controlling your search engine ranking (SERP) and reputation management.
Who should you defend against?
What to do? With Ripoff Report, clean up your act and perhaps file a counter-report. Your first priority should be to push them below the fold; use anything around these sites to outrank them. Ultimate goal is to get it off of page one.
With news stories, respond but don’t react. In some cases, a review may rank highly, and that can be bad because people are more likely to click on a review before they commit to clicking on the product site itself. To help that situation, launch your own review site or subdomain to claim those higher rankings. Also consider doing video reviews on YouTube. Consider also using “official site” in title tags for your product. For bad reviews, such as for local businesses, be sure to respond to the customers to see if you can make it better for them.
Kenny mentioned some tools you can use to dominate your SERPs from the start:
Tony focused on crisis management and tactics you can use in a crisis for your brand. Like in war, go in prepared. When preparing:
When monitoring your brand, refer to the list of possible tools Andy Beal mentioned above. If you don’t have time to monitor your brand, hire someone to do it.
Avoid war if at all possible:
Train your soldiers:
Keep your mercenaries happy:
Know your enemies and your friends:
Keep the button pusher informed, but not in charge:
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